Case Study: Weber reignites mobile grill academy engagement with Next Marketing

Weber drives 9% immediate purchase rate with Next Marketing

The customer, Weber, faced the challenge of reviving its Mobile Grill Academy after a hiatus. Its previous program focused only on training retail associates and lacked a way to measure success or ROI, while also missing the opportunity to engage consumers directly. Weber brought in the vendor, Next Marketing, to reimagine the mobile tour and retail sampling program.

Next Marketing developed a new engagement strategy that expanded outreach to both retail associates and consumers. The solution included hands-on grilling demos, product education, and food sampling at events. Next Marketing established specific KPIs and a real-time reporting system, trained a team of passionate brand ambassadors, and created a consumer experience map. The results included over 300 retail events, more than 1,600 associates trained, and 13,640 consumer demos, achieving a 9% immediate purchase rate following a demo.

Weber