1.Situation

From 2016 as Sales Marketing Manager at EASYPLAST, a company that imports, markets and distributes plasters in Romanian pharmacies under own brand EASYPLAST, I am direct responsible for the definition and implementation of annual business plans, marketing activities, range development, sales team, commercial standards, sales achievements in 3 KA, +1000 clients with +20 SKU.

2.Task

For 2018 one of the most important actions is the campaign developed together with our partner Farmexpert, which ensures the presence of the EASYPLAST products in the impulse area from around 300 Alphega pharmacies, with the scope to increase the numerical distribution (the number of pharmacies in which our products are found ) and our sales.

Since Farmexpert’s merchandiser team is responsible for the national implementation of the EASYPLAST project in Alphega pharmacies over the three months period of the campaign, the involvement of this merchandiser team is critical to the success of the project.

Taking into consideration that Farmexpert merchandisers work in parallel on projects and activities for other clients too, I asked myself if we can do something to boost their dedication to support the EASYPLAST campaign.

2.Action

In this respect, I had the idea that before the starting date of the campaign to send a personalized letter to each Farmexpert’s merchandiser, a document accompanied by the EASYPLAST sales presenters. Here is the final form of this letter.

4.Results

A few days after this letter was sent, I received from Farmexpert’s campaign responsible the message that all merchandisers received the personalized letters and they were very impressed by this approach in the context in which it is the first time a partner thinks to them in this personally and directly way.

5.Key Leanings

It is important to develop new projects, to imagine more or less complicated mechanisms for implementing a sales or marketing campaign.

But do not forget that the outcome of these initiatives also definitely depends on those who implement the campaign. Merchandisers who place your products and ensure they are properly positioned on the shelf. Hostesses who approach your customers in stores to present your products and boost their departure from the shelf. And many others.

Include all of them in your plans if you want to maximize your campaign’s chances of success.

Notification: MYPRODUCT reflects my real professional experience and expertise as well as my subjectivity. I do have a profound respect for all the companies I collaborated to and for all the people I worked with. It is not my intention to approach any sensitive, confidential or offending information related to companies, projects or people. If you the reader deduct or recognise companies, projects or people in my examples, I kindly ask you to respect MYPRODUCT and my professional and ethic approach and to not share any detail, information, situation, name, company.