At Big Green Egg, brand experience is the most important marketing instrument. The European success is to a significant extent determined by the level to which distributors understand this and can demonstrate this in the stores.
How do you activate 60 European, independent Big Egg distributors to display the products in their markets and in the stores? How do you increase, without coming across as pedantic, their experience-marketing skills?
We created a high-level distributors experience conference in Germany and later also in Sweden. Top chefs shared their experiences with the brand, there were interactive sessions with unique speakers, but gamification also ensured a good balance between learning and enjoyment.
This ‘velvet glove’ approach led to a significant increase in brand knowledge. Diverse new initiatives and collaborations were born during the event. In addition, based on these new insights, distributors are managing dealers and stores more effectively.