In the article on field marketing “In Full Swing” (MW February 2) Gail Tunesi of PMI is reported to have said that it is more difficult to motivate part-time staff than full-time staff: “It is difficult to switch them on and get the most out of them.”
This is not the case. Tunesi rightly states that working mothers, many of them “ex-career women and workers of high calibre” are coming back into the market.
For these very career minded people, their work, albeit part-time, is very focused and their commitment to achieve considerable. Given the correct level of field support people of this calibre are not difficult to motivate.
“Short-time” workers (to quote CPM’s Eddie Philips) can be given targets and incentives, and can be as motivated to achieve as any full-time worker.
Many field Marketing clients receive considerable valuable input to their accounts from the short time workers.
These workers suit both the client’s need and budget.
Steve McQuillan at FMCG got it right when he stated that “everyone’s got a full-time brain”.
Chair of Field Marketing Association