Outsourced Sales Performance of the Year
Most Effective Sales Demo or Sampling at Retail
GOLD CPM, Tassimo SILVER Gekko, Samsung BRONZE REL, Mondelez
GOLD White Label, Courvoisier SILVER Sense, Lake District Cheddar Cheese BRONZE Cosine, Sainsbury’s
The challenge for the trophy
The challenge for the trophy
CPM won this category last year with sales allied to innovation and the same pattern emerged again, this time with the agency representing Mondelez’s coffee machine brewer brand Tassimo. This year’s innovation was a very different response to a very different brief and it showed how well trained sales demonstrators could combine with modern data analysis in order to set up for sales in office hotspots as well as in stores. The entry showed how smart thinking worked out where and when consumers would be most intrigued by the home barrista sales demos and making a cost efficient beeline for that spot using the best located rep. The team clearly benefited from flexible planning and scheduling that allowed the best opportunities to shine and the most successful events to be repeated where possible. Sales purists loved the entry from Gekko and Samsung, selling Samsung’s domestic appliances. In a case study (not for publication) that showed the
immediate dramatic impact of a carefully selected sales promoter in store with results that more than justified the agency selection. One judge commented: “ I really like the fact that even though this was a tactical campaign by nature, Gekko took a strategic approach to this long-term deployment of reps.” A repeat bronze in category for REL and Mondelez on 2012 gave amazing insight into a huge integrated campaign that had dramatic results instore for a raft of brands. What stood out about the winning campaign? A fantastic result at the priority store group. What did the judges especially like about the entry? An honest assessment of new sales channels for the brand, with some locations outperforming others and consequent pointers towards a strengthening grip on the market place going forwards, via roll out of the best performing.
This award is a result for anyone who has been arguing that stores are already shopper theatres, all they need is the right experience. The award judges, all from traditional field marketing backgrounds, bravely and unanimously commended a small but perfectly formed Harrods event for Courvoisier over some major campaigns and especially the massive scale and effectiveness of the bronze winner, admiring the multipurpose objectives and far-reaching results of the winner who was promoting luxury in the form of a £155 retail cognac. Through much negotiation, the prestigious Tasting Room at Harrods - a unique space perfect for an exclusive event was secured, supported by the establishment of hand-picked media partnerships with Intelligent Life and The Economist magazines. This ensured reach and reaffirmed Courvoisier’s position amongst the target audience, whilst also delivering in-depth messaging in the lead up to Christmas. The room was used for exclusive VIP, press and consumer sessions.
The nearest challenger was an agency and brand team that drew further admiration in the shopping centre/ roadshow category (see page 16). The bronze winner, Sainsbury’s and Cosine showed the next stage in an astonishing partnership that has regularly impressed FMBE award judges. What stood out about the winning campaign? They made the connection between press buzz, the instore location, and sales. What did the judges especially like about the entry? n Campaign reached 6 Million target consumers (Alchimie de Courvoisier secured over 40,000 YouTube views, lead coverage in The Evening Standard, 5M consumers reached online) n Harrods Courvoisier XO volume grew by 33% n Harrods sold out of Courvoisier XO during Christmas n +7% sales of Courvoisier over Christmas n +20% sales increase overall since 2011
Steve Grimes, Teamhaven presented the award to Hel’s Angels’ duo who collected the award on behalf of White Label and Courvoisier Payleven’s James Booth presented the award to CPM
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Sponsor: TeamHaven
activity including field sales, merchandising, mystery shopping, demonstration TeamHaven is a leading web days, audits and all field and Pocket PC based data activity. As a ready to use collection, field management solution, there are no set up and reporting solution fees or management costs designed for brands and and clients are offered a free agencies working in the retail no obligation trial. TeamHaven channel. Designed for ease of will help you increase sales, use, TeamHaven is a powerful lower costs and radically and versatile application improve efficiency. As a truly suitable for all types of field
2013 FM & BE AWARDS 8
global solution, TeamHaven is supporting brands and agencies in Europe, America and Asia in their own languages, whilst processing more than 3 million retail visits a year around the world www.teamhaven.com