Category Archives: Consumer Activation


Case Studies

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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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

BMW Swiss Moto

Consumer Activation, Events and Promotions

The challenge

CPM Switzerland AG has the pleasure to support BMW Motorrad since 2014. We recruited 9 Hostesses to support the Swiss Moto event.
The tasks of the hostess was to welcome the visitors on the BMW booth, lead- generation for test drives, newsletters and information material. Generating sales was the task of the retailer and salesmen.

Our Solution
  • 9 Hostesses to support the 4 day event
  • Project setup consulting
  • Recruiting of hostesses
  • Briefing and training
  • Trouble shooting
  • Visits to check POS compliance

Results

  • Strengthened and Increased the brand awareness of BMW Motorrad.
  • Increased lead-generation by 13% in comparison to the previous year.

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Case Studies

McCain

Merchandising, Consumer Activation, Retail Activation

The challenge

CPM’s Retail Activation and Merchandising team increase sales in Modern Trade outlets at a Pan India level for McCain.
A robust team of 128 promoters, 50 merchandisers and 10 supervisors covering 350 stores across 32 cities to accomplish the desired results.

Our Solution

Key Deliverables:

  • Consumer engagement encouraging product sampling
  • Placement of products to capture maximum product visibility share
  • Daily stock availability status and reporting ‘out of stock ’ for immediate corrective actions
  • Tracking and implementation of promotions and visibility
  • Maintenance of deep freezer enabling optimum product quality
  • Provide client reporting and analytics

Results

  • Increase and sustain product visibility share for McCain products.
  • Increase incremental sales in particpating outlets.

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Case Studies

BMW Events 2016 & 2017

Events and Promotions, Telesales

The challenge

CPM manages the audience acquisition ,the on ground registration and feedback management for the BMW Experience Tour, BMW Golf Cup International, M-Performance Training, Auto Expo, Bridal Fashion Weeks, India Art Fair and Product Launches. These are 18 city tours with each city spanning for 3 to 4 days. The success of the events is when the right segment of BMW buyers attend the Event and experience BMW cars. Some Events are to showcase product capabilities and features and some are for loyalty and brand building.

Our Solution
  • CPM supports the activity through their telesales team in the call centre in New Delhi to acquire prospective customer .
  • The invite process is managed by CPM including physical and e Invites.
  • Registration Desk, Data management, customer profiling on the ground during the event is also managed by CPM.

Results

  • 19 Events , 6850 Attendees & 2022 Enquires in 2017 as on 31st March.
  • 63 Events, 17117 Attendees & 5391 Enquires in 2016

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Services

Sampling

93% of shoppers agreed that sampling encouraged them to make an unplanned purchase.

Sampling is the perfect way to disrupt automaton shopping behaviour. Over 80 years ago, CPM pioneered in-store sampling and since then no one has handed out more sample and full size products to shoppers around the world. We have placed recipes, featuring our clients’ products, in customers’ hands and even cooked up a storm in-store.

 

*1883 ASDA SHOPPERS SURVEYED JAN-MARCH 2017 by customer attitude surveys, CPM Leeds, reporting team.

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Retail Activations

CPM’s Retail Activation boosts sales because 71% of consumers like to try before they buy.
Our creativity, superior coverage and deep and extensive category experience mean CPM’s ability to launch and manage retail activation campaigns is second to none.

Our clients benefit from our powerful talent pool, established retailer relationships and cutting edge reporting. They also profit from our proven digital capabilities and our authentic use of social media. Our singular purpose is to help our clients win customers and sell products.

 

With decades of experience, we build engaging retail activation campaigns through sampling, demonstration, education and entertainment programmes. We encourage and influence customers to try our clients’ products ahead of their competitors.

 

CPM’s Retail Activation services include:

  • Trial and purchase strategies
  • Product demonstrations
  • Product sampling
  • In-store demonstrations
  • In-store events
  • Experiential expos
  • Out of store events
  • At-shelf high-advice sales experts

Cross promotional activities with multiple clients

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Hosting and Promotions

Looking for promotional people to host your next event?
Whether it’s a product launch party, holding a fundraiser or other event CPM provide fully trained staff who can act as brand ambassadors for your brand.

We provide an end to end service which covers reception meet and greets, registration, ticket sales, social media ambassadors and general assistance on the day.

 

We provide an end to end service which covers reception meet and greets, registration, ticket sales, social media ambassadors and general assistance on the day.

 

CPM can also organise your branding, merchandise, goody bags, fundraising ideas and many more services to bring your event to life on the day.

 

To make sure you have a memorable event that sells out Contact us today!

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Active Selling

CPM’s Active Selling programmes deliver a real conversation between our clients’ brands and their customers.

Active selling is the most interactive marketing tool available. CPM provides our clients with the ability to communicate with all 5 senses of their customers simultaneously when they are most ready and able to make a purchase.

 

CPM’s active selling teams educate through lively, enthusiastic demonstrations, illustrate with a range of mechanics to engage shoppers, removing barriers to purchase and increasing sales and brand loyalty.

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