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 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.
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.
”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.”
We know a lot of our customers are in love with Excel at the moment, planning budgets for year 2017. We’ve been on the other side of the table, so we know how frustrating it can be. It’s frustrating because:
We’ll be honest with you, we are not objective when saying this. BUT If you haven’t used your in-store marketing budget for 2016 to the max, now is the time to do so. Because as we know, if you don’t, your budget will for sure go to someone and something else. Needless to say, you should of course contact us and we’ll come up with a magic plan for you.
If you find yourself with a field marketing budget which is not what you hoped for in January 2017, let’s make the most of what you do have. There’s always room to save and do the same things with lower costs. We’d love to help you with this.
Inspiring regards from
Hyvä myyntijohtaja. Onneksi olkoon! Olet juuri siirtynyt uudelle aikakaudelle tuotteenne myymälämarkkinoinnissa BrandBuddy Groupin asiantuntemuksen ja työkalujen avulla. Tämä yksittäinen rohkea liike jo sinänsä on omiaan kääntämään peliä eduksenne. Mutta on vielä muutama seikka, jotka taklaamalla maksimoit tulosvoiton. Anna kun kerron lisää.
Siirtyminen uuteen toimintatapaan on muutos – työn arkitason toiminnan muutos. Kaikille osapuolille eli sinulle, myyntiedustajillesi sekä heidän yhteyshenkilöilleen. Sinulla on jo käsissäsi ensiluokkaiset työkalut. Silti, muutos edellyttää johtamista sekä uudenlaisen toiminnan harjoittelua – teiltä kaikilta.
Tässä BrandBuddy Groupin ja Agenssin yhteistyö konkretisoituu. Olemme kumppanisi, kun haluat kirkastaa:
Olemme muutosten läpiviennin sekä uudenlaisen, sitoutumista edistävän osallistavan muutostyön ammattilaisia. Varmistamme kanssasi, että tavoitteet muuttuvat toiminnaksi ja tiimilläsi on onnistumisen edellytykset uudenlaisessa toimintakulttuurissa, uusien työkalujen kanssa. Valmennamme prosessinomaisesti – alussa asetamme tavoitteet uudelle toiminnalle ja sovimme uusista käytännöistä, matkalla tarkastelemme onnistumisia ja haasteita sekä kehitämme toimintatapoja, lopussa reflektoimme muutosmatkan sekä asetamme seuraavat kehittymisen askelmerkit.
Tutustu toimintaamme osoitteessa www.agenssi.fi ja ota yhteyttä – kerromme mielellämme miten BrandBuddy Groupin ja Agenssin osaaminen mahdollistaa menestyksesi!
A sales representative no longer walks into a store carrying a brief case just to pick up an additional order, but every brand representative has to nowadays also comprehend the importance of in-store visibility and also be able to report back to the office about the current status in the field. Also, measuring the effectiveness of in-store visibility, as well as our eternally favorite topic, the training of the sales staff is an essential part of the daily routine of store marketing professionals. When modern and user friendly tools are at one’s disposal, the reporting, tracking, analyzing and training is effortless and happens regularly.
Brands are ultimately built in the field and therefore their visibility is of paramount importance. Fortunately, one no longer needs to rely on the verbal descriptions of the staff operating in the field or developing time-consuming photographs, but we now have real-time reporting tools enabled by modern technology for the communication between the field staff and the brand’s head office.
We also offer our clients’ field organization the most effective tools for tracking activities in the field, measuring sales as well as training sales staff.
With the help of the tool offered by BrandBuddy our client company’s staff i.e. a Sales Director, Sales Manager, Regional Director or Marketing Manager is able to monitor very specific things: what procedures are used by the field organization, how the campaign has been implemented in stores or how much shelf space do the products have. The tool offers an insight into all the stores that the field staff of BrandBuddy or our client visits in Scandinavia and in the Baltic region. The tool can be used during the first exploratory audit visit or in daily use by a field representative.
In the field reporting takes place visually and the digital pictures taken of shelves, product range, store and campaign materials can be listed, for instance, as campaign groups, which makes their discovery easier. During each visit, details such as which person one met in the store, what was agreed with that person, what procedures took place in the store and has the staff been informed about the ongoing campaigns and upcoming new arrivals etc. are easily added into the report.
The report is conducted easily in the store with a smartphone and is available for a review at the office straight after saving it. Roughly speaking one could say that the pictures offered by the tool serve marketing purposes and sales reporting. When everyone uses the same form and procedures, it also makes the reports comparable with each other. These report summaries and pictures can be very useful, for example, during forum discussions.
Training the in-store staff is an essential part of sales promotion. When sales representatives know the product, it is easy for them to sell it to the customer. Traditionally, training days and courses can be long and tiring. Luckily nowadays different options are available to make the training less tedious.
BrandBuddy uses an easily usable training system that can be used to send sales staff short information packages on upcoming campaigns, new products and their features. The messages are sent to the sales representative’s mobile phone and are swiftly readable at any suitable moment. Text message training has been well received in the field and the sales staff considers it to be an excellent tool and an easy way to keep continuously learning.
We use mobile technology also in tracking sales. The handy program enables our client to control their sales team and gain access to precise information on what type of results are achieved during each sales meeting held outside the office. With the help of the tool we offer sales staff operating in the field the ability to track their sales and monitor their performance compared to other salespeople. Sales figures and other performance indicators can be viewed from different diagrams and pie charts, which enables one to quickly glance over the current sales status.
Up to speed sales tracking motivates to achieve the best possible results and brings some healthy competition into the daily routine. Additionally, organizing a sales contest between stores and tracking its results is made possible with the help of our tool. The sales targets can also be adjusted in relation to the size of the store in order to compete fairly.
But, even these tools can’t help boost sales and marketing, unless one fully comprehends what the main tasks of the sales staff and representatives in the store are and what they aim at. BrandBuddy’s long experience in in-store marketing is at your disposal, when you want to know what a true in-store visit should look like.