Supply Kenwood with a national demonstrating team to work in John Lewis to promote the Kenwood kMix range.
Provide detailed audit information on the range of Kenwood products listed in store and report competitor activity.
The campaign was scheduled for a 4 week period prior to Easter 2008.
How we executed the campaign
Contact selected a national team of demonstrating staff from the core team.
Each Demonstrator attended a training day to familiarise themselves with the range of products.
Demonstrators liased with store contacts and negotiated prominent positions to demonstrate the range.
Contact were able to provide Kenwood with specific audit information. Kenwood benefited greatly by the photographic service offered via the web portal checking compliance in real time.
100% coverage in stores throughout the UK is almost unheard of in a campaign of this type and a testament to the Contact management team supporting the Demonstrators. The sales uplift was considerable with some stores reporting a 300% increase.
Kenwood were so pleased with the results that they recommended the activity for an award at the National Field Marketing Awards.