PRODUCT DEMONSTRATIONS

CASE STUDY

Case Product Demonstrations Case Study / DIY Equipment

Client: Earlex (Paint spraying & DIY equipment manufacturers)

Campaign location: Activity executed across 150 B&Q, Wickes & Homebases stores nationwide.

Brief:

Drive sales; increase public understanding of product usages and secure continued shelf space for the Earlex product range across B&Q, Wickes and Homebase.

Campaign Description:

Execute in-store product demonstrations and drive sales for the Earlex 3900 HVLP Spray Station.

All staff attended a training session at Earlex House to be trained in the use of the spray station. This included::

• Setup and dismantling of the unit.
• Spraying techniques.
• Paint mixing.
• Setup of display stands etc.

Demonstrations:

• Stores were split into regional areas, with Earlex product demonstrators servicing their own catchment zone.
• Staff equipped with branded vans - including magnetic branding illustrating the Earlex brand and product.
• Each staff member had a combination of two pop up display stands, a branded event table, leaflets and branded T Shirts.
• Demonstrators had a specific list of stores which they visited - with the most successful stores visited again dependant on timescales and availability.

Results:

• Record sales levels achieved in critical weeks, during activity period.
• The nationwide team of 50 demonstrators working simultaneously across the most important stores on key weekends and bank holiday periods.
• B&Q store staff all trained on usage of units.
• Earlex marketing team continues to use Link Communication for their demonstrations and direct sales across all stockists.