Edu-taining The Masses.
Recently Noel Leeming Group required a series of sales framework messages on DVD to reinforce its brand strategy on the Bond & Bond shop floor. They also had to demonstrate clear, unambiguous examples of how to leverage the key proposition, "You Want It, We’ve Got It, Let’s Talk", and reinforce the business's core principles of customer service.
Our approach was that they needed to be created and presented in an engaging, recognizable and realistic manner- one which reinforced the Bond & Bond brand essence (and current marketing)- irreverent, fun and down to earth. The audience is new B+B staff as part of the induction programme, but also existing staff in refresher courses and store team meetings.
The more engaging and interesting the video is, the more cut-through it'll have with the latter audience- usually a bit more negative with regard to what they perceive as being shown how to suck eggs.
So we teamed up one of New Zealand's top stand-up comedians and corporate MC's, "The Rock" Auckland's breakfast radio producer Paul Ego with an experienced Bond & Bond sales person- Richard Woonton (who blew us away in open staff auditions), to take the audience on a light-hearted journey through the must-dos and pitfalls of doing deals with the customer.
The benefit to Bond & Bond is be a clearer understanding among sales staff of how the company's brand proposition can be leveraged to take deals from the opposition- resulting in more sales.