HP: The Palm Sales Apprentice
Agency name: Haygarth
Client name: HP (Palm)
One year into Palm's re-launch into the UK smartphone market, research showed their purchase consideration only ranked at 4%, compared to main competitors Apple on 73% and Blackberry on 57%. This was hampered by limited budgets compared to the competition and low share of mind amongst O2 retail staff.
With 70% of purchase decisions influenced in store, the importance of staff training & recommendation could not be overstated. However, research showed that only 5% of sales staff considered themselves to have very good knowledge of the Palm brand and only 16% were likely to recommend Palm to customers.
Against this backdrop we were briefed to develop a training and motivation programme for O2 retail. This audience are bombarded with campaigns from mobile manufacturers and therefore proved a big challenge. The Palm Sales Apprentice managed to cut through the wallpaper of incentive and training programmes to build real advocacy amongst staff - in fact 96% responded that the campaign was good or excellent.