Case Studies
| Campaign | Sell-In & Sell-Out Trade Promotion Revolution |
| Channels | Press Advertising/ Design / Web / P.O.S. / Incentives |
Background
OSRAM is a leading manufacturer of lamps and control gear in Europe, and its UK sales division's primary route to market is through national wholesaler networks. Like many other channel marketing relationships, successful trade promotions can have a significant impact on short-term sales.
Task
To develop a promotional program that would motivate several customer groups; convince wholesalers to stock a broad range of OSRAM lamps & ECGs, incentivise counter sales-staff to recommend OSRAM products if and where possible, and to encourage contractors to purchase more product at point-of-sale.
Program
An integrated program comprising: sell-in & sell-out promotional program, supported by trade press advertising and a comprehensive P.O.S strategy. The information hub of all this activity is a new website, designed to meet the needs of the trade and consumer audiences www.osram.co.uk Html emails and banners were also used to reach online trade audiences.