Case Studies - Earlex
Client: Earlex
Campaign: Spray Station - Product demonstrations
Brief:
Execution of product demonstrations in 180 B&Q warehouses nationwide for the Earlex Spray Station 3900.
Target Audience:
DIYer's
Campaign Description:
A team of 15 of our experienced product demonstration staff were trained up at the client's head office. The day comprised of classroom and practical demonstrations of the product, including learning full product descriptions, assembly, cleaning, paint spraying and paint thinning courses.
Post training day the top 10 product demonstrators were chosen and allocated regional stores across the UK.
The product demonstrators liaised with B&Q managers and negotiated the best possible location for the demonstrations, set up the product demonstration area which included: Branded Event Area / Pop up graphics / Branded display tables / Stock available to purchase / A revolving material board which the staff demonstrated the spray station on.
As well as activity demonstrating and selling units to customers within the 180 B&Qs, they were also able to demonstrate the unit in detail to all of the B&Q store staff, allowing the benefit of their presence to be felt long after the demo day had passed, via knowledge and personal contact passed on to the day to day front line staff.
Results:
- Product demonstrators visited 180 stores across a nine week campaign and completed over 3000 full product demonstrations and over 200,000 opportunities to see the product, to visitors in B&Q.
- As a result of the campaign over 1,500 sales were generated, covering the cost of the campaign and generating significant profit for Earlex.
- Over 400 demonstrations given to paint department specialists within B&Q.
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.