Ecophon, part of the Saint-Gobain group, is a global leader in sound absorbing ceilings. For this project, they wanted to boost sales for one of their existing design products – the Focus Lp system – and asked W to help. The challenge was to re-energize the internal organisation as well as to reach architects, ceiling contractors and facility managers all over the world with refreshed, relevant messaging to increase sales.
We started out by running a workshop with selected European business units to evaluate strengths and weaknesses and idea generate on innovative ways to reach our targets. This was followed-up with in-depth interviews to get an understanding of the customers’ real needs. Based on this platform, W developed the strategic marketing approach, value propositions, key messages and a creative execution for the campaign. The material was introduced to global executives at a two-day Ambassador’s Meeting, offering inspirational presentations, product training and hands-on workshops.
The result was a solid strategic platform and creative campaign based on real customer insights. And, according to the participants themselves, the two-day Ambassador Meeting was a great success, paving the ground for the global, external launch.
- New insights through workshops and in-depth customer interviews
- Internal Sales Guide for Ambassadors, incl off- and online sales tools
- Internal Knowledge Guide
- Teaser brochure (printed leave behind and direct mailing)
We gave W a challenge: re-energize an existing product range, inspire our internal organisation and help develop material to reach architects and ceiling contractors with refreshed, relevant messaging to increase sales. We’re very pleased with the results and we are now rolling it out across the world.