Campingaz and Coleman
The Challenge
Coleman and Campingaz are leading brands. They have a large and diverse range of products.
The market is very competitive and faces increasing price competition from South East Asia. Coleman and Campingaz need to present and position products efficiently and effectively to buyers at set piece trade marketing events. The buyers ranged from leading high street retailers, smaller retail groups and independent retailers.
Coleman and Campingaz needed to present the products, the range options, the component technology, features, benefits and the quality the rR&D and manufacturing in a compelling way to gain listings and orders for their products in advance of manufacture.
Historically this selling exercise had been handled by Key Account Managers during an intensive three month period, using PowerPoint presentations and large printed product catalogues.
Many of the presentations were generic, of varying quality and a lot of key customer contact time was wasted thumbing through catalogues looking for products and product technical data to provide them with the information they wanted on the day.
The Solution
An interactive and multimedia presentation resource designed and built by Iconography. The CD-Rom presentation resource consisted of well planned and structured digital marketing communications content.
Images, graphics, interactive animations and video enabled important information about product ranges, product features, benefits, performance and quality of manufacture to be delivered in a compelling and highly visual way.
Important products could be instantly selected from the digital product catalogue and discussed in detail with each prospect during the presentation, maximising the impact and value of each presentation for the buyer, Coleman and Campingaz.
The flexibility of the presentation software meant that each Account Manager could quickly build and save a high quality interactive presentation, precisely tailored for each individual prospect from the resource modules available. Each presentation was geared to feature the information and content of most relevance and interest to the prospect and most likely to secure the future listing and order.
