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Case Study - NETGEAR

CCS' Integrated Retail Program Maximizes NETGEAR's Presence at Best Buy

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SUMMARY

NETGEAR, the leading provider of wired and wireless networking solutions, tapped CCS to develop a targeted promotion to support the launch of the new NETGEAR RangeMax™ Wireless Router at Best Buy. CCS' campaign successfully integrated NETGEAR's training on CyberScholar®.com, a CCS-developed field team, and promotional services to engage more than 3,000 Best Buy Geek Squad employees and award 1,800 RangeMax routers valued at more than $450,000.

STRATEGY

CCS sought to build NETGEAR RangeMax product knowledge and advocacy among Best Buy Geek Squad agents and product specialists. Dubbed the “RangeMax to the Max” campaign, CCS' solution leveraged both online resources and in-store field representatives to continually engage and encourage Best Buy associates to complete monthly NETGEAR training assessments in order to qualify to win new RangeMax Wireless Routers.

SOLUTION

CCS’ comprehensive NETGEAR training on CyberScholar.com informed salespeople of the “RangeMax” wireless router’s technology features, benefits and selling points. During the campaign, whenever Best Buy Geek Squad agents or associates logged on to CyberScholar.com, they saw a banner detailing the multi-level campaign, which provided numerous chances to take NETGEAR training and enter monthly and quarterly prize drawings. CCS also deployed field representatives in key Best Buy locations to act as NETGEAR advocates and distribute CCS-developed collateral promoting the campaign. CCS also handled prize fulfillment, verifying participants, drawing prize winners and awarding the RangeMax routers to qualified salespeople.

SUCCESS

Coinciding with the launch of the NETGEAR RangeMax wireless router, the “RangeMax to the Max” campaign ran from June 1 to September 30, 2005. During this time, CCS-NETGEAR field teams were deployed to over 270 Best Buy stores. The NETGEAR promotion successfully reached its target audience, specifically engaging more than 3,000 Geek Squad employees. Over 1,800 RangeMax routers with a total retail value of more than $450,000 were awarded to qualified Best Buy associates. Excitement generated by the campaign contributed to overall participation growth in NETGEAR's CyberScholar.com training.