PRODUCT DEMONSTRATION

CASE STUDY

Product Demonstration Case Study / Tools


Client: Gardena

Campaign: B&Q Product Demonstrations

Campaign location: Nationwide across 50 UK sites (simultaneously)

Brief:

To promote awareness, execute product demonstrations and drive sales of Gardena products in the top 50 B&Q Warehouses across the UK, targeting consumers and educating B&Q store staff.

Campaign Description:

All staff attended a training session at Gardena, which detailed product usage and information. This included:

  • Prices, features, advantages over competitors, assembly / usage, maintenance tips, spare parts ordering, etc
  • Product information packs
  • Hands-on demonstrations and accessories.

Product Demonstrations

  • Each demonstrator looked after their own local store. They visited the store over 11 separate days, covering peak spring and summer weekends and bank holidays.
  • Demonstrations to the public were the main priority, but in quiet periods B&Q staff were trained.

Promotional Support Staff

  • These were used on the busiest days, positioned at the entrance or in central walkways, directing through-traffic to the demonstrations. In the final stages of the campaign they also demonstrated the Multi Tool Range to increase sales.
  • Leaflets were available for both demonstrators and support staff to be distributed on the days of activity.

Merchandising

  • The staff also helped to manage and maintain the Gardena POS material / product display area. They used planograms of shelf displays to report any items which were not present and correct. They also fed back stock shortages arising from the sales which had been made on the days of their activity.

Results:

  • General feedback from all of the staff was that the promotion was a success. The staff found that they were very busy each day with customers enquiring about gardening topics, which they were often able to turn into demonstration opportunities.
  • Most customers did not mind being approached and asked if they wanted to be shown the range of tools. Many commented that it was a pleasant change to be proactively approached by an assistant in B&Q.
  • Demonstration staff all reported that the promotion gave the brand exposure not only to the public but to the store staff as well. The demonstration staff gave B&Q staff the opportunity to feel the quality of the products and explain the key benefits over their major competitors.
  • More than 30,000 demonstrations (partial and full) were given, with stores averaging 23 full demonstrations each day.
  • Link confirmed its ability to demonstrate products professionally and consistently in a nationwide campaign.