P&G are one of the largest corporations on the planet. We were appointed by an event management company to provide them with strategic and creative event marketing support for two of P&G’s global brands – Braun and Oral-B. This was specifically with regards to an annual week-long training event, attended by hundreds of Boots retail consultants. All key UK suppliers of electrical products (Braun, Oral-B, Panasonic, Philips, etc.) were given the opportunity to present the key features and benefits of the hero products they would be focusing on in the all-important pre-Christmas sales period, a period which accounts for about half of annual sales within this sector. For Braun, this meant a focus on their premier collection of men’s electric shavers and female hair removal products (shavers, epilators, IPL) and, for Oral-B, we focused on their award-winning series of electric toothbrushes and other related ancillary products.
We were involved in every stage of event delivery, including selling in the concepts to the marketing teams at P&G, and then to present them to the conference management team at Boots. Each year, we created a new theme for the presentation we delivered, and we consistently received highly favourable feedback from delegates. Our strategy was simple and effective. Firstly, we created a memorable theme that resonated with the target audience and which was current, engaging and fun. This involved dressing up a conference room so that the experience for delegates entering the room was as if they were entering an entirely different world.
We created a slick and professional presentation, and appointed a professional and personable host. We planned everything to the smallest detail and rehearsed late into the night to get things right. The presentation involved substantial audience interaction and hands-on time with the product and we never overloaded delegates with information. Delegates also got to interact directly with the P&G sales training team, who were an essential part of the proposition. We discussed the key features and benefits, always focusing on the three most important messages we wanted them to remember when they left the room. We timed the presentation to ensure we never overran, so delegates had time to prepare themselves before their next session, and this small detail made a big difference to the impression delegates took away with them. We put together a suite of materials to create a training support pack for delegates to take away, to enable them to share key messages with their in-store colleagues.
‘The training sessions were amazingly creative and were really well received by delegates. Very professional team and great attention to detail in every respect.’