Case Study

Sales Promotion

toom

The challenge: For its 2016 sustainability campaign, toom Baumarkt received support in promoting its PRO PLANET products. The goal was to raise awareness for the issue of sustainability among Baumarkt customers and to present the PRO PLANET label to the target group in an effective manner. The campaign focused on two sustainable products, emulsion paint and peat-free soil, which were presented in impressive hands-on campaigns in 300 toom Baumarkt branches nationwide.

The solution: In order to realise its brand promotion, toom Baumarkt received representative brand ambassadors with in-depth product expertise. Brand promoters proactively approached Baumarkt customers and encouraged them to test the PRO PLANET products on site. Together with the brand ambassadors, visitors were able to try out the emulsion paint and plant small strawberry plants in peat-free soil and then take them home with them. In addition to the provision of personnel, further measures were implemented for the campaign.

 

Key data

  • Customer: toom Baumarkt GmbH
  • Projects: Nationwide Brand Promotion for PRO PLANET
  • Trading companies: toom Baumarkt
  • Country: Germany
  • Time period: Q3 2016

Strategy

  • Coordination and consultation with around 300 branches as part of the campaign
  • Operational planning and task review for Sustainability Day
  • Performance evaluation via myMissions and mySurvey Analyzer
  • Video training of brand ambassadors in preparation for the campaign

Outcomes

  • Strengthening products with the PRO PLANET label
  • Raising the awareness of visitors on the issue of sustainability
  • Positive perception of the promotion by visitors
  • Very good campaign evauation as a sales support measure by the branches

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