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Case Study - NVIDIA

Integrated Online Training and Field Marketing Program Influences NVIDIA's Retail Success

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SUMMARY

The established leader in programmable graphics processor technologies, NVIDIA has been working with CCS since 2002 to enhance its overall retail marketing strategy. To grow brand awareness and create advocacy among sales professionals, CCS provides NVIDIA with a comprehensive solution, including online learning programs, field sales and marketing initiatives, and promotional services.

STRATEGY

To meet NVIDIA's multiple training objectives, CCS created and manages an integrated solution to reach sales professionals online as well as in-store on the retail frontlines. Efforts are focused on building retail relationships and increasing product knowledge at the store level on behalf of NVIDIA.

SOLUTION

CCS designed a comprehensive training curriculum for NVIDIA products hosted on CyberScholar®.com, the #1 e-learning site for consumer electronics and retail salespeople, which awards valuable prize incentives for participation in the training program. CCS also deployed a team of field sales representatives to act as NVIDIA's champions at key retailers such as Best Buy, Circuit City and Fry's Electronics. The field teams installed displays and disseminated custom NVIDIA collateral as part of the goal to grow NVIDIA mindshare. While in-store, the representatives focused on creating brand advocacy, improving NVIDIA's shelf presence, and training sales associates on how best to sell NVIDIA products.

SUCCESS

In 2005, salespeople from more than 3,000 stores completed NVIDIA's training on CyberScholar.com more than 39,000 times. The team of CCS-NVIDIA field reps visited over 700 Best Buy, CompUSA, Circuit City, Micro Center and Fry’s stores nearly 16,000 times, reaching more than 37,000 salespeople. The field teams enhanced NVIDIA's in-store positioning, with over 2,000 free displays secured for NVIDIA and its partners. The teams also handed out promo cards designed by CCS to further reinforce NVIDIA's training on CyberScholar.com. According to surveys, as a result of these efforts, brand perception and recommendation rates for NVIDIA increased 57%.