Shell Promotes Products with LubeVideoCheck Program
To get its target (trucking, construction and mining equipment industries) to switch from their existing engine protection to Shell Lubricants, the company devised the Shell LubeVideoCheck on-site demonstration program. The centerpiece of the events was a state-of-the-art technology developed for the aircraft industry and modified for heavy machinery that gave management and operators an opportunity to examine their equipment via a video screen. The technology identified potential problems and then recapped with photos and a report provided within a week of the appointment. This was an upgrade from more conventional optical device technologies used in the past.
This new program was complemented by a dedicated website that the sales force could turn to for a detailed sales video designed to make the program more accessible to first-time users. It also armed the sales force with more than a standard sales pitch by providing visual demonstrations that differentiated Shell Lubricants from its competitors.
Since implementing this new program the company has seen a double-digit increase in annual presentations to more than 250 per year.