Case Study: Puma
Project Overview
Puma sought a dynamic and engaging team to represent their brand at a private retail festival. The goal was to showcase new and exciting Puma lines that would be launching in the upcoming quarter. The PumaLand stand served as a platform to connect with potential retailers and generate interest in the upcoming product releases.
Client: Puma
Project: Pumaland
Location: Private Retail Festival
Team Size: 12
Delegates: 700+
Staffing Requirements
- Product knowledge: A deep understanding of Puma’s new product lines and their unique selling points.
- Sales skills: The ability to effectively engage with potential retailers, answer questions, and generate interest in the products.
- Customer service: Providing excellent customer service and building positive relationships with attendees.
- Event management: Assisting with stand setup, breakdown, and overall event logistics.
Key Challenges
- Limited time: The event was a short-term engagement, requiring the team to quickly establish their presence and generate interest.
- Competitive environment: The retail festival featured numerous brands competing for attention, making it essential to stand out.
- Diverse audience: Catering to the needs of a wide range of retailers with varying interests and requirements.
Staffing Solution
To address these challenges, Puma implemented a staffing strategy that emphasised:
- Product training: Thorough training sessions were conducted to equip the team with in-depth knowledge of the new Puma lines.
- Customer service skills: The team was coached on providing exceptional customer service, building rapport with attendees, and addressing their needs.
- Event management support: The team was involved in sourcing stand elements, stand setup and breakdown, ensuring a professional and well-organised presentation.
Results & Outcome
- Increased brand visibility: The PumaLand stand attracted significant attention from attendees, enhancing brand visibility and awareness.
- Successful product launches: The team effectively showcased the new Puma lines, generating interest and increasing potential retail sales.
- Positive customer interactions: Attendees praised the team’s knowledge, enthusiasm, and helpfulness, fostering positive brand perceptions.
- Efficient event execution: The team’s involvement in event management ensured a smooth and well-organised experience for all.
Conclusion: The staffing of PumaLand was a resounding success, demonstrating the power of a well-trained and motivated team. By providing in-depth product knowledge, effective sales skills, and excellent customer service, the team played a crucial role in driving brand awareness and securing retail partnerships.
