Only girls in “Lenta”
There are projects after completion leave a pleasant aftertaste, a trail of satisfaction and a note of pride. Such promotions often have simple mechanics, a well-thought-out scenario,and a professional team of promotional staff. But that’s not the point.
These projects include a secret ingredient that helps the Agency get a unique experience and share it with others. What are we talking about? All details in the article.
Before the pandemic
We managed to jump into the last car of the outgoing train — this is what the situation looks like with promotions this March. The pandemic made visible adjustments to the work of BTL agencies: shopping centers were closed, and mass events were banned in our country. We were forced to abandon many promising, large-scale, cool projects.
But we are warmed by the idea that before going on a forced vacation, team of Clever marketing managed to do a good job – for example, we organized “Only girls in “Lenta”.
About the project
The event in “Lenta” was timed to coincide with the celebration of “International women’s day”. We implement such cases every year, since March 8 is a good reason to attract the attention of consumers, and brands are actively using it.
But the project “Only girls in “Lenta” did not become a regular or pass-through, although it did not differ in the special pretentiousness of the mechanics or the extraordinary scenario. The work was carried out in normal mode, according to standard schemes of promotional activity, but in order for the results of the campaign to please the customer, we had to work very hard.
Mechanics
The client outlined the idea in advance. We took the In-store Event as a basis, and supplemented the plan with author’s work. As a result, it turned out to be a thematic festive event on the territory of the shopping centers with the maximum involvement of visitors.
Over the years of practice in the event and promo industry, we have developed our own professional life hacks by implementing them, we increase the efficiency of the project. As part of the event in shopping center “Lenta”:
- 1. seriously worked out the script;
- 2. we have chosen professional presenters with suitable experience and an interesting portfolio to work with;
- 3. we paid attention to the selection and training of promotional staff.
Why are we taking this so seriously? Working in the “fields” did not involve the luxury of time to correct errors. Everything had to be clear, coordinated, perfect from the very beginning. If the organizers gave up during the preparation stage, the plan could collapse like a house of cards.
Since at this scale of implementation with simultaneous launch in almost all Lenta hypermarkets across the country, every nuance matters.
About scale of project
After successful completion of such projects, it takes pride for the team, the agency, and the business that you are engaged in. I want to tell everyone that we can!
We can:
- 1. Simultaneously launch in more than 100 cities.
2. Find and train 1000 personnel units.
3. Attract the attention of several tens of thousands of people.
4. Increase customer loyalty.
Implement the project in 1 day in almost all hypermarkets “Lenta” in the country.
To be honest, from such a scale at the start of work, the heart freezes. But professionalism works wonders – the project was implemented perfectly.
About staff
The event involved presenters, promoters, and coordinators. Each team member had their own role, their own scenario, and their own goal orientation.
Presenter
He met the store’s guests at the entrance, talked about the event, built a dialogue with the target audience, announced activities from suppliers and a photo contest in social networks. He was responsible for monitoring the operation of music equipment and performing popular songs. Engaged in conducting prize draws every hour. Held contests and interactive sessions with the store’s customers with the issuance of symbolic prizes.
Promoter
Tasks: communication with the target audience, invitation to visit the photo zone and participate in the competition from “Lenta”, assistance to the host in conducting competitions, awarding prizes.
The activity of the promo team led to good results, an increase in the reach and passability of the point of sale.
Result
Before the start, we set several goals:
- 1. create a festive atmosphere;
2. raise the mood of the visitors of hypermarkets;
3. encourage the sale of gift sets and other products relevant to the event.
The plan was fulfilled. The event was implemented in three Federal districts, 105 cities, and 134 retail outlets. We are happy with the result.
Do you want like this? Contact Clever marketing! We will be happy to share our experience, help with implementation, and bring your business to the desired result with the help of professional marketing activity.