The Field Marketing Awards 2009

Most Effective Use of a Low Budget
Gold: Gekko & Samsung

Gekko had a budget of just £49, 000 for a demonstration and sales campaign for Samsung cameras, so the agency had to give careful consideration as to which stores were to be included on the campaign. Using available sales out data and sales information for the previous four demonstration campaigns, Gekko graded the call file to establish those sites with a proven track record of delivering Samsung sales.

In addition, rather than implementing a blanket coverage of the call file over say a four week period, days and sales with the highest sales potential were selected in the run up to Christmas and into the January sales. For example, the weekend following November’s payday was selected as was Boxing Day, the first weekend after Christmas and the opening days of the sales.

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