09/11/2006 - ERT Weekly - Field of Teams
Can field marketing help drive sales? Anthony Clark talks to specialist company Gekko about what the benefits can be.

The key to success for HDTV is informing consumers about what it is, how it works and why they should want it, according to Daniel Todaro, managing director of field marketing company Gekko.

Gekko, an agency which specialises in the technology sector, has carried out various activities across the UK including demonstration, leafleting, exhibitions and events to increase the awareness and understanding of HDTV, explained Mr Todaro.

“In order to understand the average consumer’s thought process when new technology is introduced, we can look back to the launch of the DVD,” he said. “The improvement in quality between the DVD and the video was immediately clear and as the price reduced rapidly from mass uptake, the video was eventually left redundant, but will this be the same for HDTV?

“There are several factors which will influence the mass consumer uptake of HDTV. Currently, the cost of owning an HD device to watch TV is reasonably high, allowing only early adopters to invest in the technology. But with many broadcasters already filming and broadcasting in HD, the increasing number of programmes offered in HD is driving the sales of HD devices up.”

Field staff deployed by Gekko found that customers were still very confused by the concept of HD, and although they have a general understanding of what it might be and its benefits, they really don’t fully understand how they can watch it. Despite this, field staff noted that everyone was impressed by the new and improved picture quality, the variation of colour is noticeably enhanced and the images are much clearer.

“Manufacturers and retailers need to act on this positive perception and acceptance of HDTV technology and now instill purchasing confidence in consumers to maximise sales,” continued Mr Todaro.

“Therefore, sales representatives trained by a field marketing agency assist consumers to understand the new technology which includes added features from past models, the benefits, model comparisons and how to use it. This involves a high level of communication and people skills to generate sales.”


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