BMW has very high brand expectations so we always need to ensure that our staff are well trained – both on the BMW brand and product range, and on positive consumer engagement. For Goodwood Festival of Speed, we worked collaboratively with BMW’s training provider to design a specific programme for our staff.
First, staff were encouraged to explore the product range themselves – sit in the cars and experiment with the technology. After receiving product training, staff were tasked with creating and then ‘selling in’ an advert for a car of their choice. This was an immersive and entertaining way to embed product knowledge.