Communicate the launch of new products to frontline

Communicate the launch of new products to frontline

In highly competitive industries such as telecom, companies need to continually innovate with new products and services to retain and grow the market share. But this poses a huge challenge – How do you keep your field teams distributed across hundreds of stores across the country aware of all new launches happening frequently!

Airtel found the answer in Workplace.

Airtel now uses Workplace extensively to communicate the launch of new products directly to its frontline store teams. The HQ team creates clever teasers (see image) to build curiosity among them about an upcoming launch on a particular date and time.

On the day of launch, the leadership uses Workplace live to communicate the launch of a new product or service. A live address by leadership, well publicised in advance, helps drive the required level of awareness about the new launch among the distributed frontline.

Availability of Workplace on everybody’s mobile phones combined with ease of use ensures that the reach of new launch communication through Workplace is much wider, quicker, and efficient than other modes.

How to do it in your organisation in three simple steps

  1. Create an ‘Announcements’ type, ‘Closed’ group for entire Sales & Marketing department which has all the department employees in it. Keep the posting permissions to ‘Admins only’ and give admin rights to the required team members [Resources here]
  2. Share the new product launch communication in this group by posting images, videos, and going live. You can also share videos showing ‘how-to’ or ‘feature comparison with competitors’ for new products to better enable the frontline to sell. If you want to share a presentation along with your own video during your live, see resources here
  3. Invite feedback and comments from people to encourage a two-way dialogue. Respond to emerging themes from this dialogue so as to encourage sustained dialogue in future.

 About Airtel

Bharti Airtel (“Airtel”) is a leading telecommunications services company with operations in 17 countries across South Asia and Africa. As on Mar 31, 2018, it was the largest mobile network operator in India and the third largest in the world and serves over 413 million subscribers across its operations.

Airtel’s retail business operates in 22 circles (geographies) in India through a network of owned and franchisee stores. More about Airtel here.

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