A client in consumer-packaged goods wanted to design a new training experience for their wholesale network. The goal was twofold. It should help drive sales and operational results for the wholesalers and retailers. It should also create a stronger allegiance to the company’s family of brands and emphasize its support of individuals within their distribution channels.
The client asked Actio to develop an innovative learning strategy and program tied to current and emerging business strategies and brand awareness.
Actio defined a three-phase development strategy: build brand awareness, capitalize on the market, and build momentum via continued development. We designed a blended learning program that focused on building skills around three learning pillars:
We designed a roadmap to guide learners through the development process and designed 66 “micro” eLearning courses. For the courses, we collaborated with the client’s corporate marketing team to include existing marketing assets: e.g., images, graphics, commercials, and videos. This step ensured that the training highlighted brand messaging throughout the program. We also incorporated post-training product, brand, and market coaching from the client’s brand champions, further emphasizing the client’s ongoing support of wholesalers and retailers.
Client: Consumer Packaged Goods
Specialty: Beverage and Alcohol
Function: Customer Training
Focus: Brand and Product Knowledge, Sales Skills
This global firm is one of the fastest-growing large CPG companies in the U.S. It is a leading international producer and marketer of beer, wine, and spirits with operations in the U.S., Mexico, New Zealand, and Italy. Their portfolio consists of easily recognizable high-end, iconic imported beer brands, high-quality premium wine, and spirits brands.
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