FM 2023 complete (1) - Flipbook - Page 3
Field Sales
* Live Marketing *
Customer Engagement
Volume 16 Issue 1 Summer 2023
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Volume 16 Issue 1 Summer 2023
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MARKETING
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Meet the teams
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Colouring In
Ian Cramer
Meet the Team - Logobrand
FMBE has recently been able
to catch up with the
Logobrand team, putting the
questions to a quartet from
their field marketing
leadership team. Here’s the
group interview that delves
into the people, the process
and the technology that gives
the team its sense of
uniqueness and purpose
The team: Sally Abraham, Managing
Director, Ali Robinson, Commercial
Director, Neil Healy, Operations & IT
Director, Claire Rigby, Senior HR
Manager
Why has Logobrand focussed on its
people in the last 12 months?
[Sally] Our growth plan for the next 3
years is aggressive, and we know that we
won’t achieve this without the right
people in place. It’s always been
important to me that Logobrand has the
best trained, motivated and valued
people in the business.
Unlike many field marketing agencies,
everyone working for us is protected by
the benefits of being employed, not selfemployed or a contractor, and this is in
line with one of our core values –
Neil Healy,
integrity; we make sure we’re doing the
right thing. Having the best people both
in the field and at head office is the
foundation of all our strategic growth
pillars. Without the right foundations,
everything falls, so it makes sense to put
so much focus on our people. This year
we have focused investment on
developing field team capability and
expanding the expertise of our Senior
Leadership and Technology team.
to support the full time contract team
(FTC), we’ve added more National Field
Managers, and recently appointed a
dedicated head office management team
for the programme, and there’s naturally
been growth in the need for HR support,
which is one of the reasons I joined the
Logobrand business in the last year!
What have been the rewards?
[Neil] As everyone knows, completion is
always a challenge with a tactical
What are the challenges of fully
workforce. The FTC programme has
employing 75 new full time field team
massively eased our concerns on that
members?
front. We can manage their hours and
[Claire] It was always going to be a risk, know they’ll contact us if there’s a
problem, not just leave us in the lurch, so
transitioning from a largely tactical
it’s reduced the burden of chasing
workforce to a permanent resource,
offering contracts to a team which is not results, restaffing any dropped visits and
definitely helps me sleep better at night!
funded by specific client requirement.
With Logobrand’s model of data-led call Last minute activity is much easier to
files, and without, unlike other agencies, accommodate with a fixed resource too.
When a client wants to accompany one of
the luxury of knowing weeks in advance
our team to store, it’s easy – we can
which stores we need to support, the
allocate to the nearest team member and
biggest challenge is to ensure the
contracted team is fully occupied but we rearrange their schedule to
still deliver a great ROI for our clients, as accommodate without any fuss.
we never call for the sake of calling. We It’s also great when we’re looking to test
are committed to a certain level of wage new field software; the FTCs have the
expenditure, and we need to make it
best experience to really put the apps
work for us.
through their paces. Then there are the
added capability benefits; the FTCs are
The size of the team means the
management requirement has increased; intensively trained and performance
Claire Rigby
Sally Abraham
managed so the results that we deliver
for our clients are enhanced. The FTCs
also support our tactical team, whether
that be new starter accompaniments, or
support with training and development
needs of the wider team so it has really
driven overall field team capability.
What developments in technology are
keeping Logobrand at the cutting edge
currently?
[Sally] Having our own in-house team
of developers and designers is a massive
competitive advantage for Logobrand,
and we’ve always been at the leading
edge in this field.
We’ve been working on photo
recognition, which has been on the FM
agenda for a long while, but, frankly, with
disappointing results. We believe we’ve
cracked it with Snappy Decisions! We’re
in the final phase of testing currently and
are using the technology to measure
share of space, compliance, price,
competitor activity and build planograms,
and we expect this to be very much in
demand. It’s also using real-time EPOS
data to prioritise live actions in store.
[Ali] Snappy Decisions is starting to give
clients’ account and brand teams real
insight into challenges and opportunities
in store, which, as we know, is often very
different to what retailer buying teams
believe! They’re able to use that in
conversation with their retailer
customers to demonstrate compliance,
or lack of it, negotiate distribution and
space and drive strategic plans.
[Sally] Predictive call file modelling is
also big on the Logobrand agenda. We are
trialling AI systems looking into patterns
and trends from 8 different data sources
in the metrics we use to select our
strategic calls, with a view to being able
to predict which stores we will need to
support further out than just EPOS data
alone currently supports. Of course,
we’re Logobrand and one of our core
Summer 2023
1