Based in Caldecotte, Amway’s head office PR team launched the campaign with the opening of its first ‘Flagship Experience Centre’ in Holborn, London in April 2009 which has resulted in over 5,000 visitors per month and where over 10% of sales are now generated. The company, who also celebrated a milestone 35th anniversary in Milton Keynes last year, utilises its training centre in Milton Keynes and the London store to train new ABOs.
Research results have shown that ABOs who are trained in Milton Keynes and the London centre are three times more productive in selling its diverse range of beauty, health and homeware products. The London Centre also boasts the ‘Style Bar’ hair salon, designed by international hair stylist John Gillespie, promoting Amway’s Satinique hair care range.
Andy Smith, Amway’s general manager UK/Ireland, comments: “Amway has been in the UK for 35 years but few people are aware of the brand and our internationally acclaimed product range such as Artistry skin care, Nutrilite vitamins and minerals and our new skincare brand, Beauty Cycle which will be launched in April 2010. The launch of the London centre has provided us with the opportunity to increase awareness and build on the excitement of the brand through a local and national PR campaign.”
A local initiative has been to support MK Dons by becoming their official ‘Healthy Living Partner’. Amway provide the players with expert advice and health products - including Nutrilite Daily, a multi - vitamin and mineral product, and Strive+, an isotonic energy drink for rehydration. As part of this commitment, Amway also sponsors new signing Lewis Gobern. For each goal Gobern scores in competitive league matches this season, Amway will donate £500 to Milton Keynes Sport and Education Trust (MKSET) disability programme. The training centre in Milton Keynes also hosted a beauty event for the wives and girlfriends of MK Dons players last month.
Nationally in 2009, the PR team has gained coverage in leading national women’s consumer magazines, direct selling trade and marketing press resulting in an advertising equivalent value (AVE) of over £90,000.
“We are delighted with the results so far which have exceeded our expectations in the first six months. Across the UK, 1000 new ABO’s have joined the business per month since May. We are now looking forward to launching our new Christmas product range.” Andy concluded.
Throughout the year, Amway UK host a schedule of ‘opportunity’ meetings for the general public at its training centre in Milton Keynes. The meetings provide the opportunity for people to learn how they can earn an additional income by becoming an Amway Business Owner (ABOs). For more information visit: www.amway.co.uk.
source: http://www.mkweb.co.uk/miltonkeynesbusinessnews/DisplayArticle.asp?ID=67420
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