How Did We Support Panasonic to Achieve their Most Successful Roadshow Event in KL and Generate 350% ROI Within 7 Days?!
Panasonic is the leading electronics giant in the region, especially in Malaysia. It offers an extensive product range that is assuring, comforting and satisfies the needs of modern day society, helping the consumer in attaining a better quality of life.
With the aim of supporting one of its key retailers, Jusco, in One Utama, a well-known shopping mall, Panasonic Malaysia tasked Just Media to handle an important Promotional Campaign that MUST GENERATE SALES RESULTS within 7 days.
1. How to generate 150% ROI during this particular road show promotion.
2. How to defend and gain market share while a competitor, LG, is running a road show concurrently in the same mall with BEST. An additional challenge was posed with their lower-priced positioning compared to Panasonic in key product categories.
The Process:
Just Media strategised and classified the whole campaign into 4 main parts:
- On Site Market Research and Product Studies. We did a detailed market study on consumer behavior and the population demographic living within a 3 km radius around the mall. We also made in-depth studies of the strengths and benefits of key Panasonic products. We discovered our target consumers are usually business people or in middle-upper management, have their own families, love to watch movies and ASTRO, have a high family disposable income of RM10, 000 and above, and seek a certain quality in life. They usually shop at Jusco supermarket on weekday evenings or weekends. These findings gave us a strong insight for our event layout, individual booth design and necessary sales training for our promoters later on.
- Event Theme Concept and Booth. A theme was conceptualised to anchor on the need “to renew YOUR AV set” so that it will enhance the customer viewing pleasure for any LIVE SPORTS or movie program. The layout plan was designed to draw crowds into the event area by stimulating the sight and sound of shoppers who have just exited from Jusco supermarket. Individual booths were specially designed and crafted to draw out the strengths of key products. For example, Plasma TVs were displayed in a relatively darker environment instead of using an open space concept with bright lighting so that the picture clarity and contrast resolution could be viewed perfectly.
- Powerful Promotion Mechanics. Just Media came up with a simple and cost effective promotion mechanic that encourages cross and up-selling: For every RM1,000 spent, the customer will be entitled to 1 lucky dip to win attractive prizes such as Fridge, Washer, Micro wave, 21-inch TV to smaller prizes such as Blender, electronic shaver, and cutlery set etc. INSTANTLY. Does our strategy work? A good example would be of a couple who decided to top up their purchase to RM2, 000 plus from their initial purchase of RM99 on the second day of our road show.
- Promoters’ Management, Training and Motivation. Most agencies will deliver point 1 & 2 mentioned above. Good agencies might deliver the above 3 points. A great agency like us understands that “Nothing happens until a sale is made!” We recruited and managed the key pillar of this campaign: 13 Promoters. We even conducted a half-day customised sales training for Panasonic Malaysia, delivered by our own top man to ensure a positive selling mindset and the art of selling to increase sales. We were there with the promoters on the battleground everyday, throughout the event, leading the way, setting common objectives, tracking sales results and resolving sales rejection or hesitancy from the customers. To quote the Panasonic executive in charge of this account, “I have never seen the promoter team morale this HIGH before and their unbelievable fighting spirit!”
The Results:
This particular campaign generated a staggering 350% ROI, smashing the record of all road shows implemented previously based on a 7-day duration! We outsold the competitor in the same road show although their prices were much lower in the key category that we were competing in, bringing a beaming wide smile to Panasonic’s top management and Jusco’s chief buyer.
Once again, we live up to our motto, “Ideas that sell!”
Call us NOW at +65 62200 136 to look for Noor Azhar or +65 9843 0611 to look for Ken Chee if you want REAL RESULT for YOUR CAMPAIGN.
Quote this blog title and receive FREE marketing consultation worth US$1,000!
Tags: Advertising, ROI Marketing, Branding, Brand, Promotion, Business Opportunity, Entrepreneurship, Marketing, passive income, creative idea, Asia Business, Internet Marketing, millionaire, Business, Investment, Online Marketing, Business Ideas, Entrepreneur, opportunity, value investing
