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ZTE
The challenge: As one of the world’s leading cell phone manufacturers, ZTE was looking for a customized as well as timely applicable solution for the planning, execution and evaluation of its permanent and temporary sales campaigns. The primary goal was to increase sales of the focus devices and measurably optimize the brand’s presence on point-of-sale floors nationwide.
The solution: The campaign targets were achieved with minimal lead time by providing experienced promotional staff with excellent expertise in smartphones/GSM for Media-Saturn Deutschland GmbH’s top-selling stores right from the start of the campaign. As part of special kick-off events and training measures, the sales promoters are optimally prepared for their assignments in terms of both technical and sales skills. In addition to the overall coordination of the campaigns and individual measures, permanent coordination with the trading houses and the field sales force is guaranteed for ZTE. In addition to the daily sales figure analysis based on relevant KPIs, the qualitative implementation of the specialist consulting is supported by regular mystery checks and the efficient implementation of the campaigns is ensured by additional measures.
Key figures
- Customer: ZTEGermany GmbH
- Projects: Sales promotion for smartphones
- Retail stores: MediaMarkt, Saturn
- Country: Germany
- Period: since 2016
Strategy
- Responsibility for overall deployment management including task review
- Control and evaluation of the missions via myMissions and mySurvey Analyzer
- Design and production of promotional wear and coordination of promotional material shipment
- On-demand follow-up training for promoters via webinar in myClassroom
Results
- Significant increase in sales of ZTE’s focus products Axon 7, Axon7 mini and Blade V7 within the promotion period
- Increase brand presence at the point of sale
- Raising consumer awareness of the advantages of ZTE smartphones over competing products.
- Support of marketing planning through current market data
- Optimization of satisfaction among customers and trading houses
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