That was the Field Marketing Convention 2009
As part of the Field Marketing Convention 2009, organised by CPM Austria, distinguished economic experts presented their strategies and visions on the future of strategic marketing. Innovative ideas and assessments formed the main focus of the event. “Many firms are still completely unaware of the opportunities offered by the new marketing ideas. We therefore without hesitation invited leading international experts to Vienna on October 13, to provide information about current marketing trends”, said Horst Untermoser, Managing Director of CPM Austria and organiser of the event.
(firmenpresse) - Master trend Shopper Marketing
Vanessa Hartknoll, CEO of Impetus North America, spoke in this exclusive setting on the importance of shopper marketing in today’s economy. “Current figures confirm that in times of crisis, firms reduce their conventional advertising budget, and instead increasingly use in-store promotions. Customers’ inclination to buy should therefore be encouraged directly at the point of sale“, according to the expert. As well as consumer behaviour that is changing significantly, Hartnoll above all identified the integration of new technologies into the local shopping experience as the key trend for the growing success of shopper marketing, even in the current recession.
Enthusiasm from product development to the sales counter
According to Thomas Urabl, Trade Marketing Manager for Philips Consumer Lifestyle, in marketing, Philips above all aims to be “customer-friendly”. To do this, the Dutch group’s business marketing concept is based on five pillars. Moving from promotion and specialist advice, training and college, customer flow routes and customer behaviour studies at the point of sale, as well as using the net promoter score, to assessing customer satisfaction and events and trade fairs, a win-win-win situation should emerge for all those involved. “Philips wants to support and inform retailers as much as possible, as well as inspiring customers”, Urabl emphasised.
Experiential marketing pays off
However, in his presentation, Rob Allen, CEO of the TRO Group, gave an overview of the opportunities and potential of Experiential Marketing. The expert distinguished between a narrow and a more up-to-date, broadly conceived definition of Experiential Marketing. “Beyond the traditional focus on retail, Experiential Marketing can also involve many other elements, such as exhibitions, road shows, sports events, Customer Relationship Management activities and much more”, said Allen. As well as how tangible and compatible Experiential Marketing is with other methods, he sees in the involvement of customers as “real brand managers”, the driving force for the success of the approach. “Experiential Marketing works in practice. According to My Voice Research, 80 per cent of consumers believe that Experiential Marketing is more personal than other ways of advertising”, Allen emphasised.
Nokia relies on external Field Force
According to the presentation by Jutta Peinze, Head of Nokia Merchandising, the Finnish telecommunications company sees the job of its Field Force as being primarily in the areas of people, customer and in-store management. Of course, the aim is to maximise the sale of Nokia products. “Nokia hopes for greater flexibility by outsourcing its Field Force, in order to be able to respond quickly to changes in market conditions. The company would also like to benefit from its marketing partners’ experiences in other sectors,“ emphasised Peinze during her presentation at the Field Marketing Convention 09.
E-commerce using mobile phones is growing despite the crisis
Study: however, traditional marketing channels remain in place
In addition to traditional channels for information and purchases, e-commerce plays an increasingly major role. However, physical retail will retain its role in the value added chain because of high customer turnover. Martin-Hannes Giesswein, an expert with the employers network, ‘The Society for Management and Internet’, comes to this conclusion in a study on "Field Marketing in the Internet Age" using the example of the Austrian mobile phone market. The study, based on an internet survey of 1,400 people, was presented for the first time at the Field Marketing Convention 2009.
"In making a decision prior to purchasing, there are almost no purists who exclusively get their information from one of the two channels", according to Martin-Hannes Giesswein. Instead it is assumed that there is interaction between the channels. 24 per cent of those questioned who had high internet affinity had bought their last mobile phone online. Nationally, according to Giesswein, this was about ten per cent. The primary reason for this was mainly the price of the devices.
However, the market researchers established that in the case of cheaper prices, significantly more online buyers would prefer to make their purchases in a traditional retailer, rather than vice versa. "This allows us to conclude that the advantages of online marketing can quickly be offset, with equivalent prices, service and quality of advice. We therefore regard the future quality of training in traditional retail as the decisive factor for good sales figures", the expert continued.
An end to traditional retail is not anticipated, because of low customer loyalty, so that in the future, companies and their Field Marketing Partners must allow the real and digital world to be integrated into their marketing ideas.
Social media networks are crucial for sales
For 46 per cent of those questioned, who made their purchases in a real shop, factors such as proximity and convenience were to the fore. Others bought offline because of the professional and friendly advice. In cases where customers were lost, despite a previous intention to purchase, electrical superstores achieved particularly poor results. As well as devices not being available, incompetent and unfriendly advice and long waiting times, prices were also the reason for potential buyers drifting away. However, online buyers value a digital kind of convenience: thus for example the lack of dependence on opening hours, as well as the price, are important reasons for buying on the internet. The information sources consulted by customers – web pages, blogs and forums – also play an increasingly important role in making a decision.
From wage earner to part of the system
That not only employees, but also often managers, call their salary “compensation”, has a lot to do with the lack of humanity in firms, according to the keynote speaker and management trainer Erwin Koppensteiner. Doing the right things, instead of doing things right, is one of the decisive moments in sales, according to the renowned trainer. Koppensteiner is convinced that “Motivation, and with it the salesman’s success, is a question of training and management”. If both conditions are fulfilled, there is no difference between outsourced staff and in-house staff. Here, relationships play a crucial role: the relationship of the firm to its customers and its (outsourced) staff is decisive for the output of the sales force. Using provocative questions and entertaining examples from daily life, the enthusiastic experts held up a mirror to participants at the Field Marketing Convention, and at the same time presented ways out of the cul-de-sac of inhumanity.
Press photos on the event for downloading can be found at http://www.fotodienst.at/browse.mc?album_id=2937
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Datum: 27.10.2009 - 04:15 Uhr
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