CHALLENGE:
Develop a Selling Strategy that Resonates with the Target.
T-Mobile was looking for an effective strategy to reach prospective entrepreneurs who would be interested in becoming authorized retailers and investing in a wireless franchise.
ILLUMINATION:
There is no better forum to unveil a new cellular/wireless product or service than at the annual International CES Trade Show, the world’s largest consumer technology exhibit.
APPROACH
The Promotion House identified the top 1,500 primary prospects that have attended previous CES shows and met specific criteria, including; net worth in excess of $1 million, previous or current cellular experience, and/or the capacity to own and operate their own business. Once identified, individuals were invited to visit an exclusive booth onsite at the CES show to learn of the benefits of franchise ownership.
Rather than execute a traditional tradeshow booth, The Promotion House created a mock-store experience complete with fixtures and product inventory – creating an environment that put the prospective owners right in the middle of “their” own store. The prospects were not only able to experience ownership, but the private meeting rooms of the exhibit were designed to facilitate discussions with Franchise management and with current franchisees offering testimonials.
SUCCESS:
- The number of business prospects exceeded objectives, with the program generating more than half of the Brand’s annual authorized new dealer pool.
- Program success responsible for shift in future marketing strategy, minimizing direct mail and increasing presence at Entrepreneurial events and business forums. CES event served to energize current authorized dealers who appreciated being utilized as mentors, creating a positive halo effect among these key constituents.