Case Studies - Gardena

Client: Gardena Easy Move

Agency: Kaliba Marketing

Campaign: Gardena EasyMove Lawnmower, In Store Product Demonstrations

Brief:

To supply branded product demonstration staff to demonstrate the key product features of the new steer able EasyMove Gardena Lawnmower to shoppers at 50 B & Q Warehouses across the UK.

Target Audience:

• People shopping for lawnmowers
• Females (aged 21-65)
• Older couples (aged over 50)

Campaign Description:

One member of Link Communication promotional staff was supplied for each of the 50 B&Q superstores on Good Friday, 25th March 2005. Promotional staff demonstrated the lawnmower to potential purchasers, communicating key product benefits and allowing the shoppers to experience the easy manoeuvrability of the lawnmower first hand. In addition promotional staff also distributed an informational leaflet to shoppers which included a summary of the key product benefits and a discount voucher to increase sales.

Where available, staff set up an AV unit showing a looped film of the product's features.

Results:

• Approx 300 demos carried out in each store, leading to over 17,500 people being shown the core product benefits of the EasyMove lawnmower on the ONE day of activity.
• Significant increase in sales on actual day of activity - and further uptake on that weekend and during subsequent weeks.