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October 25, 2007

Electronics giant?s Christmas roadshow proves a sell out ? in October!

Philips is supporting the launch of two new personal care products this autumn with a nationwide demonstration roadshow, which is already having such a big impact that stores close to the event are short of stock.

The Philips Autumn Roadshow aims to drive “awareness, trial and instant sales” of it new Moisturising Shaving System (MSS) for men and Sonicare FlexCare power toothbrush. Both products are being heavily advertised on TV this autumn, and the shopping centre experience is providing valuable opportunities for consumers to try out the products for themselves under the guidance of trained ‘brand ambassadors’.

Live and direct: Philips' new product benefits from live marketing campaign

"Getting consumers to actually try our products for themselves is a key tool for convincing them of the product benefits and value for money,” said Mark Leftwich, Philips’ senior customer marketing manager, shaving. “The roadshow is already showing fantastic results. People are buying immediately after trying to such a level that we were actually selling out of the shavers and toothbrushes at the start of the roadshow and have now increased stock for all upcoming shopping centres in anticipation of the demand, especially as Christmas approaches.”
The 25 square metre stand features four double-sided trial pods, with washbasins, lights, mirrors and pump-action taps, and two giant 3D product replicas – all set up on distinctive blue and white Philips’ flooring. A central double-sided plasma screen shows the current TV ads on a loop, adding context to the experience. Live product demonstrations are given throughout the day by a presenter equipped with a head-microphone, using the giant product replicas as props. Alongside these presentations, brand ambassadors interact with consumers, encouraging them to try out the products at the pods and communicating key benefits of the products. Interested parties are then directed to local retailers in each centre, where i2i Marketing, which created the experience, has checked on stock levels and price offers. However, even this attention to detail had not taken into account how successful the roadshow would be.
The roadshow will run until Christmas, visiting 11 shopping centres for a week at a time. All consumers visiting the brand experience will be given a branded rope bag with eight-page leaflets on both products, money-off coupon, plus a toothbrush head for people who trial FlexCare.
“Ground-breaking personal care products like these really have to be experienced to be believed,” said Bruce Burnett, chief executive of i2i Marketing, which created the event. “By using the power of personal demonstration, we aim to inspire thousands of consumers to buy these two products either for themselves or as gifts for loved ones in the run up to Christmas.”
The results should really have been no surprise as i2i worked on a similar Christmas event for Philips in 2006 to promote a portfolio of eight grooming products. That roadshow delivered 8,000 individual demonstrations in 35 days, with 82% of visitor expressing an intention to purchase as a direct result of their experience.
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