How innocent doubled their sales

2016-12-16, brandbuddy

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.”

Budgeting In-store Marketing 2017

2016-11-28, brandbuddy

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:

  1. Almost all organisations strive to grow and if you have achieved your budget this year, you will for sure be asked to deliver more next year. This can cause stress levels to rise, since most of us do all we can to drive sales all the time and we probably have used all aces up our sleeves to achieve the budget this year.
  2. The market is hard no matter what you sell. Retail is changing all the time, not only when it comes to consumer behaviour, but also when it comes to resellers and chains. Who will gain and who will lose next year? If you plan it right, you will be a part of the winning team. And if you don’t, somebody else will, and you will have to come up with sales figures from somewhere else.
  3. No matter the size of your budget, it could always be bigger. We all know that if you visit stores frequently and have a good relationship with your customers, your products will have a higher sell trough. And if you don’t, somebody else will take your shelf share. So there’s no upper limit when it comes to in-store marketing – the easier it is to find your products and the more people there are who know about it, the more you will sell.
Do it now!

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

Excel-loving BrandBuddy


Vieraskynä – Agenssi

2016-10-12, brandbuddy

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:

  • Mitä tämä uudenlainen toimintamalli edellyttää sinulta johtamisen käytäntöinä?
  • Miten varmistat, että myyntiedustajasi ymmärtävät uudenlaiset toimintamallit?
  • Miten takaat, että tiimisi miettii konkreettisesti millaista uudenlaista toimintaa työkalujen käyttöönotto heiltä vaatii?

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 ja ota yhteyttä – kerromme mielellämme miten BrandBuddy Groupin ja Agenssin osaaminen mahdollistaa menestyksesi!


Tools For Retail Marketing

2016-09-12, mia

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.

Mobile tool for monitoring the field

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.

Text message training for sales staff

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.

Tracking the performance of sales representatives

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.

Please contact,

Outsourcing sales and merchandising

2016-09-06, brandbuddy


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.