BAT - Introduction of the GLO system to the Polish market
Client
British American Tobacco (BAT) is a global tobacco giant with a presence in more than 200 countries. In Poland, the corporation has introduced an innovative product - the GLO system, a new generation of tobacco warmer, offering the taste of real tobacco without smoke and ash.
Challenge
The introduction of innovative products in the tobacco industry comes with unique regulatory restrictions and high competition. BAT, in order to effectively present the GLO system to a wide range of consumers, needed a solution that would allow it to securely, and in compliance with regulations, acquire valuable sales leads and verify interest in the new product category.
- Launching a new regulated product in the retail market - required gaining direct contacts (leads) from interested consumers.
- The campaign had to allow consumers to test the GLO system for free, despite restrictions on tobacco products.
- What was needed was an effective mechanism for acquiring leads in a variety of locations - from gas stations to stores to pubs and events.
Solution
We designed and implemented a comprehensive field marketing campaign in 20 major Polish cities. A team of about 150 sales consultants underwent relevant training and were equipped with a mobile application to collect leads in real time. The database of leads with automatic online reporting enabled BAT to dynamically manage activation and possibly relocate teams based on demand.
Stage 1
Planning and logistics
Brief analysis, site selection, obtaining permits, organizing equipment and personnel.
Stage 2
Recruit and train the team
Building a team of ~150 advisors, logistical preparation and technical support.
Stage 3
Field campaign implementation
Activations in gas stations, stores, supermarkets, pubs, events - advisors collected leads in a dedicated app.
Stage 4
Real-time reporting
Monitor activity, relocate resources, analyze results on-the-go.
Stage 5
Project development and optimization
The activities started in the fall of 2018 continue to this day, which proves the effectiveness and customer satisfaction.
Effects of cooperation
The entire campaign allowed BAT to successfully introduce and develop GLO sales in the Polish market. Thanks to the combination of professional teams of consultants, efficient logistics and reporting tools, the brand has built a stable model for acquiring leads, which realistically supports its sales strategy and strengthens its position in the segment of the new generation of tobacco products. The project implemented jointly with BAT since the fall of 2018 has become an example of a long-term and successful sales and promotional campaign.
Thanks to the consistent work of our teams and the use of mobile technologies, tangible business benefits have been achieved:
Recruitment and preparation of a team of consultants
We built a team of about 150 specialized sales consultants who underwent intensive product and customer service training. As a result, they were ready not only to present the GLO system, but also to professionally answer questions and address consumer concerns.
Acquiring leads in places of real customer contact
Advisors are conducting activities in 20 of Poland's largest cities, appearing at points with the highest traffic - gas stations, supermarkets, specialty stores and pubs. Direct conversations allowed us to build relationships and record contact details of interested customers. Each month we collect thousands of new contacts to potential customers interested in the GLO system.
Technology support - mobile application for collecting leads
We equipped the team with a proprietary mobile tool that enabled instant data entry and submission. This provided BAT with real-time reports and allowed it to monitor results in real time and make quick operational decisions.
Flexible campaign management and optimization
Based on analysis and ongoing reports, we dynamically reallocated field resources between locations to maximize the effectiveness of activities. This allowed us to focus on the points of sale with the highest potential and provide the client with a steady flow of valuable sales leads.
Compliance with constantly changing regulations
All activities were carried out in full compliance with tobacco communications regulations, which was crucial for a client operating in a regulated industry.
Maintaining continuity of operations since 2018
Maintaining continuity of operations - the campaign has been running continuously for more than 7 years (since 2018).
