Sales Campaign of the Year
Most Effective Sales Demonstration of Sampling
GOLD FMI, Electric Ireland SILVER Mash, Dyson SILVER REL Field Marketing, GSK BRONZE Field Sales Solutions, innocent
GOLD Gekko, Grundig SILVER REL Field Marketing, Dell BRONZE N2O, Felix BRONZE REL Field Marketing, Panasonic
The challenge for the trophy
but it was a new market for the brand. This market was broken by Mash’s team of 65 NVQ 2 Level qualified hair stylists, operating features and benefits demos in store. Each stylist sold an average of 277 Supersonics at £299 in 6 months, so the team accounted for 18,000 sales.
The challenge for the trophy
What stood out about the winning campaign?
The approach with shoppers was to excite customers and lessen the In this category though the focus on sales skills led to judges picking the tried ‘distress’ purchase factor that often triggers sales in the category by and tested. promoting the innovative technology Bronze was also awarded to REL and features, highlight how these can be Panasonic. The team matched their advantageous to daily life, offering timebronze win of last year, with food saving, peace of mind, energy saving demonstrations for breadmakers and and security benefits. microwaves that showed impressive sales and team training that led to great Selling these positives created an environment for upsell to brand Grundig. results and further improvement feedback for Panasonic. What did the judges especially like
A busy category with major brands involved and we put it in front of a judging audience of the same, major industry budget holders and experienced campaigners. In bronze and silver were two campaigns coincidentally focussed around the same early part of the Summer as Field Sales Solutions took innocent bubbles on the road to store with sales vans in London whilst REL’s GSK team went on a Blast for hay fever treatment Piri. These two teams were both lauded by our judges in a similar way – for showing off a dynamic approach to sales at a time that was clearly crucial for brand success in the Summer season. Both of these heralded what will surely be first FMBE award success for teams that promise to progress and were lauded by our judges for showing the crucial role of field sales in brand strategy, supported by the client at a senior level. There was also a second silver. This one was showing off brand experience sales – a growing skill and one that Mash have been masters at for many years. Dyson’s Supersonic hairdryer range grabbed a number of product headlines,
Extending Electric Ireland’s presence for the first time into Northern Ireland required a whole new presence in Belfast for an FMI team previously located only in the South. The brand had high ambitions in this new market, to move from a Challenger to a Champion in it. An ambitious sales target of 20,592 was surpassed What did the judges especially like about the entry? This was a highly strategic roll out that showed how the learning of a 6-year brand and agency partnership could be adapted and tuned to meet the expectations of a new market, establishing a champion responsible sales team in a way that allowed them to deliver from the get go.
Strong winners were found but this wasn’t a year when the category showed much forward momentum, an exception to the rule being the bronze win for N2O which featured ground-breaking use of VR in store – and won the shopper behaviour category gold with it.
REL also took silver, this time with Dell, with a compelling story that showed how Dell moved instore to take up an opportunity when other laptop brands vacated the market – leaving a satisfied client testifying to the long term strategic nature of the work, stating that the activity had left the brand on course for a 20 per cent market share by 2020.
Sponsor: Teamhaven
IQOS popped up with a mini-store at FMBE. See ‘At This Year’s Awards, pages 11-13’.
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Winter 2017
This sales team moved up from silver in 2016 to gold this year with an accomplished display of dynamic sales in store for Grundig’s major domestic appliances.
about the entry? The 2016 increased sales by 54% over the 2015 campaign’s total. Grundig’s brand ambassadors converted 59% of demonstrations into sales, a 47% uplift over the target and a 35% uplift over the previous year’s total. The campaign’s final Average Basket Value was £360.80, an uplift of 7% over the previous year.
Teamhaven’s Steve Grimes presents the award to Gekko
Ian Saltmer, IQOS, presents the award to FMI and Electric Ireland
Sponsor: IQOS
What stood out about the winning campaign?
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