The development, launch and implementation of sales campaigns where I have been involved usually included hands-on material for reps to use in the field. One major campaign, for Iggesund, in 11 countries and 11 languages, ran for several consecutive years.
The activity comprised multiple parts: storytelling, technical back-up material, design competition and sales training for merchant staff. Great visual impact, attention and attraction are always important and have to be balanced with useful technical information. That’s a recipe for success I have stuck to when working with elaborately designed launch material and packaging demonstrators – within and without the Shape Your Brand and cone activities mentioned in this case. I am used to working closely together with converters, merchants and customers when running campaigns.