(Retail Enlistment Drive)
1) Hewlett Packard had noticed a spike in the influx of fake HP laptops, printers etc from China and needed to get suppliers and the importers in the niche sensitized about the proper channels for getting in original pieces.
1) We conducted a random sampling to understand where and how most of the big shops stocked up on their laptops, printers etc. The result showed a large percentage of them got these equipment from a popular IT equipment sales Hub located in Lagos, Nigeria. This gave us the first clue to where our campaign needed to be targeted.
We then organized a 50-man workforce roadshow that had us distributing and reading out questions on the questionnaire (because most of the traders/importers weren’t educated) for the traders at the popular IT hub (Computer Village) in Lagos, Nigeria.These traders were then showed results from shops whom they had sold their fake HP equipments to and the fact that most of those shops would not return to patronize them anymore and were open to buying directly from HP.
Secondly, they were offered an opportunity to buy directly from HP in Nigeria since they were going to loose out completely. This was an opportunity they jumped on and the menace was curbed.
ImpactHigh advanced engagement – Hewlett Packard acquired 120 new dealers/retailers at the end of the RED campaign.