2018-05-21, BrandBuddy Group
Philips julkaisi pohjoismaissa uutuustuotteen eli sähkökäyttöisen partahöylän, Philips OneBladen, syksyllä 2017. Suomessa uutuuslanseerauksen kilpailutuksen voittaja BrandBuddy Group jalkautti tuotteet Citymarketteihin kautta maan – kaikkiin samanaikaisesti.
”Asiakas halusi, että promootiot ovat kaikissa heidän myymälöissään yhtä aikaa. Tämä asetti rekrytoinnille töitä, sillä esimerkiksi pääkaupunkiseudulla on monta myymälää. Oli haaste saada jokaiseen myymälään oikeasti hyviä, myyntihenkisiä tyyppejä. BrandBuddy hoiti keskitetysti ihmisten etsintää toisen vakiokumppanimme kanssa. Kaikki onnistui haasteista huolimatta tosi hyvin”, kertoo Philipsin Trade Marketing Manager Kati Partanen.
BrandBuddy jalkautti OneBladet myymälöihin Philipsin ohjeiden mukaisesti. Tuotteita oli kaksi eli varsinainen sähkökäyttöinen partahöylä ja siihen erikseen myytävät lisäterät. Menekinedistämiskäyntejä tehtiin Citymarketeissa useita kierroksia syksystä loppuvuoteen asti.
”BrandBuddy huolehti kaiken lanseeraukseen liittyvän koordinoinnin, promoottoreiden rekrytoinnin ja heidän yhteisen koulutuksen, jossa minä ja luottopromoottorimme olimme mukana kouluttajina. He huolehtivat myös raportoinnista sekä kaikista niistä miljoonasta asiasta, joita näin laaja tapahtumakokonaisuus vaatii toimiakseen”, Partanen luettelee.
Menekinedistämistapahtumien tavoite oli selkeä: myydä hyllyt tyhjiksi!
”Tuotteet vietiin käsistä, joten tavoitteemme onnistui tosi hyvin. Voisiko jopa sanoa, että ongelmallisen hyvin, sillä jouduimme lopulta myymään ’ei oota’. Muistelen, että yleensä aina on myymälä, jossa tavoitteet eivät täyty, mutta nyt ei ollut. Myynti oli huippua, ja kaikki pääsivät asetettuun tavoitteeseen, vaikka kyse oli täysin uudenlaisesta tuotteesta”, Kati Partanen hehkuttaa.
Partanen on tyytyväinen BrandBuddyn ammattitaitoon ja projektinhallintaan.
”Kommunikointi sujui tosi hyvin koko ajan, enkä missään kohti ollut tapahtumista pimennossa. Tuntui, että meistä on asiakkaana pidetty kivasti huolta”, Kati Partanen sanoo.
Partasen mukaan promootiolla on suuri merkitys uutuustuotteen onnistuneessa lanseerauksessa. Parranajokoneen ja terän välimuoto kiinnosti asiakkaita, ja tuotteella on selkeästi tilansa markkinassa.
”Promootio on ollut merkittävin ulosmyynnin vauhdittamiseen liittyvä aktiviteetti kokonaisuudessaan. Teimme paljon muutakin menekin edistämiseen liittyvää, kuten myymälämateriaaleja, mutta kampanjakokonaisuus oli kaikkein merkittävin tapa tehdä täysin uudenlaista tuotetta kuluttajille tutuksi”, hän toteaa.
BrandBuddy huolehtii yhä OneBlade -tuotteiden esillepanosta ja myymälänäkyvyydestä.
”Voin suositella BrandBuddyn palveluja. Siellä pidetään hyvin narut käsissä, huolehditaan asiakkaan tarpeista, kuunnellaan asiakasta sekä halutaan pitää asiakas tyytyväisenä. Ennen kaikkea brandbuddylaiset haluavat toimittaa asiakkaalleen tuloksia!” Kati Partanen, Trade Marketing Manager, Philips.
2018-02-15, BrandBuddy Group
BrandBuddy Group, which is specialised in the development of retail sales, and Myynti ja Markkinointi Volyymi Oy, have merged. The company will continue under the name BrandBuddy Group. BrandBuddy Group’s CEO Mia Hudd and Myynti ja Markkinointi Volyymi Oy’s CEO Anne-Maj Mäenpää will act as partners in the company.
The merger allows the company to provide retail consumer marketing from design to implementation. “With the merger, our customers will benefit from stronger retail field operations, in-store consumer activations and an increased range of services.” We are now able to handle, for example, major shopping centre events, brand roadshows, extensive commercial brand activities and B2B events,” exclaims Hudd. BrandBuddy Group will also further invest in its staff’s know-how and expertise.
The company’s market area extends across Scandinavia and the Baltic countries. “Our strength is our extensive market knowledge as well as our capacity to work in Finnish, Swedish and English. In Finland, we serve the entire country from Hanko to Ivalo,” comments Hudd. Customers from across many industries have also expanded the company’s capabilities. “Our customers receive support through the whole sales process, as we handle all the activities throughout the annual marketing calendar,” adds Mäenpää. BrandBuddy Group is part of the Nordic Retail Network. The network’s members leverage each other’s know-how and share information about new trends and best business practices.
“The retail market is changing rapidly and we have responded to the demands by developing more effective tools. We have a wide range of tools to meet the needs of our various customers, including monitoring developments in the field, training and the measurement of targets”, says Hudd. Modern tools can be used to comprehensively explore the effectiveness and profitability of different measures. BrandBuddy also manages the “below the line” marketing which, traditionally, has been quite difficult to measure. The company also examines the e-commerce behaviour of customers as well as the decision to buy.
BrandBuddy received Kauppalehti’s Success certification in 2017. “Our company is in a strong growth phase, and we are grateful to both our old and new customers,” comments Hudd and Mäenpää.
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2017-05-24, BrandBuddy Group
BrandBuddy has been Arla’s field sales partner since December 2016. This time however, the work has been done at wholesalers instead of retail stores, and so also the clients are HoReCa-field professionals instead of the end users themselves.
”This is new, as brands are usually not as visibly displayed at wholesalers and the customer experience is not thought through as carefully as it is in retail stores. We wanted to improve the visibility of our products also for HoReCa-professionals, and that has proven to be a success,” says Arla Marketing Manager Fredrik Grahn.
There were two projects: In-store-marketing materials were designed and produced for Café-maito milk and the locations and overall way of displaying the product at the wholesalers were re-thought. The other project focused on reorganizing how the dairy products were placed at the wholesalers.
The BrandBuddy team implemented a whole new Café-maito in-store marketing campaign for 11 wholesalers, including planning and creating the marketing materials. The displays were built at the wholesalers and the wholesalers were then visited once a month to ensure products and materials were well displayed and the wholesalers were satisfied. Based on the work done and the campaign ran during January and February 2017, Café-maito was still in April among the bestselling dairy products at the wholesalers.
“The effects of in-store marketing on the sales of Café-maito at the wholesaler were spectacular. Café-maito sales rose by 200% during the first quarter of 2017. Sales continued to rise in March-April even after the campaign of January-February had ended. We will continue our partnership with BrandBuddy and may also include other activation campaigns such as product tastings”, says Grahn.
Arla wanted to focus on the rebuilding and re-organising of the dairy products shelf in the cold room at another wholesaler. Before the re-organising, the dairy products of different brands were not organised in any particular way and the comparison between similar products was difficult.
“When you have 4-5 different brands with slightly differing products, such as four different full creams, we want to try how visual guidance at the dairy product shelf helps the customer make the decision on which product to buy. Together with BrandBuddy we re-thought the whole layout of the dairy products category so that customers wanting to buy products for their café or restaurant would find it easier to make the purchasing decision.”
Arla, with the help of BrandBuddy and in cooperation with the wholesalers’ staff, reorganized the dairy products shelves. Booklets with tips for the use of the products are also available for customers to take with them. The BrandBuddy consultants have visited the wholesalers once a week to check the products are well displayed on the shelves and there are enough booklets for customers to take. The results of this campaign are not yet available.
”The campaign aims at making the purchasing of dairy products a better experience for the customer, as well as get the Arla products better displayed. The staff of the wholesalers’ do not often have time to focus on the display of products, and therefore we must do it ourselves. We re-built the whole dairy products shelves and also organised our competitors’ products”, says Fredrik Grahn.
Brands have invested very little in how visible they are at wholesalers. Arla wanted to try whether branding makes a difference in sales at wholesalers.
“ Many see wholesalers as distributors, but also the number of visiting purchasing customers is significant. There is less branding at wholesale than at the retail side, and we thought there could be more room for last minute purchase decisions also at the wholesales side. The milk shelves are full of similar products, which makes it difficult to choose the most suitable milk. When we focused on the display of a particular milk product, it was also visible in the sales figures.”
The success story of Café-maito milk has been used globally at Arla as an internal example of the impact and importance of effective displaying of products.
“ We outsourced in-store-marketing, as a partner specialised in such cases can do the job quicker and Arla does not have resources of its own to be out in the field. Choosing BrandBuddy as our partner was clear, as only BrandBuddy could offer the whole package including the marketing materials. BrandBuddy has given the project full focus and I am extremely happy with how they have managed the project. Everything has proceeded quickly and the field staff recruited for the project have gained the full trust of the staff at the wholesalers. This has been of great value and importance to us, as the field staff are the face and image of Arla out in the field”, sums Fredrik Grahn, the Marketing Manager of Arla.
2017-03-17, BrandBuddy Group
I started working as a brand ambassador for innocent in the autumn of 2016 and the job has been utterly interesting and diverse all from the beginning. I particularly like the broadness of the job tasks and briefs combined with the changing challenges, as well as the always supportive work environment. And of course, I’ve got to mention the amazing brand I get to work with daily: it is very fun to promote a brand with tasty products and by which values you live by yourself.
to a social and outgoing person the job as a brand ambassador offers very exciting working days. There are some routines but overall the days can be quite different but also often adaptable to your own schedule. The working hours are ideal too. I’ve been very happy with my job.
2017-01-20, Mia Hudd