Winner: “Best Vehicle Design” - 2015 Ex Awards
To educate retail Sales Associates on Weber product attributes, Weber + GMR created the Weber Grill Academy Experience. Our strategy: physically bring the Weber products to the big box retailers, providing Sales Associates with in-depth, hands-on product training and demonstration—creating product familiarity and enthusiasm that would translate to conversations with customers on the sales floor.
The training process was made possible via a 53-foot double expandable trailer that made stops at centrally-located retailers (ensuring multiple stores could attend). The exterior provided firsthand demonstrations of Weber grills in action, while the interior of the unit contained information about Weber as a company, where staff focused on product quality and attributes.
One particular design highlight: custom fabrication of the curbside section of the vehicle, which allowed the wall to convert to an ‘open air’ setup.
The tour directly reached over 3,000 big box retail associates annually, influencing their interactions with hundreds of thousands of consumers and generating a sales lift in participating stores.
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