The EFMP’s Italian partners, Settimo Piano, successfully demonstrate how field marketing can be used to promote a wide array of products within niche markets. Field marketing predominantly operates within mainstream markets but success stories like that of Settimo-Piano’s Arexons campaign are proving that creative, well planned and well executed campaigns can get results for just about any product.
Arexons specialize in the maintenance business and are Italy’s market leaders in the car care and multipurpose lubricant markets. Their most famous product, Svitol, was created in 1938 and is the brand for a complete range of multifunctional lubricants and looseners. Svitol is used by everyone, from top sportsmen to mechanics, plumbers and homeowners for DIY.
Settino-Piano created a campaign that targeted consumers at various types of locations and used experiential marketing to physically demonstrate the product, and its results, in front of consumers. They focussed on 3 channels through which to target specific consumers and each activity was customised for the different types of stores. Professional buyers were targeted at specialized wholesale stores, everyday users at Auchan Supermarkets and the more ‘’specialised’ end user at DIY stores. All activities clearly demonstrated the practical use and end results, such as degreasing tiles and cogs and lubricating of machinery. One of Svitol’s unique selling points is its ability to protect objects against water, to demonstrate this a mobile phone was sprayed and placed in a bucket of water while making and receiving calls.
Settimo-Piano managed the entire process from the hiring and training of ambassadors to the full logistics of compiling and distributing all necessary materials. To further enhance the image of the brand, Settimo-Piano carefully picked ambassadors who reflected the target group, for instance, DIY store activities were carried out by middle aged men wearing mechanics overalls in order to create a sense of commonality. Customers were assured by the products quality by seeing it being used in practical everyday situtations and appreciated the face to face interaction with knowledgeable staff who could answer any questions instantly. Customers were able to make an educated purchasing decision at the point of sale and this was reflected in the great results achieved for the brand.