• Experiential Marketing Product Demonstration Karcher Product Case Study, Product Sampling, shopper marketing agency, convenience retail Sampling, retail marketing agency, marketing campaign

Karcher DIY Vacuum Cleaners Tool Demos – In Store Product Demonstration and Brand Activation Staff at B&Q

For DIY hardware and tool manufacturer Karcher, spring cleaning is a critical, peak sales window in which retail sales success is vital for both the brand and its stockists. On a sustained basis, the brand employ their own field stales team which over the course of the year get round to visiting, merchandising and engaging some of the flagship stores of their key stockists like B&Q. However, the during spring and Easter, their extent of their reach is massively limited, leading to missed opportunities right across the UK.

To remedy this, Karcher approached Link Communication to provide them with a team of 50 professional demonstrators, to present and sell their Wet and Dry DIY Vacuum Cleaners in their key retail stockist B&Q. Teams of enthusiastic brand ambassadors were then vetted, selected and trained up using a mix of Karcher’s own technical product knowledge and Link Communications retail sales expertise.

In addition to the training, each demonstrator got to take home their own machine too. This provided further opportunity for familiarisation and also nurtured first-hand belief and genuine advocacy of the product’s capabilities. By the time the team arrived instore, they ‘hit the ground running’ and were demonstrating AND selling from the first day.

Over the two week campaign, 150 B&Q Warehouses and B&Q Superstores were attended across peak dales days, for consumer demonstrations and sales uplifts. The results were remarkable: The Link team of demonstrators achieved an average sales uplift of 800% across the range of stores attended. The temporary teams even out-performed Karcher’s own full time teams of internally employed field sales staff at a huge ratio of 5:1. (That means for every unit a Karcher in house demonstrator sold in the same period, a Link Communication trained and supervised demonstrator sold five).

Following the spring period, Karcher retained Link as a demonstration partner, across a number of their other ranges.

If you want to ensure your product is noticed, understood, tested and purchased – get in touch with Link Communication for expert insight, strategy plans and highly effective activity delivery.

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