INDUSTRY
Consumer Electronics Accessory Manufacturer
SOLUTION
Training and Advocacy
Faced with the challenge of acquiring market share in a category dominated by a first-to-market competitor, a rugged mobile case manufacturer hired MarketSource to increase their sales volume, revenue, and brand awareness. They engaged us to help them penetrate the market and accelerate their sales through the implementation of a training and advocacy program that would build brand awareness and capture retail associate mind share.
CHALLENGES
Lagging sales
Training and advocacy need
KEYS TO SUCCESS
Influencer cultivation
Custom training content
Outdoor experiential events
Solution
MarketSource established a field brand marketing team, who created a hiring profile to assist with identifying and recruiting representatives who were outdoor and sports enthusiasts, and who would have an affinity for and understand the value of the client’s kind of case. The goal was to cultivate influencers who could evangelize the client’s product at the retail store, advocate for the need for the case, and encourage prospects to buy it. Our learning, training, and development (LT&D) team then created custom content, including product contests, job aids, and product information sheets, to educate our reps and help them embody and convey the client’s messaging and brand value proposition to both consumers and store associates. We also conducted grassroots marketing, in-aisle assisted sales within retail stores, hands-on demo days, and outdoor experiential marketing events, such as an Ironman competition in Hawaii, to build brand awareness among the client’s target audience.
Results
With help from MarketSource, the client’s annual revenue grew from $20 million to over $100 million in three years. This growth eventually led to an acquisition of the client by the leading consumer electronics accessory manufacturer in its category
5X
increase in annual revenue