How FMI’s channel marketing programmes drove up market share for Huawei

In 2018 Huawei became the World’s second largest mobile manufacturer. But this achievement doesn’t come without the support of its trusted channel partners. FMI have been working with Huawei for the past three years to drive trade engagement, not only within the UK market but for Huawei’s India contact centres.

New Product Launch

To support the launch of the Huawei P20 and P20 Pro devices FMI were briefed to devise an engagement plan that not only trained and educated its contact centre staff, but gave them hands-on experience with the new device and a ‘wow’ incentive to drive sales.

Fully Managed Engagement Programme

From Spring 2018, a three-month campaign to raise awareness of the new product launch was carried out. A dedicated trade engagement platform formed the basis of all communication, from teaser graphics and social media posts to the Paris new product announcement and live streaming. 1,300 contact centre staff in India were able to access real time visuals of the Huawei product launch as it happened.

Post-launch a hard hitting Bootcamp style training campaign communicated the product’s key selling points with impactful product videos and knowledge quizzes. Users were incentivised with digital e-codes to be redeemed via a global rewards store on the trade platform.

Month two saw the launch of a 5-week sales incentive with a once in a lifetime group travel trip to the beautiful Indonesian destination of Bali. A week long roadshow launched the incentive in India with a training and engagement plan that gave staff hands-on time with the new Huawei P20 and P20 Pro.

From Mumbai to Pune the roadshow consisted of a fully branded stand with onsite gamification and branded giveaways. Staff who participated in the formal training were invited to the stand to be quizzed on product KSPs (key selling points) and earn the chance to win!

A sales floor takeover was executed to further raise awareness of the travel incentive, to excite users about this incredible destination and continually drive sales for a place on this once in a lifetime trip. Branded surf boards, deck chairs and free cooler bags with sunglasses were a hit within the contact centre!

Strong Performance: 225% uplift

Sales performance during this campaign was outstanding. The team created a 225% sales uplift from the previous benchmark period with 16 of the top performing sales staff successfully earning their seat on the plane to Bali.

The 6-day bespoke Bali ground programme was fully managed and delivered by FMI’s travel team. Tailored to the audience the trip consisted of traditional Balinese experiences and sightseeing to wonderful cuisine and time at leisure. From a driving experience in classic VW cars to jet skiing and parasailing the adrenaline packed programme complemented the relaxed beach vibe of the Island.

Feedback from our client and channel partners has been fantastic. With a sales performance like that we’re already planning the next one!

Huge thanks for hosting a fabulous trip for our team, we really enjoyed the itinerary and everyone had a fantastic few days with a lifetime of memories!