As leaders at the forefront of the Field Marketing industry, we are the UK’s second largest FM Agency, leveraging international best practice & ideas from our sister Agencies across the world.
Currently the holder of Field Marketing Agency of the Year and Team of the Year (2010 FMBE Awards)
Catching Elephant is a theme by Andy Taylor
Thinking outside the big box
Marketing firm REL knows the potential of the convenience sector. And CEO David Norbury is working hard to convince manufacturers. Chris Rolfe reports
David Norbury knows the convenience sector is thriving. His challenge is to persuade some major manufacturers to break free from their supermarket comfort zones and invest in it.
As chief executive officer of field marketing company REL, Mr Norbury’s belief in the convenience market is based on hard facts. It has a database of more than 30,000 independent retailers from which to analyse sales patterns and promotions and map customer spending. The company also lists clients such as Red Bull, Ferrero, Camelot, Kellogg’s and Campina on its books and cites IGD’s findings that the convenience sector grew 6.1% in 2009.
“Convenience is going through a renaissance after years of squeeze. It’s coming together because of a number of significant trends, such as the pressure on brands by the multiples,” he says.
Forget the basic at your peril!
You can spend vast amounts of money on building creative promotions, but if the product’s not on the shelves and the promotion isn’t compliant then you’re throwing good money after bad. Field marketing delivers the operational excellence to ensure that all the mechanics are in place to guarantee that any campaign runs successfully, says REL’s managing director.
With the current economic climate forcing brands to focus their thoughts closer to the point of purchase, field marketing has never been more important for marketers.
It’s a valuable marketing asset that generates short and long-term benefits for marketers, their brands and their businesses, as well as delivering an attractive return on investment (ROI) versus other marketing disciplines. Added to this, it is now more cost-effective to put a group of promotional staff into a store than it is to put an advert on the TV.
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