Gotta talk about an interesting experience... I happened to meet this new client whose a grad from IIT & IIM wanted to launch a Functional & Wellness drink in Bangalore market. Based on the client's brief did a quick research on MPV, I suggested a direct to consumer strategy weekend promotions thru sampling stations at various hypermarkets considering the right foot fall in place, ..... Finally i gotta a go ahead on the activation plan.
As a pilot phase, hired a bunch of part timers and did a screening process to hire the best skilled, hunting for the right manpower was quite a task ! did a quick Product + Sales training to the front line reps. Logistics was well planned and all sampling stations with collaterals were deployed at the allocated outlets. As an extra focus and a value add to the client was in charge of supervision of one outlet, as internal motive i also wanted grab this opportunity to observe various things such as footfalls at the outlet, consumer demographics, psychographics & buying behavior and there perception towards the brand !!
We camped out at Beverage section & next to the sampling station had the floor display of the wellness drink called "THRIVE" available in flavors like pineapple, grape with amla & mango+orange.
this drink has to compete with other beverages like Ceres, Maaza, Fruiti,Tropicana,Saint,Delmonte etc ..etc
Frontline rep's in action dressed in branded t-shirt & cap they where asked for a volunteer approach and invite shoppers to the kiosk area to taste thrive. As day passed consumer engagement at the sampling station started increasing.
Observations & Success Methods
- Effective communication is very vital.
- Strong ownership on delivery is a key to success.
- Sales is nothing but doing a magic spill on the consumer, influence people through confidence.
- Educate prospects with the right information.
- Most of the consumers carry various perceptions towards brand & products.
- Moment of truth is in need of the hour, its a short interaction with prospect !!
Summary
This promotion met the ROI and its unimaginable but i have to spill the truth, ran out of stocks at the store , the client was impressed and I had a set a mark in our service delivery !
Some where i believe ownership towards campaigns is a must and driving your team to achieve goal requires you to understand grass roots.
