Integrated Campaign turns Sales Around for Panasonic & dealers to reach
149% of sales quota
Why does this matter?
Whether your business sells office tech, TV's, communications, or any other vendor items, the process is all similar.
Resellers are motivated to push the products from manufacturers that deliver the best sales, marketing & product support.
Vendor sales reps are motivated to sell into distributors that will help them blow away quota on a regular basis.
None of that matters if the end users aren't buying what the manufacturer and dealer is selling.
Businesses simply need to make an impact through the entire sales chain.
Why does this matter?
Whether your business sells office tech, TV's, communications, or any other vendor items, the process is all similar.
Resellers are motivated to push the products from manufacturers that deliver the best sales, marketing & product support.
Vendor sales reps are motivated to sell into distributors that will help them blow away quota on a regular basis.
None of that matters if the end users aren't buying what the manufacturer and dealer is selling.
Businesses simply need to make an impact through the entire sales chain.
The Challenge
Panasonic was delayed in new product development in a hotly competitive regional market. This put the entire sales chain behind forecasts. How can we build awareness, earn trust from dealers, and nail corporate sales targets - all while selling older inventory to build momentum for new product?
The Solution
Created customized integrated marketing campaign to promote the Panasonic brand within the product veritcal. The multi-prong approach leveraged the powerful NY Giants brand with the reach of CBS Sports in the regional market. The campaign included elements that had positive impact on consumers, dealers, and overall sales.
The Results
Reached 149% of Sales Target
Sales into distribution during 6 month campaign outperformed original targets and projections and built momentum for new product rollouts.
Full Campaign Attribution
Integrated campaign was the sole promotion during the 6 month period prior to new product rollout.
What was the process?
We started with the stakeholders that mattered most - sales and distribution. Hours were invested discussing the challenges, sales cycles, corporate roadblocks, and developmental challenges with Panasonic regional sales leaders and product leadership. Next, did a deep dive with key dealers to learn more about their relationships with Panasonic, their customers, other vendors in the category, and the support they really needed to boost sales. After aligning common dealer goals with Panasonic corporate targets and budget, we created a unique campaign to build awareness and increase sell in & sell through. Profitably for everyone.
What did we do?
A trusted brand - Panasonic - with a reputation for quality and value, playing in a white hot category, and no real buyer connection between the two. We leveraged that combination to ‘surprise’ the audience, placing the Panasonic mobile with high profile brands NY Giants football and CBS Sports, and category sponsor/market leader Verizon. Creating this brand relationship. took advantage of the buyer’s perception that if a big brand was in mobile and they’re just hearing about it on the big stage, the product must be advanced technology! Brand awareness, product awareness, perception of incredible value all from one campaign.
A trusted brand - Panasonic - with a reputation for quality and value, playing in a white hot category, and no real buyer connection between the two. We leveraged that combination to ‘surprise’ the audience, placing the Panasonic mobile with high profile brands NY Giants football and CBS Sports, and category sponsor/market leader Verizon. Creating this brand relationship. took advantage of the buyer’s perception that if a big brand was in mobile and they’re just hearing about it on the big stage, the product must be advanced technology! Brand awareness, product awareness, perception of incredible value all from one campaign.
Major Strategy Components Included:
01Negotiated and implemented a partnership for Panasonic leveraging NY Giants Football and CBS Sports Radio
02Media plan included strategic premium ad placement at specific points of NY Giants Pre, In and Post game broadcasts for maximum reach and effect
03On-site branding and awareness at NY Giants home games aligned with the live CBS Sports pre game radio shows from the stadium gates
04On-site branded item distribution outside of the stadium during NY Giants home games
05Weekday promotion on CBS Radio, web properties, and at dealer locations. Promotion incorporated enter to win contest for NY Giants game tickets.
06Panasonic corporate and dealer entertainment in VIP luxury suite at every NY Giants home game including playoffs
07VIP seating for all NY Giants home games for Panasonic corporate and dealers at every Giants home game including playoffs
08On-field access for Panasonic VIP's and dealers prior to NY Giants home games
09Panasonic corporate and dealer access to NY Giants experiences including trip to one away game, meet & greet with NY Giants players and legends, memorabilia, and more
10Weekly dealer meetings to monitor and ensure real world campaign performance and dealer satisfaction with Panasonic marketing efforts
What does it take to be a success story? Get a quote and see for yourself.