BenQ, the regional digital lifestyle leader, has announced a new retail marketing campaign that will feature a series of in-store ambassadors for BenQ products called ‘Purple Warriors’.
To facilitate demand creation, BenQ has lined up a team of ‘Purple Warriors’ to interact directly with consumers on the shop floor. Sales representatives, dressed in BenQ’s trademark purple, will man retail outlets and help customers make informed purchase decisions. BenQ is keen to create brand experiences that involve high levels of interactivity and impact on its customers to elicit an emotional response.
“Consumer opinion, formed by years of changing communications technologies, necessitates fresh marketing strategies. Strategies that not only address such issues as brand reputation, key messages, and communication methods, but consider the customer experience as a whole. After all, trust isn’t built from seeing a single advertisement, but from cumulative experience with a particular brand. With the ‘Purple Warrior’ campaign, we want to highlight BenQ’s brand attributes and offer an engaging, entertaining and interactive brand experience unmatched by traditional marketing,” said Manish Bakshi, general manager, BenQ Middle East and Africa.
“We want to use the last mile management concept to create a strong bond with our customers. BenQ’s Purple Warriors are vital and support us at the point of purchase – we can ensure that BenQ products are demonstrated effectively and customer enquiries are handled efficiently,” added Bakshi.
The performance of Purple Warriors, who are recruited on the basis of stringent quality control checks, are continuously monitored via weekly meetings, ongoing product training, using mystery shoppers and surprise checks. BenQ also runs an incentive based rewards scheme to motivate high performers.
“This year, we plan to increase our already substantial market share in the regional IT and consumer electronics segment, by introducing innovative, well-designed and affordable technology. We believe we can grow our business substantially and are targeting a 30 per cent growth in sales by the end of this year,” said Bakshi.
One of the strategies BenQ is pursuing to achieve this growth is by communicating the essence of the brand through a personalised experience.
About BenQ Group
The BenQ Group currently comprises ten companies that operate independently while sharing resources and leveraging synergies among them. The BenQ Group companies include AU Optronics Corporation, the world’s third largest manufacturer of LCD panels; Darfon Electronics Corporation; Daxon Technology Inc; Airoha Technology Corporation; Copax Photonics Corporation; Darly Venture Inc; BenQ Guru Software Co., Ltd; Philips BenQ Digital Storage; and Cando Corporation. 2004 revenues for BenQ Group exceeded US$10.8 billion dollars.
BenQ Corporation consists of five main business groups and units—Display and Imaging, Networking and Communications, Digital Media, Computer Products, and Storage Business. Although these business groups and units encompass a broad range of products, each retains a focus on providing consumer-oriented solutions designed especially for the digital lifestyle. 2004 revenues exceeded US$5.1 billion dollars.
For more information, please visit the website at BenQ.com.
