An animated solution to sales force indifference.
Smith & Nephew
Where do you turn when you’ve got a great product, but you can’t get the attention of your sales force? Smith & Nephew had the versatile and highly competitive bone graft product VIAGRAF DBM, but their sales reps weren’t even packing it. Trained to sell orthopaedic devices, reps weren’t comfortable with the product category, viewing it as a distraction from high-dollar sales.
The budget was small, but the client needed nothing less than a paradigm shift in the thinking and behavior of sales reps – something that demonstrated the revenue potential of the product, while also schooling reps in a strategy of opportunistic product bundling inside the operating room.
Thanks to inferno’s solution, within 90 days, more than 50% of Smith & Nephew sales representatives had been certified for product delivery through a training program.
Rather than using conventional sales communication channels, inferno created a pair of “instructional” videos in the form of entertaining, animated film noir detective stories.
Posted on the Smith & Nephew intranet and supported by a series of html email teasers, interest and exposure were maximized while distribution costs were near zero. The unconventional format and highly engaging creative execution captured the attention of reps, resulting in repeat viewings, considerable organizational conversation, and “viral” proliferation of the campaign as employees shared their enthusiasm about it with others.
The profile of VIAGRAF DBM was raised across the organization, and the sales strategy was effectively implemented in the field. Incremental revenue objectives were achieved.