Weber Fires Up an Interactive Grill Academy Experience - Event Marketer

Weber Fires Up an Interactive Grill Academy Experience

ex2015_vehicle_weber
Brand: WEBER
Agency: GMR MARKETING
Awards: EX AWARDS — BEST VEHICLE DESIGN
Year: 2015

The Weber Grill Academy Experience lived up to the brand’s tagline, For Grillers By Grillers. Its primary objective: to educate retailers on Weber product attributes and drive an increase in product sales and loyalty from store employees who have direct contact with the end user—those backyard grillers. From March through October, its 53-foot double expandable trailer hit the road stopping at major retail outlets such as Lowe’s and The Home Depot, and setting up in central locations to ensure multiple retailers could attend the training within close proximity. 

A two-stage training process contributed to the success of the program—inside and outside of the truck. The exterior of the trailer provided first-hand demos of the Weber grills in action. The interior of the unit contained information on Weber as a company and focused on product quality and attributes. Craftsmen Industries custom fabricated the curbside expandable section with removable Plexiglas panels so the wall could be converted to an open-air setup.

The experience for the sales associates while on-site was a face-to-face encounter versus an overly technical training exercise. The goal here was personal interaction, and this program used every moment, from data collection to getting on the grill, to cultivate it. The tour reached more than 3,000 big-box retail sales associates, who in turn sell to thousands of people at their stores.

Grills are a destination purchase that drive consumers to retail, however, a surprising number, nearly 30 percent, leave without having made a purchase. As a result of Weber’s hands-on training for sales associates, which it tested in 35 percent of the stores, the brand saw a 19 percent sales lift in stores that received the training. Pretty hot.

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