| 07.09.2008 by Zoltan |  |
Lateral thinking
In Australia, Stella Artois is the king of premium beers. But like any brand, they wanted to sell more (of course). They needed to up their game, and created a new sales team to focus on it. And of course, they needed some marketing materials to help them do the selling. So far, so traditional.
But the sales team didn’t really know about the legacy of the brand and the long association with film, especially in the UK. Instead of a series of sleep-worthy PowerPoints, they were each given a customised PSP loaded with film content. Not only could they educate themselves, but they could educate the bar owners as well. And importantly, have some fun doing it.
And it worked (from after the jump) – “analysis has shown that every sales representative who was given a PSP met all their sales targets for the relevant quarter. Anecdotal feedback also confirmed that without exception, the PSP was regarded as the best sales presenter ever received. As a result, Foster’s is now reviewing further rollout of the tool.”
This is a great example of an agency, in this case Lowe Rivet, stepping back from the brief and thinking about what needs to be achieved and by whom. Again, in digital we’re often too proud to offer clients ready-made solutions. But custom is not always king. Often – and increasingly more so as every single facet of digital possibility has a web 2.0 offering – it just makes sense to take something pre-engineered, and tweak it as required.
