DirecTV Trains Employees Via 'Edutainment' Pods - Event Marketer

DirecTV Trains Employees Via ‘Edutainment’ Pods

DB_Gold_DirecTV_2010 Ex
Brand: DIRECTV
Agency: IMG LIVE
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2010

Last summer, DirecTV set out to drive new sports and premium package upgrades while maintaining current premium subscribers. Its secret weapon of choice? Its own customer service agents—the front line for sales and service of the premium accounts. To get the agents motivated and up to speed, the brand’s Sell & Save Tour hit the road, visiting 19 call center locations in five weeks with two trailers that each housed six “edutainment” pods.

Each pod hosted a subject matter expert who gathered groups of agents around a touch screen for a presentation about the products. For measurability, the brand tracked the movement of every agent throughout the education space via a “passport” agents received at check in. It contained key selling points for agents and provided DirecTV the ability to track which pods the agents visited via unique i.d. numbers on the back of each passport. For each pod they completed, they would receive a stamp. Agents with full passports at the end won prizes. About 5,600 agents spent 40 minutes gaining targeted education about the products. As a result of the tour, agents that went through the training performed 24.2 percent better than their non-trained counterparts and all sports packages plugged on the tour performed better in 2009 over 2008.

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