Nestlé Australia: Achieving Olympic sized sales effort
September 1, 2009 by Claire
Filed under Case studies, Nestlé
Challenge
With growing consumer demand for low pricing, greater competition from supermarket ‘own brand’ products and a massive rise in cost base, 2008 would bring a number of challenges to the Nestlé Sales team. The employee engagement challenge was significant. How to drive greater effort from an already stretched and high-performing team with the ultimate aim of maximising sales.
Insight
Insights gain from the merchandiser research revealed head office was seen as an ‘ivory tower’ which lacked understanding of the needs and challenges merchandisers faced in their roles.
Campaign
Impact’s strategy included research, a series of engagement events and ongoing momentum activities whilst capitalising on Nestlé’s sponsorship of the Australian Olympic Swim Team. Strong messaging encouraged employees to challenge their own limits, resulting in the creation of the ‘Personal Best’ (PB) brand. The PB brand was launched via an Olympic-themed roadshow. To ensure message retention, divisional messages were delivered via interactive team games with a quiz element to test recall and create a sense of competition.
Outcome
As described by Nestlé’s National Sales Director, “The Roadshow and comms strategy more than delivered what it set out to achieve…some say this is one of the hardest challenges to overcome, motivating a team who are already at the top of their game. The balance of strong message direction, creativity and experiential communication has meant our team is motivated and inspired to step up their pace and deliver an even higher performance in 2008.”
Lion Nathan: Making Our Mark
January 1, 2009 by Claire
Filed under Case studies, Lion Nathan
Challenge
To engage, inspire and invigorate the 500-strong Lion Nathan team at the national sales and marketing conference to deliver on an ambitious year ahead.
Insight
Communicating a stretch target for an already successful sales and marketing team would not be enough – Lion Nathan’s call to arms had to be bolstered with strong support from aligned leadership, and the presentation of business initiatives that would be real enablers to delivery.
Campaign
Impact Employee Communications, Ogilvy PR’s employee communications specialists, worked with Lion Nathan leadership and tapped into employee insights to develop a strategic theme for the conference – ‘Making Our Mark’ – executed via a powerful visual identity.
A coordinated campaign was devised around the theme, with pre-event awareness and excitement achieved through an email countdown campaign, and at the conference through energetic video, keynote speaker presentation support and execution, highly visual participant workbooks (to ensure the team had a personal record of learnings and action plans), and themed room décor and collateral with on-message slogans.
Outcome
The ‘Making Our Mark’ campaign was met with roaring success – the client cited it as achieving cut-through in its conference-heavy calendar, and has become the umbrella theme for all sales and marketing initiatives for the year.
