How innocent doubled their sales


2016-12-16, BrandBuddy Group


It’s not a big stretch to say that innocent could be the world’s best smoothies and juices manufacturer but until recently, it’s been relatively unknown in Finland. During the summer of 2016, innocent launched its new range of products but they also decided it was time to give the innocent brand a boost. They wanted to try a new approach in how they presented their products in the shops. BrandBuddy to the rescue!

The Brand Ambassador makes sales fly

The aim was to not only get more shelf space for selling innocent’s expanding range of products but also just as important was the developing of the brand. BrandBuddy recruited a Brand Ambassador to do a pilot demonstration tour in 60 Kesko shops. The Brand Ambassador was attired in a uniform that followed innocent’s style and colour palate and they offered tastings and spoke of the innocent brand ideology. Furthermore, they answered questions about current products, took additional orders and introduced upcoming shop promotions.

There are ‘meetings’ and then there are meetings!

The pilot tour of the shops verified what was already suspected in that the quality of the demonstrations make a big difference! It was during the campaign that innocent was able to push their entire range of products to the shops and increase shelf space by 30%. Whilst there are a number of factors that contribute to any success, the store visits had a direct impact on visitation to the shelf space. This conclusion was further fortified by the fact that during a month’s break from the demos, there was a distinct lull in activity.

Due to the success of the pilot campaign, it was decided to implement this model of working for innocent systematically and on a regular basis.

Mikael Winqvist, Commercial and Brand Manager of innocent

”The campaign was a great success by all measures. BrandBuddy offered brilliant ideas and they were very proactive for the whole duration of our collaboration. The BrandBuddy Ambassador program, along with all other elements of the campaign have ensured that innocent’s net sales will have doubled by the end of 2016 and this has really reinforced our faith in the brand. We will definitely continue our collaboration with BrandBuddy in the future.”


Outsourcing sales and merchandising


2016-09-06, BrandBuddy Group


BB_onko_myymalamarkkinointi

Every company aims at selling more. Investing in in-store visibility pays off since two thirds of purchasing decisions are made in a store and not browsing magazines at home for instance. As a result, in-store marketing is more cost-efficient than e.g. newspaper advertising. Merchandising is a form of indirect selling that boosts product sales, i.e. increases the probability that a customer chooses a certain product among a store’s vast selection.

Every company aims at selling more. Investing in in-store visibility pays off since two thirds of purchasing decisions are made in a store and not browsing magazines at home for instance. As a result, in-store marketing is more cost-efficient than e.g. newspaper advertising. Merchandising is a form of indirect selling that boosts product sales, i.e. increases the probability that a customer chooses a certain product among a store’s vast selection.

Choosing the right partner is crucial in in-store marketing, in boosting sell-through and in increasing merchandising. Every brand would do well to think whether field work and merchandising are part of their core competence and whether it is useful for a brand to have a field sales organization of their own. Would it be a good idea to outsource in-store marketing and related activities to a seasoned professional?

Outsourcing sales promotion

BrandBuddy Group has strong experience on outsourcing sales promotion for their customers. After an outsourcing plan has been drawn up in cooperation with a customer, BrandBuddy will handle all the work related to employee transfer. In practice, all BrandBuddy will need is the employees’ details and terms and conditions of employment.

Once BrandBuddy has taken charge of a customer’s team, its situation is mapped. Based on the mapping, a proposition is made as to how it would be useful to divide the sales regions, the customers and the work within the team, in what kind of things savings can be made, whether the team is of the right size and whether its degree of activity should be raised. The customers will receive a full report on all the work done by BrandBuddy. Multinational brands have given praise for the unified way of reporting because reports from various countries are mutually comparable. The reports are an easy means for a customer to see what they have paid for and what they have received in return for their money.

Pitfalls of merchandising

A brand’s own field salespeople can work even for a long time at half capacity or at a weakened level of motivation before problems are acknowledged and tackled with. It is easier to intervene in the motivational problems of an external employee. When field marketing has been outsourced to a seasoned professional with experience on a wide variety of organizations and MOs, the core of eventual motivation problems can be quickly accessed. An experienced field salesperson knows if driving 7,000km a month is good or bad for an employee and also knows how to handle the matter.

BrandBuddy has a clear country-by-country view on the salaries in the field and knows what salary is too small or too big and what kind of pay is the most motivating one. Route planning, bonus systems, local legislations and applying them in practice are part of BrandBuddy’s core competence in their activities in the Nordic Countries.

Many customers also appreciate the way BrandBuddy rationalizes travel expenses and follows up on travel bills. All administrative work short of signatures is taken care of on behalf of the customer, with every VAT itemized and every receipt drawn up according to rules agreed upon together.

BrandBuddy recruits

By using external help in recruiting, our customers ensure that they won’t hire a new employee only because the interpersonal chemistry with the interviewer works. An employee’s skills, suitability and motivation are the only things that matter in BrandBuddy’s recruitments. When the right person has been hired and given the possibility to grow in their new job, they will do their utmost to do well in it.

We recruit marketing professionals such as field representatives, sales directors and marketing managers for our customers. Thanks to years of experience, we recognize the profiles of sales and marketing people. For assistance, we rely on an extensive database of applicants and on good relationship networks with cutting-edge professionals in the field. Our recruitment ads are noted in the web and in the press alike, and we can always present a variety of good and even better alternatives to our customer.

Recruitment is a success when a hired person likes their job and stays long in the same company. That’s when our customer is also happy with the recruitment. BrandBuddy only bills for successful recruitments. If we do not find a suitable employee for our customer, we won’t bill them either.