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Case Study - MotorolaField Sales & Marketing Improves Motorola's Brand Image At RetailSUMMARYMotorola, a global leader in consumer and industrial electronics, first tapped CCS in 2003 to strengthen their brand image through colorful product training guides delivered to Motorola’s cellular providers and distributors across the U.S. and Canada. In 2005, Motorola called on CCS to expand their retail strategy by developing a full-time field sales and marketing team deployed at major retailers in key markets nationwide. Within a year, more than 35,000 retail sales associates were reached by Motorola’s field sales and marketing team.STRATEGYIn 2003, with competitive pressures mounting from wireless carriers, Motorola wanted to entrench its brand as the top-of-mind solution for targeted demographics. CCS leveraged its retail channel experience to create training collateral which increased Motorola’s mindshare among retail salespeople. To further improve Motorola’s results, CCS recommended a field sales and marketing team, and in 2005, Motorola agreed.SOLUTIONCCS’ colorful product training guides were a hit with Motorola’s cellular providers and distributors. Now, CCS-Motorola field representatives train sales associates in-store, promote the Motorola brand to consumers, gather feedback on products and services, and identify opportunities to grow Motorola’s retail presence.SUCCESSPartly due to the positive reception of the training guides, Motorola expanded CCS’ role in their retail strategy. The CCS-developed field team enhances Motorola’s in-store positioning by completing 1,800 visits per month at more than 1,200 locations, delivering Motorola’s messaging to over 35,000 retail sales professionals each year. |
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