Over the course of this semester, I have been working with Sherwin Williams as my organization of choice. Sherwin has multiple publications that are distributed within the company about various topics such as employee spotlights and new product highlights.
As for publication for customers, they are lacking in that sense. I think an effective newsletter to send out for customers on their E-Mail lists would include spotlights of local stores. Each state has a multitude of stores and I believe local customers would appreciate seeing familiar faces within the publications.
Another highly effective strategy would be to send out a calendar with a timeline of sales for them to utilize. Paint can be very expensive, but Sherwin-Williams is often offering national coupons. The only thing is, many people are not aware of when the sales are going on or even that there is a sale to begin with.
Lastly, I believe one of the most effective things Sherwin could include in publications would be advice on what paint colors are trending at the moment. One of the hardest thing about painting is choosing a color that will work for each room in the house. If there was a newsletter about paint trends with photos of what colors would look good where from the advice of color experts, I believe many people would appreciate the help.
