Infinite Group is increasing its field marketing team ahead of Sony’s launch of its flagship smartphone the Xperia Z3 this autumn.
The company, which is based in Swindon, specialises in delivering field marketing services to 22 clients, mainly in the technology sector. Infinite’s clients include Sony, EE and TomTom.
Speaking to Mobile, CEO Hugh Meredith (pictured) declined to reveal how many staff would be added to its team of Sony field marketers for the launch but said the company was preparing to boost numbers in preparation for the Xperia Z3.
Meredith said Infinite played a crucial role in driving brand awareness and retail and online sales for its clients, via a ‘moving number’ of between 400 - 450 field marketing and promotional staff.
Meredith said: ‘We provide our clients with that all important insight into what is happening in the marketplace and we make sure that there is wider communication of the brand in the field.
‘We are the link between the large corporate company and the guy on the shop floor. We know how important it is to a business to have individuals who can make a brand come alive in store.’
Infinite was launched in 1999 after Meredith spotted a gap in the market: ‘I felt the standards of openness with the client, honesty with field staff and the need for reward and recognition were just not at the right level. We believe in high levels of service and an open relationship with the client. If you are not prepared to give the client the bad news as well as the good then you are not a responsible agency. Our job is to look after our clients’ businesses.’
Infinite provides clients with a range of services, including staff training, field marketing sales teams, promotional services for launches and events, store audits, bespoke data collection and real time reporting.
Meredith pointed to one of Sony’s major promotional campaigns this year – the Sony Xperia Zone Access Live events – as an example of Infinite’s services. The events, held in key cities across the UK and featuring major artists such as Katy B and Professor Green, aim to promote Sony’s Xperia devices and are targeted at store staff. They include promotional zones, manned by Infinite’s staff, who help store staff try out and learn about a range of Sony’s Xperia range of devices.
Meredith said Infinite’s staff range in age from 16 to 76 years, with one thing in common. He explained: ‘The most important thing for staff to have is a passion for technology. Even if they are lacking in other skills we can train them up but they must come with that inbuilt desire to pick up a gadget and play with it.’