“ Troublemaker mascara” if you missed the first part of the article, you can find it here.
Is the communication strategy wisely chosen?
After researching the internet my answer would be yes. It generated a lot of buzz, it caches the eye and makes the customer wonder.
Did they managed to train their sales consultants and the sales consultants of their partners to transmit the message accurately to the clients? My conclusion after going to the stores and asking about the features, the answer is no. The consultants in the stores are not comfortable to tell the clients that the product was tested for it’s resistance during a hot night and that ”sex-proof” feature is really a feature, not just a worthless eye catcher.
It is a big plus for the campaign and some doubts for the implementation. It is not enough to have a great idea or concept, you also have to test the engagement of the employees to transmit the message as you created it through all the sales channels.
For feedback on customer experience in your stores you can gladly contact me now on +40729039511 or firstname.lastname@example.org. I can tell you how it feels now and how to improve the feeling.