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Whirlpool Roadshow - Setting the Stage for Success

Posted by Mike Woodgate on August 24, 2015
Whirlpool Roadshow - Setting the Stage for Success

Another Successful Roadshow. Another Successful Collaboration.

This was the eighth year that Whirlpool Canada partnered with BTI to manage their national roadshow. The annual roadshow is an event put on by Whirlpool Canada to help engage and educate sales associates across Canada through exciting presentations, and hands-on experience and training on the latest innovations from the Whirlpool, Maytag and KitchenAid brands.

A lot of effort is put into making the event experience memorable and rewarding for the guests who attend. This event takes place over 6 weeks in 14 cities across the country. Over the years, momentum and word of mouth have helped the roadshow get bigger and bigger.

Each year, the basic goal of the roadshow has been the same; to leave RSAs (retail sales associates) empowered with brand knowledge, so that in turn, they can educate and excite customers in their own stores, helping to close more sales.

And while the goal is the same each year, it is our challenge to keep the theme fresh and exciting while focusing on the major “wow factors” of each particular year. This year's roadshow was centred around the launch of the new KitchenAid lineup which included the redefining of the brand, and a complete product redesign.

For us at BTI, the roadshow planning starts at least 6 months before the event, and a lot of effort is made to ensure that each year is better than the previous. Here’s an idea of our role in this awesome training event.

PRE-EVENT

Logistically, we source out venues for the event in all cities, and coordinate any special power and AV requirements. In addition, we work closely with Whirlpool’s product team to finalize the format and flow of the entire event, and create floor plans that work best in the chosen venues. Once venues and dates are established, we organize and manage the entire invitation and registration process through a robust registration website.

From a design perspective, one of the first things we do is develop a theme and a look and feel for the event that helps communicate the overarching message. For this year’s roadshow, we built our theme around the KitchenAid brand, using a look, feel and messaging that has the same freshness and elegance as the new product line.

Event materials are then created to help bring the theme to life at the event. Printed materials include banners, passports and an in-depth brochure for sales associates to take away with them, highlighting key messages and product information. Presentation aids including a hype video are used to introduce RSAs to what is to come and get them excited for their training experience!

ON-SITE

Our work doesn’t stop there. BTI is onsite at all major cities to lead the setup and tear down of the rooms, manage registrations, supervise the audio visual team, and work closely with both the venue and Whirlpool staff to make sure that everything runs smoothly and according to the plan.

POST-EVENT

In order to help us make improvements year after year, the sales associates’ feedback is very important. Their likes, dislikes, recommendations and insights are gathered post-event through the use of an automated email survey campaign.

All of this is done to set the stage for Whirlpool’s best-in-class training team, who year after year, give more and more sales associates a reason to believe in their brands.

As a result of this event, sales associates across Canada are more confidently selling Whirlpool, Maytag and KitchenAid appliances. RSAs are loving it too, as proven by post event surveys indicating a 96% satisfaction rate.

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