Our Objectives

Increase staff understanding of the key features and benefits of the new Ariston DIALOGIC washing machine and educate them to sell these benefits to potential customers.

Our Strategy

We utilised different types of communication aimed at specific store staff. Store managers received a video cassette to play to their staff plus detailed briefing notes and a reference booklet, while their staff received an audio cassette and pocket guide. The audio cassette explained the features and benefits in a "conversation" with a fictional customer on one side and re-inforced this information in a "Q and A" format on the reverse.

The summary pocket guide was designed to be referred to quickly in front of customers. One cassette featured a £500 prize message to incentivise floor staff to listen to the complete cassette and a phone-in competition was created to evaluate their understanding.

The Results

Over 50% of cassette recipients called the competition phone line and, of these, 91.9% answered the question correctly. This increased staff understanding helped sales exceed target by 9% in the launch period.