Sony Perfect Match.
Sony UK Ltd. Consumer electronics.
Brief
To design and manage a campaign to increase sales of Sony Memory Stick Micro cards in Carphone Warehouse stores through staff education and incentivisation.
Challenges
To motivate sales staff to promote the product to the consumer and benefit from increased sales. Choose the right 'rewards' to get the most from the staff and set up all the competition elements of the campaign, including prize presentation.
Results
Very positive feedback from store staff and a high level of participation – which resulted in better-informed and motivated sales people and more exposure and a significant increase in product sales both during and after the promotion.
Marketplace in action
The incentivisation package was based around Sony's sponsorship of UEFA. A football shaped box complete with chocolate footballs and educational lanyard was sent to all staff. Included were details of how to get the opportunity to be entered into the draw to win weekends away in key European footballing cities such as Barcelona, Milan etc. Marketplace organised all aspects of the campaign, including the mystery shopper element to test the sales staff, the choosing, buying and presenting of prizes as well as the overall concept, design and production of the mailing piece.
