Question

Topic: Advertising/PR

Channel Engagement Activities

Posted by Anonymous on 5/12/2009 at 1:38 AM ET 500 Points
Hi all,

I’m currently working on a relationship management project focused on retailers. The Industry I'v chosen is telecom a service provider who handles GSM mobile connections, who has entered a new market and wants to engage their retailers in interesting ways so that they can be there in top-of-mind.

I need to develop a retail engagement program with the following Generic objectives:
- to establish and maintain long term sustainable relations with the retailers
-to differentiate itself from the competition

Currently all companies practice traditional ways of incentivising, store merchandising, rewards like travel tickets etc. This is a very common practice in this sector and only out of the box ideas works if you have to be different and noticed.

The channels has been classified as 1. Decision makers of chain of stores, who are currently considered as high value customers 2. Counter sales force of these COS who puts the effort for a sale 3. proprietary stores, who are potential customers & 4. Startup retailers & pan walas who bring in small quantities of business.

So the current plan is to conduct distinguished rewarding programmes focused on each set of audience.

For COS I’ve thought of premium movie tickets, Dinner for his family at a luxury hotel in a mrecs. Etc.

If I’ve not clearly explained any bit please feel free to raise the question. I would highly appreciate if I could get some ideas from you experts..

Regards,
Gary
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RESPONSES

  • Posted by SteveByrneMarketing on 5/12/2009 at 2:13 AM Accepted
    Hey Gary, certainly you could go the reward route, and it would work. But just as an option, what educational content could you develop and optimize through social media that would match with the needs and interests of your target? And educational colleague-to-colleague relationship starter so to speak.

    Steve
  • Posted on 5/12/2009 at 3:19 AM Author
    Hi Steve, thanks for the quick reply.

    I totally agree that an activity on the context of educating retailers or the counter sales force is really a good idea.

    To give you a better idea this has to be conducted in the Indian market.

    I’m suggesting to conduct workshops focused on soft skills dev. for the sales force & Induction programmes for the retailers followed by other engagements like telecalls/SMS blasts during special events in his/her life trying to be more personal and giving recognition for his effort, a celebrity visit to the top performing store etc.

    Except for the Modern trade decision makers all my TG are not exposed to web so the activities should be purely offline/mobile. Hence I’m struggling to figure out ideas like what I’ve discussed in this post ...... to get them engaged.

    regards,
    Gautham
  • Posted by Jay Hamilton-Roth on 5/12/2009 at 8:47 AM Accepted
    Have a contest. Start by having each store that wants to be in your channel contest create a video using the video feature of one of your phones. In their entry, they explain why they want to win and what they want to win (put a explicit monetary value for the prize money). Post the contest video entrants to an internal website (so other stores can see them). Next to each entrant, show the amount sold. Weekly, update the sales figures. At the end of the contest, award prizes.
  • Posted on 5/12/2009 at 10:44 AM Author
    Let me thank you for your thoughts......Good thought Jay......but I think you've got me wrong....when i meant GSM connections i was trying to communicate about mobile prepaid connections.

    Even still the idea holds good is what i believe. This should work well with modern trade decision makers as they are the guys who have access to web.... but again the issue is like there are just 4 operator managers who handle the entire district in which the launch is done.

    ....but what is the core motivator for the participants of the contest....is it sales figures or u have some thing else which will feature in the video like a fat incentive.
  • Posted on 5/12/2009 at 10:49 AM Author
    Let me thank you for your thoughts......Interesting stuff Jay......but I think you've got me wrong....when i meant GSM connections i was trying to communicate about mobile prepaid connections.

    Even still the idea holds good is what i believe. This should work well with modern trade decision makers as they are the guys who have access to web.... but again the issue is like there are just 4 operator managers who handle the entire district in which the launch is done.

    ....but what is the core motivator for the participants of the contest....is it sales figures or u have some thing else which will feature in the video like a fat incentive.
  • Posted by joshuacrumbaugh on 5/12/2009 at 4:05 PM Accepted
    It seems to me that the best way to get retailers engaged is to put the most money into your marketing materials such as displays. Make their store look good and you'll get premium exposure/placement. From there make sure your materials generate sales and you'll keep your placement. Most contests created to enhance retailer engagement fail simply due to the fact that these people work outrageous hours and pay close attention to display space. Products either earn their keep or are moved or even removed. Other ideas are to provide your product/service free to retailers. If you have a good product they'll see it and be more apt to sell yours over the competitions.
  • Posted on 5/13/2009 at 2:48 AM Author
    I agree with you Joshua, BTL activities like markg collateral's are there along side we can also suggest prepaid service provider to give off free mobile phones to top performers as a support for his business and this can increase recall too....

    Thanks to every one for sharing your thoughts.

    If more thoughts are there in terms of onground activities please do share...
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