Case Studies - Wagner

Client: Wagner Wall Perfect Spray System

Agency: Wagner Spraytech

Campaign: Wagner Spraytech – Nationwide Product Demonstrations & Merchandising at 60 B&Q Warehouses

Brief:

• To drive brand awareness, encourage customer usage and increase sales for Wagner Spraytech within B&Q Stores across the UK, via product demonstrations, direct sales – and display merchandising, targeting DIY customers.

Campaign Description:

• A team of high calibre demonstrators were selected by Link Communication to carry out the in-store demonstrations within 60 stores, to attend a full product training session where they were taught how to use and sell the Wagner Wall Perfect.

• Full demonstrations were carried out showing customers how to set up the product, explaining how to fill it with paint and how to adjust the paint spraying settings to match the job being carried out.
• Customers were allowed some hands on experience as the demonstrators encouraged them to step up and have a go themselves.

Branding:

• The field marketing staff were dressed in branded T-shirts and caps to create awareness and the demonstration area included pop-up display banners showing Wagner branding with attached painting easel for spraying with a number of interchangeable boards.

Results:

• Hundreds of customers were encouraged to try the product each day in each store. In some stores, customers returned other products they had purchased as they had decided to decorate their room using the Wagner Wall perfect after the product was demonstrated.
• The field staff received excellent feedback from all of the visited stores. The majority of stores had sales visibly uplifted because customers felt assured about the product before they purchasing it.