Gecko planned their ‘Mobile Phones For Kids’ product launch for late 2006. With an integrated advertising and marketing campaign that included TV, Magazines, Radio and Online, Gecko needed a complimentary solution to connect directly with their target market.

For a total solution, Staffing was the obvious choice, an experienced staffing provider capable to fulfil Gecko’s nationwide product launch.

Staffing’s merchandise campaign covered the 300+ launch stores on time and with 100% compliance. ‘Gotta Getta Gecko’

the challenge

Gecko launched their ‘Mobile Phone for Kids’ in late 2006 to tap into the increasingly safety conscious mood of the times. Their product, aimed to do facilitate child to parent communication in emergency situations. Featuring speed dials for Mum and Dad, parental and emergency pre-programmed numbers, Gecko created a new niche in a very crowded market.

With a series of communication objectives that appealed to both parents and “tweens”, there was no room for error.

Speed to market was essential. The merchandising campaign needed to be timed precisely in conjunction with integrated TV, radio, print and online advertising. Too early and the product would sit on the shelves unnoticed,  too late and the interest generated would be wasted. The challenge to merchandise over 300 stores nationally within a two week period was one that Staffing gladly accepted, safe in the knowledge that our extensive experience would provide the desired outcome for Gecko.

staffing's solution

Staffing delivered a merchandising schedule which saw 100% compliance   in the visitation and merchandising of 320 outlets in the 2 week period – an average of 14 locations per day!

With a merchandising kit that included display stands, POS advertising, wobblers, “dummy” phones and info leaflets, the team ensured that the merchandising material was displayed exactly to the high standards shown  in the Gecko Planogram. Staffing’s merchandisers also had to inform store staff of the products’ features and benefits as well as reinforcing the major communication objectives.

Having the right product in the right place at the right time is the key to maximising product sales and vital for impacting on consumer purchasing decisions in-store. Research shows that with outsourced merchandisers, the implementation rate for point-of-sale material soars to 90%+ compared with the usual 20-30% rate without the use of a third party.