Category Archives: Consumer Activation

Case Studies

ASICS

Sales Promotion, Store Staff

The challenge

ASICS has asked CPM to help roll out their Sell Out Staff program. ASICS wants the service to various stores such as; Intersport, Perry Sport & Daka Sports. It’s all about increased sales.

Our Solution

In the Benelux 25 SA’s are working every shopping night & Saturday (12 hours in total) in store to increase the sales as they are an ASICS specialist in store.
Maximizing sales through an efficient, flexible and trustworthy solution that creates great store experience.

Key focus area’s:

Recruit, retain the best and most talented people in the market with s sports background
Face to face coaching to drive increased sales performance
EAssociate rewards linked to performance
Making sure sell-out is optimised by having focus on stock level and display opportunities
Super associates with deep brand Knowledge

Results

A highly motivated and results driven field sales team due to increased focus on Field Coaching and Learning & Development (training program), delivering the following results:

Achieving international sales targets (+ 40% uplift per door)
The existing store staff's knowledge of ASICS is increasing

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Goodyear

Sales Promotion

The challenge

Goodyear asked CPM Netherlands to help with the promotion of Goodyear tires at various dealers like Mercedes-Benz, Jaguar/Landrover and BMW. At first Goodyear needed market information before they could roll-out the promotion wave. For wave 1 the goal was to gather information by completing a survey per dealer. In the 2nd wave the promotion team did a promotion around a campaign, where dealers received a discount by ordering a certain amount of tires. The end goal for this promotion is to gather information, to increase the Goodyear visibility at the dealers and to promote the campaign, so the dealers will buy and sell more Goodyear tires.

Our Solution

We created a team of 2 enthusiastic female sales promoters. They received an intensive training, enough POS materials and a mini with Goodyear tires. In the first wave they asked the dealers to participate in a small survey. In this round they received information, so we could measure the potential for Goodyear at all the dealers. Based on this information we organized wave 2, where the promoters were able to place POS materials and sell in the campaign.

CPM Responsibilities:

Make the dealers participate in the survey
Create a sell-in plan based on the gathered information
Place POS materials
Sell-in the campaign

Results

We were able to explain the campaign at 89% of the visited dealers.
At 81% of the dealers we were able to talk about the market and the campaign
The outcome of the waves was so successful, that Goodyear decided to do 4 waves with CPM the next year

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LoveScout24 Meetic

Consumer Activation, Events and Promotions

The challenge

CPM assist in identifying and selecting the venue, then make an appointment with the owner. Once we verify that the venue meets the criteria of Meetic we will present the concept to the owner and negotiate the best offer in a face to face meeting. We will validate all the contractual terms and conditions and proceed to book the venue for the event.

CPM will collect all data elements needed to validate the activation.

Welcome drink offered to all first time attendees as an icebreaking mechanism.

Our Solution

To fulfil the clients requirements we have taken the following steps:

2 Events per month in Bern and Zurich.
2 Field Sales Mangers for each city.
Venue selection, negotiations and activation – relationship with 3 bars per each city.

Results

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Aviva

Consumer Activation, Events & Promotions

The challenge

As a CSR initiative, Aviva wanted to create book wall to collect old books, recycle it and distribute new books to under privileged children.

Our Solution

Create India’s longest book wall at Ansal Plaza ampetheatre using iron structure and flex branding.
Larger than life size dummy of the logo.
Using street play to communicate how education is important for under privileged children

Results

More than 130,000 books collected
The effort was graced by Education Minister of Delhi and Cabinet Minister, Govt. of India and appreciated the cause

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Danone

Consumer Activation, Sampling

The challenge

Danone along with CPM decided to launch ‘Smoothie’ a fortified flavored milk with nutrition in competition with Amul Kool and Nestle Fun Shake. A product sampling activity was conducted to create product visibility and improve brand awareness.

Our Solution

To fulfill Clients requirements we took the following steps:

Distribution of engagement activities like coloring sheet, puzzle etc.
Explaining importance of milk by distributing product literatures.
Magic shows to engage children.

Results

122 schools covered
127,000 product samples distributed

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Max Factor

Sales, Sales Force, Merchandising

The challenge

In 2010 Procter and Gamble decided to outsource their sales force and focus on their core strengths, making innovate products and bring them to markets. As CPM where already delivering their supermarket sales force P&G / Max Factor decided to contact CPM in order to maintain their sales and merchandising in drug stores. CPM took over liability of their people and continued with the field team and agreed strategy.

Our Solution

After we took on board the field team we started optimising the store planning, changed some regions using the latest optimisation technology available in our group and brought our experience and expertise in from clients sharing and re-applying our success into the newly designed field sales team.
We directly saw the positive effect on sales climbing up to I X 108 managing the make-up units and selling custom-made year plans to the retailers. In 2015 P&G sold Max Factor to COTY. Although the strategy of COTY made some changes we are still successfully working with Max Factor with a passionate team of Sales Development Representatives that still have a great and trustful relation with the retailers.

Results

Year on year growth for the Max Factor brand in-store, being one of the best represented make-up brands in drug stores in The Netherlands with a strategy change that worked and still gets tuned quarterly to maintain the success and keep the pace.

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Case Studies

VISA

Consumer Activations, Event and Promotions

The challenge

Demonetization come up with an opportunity to push digital transactions across India. Therefore, Visa along with CPM planned to deploy the decals across major cities in India for consumer activation activity.

Our Solution

TRO manages Visa’s Operation Code blue Program . Wherein we have deployed the branding elements (Soft POSM) across 8 different cities.

POSM included:

Stickers, Danglers, Acrylic Stands
Major Cities – Delhi, Mumbai, Bangalore, Kolkata, Goa

Results

42,526 Stores covered within 8 weeks.

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Bosch

Sales, Field Sales, Sales promotion, Consumer Activation, Sales Demonstration, Brand Activation

The challenge

CPM Switzerland manages a fixed team of 80 field sales staff for 3’250 days p.a. of in-store sales demonstrations and sales consulting in DYI outlets all over the country.
CPM recruits and hires the field sales team, which is part-time and fixed employment per POS (40+). The sales results are reported weekly. Further to this, CPM also manages a tactical sales demonstration promotion for power tools and garden tools (seasonal) in additional POS with a flexible but trained team.

Our Solution

Shop-in-shop solutions/stands in all Swiss DYI outlets
All shop-in-shop staffed with CPM-/Bosch- Sales Experts
Product and brand activation
Build strong relationship with consumers
Product demonstration outlining product superiority via knowlegde and competence

Results

The project has grown from a single POS pilot in Switzerland to an international concept. In Switzerland the number of POS’ is still expanding:
end of 2013: 40+ POS
end of 2014: 45 POS
end of 2015: 49 POS
end of 2016: 53 POS

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Case Studies

BMW Zurich Film Festival

Consumer Activation, Events and Promotions

The challenge

BMW (Schweiz) AG is a new main partner at the “ZFF” - Zurich Film Festival. CPM was delighted to be a part of this new partnership and provided events personnel to support this prestigious event. In this context, we offered a shuttle or test ride with the BMW i3 on the two ZFF weekends, not only for the stars but for all festival guests.

Our Solution

The event was over 6 days with 2 pick-up spots
We supplied 3 Hostesses/Hosts and 9 Drivers, the welcome desk and check-in

Results

Strengthened and Increased the brand awareness and image of the BMW i3
Improved the customer experience at the event

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Case Studies

Sony

Consumer Activation, Retail Activations

The challenge

Sony wanted to boost sales of their premium electronics models (camera and TV). Competition is strong in the main electronics stores with limited product knowledge with in-store retailers sales assistant. Sony wanted to ensure that highly trained sales teams were available on the shop-floor to help sell Sony products especially on high-end models.

Our Solution

We created a Brand and Retails Activation team of 90 sales promoters and 2 Field Coaches.

Responsibilities :

Promote and sell in the benefits of Sony’s higher end products in-store
Sales support
Support retailer events
Train retail teams

Alongside frequent product training by Sony we offered our promoters an extensive training programme to ensure the best sales results and a strong and committed pool of talent for Sony.

Results

Improved client relationship with a true partnership approach. Highly trained sales team who provide extensive product knowledge to both consumers and in-store sales team resulting in increased sales.

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