Weber

Overview

Retailer Training

  • Full instructional and programme design and delivery with annual format and content evolved annually since 2017.
  • Combining experiential, workshops, gamification and multi-media content for consistent delivery across the EMEA region.
  • Core training event complimented by dedicated days and celebratory gala dinners with Weber World top retail partners.
  • Learning content adapted to reflect specific needs of EMEA markets.
  • High profile and premium brand partnerships (e.g. Le Manoir).

Festivals

  • Carefully chosen festivals presence based on Weber target customer profile.
  • Full event planning, design, delivery stock and kit management and reporting.
  • Modular branded stand design for flexibility at different locations and year-on-year repurposing.
  • Attendee engagement via festival websites and social channels to increase awareness of plans and reach.

EMEA

  • Sourced, spec’d and converted 18-tonne truck to create the ultimate mobile Weber brand and product showcase.
  • Adaptable, expandable and functional multi-zone in-truck environments to suit the purpose of each event.
  • Designed a tour schedule of England, N. Ireland, Belgium and The Netherlands for safe and convenient trade audience engagement at premium and on-brand venues.
  • Created a VR solution to safely and effectively demonstrate new product features and benefits
Consistently busiest stand at each festival
Huge customer database growth with QR code mechanism
Festivals exhibited at has continued to grow since year 1 of activity in 2017

The challenge

Retailer Training

  • To design and deliver engaging, informative and inspirational training on
    the Weber brand, its new products and sales effectiveness for an
    audience of key retail partner staff in the UK and Ireland

    • Training subsequently rolled-out to the wider EMEA markets.

Festivals

  • To increase brand awareness and consumer consideration with a
    major presence at various festivals.

    • Communicate the 3 key principals of the Weber cooking
      process.
    • Drive sales.
    • Increase social engagement.

EMEA

  • To deliver 1 million interactive Weber product demonstrations to EMEA-wide
    consumer audiences working with the EMEA team and producing the UK leg.

    • To increase brand awareness and affirm premium quality.
    • To educate on BBQ best practice.
    • Drive social media engagement.
    • To reward engagement with delicious BBQ-cooked food.
    • Communicate the 3 key principals of the Weber cooking process.
  • When Covid was limiting opportunities for Weber to engage
    its retail partners and wider audiences at traditional trade
    events, to enable Weber to continue meet to introduce new
    products in an innovative and immersive way.

Merchandising

  • To recruit staff to carry out external store visits on behalf of Weber throughout the UK and Ireland
  • 437 stores across UK
  • 73 ROI stores
  • 2 cycles of visits (Feb/March, April/May)
  • Staff to spend a min of 1.5hrs in store
  • Carried out over a max 2 weeks per cycle

 

The solution

Retailer Training

  • Produce an experiential and immersive learning intervention that doesn’tfeel like training.
    • Content focus on product knowledge, cooking best practice and sales effectiveness techniques.
  •  Enable retail partners to become ambassadors for the brand through a deep understanding of Weber’s brand ethos.
  • Create enthusiastic and motivated retail teams to drive sales of Weber products in their stores.

Festivals

  • Prominent Weber stand created including surprise and delight features for selected festivals each annually
  • Audiences engaged with live cookery masterclass, product demos and interactive “cook-alongs”.
  • High profile celeb chef influencers invited to join Weber stand.
  • Pop-up shop incorporated into stand with festival discounts.
  • QR code quick registration to build customer database.

EMEA

  • On-brand and accessible stand created to maximise throughput.
  • High footfall summer events with best demographic fit to Weber customer profile identified.
  • In-store activations with key retail partners.
  • Design a 5-minute steak cooking experience including food prep, BBQ demo, meat cutting best practice and tasting.
  • Top chef collaborations and “cook-alongs” to drive exposure and engagement..
  • Convert a vehicle to offer a ‘safe space’ for current and prospective clients to understand the Weber brand and product offering
  • Use of VR technology to showcase products and allow attendees to experience of the products while maintaining hygiene and distance.
  • Tour the UK and Europe to provide engagement opportunities with trade audiences.

Merchandising

  • Staff to review build quality, amend POS, carry out any alterations, build relationships with stores and represent Weber
  • Report on all stores for instant data to sales team

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