Best live B2B marketing event initiative
Runner up: Indesit
Agency: Line Up
Campaign: Fresh
Live event: Regional roadshows
The main objectives of the initiative were to help dealers understand the relationship between Indesit, Canon and Hotpoint goods and the strategic approach needed to sell all three brands. The live event also aimed to reinforce the company’s status in the freestanding appliances market whilst creating a memorable introduction to the new built in’ appliance market. Indesit’s newest range, The Moon, was to be launched direct to dealers, advance orders secured and Indesit’s comprehensive customer support services communicated.
For the first time, a regional roadshow was created rather than one national event. By staging eight localised events, Indesit saw an opportunity to appeal to more dealers and reinforce its commitment to customer service by taking its product closer to the customer.
The theme Fresh’ was chosen to encapsulate the essence of the event: new and innovative products, a new approach to business and a new audience of built in’ appliance retailers. Dealers were sent personalised invitations, each containing a unique username and password giving them access to the event’s specially designed website where they could confirm their attendance and find out more details about the event.
The flexible modular set was designed to fit the varying features of all eight venues and linked together three main exhibition areas. Delegates were welcomed in the presentation area by Indesit managers before taking their seats for the main presentation and unveiling of Indesit’s latest product. A video teaser of the state-of-the-art washing machine was shown on a HD plasma screen, while gobos (masks placed over a spotlight to shape the light beam and create patterns) and coloured lighting were projected around the room to add to the drama. The Moon’ was elevated above the stage and hidden in a sphere representing a moon in a starry lit sky. It was revealed amongst a display of LED lights which mimicked its unique push-button console.
Delegates then moved into the Exhibition Area, where 121 products were displayed within three colour-themed zones; blue for Indesit, red for Hotpoint and green for Canon. Here delegates learned more about the relationship between the three brands and discovered how best to combine the display and sale of them in their own stores. Clever lighting ensured product features were emphasised whilst minimising glare and a major power distribution system meant that all products were powered sufficiently for continuous demonstrations and hands-on discovery.
Dinner was served in the Genius Bar, an area for dealers to network and strike deals with area managers whilst learning more about Indesit’s training, customer and distribution support services. The area was branded throughout with Raising the Bar’, and decorated with fresh sunflowers to represent Indesit’s logo. Service staff were on hand to answer questions, while laptops showcased web-based support services and on-line training. Beer mats printed with support phone numbers were available to take away.
To appeal to the design-conscious built in’ market, eight memorable venues were chosen to host the events: The Mercedes Benz Centre, Emirates Stadium, @Bristol, York Racecourse, Reiko Stadium Coventry, The Waterfront Belfast, University College Dublin, and The Lowry Manchester. Sixteen shows, with up to two shows per day, were planned for a five-week run that involved 27 crew, four 40 foot articulated lorries and 20 tonnes of equipment.
The Fresh Roadshow attracted five times as many dealers as previous years, and resulted in product orders exceeding targets by 300 per cent. John Morrissey, commercial director for Indesit, says, “In terms of straight financial return, the Fresh Roadshow generated £10 worth of revenue in product orders for every £1 of event expenditure. Yet the real return on investment is far greater because the roadshow has helped to significantly enhance our long-term relationships with hundreds of key dealers across the UK.”
Making the event more localised ensured that more customer staff were able to attend and be trained on brand strategy and products. As a result staff were better prepared when new products arrived in their stores and understood more clearly the relationship between Hotpoint, Canon and Indesit. Dealers also appreciated the time and investment spent in bringing Indesit products and its senior people to them.
