You had thought it through so well. Why didn’t they at the store just implement what you had suggested? It couldn’t be simpler, could it? Why aren’t those posters hanging in the right place? And why are the products misrepresented? And why did they totally fail to implement what I came up with?
Are these statements that sometimes flop out of your mouth? Or do these words ever pass through headquarters? Below are some tips for turning action campaigns into successful, recurring promotions. In short: How can I motivate and activate employees on the store floor to make action campaigns a great success?
- Seek dialogue and treat them as shopping experts
The “we invent and they execute” mentality really can’t go on anymore. Take the people on the store floor seriously and involve them in your ideas. After all, they are the shopping experts and can best assess how an action campaign will be received by the customer. They experience how the shopper reacts, they hear the reactions and engage in conversation, and good experts observe customer behavior and come up with improvements. Use this knowledge and engage with your experts. - Frameworks instead of ready-made instructions
Did you know that ownership and room for your own creativity creates more intrinsic motivation? That means you have to let go of some ownership and rely on someone else’s qualities and competencies. Set the ground rules. You will find that this often generates the most creative ideas that you probably hadn’t thought of yourself. - Make it a game, because play is fun!
Make the campaign important by actively engaging your experts and give them credit for their contribution. Highlight the top 3 best action presentations by declaring them the best “ideas. Put them on stage by writing something on the internal facebook page. Reward the people behind the creative ideas. These do not have to be big prizes, as something small often works very well. - The question “What do you think?” is the key to greater success
The end of the campaign is reason to engage in conversation about the experience on the store floor. How did clients respond to the campaign? Do you have any tips to make the next action campaigns even better? Deal with this feedback and, perhaps most importantly, show that you are doing something with it. Link back and make the next action campaign even better.
Not very complicated, right? Use them and many successful action campaigns will follow.
