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Case Studies - ATI

CCS' Field Sales, Marketing and Training Program Chips Away at ATI's Competitors

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SUMMARY

Facing competition from upstart brands, digital chip manufacturer ATI Technologies, Inc. wanted to increase product knowledge and advocacy among retail salespeople. CCS produced online training and deployed a field marketing team to motivate salespeople to drive ATI product purchases through persuasive recommendations.

Six months into the program, salesperson recommendation rates for the ATI brand increased 27%, while rates for the nearest competitor decreased 50%.

STRATEGY

CCS developed ATI product training on CyberScholar®.com as well as an in-store field marketing team to support and train retail sales associates. The overall goal was to ensure salespeople were able to understand and effectively deliver ATI’s value proposition, identify target consumers and enthusiastically recommend ATI products to match consumer needs.

SOLUTION

Backed by ATI’s online training on CyberScholar.com, CCS-ATI field sales representatives were deployed at top Best Buy, CompUSA, Circuit City and Fry’s Electronics locations across the U.S. While in-store, the representatives focused on training and motivating salespeople to sell ATI products. CCS also created point-of-purchase and promotional displays which the field team installed to improve ATI’s in-store positioning.

SUCCESS

According to surveys of stores covered by the CCS-ATI field team and those not covered, after just six months, ATI’s brand was recommended either first or second 100% of the time in covered stores, with its products recommended first 84% of the time – an increase of 27% from the program’s start. In contrast, the number of times the nearest competitor’s products were recommended first decreased 50%.

Delving deeper, there was an increase of 43% in respondents who said they recommended ATI brand because they knew the most about it, showing the value of the CCS-ATI online training. When respondents were asked which brand they sold the most of, ATI led, receiving a 25% increase in such responses over those at the start of the CCS program.