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GfK Field Marketing
Growth from Knowledge
Credentials 2010
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GfK years of innovation
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More than10,000 full-timestaff & 100,000
employeesworldwide
115subsidiaries, in
over 100countries
across 5continents
Services in 3sectors:Custom
Research;Retail &
Technology;Media
2009 sales of1.2 billion
Averaged 15%growth per
year over thelast decade
7575
4th largest research company in the world
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International ExperienceInternational Experienceacross 60 countriesacross 60 countries
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Covering most sectorsCovering most sectorswhere there is a product/consumerwhere there is a product/consumer
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We offer a range ofWe offer a range offield marketing activitiesfield marketing activities
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To show youTo show youReturn on InvestmentReturn on Investment
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Our client relationshipsOur client relationshipsare integral to the partnershipare integral to the partnership
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Training & DevelopmentTraining & Development
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strategic teamsstrategic teams
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Training & DevelopmentTraining & Developmenttactical teamstactical teams
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TechnologyTechnologyoptimising your budgetoptimising your budget
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Field CommunicationField Communicationhot alerts for critical issueshot alerts for critical issues
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GfK Field Marketing actively uses its Mystery Shopping division to audit field teams. This allows every field marketer to be gauged against their peers with regard to storefeedback and store acknowledgement of the impact of the visit. This is a key measure in the business that ensures continual improvement in our field based
performance.
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Measuring our performanceMeasuring our performanceutilising mystery shoppingutilising mystery shopping
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1. Show how Field Marketing will deliver a ROI
2. Well trained/managed quality field team
3. Get the basics right - clear brief/objectives
4. Agrees what success looks like
5. Efficient, actionable, insightful reporting
Top TipsTop Tipsto ensure successful field marketingto ensure successful field marketing
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Added ValueAdded ValueReporting optionsReporting options
ROI exampleROI example
Virtual Field RepresentationVirtual Field RepresentationUnderstanding RetailUnderstanding Retail
i
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ReportingReportingtailored to your needstailored to your needs
W b R i
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Web ReportingWeb Reporting
Client branded and unique design
Export all data directly into Excel Access allowed to all nominated users
One Click trend data by location, region, area
Question analysis at all levels, trended Visit status update to provide complete transparency of the programme status
Download the actual visit report to PDF
Unlimited access 24 hours a day 7 days a week. No upper limit to log in.
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no extra chargeno extra charge
I i hI i ht
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the key to effective field marketingthe key to effective field marketing
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InsightInsight
K i ROI i lK i ROI i l
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Keeping ROI simpleKeeping ROI simplegenerating extra salesgenerating extra sales
ROI E lROI E l
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Business aim
To increase sales of product and brandaffinity with both sales staff and consumers
Key steps
Target stores selected based on historand potential sales volumes using R &Tdata
Demonstrators and strategic field teamsmulti targeted approach combiningtraining and in store demonstrations
ic
Business outcome.
It was estimated that one customer activationis valued at 240 / 12 mths
On average, a UK store sells 10 activationsper month
A field team supported store sells on average6 x more activations than non supported
Demonstrator activity
Additional revenue from 2000 supportedstores/year = 34.6 M
Cost of programme = 1M
Demonstrator activity on the day + 5 daysafter = 3 x average sales
Additional 50% increase in sales in preceding2 months
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ROI ExampleROI Examplemobile phone manufacturermobile phone manufacturer
Vi t l Fi ld R t tiVi t l Fi ld R t ti
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GfK Field Marketing currently manage 16 uniquehotlines operating full retail hours across 10 countries.
The team consists of 17 virtual field representatives(VFRs) and manage both inbound and outbound followup calls. The team are currently responding to c. 850calls per month.
The calls are often complex in nature involving technicaland service orientated advice with follow up
requirements and liaison with client suppliers / partners.Average call length is currently 13 minutes (approx).
The VFR team utilise the same reporting system as thefield reps to ensure that call data / solutions can be
viewed by the field reps prior to the site visit. This enables the field reps to discuss with the
retailer, and closes the communication circle.
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Virtual Field RepresentationVirtual Field Representationbroadening our reachbroadening our reach
U d t di R t ilUnderstandingRetail
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Understanding RetailUnderstanding Retail
We work closely with GfK Consumer
up to date with the latest from Savvy
Shopper:
Consumer behaviour has clearlychanged.
C. 80% of consumers feeling some
impact of the recession, there is
generally more considerationaround the price vs. brand balance.
So how we capitalise on this
changing behaviour? The key is
delivering on at fixtureexcellence.
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working with GfK Consumerworking with GfK Consumer
ClientTestimonialsClientTestimonials
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Client TestimonialsClient Testimonials
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I have managed the GfK account for 5 years and canrecommend them as a service provider. Their particularstrengths are reflecting our strategy, remaining flexible,efficient reporting and adding value by contributing ideas andsuggestions.Each year we benchmarked GfK against the market place andin every case they won the business. I would also like to addthat the personnel at all levels are great people to work with
We have been working with GfK FieldMarketing since 2004 and have alwaysfound their work to be focused on our keybusiness aims. They manage the fieldmarketing programme in an open manner
and are insightful with their reporting onthe information they gather. Despite somedifficult market forces and economicclimates, we have continued to see thepositive impact that this field team havedelivered, week in, week out
why choose uswhy choose us
Marketing MagazineMarketing Magazine
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Field Marketing Magazine Awards 2009Double Silver Award Winners:
Most Effective Brand/Store Relationship
Team of the Year
Marketing MagazineMarketing Magazine91% increase in growth91% increase in growth
In 2003 turnover hit 1million and in 2006 we won 2 Field MarketingMagazine awards.
2007 saw turnover hit 5million and 2009 saw several milestones for us - wewere ranked in 7th position in the Marketing Magazine FM League Tables;
were again winners of 2 Field Marketing Magazine awards and saw turnover
hit 12million.
GfKFieldMarketing
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Global GfK group security
Flexibility and experienced to meet your needs
Tailored briefs
Consistent account management
High client and staff retention
Web technology included in rate
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GfK Field MarketingGlobal expertise- local knowledge
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WE WANT TO WORK WITH YOU!
We will bring to the partnership...
9 Our commitment and passion
9 Our knowledge and expertise
9 Our quality and innovation
To derive insight and provide solutions
for your ongoing business needs.
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Case StudiesCase Studies
Case StudyCase Study
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the brief
A UK based satellite navigation company needed field personnel to visit high street electrical stores to brief staff on
new products, gather intelligence from competitor companies and also represent the brand to customers by assisted
selling in high turnover stores.
our response
GfK recruited a team of sales/training personnel, dedicated to the sat nav brand, to represent them training in-store
and also at a regional manager meeting level. Weekly reports were sent to the client on competitor offers, pricing
and store staff incentives.
the results
Weekly Market Intelligence reports, staff training on demonstration units on every visit, compliance checks and
merchandising additional POS at a local level was agreed to due to the relationships built with the stores. A high
client satisfaction level was recorded on the annual survey.
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Case StudyCase Studymultimulti--function teamfunction team
assisted selling, intelligenceassisted selling, intelligencegathering & staff traininggathering & staff training
Case StudyCase Study
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the brief
A mobile phone manufacturer needed a field marketing agency to manage a worldwide team of 220 product trainers in
over 12 countries, to visit over 20,000 mobile phone retailers and distributors per quarter, with hotline support for storequeries and outbound calls.
our response
GfK developed an extensive programme of regular field training to support the brand and increase sales and combine
this with a transparent real-time reporting system. Virtual Field Representatives located in Oxford are native speakers ofthe markets language and man the stores support hotline. An Account Manager manages each country, with a Director
overseeing the programme at a strategic level. Market Analysts offer in-depth analysis of all findings at carrier, country
and European level.
the resultsWorking together with the client since 2004 on a continually developing programme. Increase in produce sales in
supported stores, a difference of 6.2 units per supported store vs. non-supported stores. Increased brand awareness in
the retail channel, increased knowledge of clients products at the Point of Purchase and strong relationships at store,
area and regional level with carriers.
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Case StudyCase Studymultimulti--function teamfunction team
retail support, intelligence gatheringretail support, intelligence gathering& staff training& staff training
Case StudyCase Study h di i
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the brief
A major worldwide communications company wished to ensure that their own branded stands that were situated in
over 150 independent dealer stores were updated on a regular basis with new point of sale panels. A central store
helpline was also required, to take POS orders and record any issues with the stands.
our response
GfK recruited a part-time, regular team of experienced merchandisers to visit the independent dealers, ensure
planogram compliance was adhered to for the 8 different types of stand, place the new point of sale, and to report
back on any issues with the stands. The store support helpline manages and routes calls; with POS orders for the
warehouse, and unit issues to the logistics company. A regular team were recruited, allowing for relationships to be
built with the store managers/owners and for the field team to become familiar with the project.
the results
GfK have worked with the communications company since 2001, demonstrating true understanding of a client
business. All visits were completed to client timings, with photographs provided for every stand.
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Case StudyCase Studymerchandisingmerchandising
point of sale (tactical)point of sale (tactical)
Case StudyCase Studyh di ih di i
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the brief
A major worldwide communications company wished to ensure that their broadband point of sale was on display in
UK high street retailers as agreed.
our response
GfK developed a custom solution which involved:
Selecting a full-time team of experienced merchandisers to visit the key high street stores, ensure planogram
compliance was adhered to, place point of sale as necessary, and to report back on market intelligence.
The merchandising team attended quarterly conferences to learn about new products, feedback directly to the client
and to offer suggestions on increasing new customers by chain. They also attended training course and participated
in the GfK appraisal process.
the results
GfK have worked with the communications company since 2001, demonstrating true understanding of a client
business. Increase in POS compliance from 60% to over 90% across all retailers. Increased points of distribution by
nearly 3,000 across 9 months.
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Case StudyCase Studymerchandisingmerchandising
point of sale placement (strategic)point of sale placement (strategic)
Case StudyCase Studyh di ih di i
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the brief
A print and distribution company needed to supplement their in-house field team to place a counter top unit with
short lead times. The fieldwork needed to start 2 days after the brief was received.
our response
GfK tactical department allocated all visits via Cybershop
, which shows available visits to the fieldworkers in their
immediate areas and allows for pre-selection of a criteria to be matched. The distribution company then sent the
counter tops to the fieldworkers home addresses, to allow for immediate merchandising upon entering the stores.
the results
All fieldwork was set up with a 2 day turnaround and completed in a 5 day period. Data from the store visits was
entered daily and digital images of the merchandised units were emailed to a specific email address. Results from
the day before were reported to the client by 10am the following day, with an end of project management summary
produced by 12 noon following the end of the fieldwork.
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Case StudyCase Studymerchandisingmerchandising
point of sale placement (tactical)point of sale placement (tactical)
Case StudyCase Studyditiditi
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the brief
The client needed a quick understanding of new technology product launches (i.e. DVD, television etc) in selected
European retailers to give an overview of store understanding of the product features, launch point of sale
placement and positioning, stock levels and the ability of the store staff to sell the products.
our response
GfK managed the multi-country project, utilising a 90% static questionnaire to allow a basis for comparison across
product and also by market, with a 10% flexible section for specific questions by account/product . GfK utilised the
GfK network of countries and other experienced partner agencies to complete this activity. Each market wascompleted by a different agency and GfK UK managed the project on behalf of the client.
the results
A successful project for the client, deadlines were adhered to, the project was completed in all markets and results
were given to the client (with photographs) with a very quick turnaround.
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Case StudyCase Studyauditingauditing
onon--shelf availabilityshelf availability
Case StudyCase Studyditiditi
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the brief
A leading UK chemist recognised that on-shelf availability of the top selling 250 beauty, healthcare and cosmetics
lines was key to maximising sales. As a premium player in their market, they wanted to ensure improved product
availability, thus driving the customer experience.
our response
GfK developed a custom solution which involved:
Selecting a regular team of experienced auditors to cover specific areas within the UK, offering a daily
management of store visits and expected reporting dates.
Developing a bespoke reporting suite, detailing product availability by category, line, % score per store and
weekly and monthly summary reports.
the results
Through a well developed relationship between client and agency, GfK have now been working in partnership with
the chemist since 2006. The programme has lead to improved product availability and improved staff awareness of
the importance of the stock management process.
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Case StudyCase Studyauditingauditing
onon--shelf availabilityshelf availability
Case StudyCase Studyditiauditing
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the brief
Our client needed to utilise an experienced field marketing agency to visit retail outlets (multiples and
independents) that they produce marketing materials to collect store manager feedback on the point of sale,
delivery, packaging and in-store range to help reduce wastage and delivery a better customer experience. They
had no previous experience of field marketing audits.
our response
GfK worked closely with the client to devise a detailed bespoke questionnaire to record all data requirements. All
field personnel were experienced field marketers with a history of in-store communication. A warming letter was
sent to every store advising of the activity and the field team were required to contact the stores to book an
appointment convenient with the store manager.
the results
GfK visited over 300 stores across 2 waves of activity. Due to a pre-planned warming of this activity, no stores
declined the visits, all were extremely happy to participate and all the visits were successful. The client was
provided with all the information they required, and more.
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Case StudyCase Studyauditingauditing
Point of sale (tactical)Point of sale (tactical)
Case StudyCase Studyauditingauditing
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the brief
A UK gaming company wished to measure the impact of their full-time sales team in the retail arena, against the
telephone account team staff training, product placement and point of sale.
our response
GfK developed a comprehensive questionnaire to be completed across all retailers measuring point of sale
compliance, key messages communicated, how they were communicated and the customer experience. Over 1,000
stores were visited across 2 waves (3 days fieldwork for each wave) to a representative sample of the complete
retailer database, including supermarkets, convenience stores and high street outlets.
the results
The final presentation was very complex and analysed the data by retailer, area, sector, POS item, key messages
and customer experience. 100% of outlets were visited to plan. A full summary report was provided detailing results
by sales team v. telephone support only.
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Case StudyCase Studyauditingauditing
measuring strategic teamsmeasuring strategic teams
Case StudyCase Studyprice checkingprice checking
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the brief
A leading worldwide manufacturer wanted to conduct a pricing survey, to ensure that their pricing was the lowest on
the market for key products. The survey was to be conducted in over 30 markets across the world, with fieldwork to
be completed across 10 weeks. 30 competitor stores were to be visited covertly across 1 week, with photographs for
any competitor items deemed to be comparable.
our response
As GfK is a worldwide organisation, we went to all GfK companies and then to partner companies in other markets
that we have a proven record with. GfK UK managed all the fieldwork and reporting requirements for this client.
the results
A very demanding project was well completed, GfK has since been commissioned to complete the study again in the
next few months. The client was quoted as saying Thank you for a successful project.
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Case Studyyprice checkingprice checking
competitor comparison checkscompetitor comparison checks
Case StudyCase Studyoptimisingsalesoptimisingsales
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the brief
A satellite navigation client had secured prime gondola end promotion space for its range of devices within Tesco for
the first time in its relationship.
our response
GfK planned a three tier approach in order to gain maximum sales from this opportunity. Initially the strategic team
carried out full training at regional managers meetings for all electrical and entertainment managers. This was
followed up by further ongoing in-store training with all staff.Once the promotion went live we supported our core store base with implementing the display, and audited the
ranged estate for compliance.
the results
The company saw such an uplift versus projection that a secondary order was placed mid-promotion to cover off thesecond week of the gondola placement. Sales were obtained from day one of the promotion, and with a price point of
over 100 this was not fully expected. Feedback was that stores felt comfortable to sell to customers as they
understood the proposition and benefits of it, as well as being able to be fully prepared from the start of the
promotion.
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yyoptimising salesoptimising sales
promotional implementation andpromotional implementation andcompliancecompliance
Case StudyCase Studydemonstrator teamdemonstrator team
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the briefA major mobile phone manufacturer needed in store demonstrators to target high street mobile phone retailers atpeak business periods to increase awareness of new product to customers, educate staff on latest features and
benefits, to generate sales for the store sales staff to convert and product positive leads through strong customerinteraction
our responseGfK recruited a team of high quality brand profile demonstrators, with knowledge and interest of the mobile phonesector. Face to face training given at GfK head office. GfK contacted nominated stores and encouraged key store
staff to generate customer awareness prior to the day and by giving them merchandising and promotional tools,they were able to drive additional footfall into their outlets
the results
Daily sales / customer contact reports made available from the day and up to 5 days preceding
50.7% increase in Sales
Request from stores for more activity
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yydemonstrator teamdemonstrator team
assisted selling, retail support & staffassisted selling, retail support & staff
trainingtraining
Achieve your field marketing objectives
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Achieve your field marketing objectives
with GfK as your field marketing partner
Jayne Jones
Sales Manager
phone +447939 565486