gfk fm creds may10

8/22/2019 Gfk Fm Creds May10

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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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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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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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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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Point of sale (tactical)Point of sale (tactical)



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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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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

[email protected]

phone +447939 565486

gfk fm creds may10

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