Category Archives: Consumer Activation


Case Studies

Match

CPM hosts Match single events in Dublin and Belfast

The challenge

CPM hosts “singles events” for Match in Dublin and Belfast, these events are called Match Nights. Match Nights are a great opportunity for singles to meet in real life and not only on the app. Match members get to gather for drink in a relaxed and enjoyable environment. We create a fun night where new connections can be made.

Our Solution
  • Select the best venues in Dublin and Belfast to host Match Nights.
  • Recruit a brand ambassador to host the event and create a fun and relaxed environment so attendees can get to know each other.
  • Brand ambassador are always available to provide support and guidance and to coordinate the best ice-breakers activities to incentivise communication.
  • Provide detailed event reports with useful insights to the client.

Results

  • 8 events in Dublin and 2 in Belfast were successfully executed.
  • 98% satisfaction rating from guests.
  • Relationships established with 7 partner venues.
  • Approx. 60% of guests attended more than 1 event.

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Case Studies

Best in Class Specialty Cheese Expo

CPM Australia deliver 'Best in Class Specialty Cheese Expo'

The challenge

CPM Australia was engaged to create an exciting and innovative in-store retail activation program to provide shoppers with greater confidence and knowledge when purchasing specialty cheeses. In effort to break down the existing consumer barriers surrounding specialty cheeses, our mission was to create an entertaining environment where consumers could discover the versatility of these products.

Our Solution

To bring our speciality cheeses to life, a range of stimuli was used. To emphasize the local flavour, we created a welcoming ‘Farmers Market’ atmosphere where shoppers could relax, learn, taste and purchase. Plus, each ‘Farmers Market’ was equipped with a digital display to visually showcase how these recipes could be replicated and enjoyed at home.

Results

The campaign was deemed ‘Best In Class’ by retailers and consumers alike. The ‘Market’ zone became an experiential sampling hotspot which was a leap forward from standard in-store sampling and demonstrations. Due to these premium brand activations, our client reaped the benefits of high sales as well as converting hundreds of thousands of local shoppers into advocates of specialty cheeses. As an added sweet spot, our demonstrators were recipients of awards from the retailers for their in-store efforts.

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Case Studies

LoveScout24 Meetic

Consumer Activation, Events and Promotions

The challenge

CPM assist in identifying and selecting the venue, then make an appointment with the owner. Once we verify that the venue meets the criteria of Meetic we will present the concept to the owner and negotiate the best offer in a face to face meeting. We will validate all the contractual terms and conditions and proceed to book the venue for the event.

CPM will collect all data elements needed to validate the activation.

Welcome drink offered to all first time attendees as an icebreaking mechanism.

Our Solution

To fulfil the clients requirements we have taken the following steps:

  • 2 Events per month in Bern and Zurich.
  • 2 Field Sales Mangers for each city.
  • Venue selection, negotiations and activation – relationship with 3 bars per each city.

Results

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Case Studies

Aviva

The Great Wall of Education Event in India

The challenge

As a CSR initiative, Aviva wanted to create a book wall event, to collect old books, recycle them and distribute new books to under privileged children.

Our Solution
  • The event was to create India’s longest book wall at Ansal Plaza ampetheatre using an iron structure and flex branding.
  • Larger than life size dummy logo.
  • Using street play to communicate how education is important for under privileged children

Results

  • For the event we collected more than 130,000 books
  • The effort was graced by Education Minister of Delhi and Cabinet Minister, Government of India that appreciated and supported the cause

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Danone

Danone 'Smoothie' product sampling in school's in India

The challenge

Danone along with CPM decided to launch ‘Smoothie’ a fortified flavored milk with nutrition in competition with Amul Kool and Nestle Fun Shake. A product sampling activity was conducted to create product visibility and improve brand awareness.

Our Solution

To fulfill Clients requirements we took the following steps:

  • Distribution of engagement activities like coloring sheet, puzzle etc.
  • Explaining importance of milk by distributing product literatures.
  • Magic shows to engage children.

Results

  • 122 schools covered
  • 127,000 product samples distributed

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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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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

Bosch Switzerland

CPM Sales Promotion team increasing sales and brand awareness for Bosch

The challenge

CPM Switzerland manages a fixed team of 80 field sales staff for 3’250 days p.a. of in-store sales demonstrations and sales consulting in DYI outlets all over the country.
CPM recruits and hires the field sales team, which is part-time and fixed employment per POS (40+). The sales results are reported weekly. Further to this, CPM also manages a tactical sales demonstration promotion for power tools and garden tools (seasonal) in additional POS with a flexible but trained team.

Our Solution
  • Shop-in-shop solutions/stands in all Swiss DYI outlets
  • All shop-in-shop staffed with CPM-/Bosch- Sales Experts
  • Product and brand activation
  • Build strong relationship with consumers
  • Product demonstration outlining product superiority via knowlegde and competence

Results

The project has grown from a single POS pilot in Switzerland to an international concept. In Switzerland the number of POS’ is still expanding:
end of 2013: 40+ POS
end of 2014: 45 POS
end of 2015: 49 POS
end of 2016: 53 POS

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BMW Zurich Film Festival

CPM provide events personnel to support Zurich Film Festival

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

Sony

Consumer Activation, Retail Activations

The challenge

Sony wanted to boost sales of their premium electronics models (camera and TV). Competition is strong in the main electronics stores with limited product knowledge with in-store retailers sales assistant. Sony wanted to ensure that highly trained sales teams were available on the shop-floor to help sell Sony products especially on high-end models.

Our Solution

We created a Brand and Retails Activation team of 90 sales promoters and 2 Field Coaches.

Responsibilities :

  • Promote and sell in the benefits of Sony’s higher end products in-store
  • Sales support
  • Support retailer events
  • Train retail teams

Alongside frequent product training by Sony we offered our promoters an extensive training programme to ensure the best sales results and a strong and committed pool of talent for Sony.

Results

Improved client relationship with a true partnership approach. Highly trained sales team who provide extensive product knowledge to both consumers and in-store sales team resulting in increased sales.

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