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Locating staff with the right skills and attitude is crucial. Mark Nicholson from Digital UK talks to Marketing Week about Gekko’s involvement in delivering an outsourced team of trainers.

Marketing Week (MW): How hard is it to find good people for your marketing teams? How do you go about this?

Mark Nicholson (MN): We recruited a team of ambassadors to broadcast the Digital UK message to retailers and train their staff on the switchover. Finding candidates of the right calibre in London was very time-consuming.

The flexibility required of such a team working in different regions convinced us to outsource the recruitment and management to field marketing and training specialist Gekko.

MW: There is a trend for marketers to look outside their industry to find people, including from the data or digital sector. Is this something you are doing?

MN: When recruiting for field marketers for Digital UK, there is less of a need for candidates to have a traditional marketing background. Face-to-face roles are best suited to enthusiastic people who can quickly develop strong relationships.

MW: What is the benefit of hiring someone from a technical background into a marketing role, or vice-versa?

MN: While hiring someone with a technical understanding of digital TV would mean a quicker induction process, personal skills are more important. Generally, the technical knowledge required to perform the role can be learnt. It is far more difficult for someone to adopt or develop new communications skills.

MW: Can you give an example of the best internal training course you have run and explain why it was useful?

MN: The most beneficial course run internally for the Digital UK team by Gekko has been the ‘powerful presence’ training.

The course was designed to provide the team with enhanced communication and relationship development skills.

MW: What trends do you see happening in the recruitment of marketers in the coming years?

MN: When outsourcing the recruitment of field marketers, brands will be more involved in staff selection because successful applicants do have a significant impact on a brand’s personality.

Full article available:

http://www.marketingweek.co.uk/trends/finding-the-brightest-and-the-very-best/4001847.article

Following a competitive agency review Gekko, the UK’s leading field marketing agency for the technology sector, has been reappointed by  No.1 printing and imaging brand Epson.

On behalf of Epson, Gekko is responsible for recruiting, managing and developing the Sales Support Representative (SSR) team with a host of training initiatives. The SSR team operate across Epson’s retail channel in the UK and Ireland.

This specialist  team supports Epson’s store engagement, acting as key Epson sales representatives and brand ambassadors. The team are responsible for supporting sales targets and increasing store staff engagement with the brand.

Dan Todaro, Managing Director, Gekko, comments:

“We are delighted to be continuing our working relationship with such an iconic brand. During the past five years, we have been extremely proud of delivering Epson a team of highly effective individuals, who not only understand the brand inside and out, but realise the impact they have on the company’s sales and profitability. I am confident that the SSR team have fulfilled an important role in assisting Epson become the number one printer brand in the UK”.

UK Marketing Manager, Epson, comments:

“It is great to be able to continue working with Gekko. The company continues to innovate and demonstrated during the pitch process how well they understand the consumer retail sector and more importantly how Epson engages with this sector.”

Full article available:

http://www.fieldmarketing.com/articles/777/70/Gekko-reappointed-by-Epson/

Leading field marketing agency Gekko supports Freeview’s ‘Summer of Sport’ campaign with a nationwide roadshow.

Summer 2012 is set to be a sporting season to remember and Freeview will be marking this with the tour of its action packed sports activity zone inviting sports fans up and down the UK to try their hand (or foot!) at an array of exciting sports.  The interactive roadshow, devised, managed and staffed by Gekko, will be pulling up at a number of high footfall locations for passers-by to take part in a variety of sporting challenges including football, tennis and archery.  Visitors to the stand will have the opportunity to win prizes including a 40” Smart 3D Toshiba TV, enabling the winner to enjoy the jam-packed line-up of sporting action in glorious high definition from the comfort of their sofa.

In addition Gekko will be deploying a promotional guerrilla hit squad on behalf of Freeview.  The team will be promoting the Summer of Sport messaging at key locations during  the Euro 2012 and Wimbledon tournaments and throughout the London Olympics in July and August.

Freeview roadshow dates and locations:

• Basingstoke Festival Place – 9^th & 10^th June
• Newcastle Northumberland Street – 16^th & 17^th June
• Southampton North Bargate – 23^rd & 24^th June
• London Covent Garden – 30^th June & 1^st July
• Manchester St Ann’s Square – 7^th & 8^th July
• Leicester St Peters Square @ Highcross – 14^th & 15^th July
• Leeds Dortmund Street – 20^th to 22^nd July
• Birmingham Bullring Rotunda – 27^th & 29^th July
• Bristol TBC – 4^th & 5^th August

Gekko, the UK’s leading field marketing agency for the technology sector, will be showcasing the Acer product range at shopping centres around the country to celebrate the electronics manufacturer’s tier 1 computer hardware sponsorship of the London 2012 Olympics.

The roadshow, kicking off at the Reading Oracle on the 8^th June and running until early July, will include demonstrations of Acer products by the experts within Gekko team. The show continues at venues including Brent Cross Shopping Centre and Bluewater, each carefully chosen by Gekko to drive consumers to participating retailers.

The roadshow will also be supported through Acer’s Facebook channel (Acer UK), keeping fans updated with posts and images from the various events around the country as well as a competition to offer consumers the chance to win tickets for the London 2012 Olympics Games.

Even a casual observer can see how the in-store retail experience has altered in terms of the shopper experience over the past decade. Since 2002 we have seen an inexorable rise of desirable, lifestyle-led brands from personal technology through to luxury goods. Subsequent growing consumer demands for design alongside functionality loom large over the retail space. How these companies have chosen to communicate with their customers has similarly altered to fit this new landscape – through advertising and product lines but notably how they present themselves in the store environment.

Over the past ten years since our inception, we have worked with a number of tech brands on their retail presence and noted this change in the landscape. Through recession and now double dip, stores have seen ever more sophisticated retail marketing and access to sales and shopper data. A previous rush for retail share of voice is now much less evident but still relevant in crowded categories such as consumer tech. It is now more usual to see modern demonstration days in-store focused on ROI and ensuring a sales upswing from the activity rather than simply brand recognition. Furthermore, this brand experience in-store is often driven in the modern retail world by staff trained to sell ancillary products such as add-on finance or product insurance, than a simple desire to shift the big ticket items alone. This makes for a much more immersive and successful store experience for the shopper, who encounter salespeople able to offer a holistic solution to their needs rather than the hard sell for a specific product.

We have also seen an evolution of the retail space itself – namely, branded displays creating a ‘shop in shop’ format. This represents a great focus from the retailer in terms of recognising the power of the assets they hold – the experience in-store for their shoppers not only for their brand but for the brands they stock. There has been a real increase in the number of name brands seeking standout in the retail space and paying for this space – particularly in specialist consumer tech arena retailers like PC World but also in the major supermarket multiples like Tesco.

The greatest game changer over recent years however, would have to be how brands and consumers alike are demanding ever greater value from their retailers and suppliers – often in return for much less.  For consumers, this may be a combination of a growing awareness of the worth of their personal data to brands and retailers. This is something which has been exacerbated by the proliferation of price comparison sites and discount voucher code amalgamators furthering shoppers already at home with deal seeking. This power reversal in terms of brand communications will only strengthen as marketing channels and technology increases and the individual’s time and attention is spread across ever more gadgets and devices.

Another powerful factor in this drive towards greater value from interactions for both brands and consumers: few will be willing to invest in large financial outlays without some guarantee of return. For retailers this means they are encountering an ever greater drive to discount, cutting their own profits in the process: in the face of threats from online retailers who lack the overheads of physical store space we have seen many electrical retailers themselves move to entirely digital operations, and some – like Best Buy – enter the UK market before sinking. There is little doubt that times are tough for many.

However, investment in the retail space is proven to pay off, and with retailers keen to monetise their space and grow a revenue stream, consumers open to engagement and brands seeking standout, the location where many still make the bulk of their physical sales is the logical place for all three factors to converge. As we have seen, the retail environment has proven a dynamic and changeable landscape over the past decade, shaped by innovative brands and empowered consumers. It is likely that the coming years will see this become ever more marked in the retail space, particularly as brands fight against themselves to encourage repeat purchase and long term customer brand loyalty in an ever fragmenting environment.

Field Marketing agency Gekko celebrated its tenth anniversary on Friday 20^th April with a day at the races.  Office staff were treated to a day at the opening  meet of the flat racing season – The Dubai Duty Free Stakes at Newbury Racecourse.  Other attendees of note included Her Majesty the Queen, who was celebrating her 86^th Birthday and Rory McIlroy, the current world number one golfer and U.S. Open champion!

In ten years of trading Gekko has established itself as the UK’s leading Field Marketing agency that specialises in working exclusively with technology and consumer electronics brands.  Our expertise has led to us working with a multitude of leading brands and in 2008 being crowned as Field Marketing Agency of the Year.

Right Person, Right Results

In an increasingly complex and competitive market place customers buy goods from people and brands that they feel affinity with. It is therefore vital that the identification of development needs goes beyond technical product knowledge.

Through both formal and informal assessment Gekko ensures that its entire sales teams are able to demonstrate not only the product itself but crucially the culture and values of a brand. Thus creating a customer feel good factor about the person, product and brand, because we understand that it is important to get the right fit of individual when talking about your brand and products.

Formal Approach

The implementation of a formal training needs analysis (TNA) assists Gekko in assessing the skills, talent and capabilities of all sales staff to ensure they are aligned with the client brand and business values.

We achieve this by gathering sales data, observing interactions with the customer, interpersonal skills and communication style to take a holistic approach to our TNA.

Informal Approach

Whether a manager or a trainer at Gekko, we take an interest in ensuring that our training is effective and skills are transferred onto the sales floor. Therefore all sales staff receive regular reviews of performance through on the job observations to identify key competencies which may result in possible training solutions to improve skills.

Our evaluation assesses not only product knowledge, but takes the brand values and ethics and reviews them to ensure the best fit for all types of client.

Our Aims

fit for Gekko aims to take the training room onto the sales floor through the development of on-the-job aids. We avoid our people returning from the latest mandated training session and it’s back to “business as usual” by ensuring training solutions address real sales needs. This supports the connection made between training and the sales floor.

All managers actively support the fit for Gekko programme, by attending the courses themselves.

No two brands are the same therefore when identifying representatives to be the face of your brand Gekko understand the qualities needed to find each ambassador.  Our advanced industry knowledge means we can see the desired result and can find the values in staff to seek out a specialist.

Technical Mastery and industry knowledge are key traits that are essential to achieve desired results.  Our tech savvy representatives become recognised experts in their field.  By tapping in to knowledge and identifying needs and requirements of those they work with enables them to develop others in to specialists. Passion for technology ensures they can drive your brand forward.

Adaptable communication skills are key to ensure representatives have the ability to excite and engage with the people that sell and buy your brand. Professional individuals who can create a memorable presence are essential to building influential relationships and portraying the corporate image of your brand.

Gekko looks for developers who are able to use their drive to strive to influence others when promoting your brand.  By taking time to build quality relationships relators who use a proactive approach to confidently engage with associates.

Understanding the correct traits to meet your brand is one of Gekko’s priorities when deciding the objectives of your Field Marketing Solutions.

Why not consider Gekko to supply intelligent solutions to suit the needs of your brand?

Most of us don’t have a deep understanding of market forces, the effects of the ‘credit crunch’ or the Eurozone Crisis. But we are optimistic or pessimistic about the future based on anecdotal evidence. Research on the internet gives conflicting information. It’s more about belief than truth it seems.

Generally, people want new shiny things. Optimistically, we feel confident we can afford it. Pessimistically, we want something to make us feel better. Retail therapy is the answer.

However, against this rationalisation stand some unwelcome truths.

Getting credit used to be easy: a plethora of offers of easy money rained through the letter-box.

The famed ‘credit-crunch’ brought this to a sticky and sudden end. Now they all want their money back! Many people face using most of their disposable income to service debt before being able to treat themselves to the goodies.

Sometimes we simply don’t have a choice and have to buy from distress rather than desire when our current equipment breaks or becomes obsolescent.

So why, when it’s not forced on us, do we choose to buy or not to buy?

Why we buy

We want the latest and best. We’ll only watch a few channels but we want the choice. We’re likely to take the opportunity to replace an old TV when switchover takes place.

Some of us want the latest laptop, notebook, netbook, ultrabook, tablet, fastest connection speeds,TV players, games and  portability because it’s what we love and are willing to spend money on.

Sometimes it just comes down to fashion. Tablets are the hottest gadgets. In 2011 sales rose from around 7m to 15m.

Then there’s Smartphones. A select few want a phone that just makes and receives calls. The rest of us want our phone to do everything, including making a cup of tea if it can. And do it quickly. We’re busy and don’t have time to tap two buttons when we can tap one. 

Why we don’t

Top of the list is money. At one time we’d be happy to borrow to buy, but today it’s harder to convince anyone to lend us the money and we’re getting nervous about debt. Financial insecurity is a strong influence. Where once we were convinced that the equity in our property could only grow and grow, that has proved to be a false premise.

For those of us who aren’t geeks, purchasing new technology can be confusing. We don’t know what we want, why we want it, how to install it, how to use it.

How do we decide whether and what to buy?

Competition is fierce and with the rise in inflation comes cheaper imports. Inflation has just fallen to 3.2% and is set to fall further, but it is still higher than the Bank of England’s target 2%.

In deciding whether and what to buy, we need help to make the decision. We’re looking for the perfect customer experience, which field marketing creates through great merchandising, training and demonstrations, to focus and inform us so we are being sold the right product that meets our needs and price point, achieving the Brand’s objective, a sale.

Success within our business depends on recruiting and retaining the right people and hiring the right person is more important now than ever.  Through smart recruitment strategies we actively seek talented people who can make a unique contribution to ensure Gekko and our clients can achieve full potential. As experts in the technology field we know the value and impact the perfect candidate can deliver.

Defining recruitment requirements carefully will allow us to identify the best possible match for Gekko, our clients and the candidate in order to meet the expectations of all parties.  Determining a clear vision, core values and specific requirements at initial stage is vital to allow us to successfully make the right hire to fit business needs and achieve our goals.

Gekko have shaped our recruitment process to attract quality talent.  Our internal recruitment team carry out an executive search and attract candidates that have a genuine passion for our client’s brands.  Through strategic questioning we are able to understand candidate capabilities and qualities to ensure we recruit staff that genuinely posses talent.

Evidence of our successful recruiting sits within our staff.  Our staff are one of our greatest assets and through on going training we aim to develop our individuals and teams to become top performers.

If you believe you have what it takes to add value to Gekko and our clients you can contact our recruitment department on 01635 271 530 or email talent@gekko-uk.com.

Gekko is IIP accredited and is an equal opportunities employer.