The Field Marketing Awards 2008

Most Effective Tactical Campaign
Gold: Gekko & Toshiba


Gekko and Toshiba are a perennially successful combination and each year Gekko prove the value of showing Toshiba's computers direct to the consumer in the retailers.

It has to be said that strong sales and high revenue generation are almost inevitable if you put a well trained, reward incentivised and hand selected team of demonstrators into John Lewis, Comet and PC World as Gekko did for this Easter campaign.

And indeed sales were very impressive with 280 demo days generating 9.77 sales per day of Toshiba notebooks to realise revenue of £1,291,698. Demonstrators converted to sale 38% of the time - astonishing figures. These figures stacked up in spite of misbalanced performance per store which saw sellers in PC World perform at a much higher level than those in Comet.

However it was not selling, but upselling and competitor activity that turned this entry from an entry judges commended to one that reached the gold standard. The notebook promotion had a £399 price proposition but Gekko,s team delivered an average price per sale of £479.12.

This result was in the face of strong competitor activity that has also targeted the Easter period.

Tarek Bandour, customer marketing manager, Toshiba commented "Capitalising on the Easter sales period, the campaign enabled us to give some added impetus to our key retailers. The Gekko demonstrators were able to make the most of the increased footfall and achieved some impressive conversion rates - sales that were achieved at the expense of our competitors."

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