OSRAM UK (Automotive)
PRODUCT(s): 12V & 24V Automotive Lamps
AUDIENCE(s): Independent Garages / Tyre & Exhaust Centres
HOW WE HELPED ELEVATE THE BRAND…
Smart Thinking: Development of trade marketing programs to stimulate product sales through the Distributors, Retail & Commercial/Fleet Aftermarkets
Advertising: Trade & Technical Press / Online
Product Launches: 12V & 24V programs
Dealer Support: At branch programs: promotions, posters, brochures, P.O.S.
Trade Promotions: (Incentivised) Sell-In (Distributor) & Sell-Out (Retail)
CHALLENGE: From small independent garages and tyre outlet specialists, through to commercial fleet managers and third party online stockists – they all required an aftermarket support program tailored to their individual needs. Our task…
To develop an integrated sell-in support program aimed at the small retail automotive stockist, to encourage increased stock take-up
To encourage Motorists to upgrade to OSRAM Automotive high performance lamps when they next visit a participating tyre & exhaust centre.
SOLUTION: Development of ‘20/20 Vision’ Sell-In campaign. Program elements incl: Stockist Charter ~ Trade Support Advertising (print/online) ~ Counter Mat Posters and other in-branch P.O.S.
Plus, an in-branch Sell-Out program that comprised counter P.O.S. pack, leaflets, posters, window stickers, supported by selective trade press advertising to stockists.
RESULTS: The campaign exceeded client expectations and was the driving force behind the creation of new customer relationships…
• Many Independent Garages agreed to purchase a workshop cabinet of both 12V and 24V lamps
• Stockists experienced an increase in OSRAM high performance lamp sales, such as the OSRAM Silverstar