FMBE Awards 2023: Sales Campaign of the Year

G2 Marketing take the stage to received the trophy from presenter Kerry Godliman

Sales Campaign of the Year

GOLD – G2 Marketing – Hisense

One judge summarised this entry very astutely. “This campaign really demonstrates the value of supporting a relatively unknown brand instore with a well-trained and motivated sales team.”

In this case study G2 showed very precisely what a difference a brand experienced promoter can have in store at Currys, delivering a series of exceptional – though confidential – results.

In this case though the judges saw the successful results as an almost inevitable outcome of this exceptional year-long sales strategy that helped a brand that wasn’t front of mind for consumers make an impact in a year when the brand had invested in World Cup sponsorship.

The entry charted a journey that left judges little room to doubt the clear methodology that led to a significant upturn in Hisense sales, led by premium products at a time when the market was in decline.

This campaign established long term traction for a brand that rapidly moved up the charts as a popular consumer choice.

SILVER – Powerforce – Pladis

Finding a way to keep deliver top sales KPIs against a backdrop of HFSS legislative change in store was the back story to a few FMBE entries this year.

The team showed how they combined strategic and tactical sales following careful planning and trial resulting in a clearly defined 9:1 ROI success.

SILVER – Tactical Solutions – InComm

Excellent sales results soon after Tactical won this account were endorsed by a detailed testimonial that really hit the right notes for the pre-paid gift card company, InComm.

InComm’s Richard Lucas stated “Tactical Solutions delivered an exceptional campaign for InComm, leading to a significant increase in sales during a time [Christmas] when every pound is hard-fought on the shop floor. InComm can confidently say that our partnership with the Tactical Solutions team has been truly effective.”

BRONZE – CPM – Lucozade Alert

This launch campaign was praised for its clear methodology that it delivered a launch that was high on efficient and effective sales success that surpassed targets. Judges admired the “variety of different data sources used to identify key cities and locations.”

eXPD8 – Meiyume Retail Solutions

Judges praised the staff selection process that led to a high percentage sales gain from this cosmetics campaign. The use of experienced beauty reps was regarded as “a vital component in the campaign success”. It was a campaign that was successful because it built on solid principles and foundations that were established at the agency.