CSM AND WHIRLPOOL
Whirlpool chose CSM to assist them with increasing the profile and raising brand awareness of the Whirlpool brand within New Zealand.
Together with Whirlpool CSM created a 3 month marketing plan which would simultaneously achieve the client's request and increase sales. A product to champion was chosen (the Whirlpool Crisp and Grill) and the plan put into action.
The plan consisted of nationwide in store product demonstrations, coupled with samplings. In some areas this required recruitment of new team members: as the demo schedule required commitment to weekends, plus the ability to both cook and discuss technical detail throughout the demo.
Demos are held in electrical retail outlets such as Harvey Norman, Noel Leeming and 100%. Each team member is provided with a Whirlpool crisp and Grill for use at both home (initially for training and then simply because it is so fantastic) and during the demos. Full training was carried out: some group sessions were held and some training individually in the more remote areas). Each demo is for 5 hours, during which a whole chicken, a cake and various nibbles are prepared, cooked and sampled. We decided on a varied menu plan to enable our team to demonstrate the multiple functions of the very impressive Whirlpool Crisp and Grill.
CSM are very proud of our Whirlpool Ambassadors. They have taken full ownership of their area, assisted in the smooth running of the schedule and, not only have created sales with the store in which they work, but through their enthusiasm and true support of the brand have produced sales within their own families. Most of the team are committed to purchasing their own product at the end of the campaign.
At the end of the 3 month marketing plan....
Towards the end of the 3 month demo schedule Whirlpool and CSM had a review. Through the success thus far the plan was extended for a further 3 months.
At CSM we feel that we have a true partnership with Whirlpool. CSM have continually brainstormed ideas to maintain energy amongst the team: such ideas include monthly newsletters and competitions.
We look forward to further increasing sales for Whirlpool throughout the year to come.