product placement promotional staffBrand Ambassadors Case Study – MERCEDES

Brief:

To increase awareness of the local Mercedes dealership in the area, approach people passing the product placement stand, distribute information regarding the vehicles on display and generate quality leads for the sales team at the dealership to follow up. The promotional event staff were encouraged to keep the vehicles looking clean and tidy at all times and show people around each vehicle on display.

Campaign Description:

To provide experienced promotional staff that are engaging, articulate, self-motivated and have the personality and confidence to approach the general public and encourage them to have a walk around the cars with them. Once generating interest the product placement staff are to collect name and contact details in a non-pushy or threatening manner of people that show genuine interest in the Mercedes vehicles. We work regularly with Mercedes providing our fantastic lead generators in Poole, Salisbury, Dorchester, Guildford, Basingstoke, Yeovil, Windborne, Swindon and Andover and to date have provided more than 200 promotional staff in these areas.

One of the key requirements is for the staff to maintain the fantastic brand reputation build by Mercedes over the years. This includes are smart, professional appearance at all times and to wear the Mercedes jackets provided by them throughtout the product placement campaign.

Results:

The main motivation for Mercedes at the product placement events is brand awareness. They want the general public to enjoy seeing the vehicles on display which included A-Class, CLA-Class and C-Class vehicles. By the very nature of the brand and the gorgeous cars they turned heads and the event staff were to recognise this and start a conversation about the vehicles on display. The staff had to learn about the vehicles on display before the start of the campaign but any questions they were unable to answer were to be directed to the dealership. This product knowledge demonstrated by the promotional teams worked extremely well and the dealerships reported huge increase in the number of test drives and genuine leads for them to follow up on.