Event Marketing Solutions

NEFF

Tasty Retail Training

Making white goods stand out from the crowd is never an easy task. For NEFF, the answer had typically been ensuring trading partners were the first people to buy-in to the quality of its products by experiencing their benefits first-hand before sharing their positive experiences with customers. But with a major academy refurbishment coinciding with the launch of their biggest product range to date, NEFF needed a way to take hands-on product training straight to their sales staff and retail partners.

The multi-award winning Mobile Training Academy (MTA) was born, including a fully equipped show kitchen to reach multiple audiences across the UK over the course of two years. And as an added bonus, the mobile unit could also serve a dual purpose of both partner training and customer engagement, by opening its doors to the public as part of the launch campaign itself.

Andrew Jones, Marketing Director of BSH Home Appliances, said “The MTA has helped us conquer two substantial commercial challenges faced during a major product launch. First of all, we’ve immersed retail staff across the UK in our products, giving them the tools to confidently recommend NEFF to customers, and secondly, we’ve enhanced consumer perceptions of the brand through building powerful and positive experiences.”

“We were confident in the agency’s ability to meet our objectives, and encouraged by its transparent approach to building relationships. What we didn’t realise was by how much it would exceed our expectations – from the attendance numbers, to the professional designs and the regular advice. The MTA has provided a level of value to NEFF that couldn’t have been matched via any other platform.”

The Result

83% of delegates said they would be extremely or very confident in selling a NEFF product after the experience

99% of consumers said they would be highly likely or likely to purchase a NEFF product after the experience

Won 'Experiential Campaign of the year' at the IPM COGS and The Drum Network awards

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