NOP Global delivers ongoing campaign for Acer in the Philippines

Field marketing and retail execution solutions provider NOP Global has been working closely with Acer Inc., one of the largest personal computer vendors in the world, to enhance the brand’s presence in key retail stores nationwide in the Philippines.

NOP Global was engaged to improve the visibility of the brand and its products in stores, as well as to ensure consistency in its marketing message and awareness of promotional messages, with a focus on sales improvement.

NOP Global achieved this through a 3 pronged approach: brand visibility, store staff training and direct sales support.

By auditing and identifying stores which had the potential to strengthen the brand’s marketing reach through the use of branded furniture as well as Point of Sale materials such as banners and product literature, NOP Global was able to ensure up-to-date information and top of mind awareness in potential customers. Existing in-store Acer visuals were also updated, to ensure planogram compliance, to better reflect the brand’s revitalised message.

Jayson Mendoza, country manager for NOP Global’s operations in the Philippines, stressed that a key focus was not just making sure that Acer had visual presence in stores, but also that the brand and its products were placed prominently within the stores. “Our merchandisers spend a lot of time building good relationships with staff in the stores, which enables us to place Acer displays and branding in prime locations with high foot traffic, increasing the likelihood that Acer will be the brand that customers notice and keep in mind while shopping in the store”.

Sales improvement has been augmented by NOP Global’s team of promoters, internally trained to equip them with the necessary soft skills and selling skills to close sales. In stores where promoters were not stationed, NOP Global’s field representatives communicate the brand proposition and key selling points of Acer’s offerings to store staff.

Agnes Neria-Espino, product marketing group director, Acer Philippines comments: “Together with NOP Global, Acer has been able to ensure good product knowledge among front liners and that a high standard is maintained in its in-store branding as well as the displays of its products, consistent with Acer’s premium brand positioning.”

NOP Global will continue to work with Acer in 2014 to identify the ways in which the brand can more effectively deliver its message in stores as well as drive efforts to position it as the “go to” brand for personal computing needs.

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