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  • 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)

    read more…

    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

  • Marketing support program for OSRAM Automotive Stockists

  • A visit to a tyre & exhaust centre is the perfect time to think about car safety - upgrade to OSRAM Silverstar headlamps today!

  • Silverstar Dealer Pack: sales leaflet, P.O.S., press ads in aftermarket titles

  • See Better, Feel Safer campaign focused upon personal safety.

  • Make it easy for the stockist to recommend your product at the counter.

  • To raise awareness of OSRAM TRUCKSTAR 24V lamps amongst Fleet Managers and encourage product trial.