Shell Promotes Products with LubeVideoCheck Program - Event Marketer

Shell Promotes Products with LubeVideoCheck Program

DB_Silver_Shell_2010 Ex
Brand: SHELL
Agency: THE KERRY GROUP
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (B-TO-B)
Year: 2010

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.

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