For each project we first identify key messages and benefits to be delivered in a highly targeted and emotionally engaging way as part of an integrated campaign.
Creating 1 million positive experiences
Objectives
• Create a magical experience to become positively associated to the brand
• Deliver 1 million samples at 150 events across the UK
• Train 50 new staff in special skills and motivate them to work as a single unified team.
Approach
An awareness of the power of language in face to face sales, led us to suggest that the campaign did not offer free samples. 'Free' means of no value and we prefer, 'complimentary sample' or 'a gift from us'.
The campaign message focussed heavily on the effect of the product on the senses of touch, taste, sight and sound. We added the sense of wonder by designing a number of bespoke magic tricks that highlighted particular brand and product values. We interviewed 200 staff to identify 50 field staff whose look and attitude was wholly commensurate with the brand and used professional magicians to train these staff to perform the special magic tricks. Our training included some team building and motivational training to ensure that staff operated as a team.
The campaign was delivered at 150 key events across the UK and was focussed on creating 1 million positive experiences rather than delivering 1 million samples.
Results
The campaign offered a highly targeted way to deliver product samples and specific brand values to key selected areas. Mystery shopping showed a high level of confidence in delivering pre-determined messages. Random testing of consumers after they had enjoyed the experience showed that 86% could accurately recall specific brand features presented at the time of sampling.
- Sales Training
- Field Marketing
- Team Training
PRESS
"Recent months have seen a new lease of life for sampling, with innovative techniques being applied to promote a wide variety of brands"
Incentive Today