Скачать или смотреть Amazon store @ IITF- 2017, New Delhi

CAMPAIGN TITLE:Amazon Store @ IITF, Delhi
CLIENT:Amazon

THE CAMPAIGN

Objective:

The objective was to build an experience for people visiting the IITF. The amazon exclusive store will only promote its two product range Amazon Kindle and Fire Stick. The Amazon Kindle gave the touch and feel experience of reading so as the Amazon Fire TV Stick gave the feel of watching TV online, this will bring the brand connect alive with the target audience. The Amazon campaign was to promote and generate sales as well as ROI.

Marketing Strategy:

Innovation and new technologies are key issues in the gadget industry, as consumers demand these attributes. Keeping this insight in mind, we wanted to position Amazon (Kindle and Fire TV stick) as a brand that aims to provide customers with emotional value and experiences beyond expectations through new thinking and new possibilities. As we all know, IITF is an established consumer fair in its 37th year and gets a footfall of nearly 1.4 Mn in 14 days. So, to place a stall at IITF was the whole idea. It focused on reminding loyalists and informing potential consumers about Amazon Kindle and Fire TV stick. Participated in the IITF each year at the same venue. We participate in the World Book fair and Delhi Book fair each year at the same venue. Comparatively, footfall at the Delhi Book fair and World Book fair is ~2 lacs and ~4 lacs respectively. We have seen that sales volume at these Fairs on any given day is a function of the footfall. So, we planned participation this year targeting the potential and existing customers.

Campaign Concept:

The campaign concept was to create an Amazon stall at IITF with live experience zone of the products. The campaign will only promote Amazon Kindle and Amazon Fire Stick. The concept was to engage customers with the product with customized offers to generate ROI.

Campaign Execution:

After several brainstorming session, the Amazon stall concept was cracked. Then the creative team started working upon the copy and art. After compiling the art and the copy the creative team came out with a design. The design was rendered into 3D layouts.
Stall fabrication was started a week prior to the event. Branding is the priority for a stall in IITF to catch hold of the TG. So, the branding was an important criteria for Amazon stall. The stall was designed in U shape, with branding all over three sides. We placed 8 Amazon promoters, 2 area managers, 1 trainer, 1 distributor manpower at the Fair during the day. We assigned daily targets for sales and demos and tracked achievement. This helped us drive a conversion rate of around 18% (both significantly higher than retail average)

Campaign Results:

The activity was live for 14 days at the IITF Delhi. More than 2-lakh people are believed to have experienced this activity. Some learnings from the event are:
• Footfall is a good surrogate to project Fire TV sales and Kindle sales
• Inviting bids from multiple vendors helps in driving down the costs
• Excellent sales and good number of demos were generated in 14 days.
• Stall should look vibrant and well-lit and must utilize maximum floor area for giving demos.