FMI roll out channel marketing programme to accessories market
To support the launch of their new ‘hands-free’ product ZeroTouch into the UK marketplace, Logitech came to us with a brief for a channel marketing programme and online engagement platform through which to train, educate and reward retail sales staff.
Initially focused on key partner Carphone Warehouse, ‘Love Logitech’ was conceived and designed ready for an Autumn launch. The engagement platform, tied strongly into the corporate branding, included sales tips, product information, the latest product and brand news along with some key user help videos. In addition, staff were incentivised to take product quizzes, become ZeroTouch ambassadors by enrolling in a tester programme, and share sales tips and best practice with colleagues in a closed Facebook group.
The ‘Love Logitech’ engagement platform was launched into the channel with both online and offline activities, including printed store packs and a 2 week national Smartcar roadshow.
Taking the brand on the road…
The ZeroTouch roadshow involved training staff zipping around the country in a branded Logitech Smartcar, visiting over 54 Carphone Warehouse stores and training hundreds of staff, all within 10 days. With product training in hand and gamification the roadshow gave store staff the opportunity to LEARN, EARN and WIN with Logitech.
Due to its success, expansion is planned to move into additional retail channels to support the broader Logitech product range within the UK.
