FIELD MARKETING TOP 25 1998: Sponsor’s statement - The right time and the right place

IN STORE

CPM works with a large number of clients at store-level.

Our retail experience covers almost every type of outlet around, from

small independent CTNs to the UK’s major grocery multiples, via

forecourts, furniture superstores, high-tech and auto specialists and

everything else in between.

For example, for Smithkline Beecham, CPM field staff focus on building

relationships with independent retailers, advising them on how they can

optimise their soft drinks sales through the cooler cabinets.

The payback from CPM activity has been monitored by independent third

parties for Smithkline Beecham and has shown itself to be of significant

value on impulse-led lines.

Smithkline Beecham has been one of the first companies to use CPM’s new

handheld PCs. The new technology has given them access to fast accurate

information that is immediately fed into the business process.

OUT OF STORE

Face to face consumer contact, such as sampling, often provides the most

enduring images of field marketing.

But times have moved on from pretty girls with pieces of cheese on

sticks.

Out of store, consumer facing activity has become notably more

innovative and measurable.

CPM recently undertook a major sampling roadshow in the car parks of the

UK’s largest grocery multiples for Walls Sausages. The manufacturers,

Kerry Foods, have closely monitored activity, including assessment of

sales uplifts during and after the campaign of 1,100% and 50%

respectively.

And this summer, CPM developed the ’Tour de Foot’ as part of Nike’s

World Cup marketing. Over a period of 42 days, the CPM team visited some

80 locations around France, promoting ’grassroots football’, targeting

children (the footballers of tomorrow).

The tour was one of the largest of its kind with Nike-branded minis,

Land Rovers and trailers manned by 150 CPM staff.

IN HOME

Calling on people in their homes, perhaps the oldest form of selling,

has been radically updated for the late 90s. Today, consumers have

erratic and busy schedules, and face a greater number of choices:

convenience is at a premium. Home shopping and doorstep selling offer a

straightforward route to consumers and an effective method of explaining

complex products and services.

CPM calls on homes for a range of organisations, as well as leading UK

utility service providers. Our sales forces will ensure clients’

investment in home shopping over the internet is fully utilised by the

consumer.

However, doorstep selling has been tainted by some recent

less-than-professional behaviour. If home callers are to be trusted as

they were in the past, activity needs to be rigorously controlled. CPM

teams are closely managed, compliant to all codes of conduct and heavily

audited at head office. It is this professionalism that will ensure the

success of home calling into the future.

This article was first published on Marketing