Activating Consumer Focused Programs to Motivate Internal Employees

  • I had the opportunity to work this week with the dynamic sales team of Coca Cola Hellenic Bottling Company Romania – the local affiliate of one of the largest Coca Cola bottling systems in the world.

    Of course, being in Europe at this time means that football / soccer is on the minds of everyone and soccer themed events are prevalent at retailers such as Carrefour.

    Coca Cola is a worldwide sponsor of the FIFA World Cup 2010 in South Africa and as expected their displays dominated the retail scene in Romania.

    To my delight, in the head office of CCH Romania the excitement was overwhelming. From the initial launch including the real World Cup trophy as it toured Europe to each meeting room being decorated in a lively football theme.

    My job as trainer was that much easier given the training room was dressed up like this:

    Imagine coming to the office on a Monday morning, being greeted by African bands and a gaggle of vuvuzelas while having the chance to have your picture taken with the World Cup, which will be hoisted in front of billions (yes billions) on July 11th.

    It sure beats running into one of your company’s activations by surprise at a shopping mall in Mississauga on a Saturday afternoon – quite often the experience of CPG folks whose Marketing / Sales teams fail to seize the opportunity to truly motivate the organization with their consumer investments.

    Interestingly – Romania was not even among the 32 teams that qualified to compete in South Africa.  However, with all of the excitement at CCH Romania’s offices it was hard to know the difference.

    No doubt the excitement CCH Romania decided to build around the sponsorship, regardless of their national team qualification will pay dividends delivered by an excited and motivated sales force, marketing team and support staff.

    The incremental cost to drive excitement with internal staff appears to have a very clear return on investment.

    What will you do to motivate your organization by leveraging your next consumer program?

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