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Paint and coating manufacturers · Point-of-sale marketing

Make your tin the one a painter and homeowner notice at the shade card.

Point-of-sale marketing for a paint maker is the shade card, shelf strip, counter display and shop board that sit where the last choice is made. GullySales designs each piece to the real space in a paint shop, adds a QR code to your catalogue and checks that dealers put it up.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of chemical manufacturers at work in India

What point-of-sale marketing means

Point-of-sale marketing is the printed and physical material at the counter and shelf that decides the last choice between brands. GullySales designs it to fit real shop space, adds a QR code to your WhatsApp catalogue or warranty page, checks that it is put up, and gets outdated scheme material removed.

Also for paint and coating manufacturers

Sales and marketing for paint and coating manufacturers, the overview.

Last updated 18 Oct 2026.

For paint and coating manufacturers

Where it usually goes wrong, and what we would do.

  • “A paint shop has no spare wall”

    Tins are stacked to the ceiling, shade cards hang by the tinting machine and rival brands crowd the counter. A standee that fits a showroom does not fit a hardware shop. Measure the real space in sample shops before artwork is drawn.

  • “The shade card is the pitch”

    A homeowner and painter spend their time at the shade card, not at a poster. A card that is clear, current and easy to find at the counter does more than a wall of print. The card, the tinting machine and the tin label must agree on shade names.

  • “Old scheme material stays up after the scheme ends”

    A board announcing last Diwali's offer still hangs in a shop, and the counter either honours it or argues about it. A plan for removing expired material, with a named person checking, protects both the dealer and your name.

  • “A QR code is useful only if it opens the right page”

    A painter scans the code on a putty display and wants the coverage and coats, not a company homepage. Point the code to a WhatsApp catalogue, a product guide or a warranty page, and test it on a phone before print.

What we do

What we deliver for paint and coating manufacturers.

The work available for this need. We agree the deliverables and responsibilities for your engagement in writing.

  1. Material list by shop type

    The standees, shelf strips, counter cards, shop boards and shade card holders that suit paint shops, hardware stores and dealer showrooms. You approve the list before design.

    Result: Each shop type has a short list of pieces that fit its space.

  2. Size sheet from sample shops

    Measured counter and shelf dimensions, with what each shop type can hold, so that artwork fits the real counter.

    Result: The printer receives sizes taken from shops and not from a template.

  3. Print-ready artwork

    Files for each piece with the product name, the feature line and your approved wording on offers. You sign off each proof.

    Result: Every piece carries wording your team has approved.

  4. QR code and destination

    A code linking to your catalogue, product guide or warranty page, tested on a phone before print and held under your own account.

    Result: A scan opens the page the display promises.

  5. Display check and removal routine

    A short checklist for the field team to confirm each piece is up, current and in the right place, and to remove outdated scheme material.

    Result: You can see which shops display your material and which hold old boards.

How the result is measured

  • Outlets with each piece put up, separate from pieces dispatched
  • Material in the right place and readable at the counter
  • Outdated scheme material still showing after its end date

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full point-of-sale marketing page

Who it is for

This is written for these paint and coating manufacturers.

  • Decorative paint makers selling interior and exterior emulsions, enamels and wood finishes through dealers
  • Wall putty, primer and waterproofing coating makers
  • Industrial paint makers supplying engineering, fabrication and automotive component plants
  • Protective and anti-corrosion coating makers for structures and pipelines
  • Powder coating manufacturers supplying coating shops
  • Floor coating and epoxy system makers for factories and warehouses
  • Wood coating and polish makers selling to furniture units
  • Regional paint brands that supply a few districts through their own dealers

Before you decide

Agree the work. Know how to judge it.

Point-of-sale marketing for paint manufacturers: use these checks to prepare, choose the scope, and review what changes.

Bring the right evidence

Map existing partners, their territories, and the customers they serve. Review active selling and repeat orders separately from the number of partners signed up.

Make the scope clear

Agree partner fit, territory rules, onboarding, and support responsibilities. Clarify how direct enquiries and partner enquiries are assigned before starting recruitment.

Check the work in use

Follow a partner enquiry through to an order and the next purchase. Check whether the partner has the product knowledge and material needed to sell without repeated intervention.

Know when to change course

If current partners cannot sell because supply or support is weak, resolve that before recruiting more. A bigger network can spread the same problem further.

These are discussion points, not a fixed package. GullySales confirms the deliverables, responsibilities, fee, and term in writing after reading your brief and speaking with you.

How it works

How the point-of-sale marketing work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Outlet and product choice

    You tell us the outlets you sell through and the products that need a push at the counter. We agree which pieces suit which outlet.

  2. 2

    Space measurement

    Your field team or a dealer sends photographs and measurements of counters and shelves. We fit sizes to them before any artwork begins.

  3. 3

    Artwork and QR approval

    You approve each proof, the offer wording and the QR destination. Anything that states a price or scheme is checked against your written scheme note.

  4. 4

    Print and dispatch handoff

    The approved files go to your printer or ours as agreed in writing, with quantities by dealer. Dispatch records which outlet got which piece.

  5. 5

    Store-visit check

    Photographs or visits confirm the material is up, readable and in the right place. Gaps go to the responsible dealer or field representative.

  6. 6

    Scheme withdrawal

    When a scheme ends, the withdrawal list is sent and a recheck confirms old material has come down.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Will dealers actually put the material up?
Only if it fits and offers them something. Measured sizes, a clear reason to display it and a visit that checks it raise the chance. Dealers who refuse to display any brand need a conversation about retailer marketing first.
Can the board tell customers the shop's price?
Be careful. Retail pricing instructions are for your own legal adviser to review. A board that names a maker's price or offer should use wording your adviser has cleared.
Who pays for printing and fitting?
That is a commercial decision between you and the dealer, and GullySales does not set it. We prepare the files and the sizes; you choose the printer and agree the cost with the dealer.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for paint and coating manufacturers

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Also for paint and coating manufacturers

Or start from the overview: sales and marketing for paint and coating manufacturers.

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