FMBE Awards 2021: Field Data Award

Sponsored by TeamHaven

TeamHaven’s software and mobile app enable brands, field marketing agencies, manufacturers, logistics and construction companies plus many more, to execute, manage and report on field activities efficiently.

BRONZE Logobrand – Campari

Logobrand’s track record in this category is second to none and as an agency they are defending champions.

This year’s entry was a very focussed study on the agency’s activity with Campari’s Aperol, in Sainsbury’s stores. The entry was confidential, for judge’s eves only.

BRONZE The Pulse Agency (Blue Square Group) – Samsung

This entry was a response to the unique challenges of COVID. Judges hailed the case study ‘fascinating’ for the way in which it responded to changes in shopper sentiment. The merger of data from the field with other held insight and purchased exterior data give the brand an upper hand in knowing how, where and when to reach out.

SILVER Field Sales Solutions – P&G

The transfer of shopper activity online was also mirrored in the health and beauty sector by stores such as Boots moving staff from stocking shelves to picking and packing online orders, whilst staff self-isolation and shielding has also led to shortages with a knock-on effect of empty shelves at retailers.

This was just one of a multiplicity of challenges that are faced by P&G and either mitigated or solved by data and insight from Field Sales Solutions.

Judges especially loves seeing how an efficiency saving of 3.25 minutes per call at store had been translated by the team into one extra action per call and that this action had led to an increased ROI. It was highly accountable and evidenced step by step. The paper finished with a glorious testimonial:

Charlotte Hobson, Senior Retail Execution Manager – P&G.

“The entire team at Field Sales Solutions have truly embraced the challenges brought about by the changes to the in-store environment since Covid-19 hit us last year.  Their passion for data & insights shines through at every level of the organisation from Director to the field and has been integral to their success in delivering value for P&G throughout these challenging times.  The data-led approach has enabled Field Sales Solutions to maintain a high level of ROI by identifying the highest value opportunities and through driving efficiencies across the entire operation.

 Their deep understanding of how to leverage the data & their collaborative partnership with us at P&G has ensured we have a high performing field operation that is fit for the future.”

GOLD Tactical Solutions – Quorn

We were unsurprised that this entry was ‘for judge’s eyes only’. The entry – which went on to win our inaugural campaign of the year award – was full of business-critical insight. It also took judges completely into the field team and Quorn back office using video of live datasets. One judge noted “the exceptional transparency of the entry is compelling – and the confidence to share it is born out of confidence that the results are going to stack up favourably, which they do.”

This was just one of those exceptional entries that showed how great data handling and actionable insight makes field teams an essential part of the armoury for any brand with presence at retail that wants to maximise its potential.