FMBE Awards 2021: Most Effective Product Launch (Field Marketing)
Posted by
Sponsored by Bowimi
The field sales platform that improves sales.
A mobile app and dashboard that gives your team the tools they need to deliver more revenue.
There were some excellent entries in the category but nevertheless a dominant winner.
BRONZE Contact Field Marketing and Solutions – Just Eat Takeaway.com
A welcome return to FMBE for the agency was seen in the shape of this amazing can-do rebrand for Just Eat Takeaway that saw the Contact field team distribute and install a host of branded items in the high streets: 40,000 pieces of external facing branding, 50,000 items of in-store branding, over 25,000 pieces of Covid materials, and over 40,000 additional branding items consisting of jackets, t-shirts, caps, food delivery bags, and other giveaways
BRONZE Powerforce – McVities VIBs
The entry gave a superb account of the Very Important Biscuits launch in Asda stores using a specially negotiated limo in store display.
The Powerforce team carried out 50,000 sales-generating actions in store.
SILVER Field Sales Solutions – Duracell Optimum
This was a launch for which the judges noted the high level of responsibility for launch success rested on the shoulders of the field team, who played a key role in the way that the product became available and how the store managers were trained to understand, present and appreciate the product.
GOLD REL Field Marketing – Oreo O’s
This impressive launch saw the REL Weetabix team take responsibility for the new cereal product across all four grocery multiples producing an initial Retail Sales Value for the product of £5M.
An impressively detailed results appendix showed judges how the efforts of the field sales team had rapidly established the new cereal as a key performer vs other leading brands.
The entry also acknowledged the impact of other marketing channels including digital and how these were harnessed to enable sales at store.
The hard working and empowered team beat its discretionary displays target by 22 per cent.
