Dettol No Touch – Experiential Product Demonstrations and Direct Sales at Ideal Home Consumer Shows
The world’s longest running consumer exhibition The Ideal Home Show, now attracts up to 200,000 people at its flagship London event over two weeks in March-April. Leading consumer hygiene brand Dettol wanted to reach these house proud information seekers, to promote and sell its new range of ‘touch free’ soap dispensers.
Brand owner Reckitt Benckiser’s corporate goal for the Dettol NPD was to encourage mass adoption of the soap dispenser into as many homes as possible and benefit from long term repeat purchases of the soap bottle refills, stocked by national supermarket chains such as Sainsbury’s, Morrisons, etc.
To achieve this, Link Communication devised a low cost pop-up demonstration and exhibition sales stand that included:
- A branded kitchen with working sinks, to demonstrate the functionality of the touch free soap dispenser.
- Product display stands allow consumers to see the packaged range and try the different fragrances.
- A quick and easy sales deal, selling a starter pack of a dispenser and soap bottle for £5.00 (RRP £12.00).
- Clear signage and print material, communicating the stockists for repeat purchases of the soap refill bottles.
The low cost exhibition event area and enthusiastic teams of demonstrators were highly effective at converting both interest and purchases in Dettol’s NPD. Consumers were asked to put their hand under the dispenser, to try it for themselves. The act of reaching out to touch the soap, smelling its nice scent, getting wet and engaging with the teams was very simple but powerful. The simplicity of the special show deal also meant there was little quibbling in consumer decision making. At £5.00 per unit from the normal RRP of £12.00 it was perceived to be a ‘no-brainer’ type bargain and one of the best deals available at the show.
The results were phenomenal: 100,000 house proud consumers were effectively engaged with powerful ‘hands on’ product demonstrations of the NPD. 1 in 10 consumers went on to make an immediate purchase at the show, selling £50,000 over the period of the event, generating huge ROI for the brand (on a build cost of less than £4k and staffing cost of £11k). Link provided both card payment terminals at the show and cash handling, securely banking the takings after each event day, creating a self-funding, profit making roadshow for the Dettol brand
The campaign was a huge success for the brand and parent company Reckitt Benckiser, leading it to grow its retail listings across its supermarket stockists, where it continues to dominate market share.
If you are interested in creating a highly effective sales focused event stand for your brand, get in touch with experiential experts Link Communication. You will receive guided advice from the range of options, well planned campaign strategies and effective implementation when you are ready to bring your campaigns to life.