Picking up Gold at the IPM COGS Awards 2017

While I’m not usually one for self-aggrandisement, I can’t help but give a big rip roaring shout out to my fantastic Mash team for winning Gold at the IPM COGS Awards last Friday – an excellent achievement that deserves a bit of online applause.

While I’m not usually one for self-aggrandisement, I can’t help but give a big rip roaring shout out to my fantastic Mash team for winning Gold at the IPM COGS Awards last Friday – an excellent achievement that deserves a bit of online applause.

The award was in recognition of our work supporting the launch of the Dyson Supersonic in retail. The job involved recruiting, training and managing 60 qualified hair and beauty retail specialists to work in John Lewis stores – introducing shoppers to the new hairdryer and ultimately encouraging purchase.

You might think that persuading people to buy a beautifully designed product with market leading features made by one of the UK’s best-loved brands wouldn’t be too difficult. But this hairdryer costs £299.

Is it worth it? Absolutely. But it is still a significant investment – which means shoppers need to be 100% certain it’s worth it too. As a new product without peer endorsement, it was up to the Mash team to create this bond of trust.

Our staff needed to get beyond the “wow, that’s SO cool” to the “actually, I should get one of these” – and that takes a) brand, product & industry knowledge b) target audience empathy and c) soft sales skills.

Recruiting the right people was a tough ask for our internal talent team – but they did so brilliantly. Dyson then did a great job of training the cohort and making them feel part of something special. And finally the team performed excellently – engaging shoppers and generated sales for the brand.

Targets were beaten, sales were made, and the launch of the Dyson Supersonic was heralded a great success. But that shouldn’t mask the hard work and commitment that dozens of people put in to this campaign.

So a big thank you to the IPM COGS Awards for recognising the spectacular brilliance of our Mash team – both in the office and the field. And as the award season continues to hot up, let’s hope there’s more Mash glory to come!

Share this

Posted by

MASH Staffing