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Christmas 2018 Field Marketing Campaigns? Book Now

The Autumn season rolls on, and Winter fast approaches. Consumer spending increases around Christmas and field marketing becomes more fruitful. We’ll be writing a longer post about this topic soon. Long story short you should get your brands products and services to the public during this high reward season. Online and offline both see substantial lifts in sales, due to consumer spending increasing by the billions.

For now, we’d like to remind all of our clients, old and new, to book your Christmas campaigns sooner rather than later.

The services we offer all relate to real-world field marketing, you can see a full list on our field marketing services page. We cover the whole of the United Kingdom, so no matter your location we can help.

Why Book Your Christmas Field Marketing Staff Early?

Getting the ball rolling sooner than later ensures all corners of your late Q4 2018 marketing plan(s) are covered. With additional time to work with you, we can ensure we fully understand the needs of your campaign(s).

According to the Bank of England (here), the average household in the UK spends an extra £500 (on top of the usual £2000) during December.  That’s an average 25% increase in spending – on each shop a household makes – A rather dramatic increase for a single month! Sorting out the logistics, staff, licencing etc months in advance helps ensure a smooth campaign.

As such, demand for field marketing services is always higher during December compared to November or October. We ourselves experience a reliable uptick in demand for our services.

It’d be safe to say the majority of field marketing companies experience the same Christmas rush your brands face. Giving us an extra month or two to get the logistics ironed out ensures a successful and fruitful campaign for you.

So booking your Christmas campaigns in with us now is your best bet at securing our most experienced staff on the days you want them.

Contacting us

Call 0191 259 1199 to reach our head office.

Email [email protected]

We aim to reply to all emails within 24-48 hours. Please give us as much information as possible – location, dates, times, special requirements etc. The more information you can give us, the more accurate the quote will be.

Product Crisis – Turn Problems into Brand Loyalty

What is a product crisis/recall?

A product crisis, or product recall can be as simple as a product ending up on shelves with an incorrect, or missing label. There may be a spike in returns, or people falling ill, injuring themselves etc. In 2018, a product crisis may manifest in growing negativity on social media around your brand.

A worst case scenario is your product may be harmful to consumers. Without swift, decisive, corrective (and even remedial) actions, the media may pick up on and greatly exacerbate the damage to your brand.

We help by rapidly organizing and managing a local or national recall campaign. The aim to get your product affixed or removed and returned as fast as possible, minimizing damage. We are always ready to roll on this.

Contact us on 0191 259 1199, we can help you starting today. It takes us only a few days to get up and running at the national level.

Why is product crisis and recall management important?

According to this research article from Emerald Insight, which is researching specifically the automotive industry, a consumers opinion on a brand is greatly influenced by the response of the brand/manufacturer to any issues.

https://www.emeraldinsight.com/doi/abs/10.1108/10610420910949004

Poor responses to publicised issues with a product from brands results in decreased opinion of the brand from the consumer. Positive, assertive and corrective responses have the exact opposite effect:

Results show that recalls contested by manufacturers have a significant negative impact on manufacturers’ image, as well as on consumers’ loyalty and purchase intentions. On the other hand, voluntary recalls or improvement campaigns have a significant positive impact on the manufacturer’s image, as well as consumers’ loyalty and purchase intentions.

Furthermore

Research limitations

Some variables (such as media, the degree of severity of recalls and the frequency of recalls) are not investigated in this study.

So without even considering media coverege, severity, or frequencies of recalls, it is clear that even a single crisis event is damaging to your brand. Clearly there is a “significant” impact on brand image when it comes to recalls, uplifts, or other crisis’.

Consider now the amplification of this damage when we add in media, social media, to the outcomes. The potential positive or negative impacts become orders of magnitude more treacherous. The rapid dispersion of information in todays society makes handling product issues quickly and professionally much more important.

The best crisis management methods

Prevention is the best medicine. Or so they say! The need for crisis management is mitigated through good prevention methods. Such as product design, thorough quality control, internal ingredient testing, proactive supply chain management etc.

Beyond prevention the next best defence is early detection. So, activities such as merchandising, mystery shopping, auditing. Even monitoring social media for brand mentions is a good idea. You can directly communicate with the people engaged with, and sharing your brand (be it positive or negative). This social media outreach also doubles as an online marketing effort when done correctly. Every person you interact with increases your reach, and shows the consumer that you are listening to them.

Communication and reporting of returns with retailers etc are also important methods. Communication, as with most things in life is critical to preventing or correcting a national crisis with your products.

Monitoring has alerted me to a problem, what now?

When brand/product/communication monitoring results in you becoming alerted to a product crisis, your next best method of preserving your brands image is to take the financial loss now. In times of crisis, accepting losses earlier can help prevent an exponentially accelerating problem.

It’s in your best interest to provide swift, remedial measures if your product is injuring consumers or failing safety standards. Not only for the preservation of your company, the livelihood of you and your staff. Arguably, as a business owner, or brand manager it is your moral duty to ensure your services are safe for the end user.

It’s prudent to have a localized or national recall plan already in place, a relationship with an experienced recalling agency (such as ourselves!) is a good idea. This means there are less formalities standing in the way of getting your crisis management campaigns off the ground. Preparation is always key.

Some information (in infographic form) from true experts on this topic, Allianz, who service clients in over 210 countries on the topic of insurance and risk management:

Allianz product crisis recall infographic

Succinct infographic on product recall management.

This infographic shows the common pitfalls people make when managing product lines. We’re going to leave this post here, key takeaway being that preparation is paramount to keeping your product on the market, and your brand a positive, mindful experience for consumers and retailers alike.

 

All in all, preparation, mindfulness, proactive behaviour, and minimizing risks are critical to good management if and when a crisis arises with your brands products or services.

 

 

The Power of In-store Sampling

In-store sampling is a powerful way to convert consumers into customers. Many brands already know this from their own research and experiences. If it didn’t work, you wouldn’t be able to spot sampling stations in stores up and down the nation.

When used as part of an overarching marketing strategy, in-store sampling becomes a very potent (and trackable) tool to convert potential customers not only into actual customers, but also independent brand ambassadors. Word of mouth ambassadors who will spread your brand through their passion for your product alone.

Furthermore, when done correctly, with marketing built into your product (it’s unique, innovative, fills a problem, excels in its category, people want to talk about it etc), in-store sampling can be part of an exponential  growth strategy.

Why is in-store sampling so effective?

Showcasing the unique selling points of your product through a hands on experience convinces customers if your product is for them or not, at zero cost to them.

Cartwright & Butler in-store sampling table

National sampling for Cartwright & Butlers complimentary line of products.

If they decide not to buy immediately, they will remember how your product looked, tasted, and made them feel. If you stand behind your product as good quality at a good price, those who sampled are much more likely to convert into paying customers.

Independent research by the Journal of Retailing states that:

  •  In-store product sampling produces both an immediate and sustained increase in product sales.
  • The use of repeated sampling events for a single product yields a multiplicative increase in sales.
  • In-store sampling increase total category sales, not the just sales for the focal product.
  • The effect of in-store sampling is more intense (short-term) and more sustained (long-term) than a product feature.

Towards the summary/conclusion of the article, a valuable rule of thumb is that:

if the incremental cost of a sampling event exceeds 15 times the unit price of the product, the event ceases to be profitable

So, if your unit price is £10, a sampling event reaching up to £150 would typically break even. Similarly if your unit price is £1, it probably isn’t worth sampling, as it becomes very easy to hit the 15x number through wages alone.

From this we can deduce that sampling becomes more effective as the price of your product increases (ever wonder why car dealers allow so many test drives, despite the negative impact on the value of said car? The unit price is high, so the loss in value of the test car is more than made up for by the increase in sales).

AFC Curry sampling table

National Curry Sampling Event Staffed by CFM

How can it be made more effective?

Sampling levels can be impacted by the efforts put in by the sampler.

If a field marketer doesn’t begin conversation with every person who walks past, they are losing potential samplers.

The effectiveness of sampling paralells a lot with leaflet distribution. A proactive, friendly, approachable member of staff will give out more samples/leaflets. Similarly a low foot-fall area always results in less distribution.

The Journal of Retailing advises the following for maximising the effectiveness of in-store sampling:

  • Set time limited discounts.
  • Award discounts for following on social media (improves brand loyalty, repeat sales, more online exposure).
  • Offer discounts for multi-buys.
  • Hand out leaflets with your samples.
  • Make your sampling stand more memorable.
  • Sample in the same place regularly (once a month, once a week etc).

Even without extra effort put into your sampling campaign, you can be fairly sure that you will see an uptick in sales as a direct result of the choices you make for your products.

So here are some tips from us to help you when doing in-store sampling:

1 – Pick your location VERY carefully. Ideally your sampler will be stood right next to the stock they are sampling. This hugely increases the likelihood of customers buying due to ease of accessing the product right there and then. Festivals, street markets, music events, food festivals, beer festivals are all great areas to consider.

2 – Keep the work consistent. We cannot stress this enough and there are multiple benefits of this. It’s easier to keep the same member of staff, who will learn your products well and be a better ambassador for your brand. In addition customers may sample your product over time rather than once, long term memory of your products flavours, textures, feel etc.

3 – Experiment sampling in different stores. Each supermarket attracts customers for different reasons. Waitrose attracts people looking to spend a bit more on higher quality foods, Lidl/Aldi both attract those looking for cheap staples.

4 – Build and maintain relationships with the supermarkets. Supermarkets are your best friend, being on good terms with them gives  your more flexibility with your sampling. Furthermore they are more likely to give you the best sampling spots in-store.

5 – Use some form of online analytics tracking (google analytics, telephone analytics etc) to track traffic from your in-store sampling campaigns. Using digital analytics for real world marketing can greatly enhance your perspective for your next move. Data is invaluable.

Lastly, to wrap this up, our best advice to you would be to work from your product up. Yes marketing can make any business venture viable when done well enough. But, starting with a solid product with mass or niche appeal is the best place to start.

Point of Sale Display Walk-Ins – Overcome Launch Flops

What are Point of Sale Display Walk-Ins?

Point of Sale Display Walk-Ins are exactly what they sound like. Physically walking your display stands into stores, siting, merchandising and reporting back on them.

So in short, point of sale walk-ins support product launches and improve the impression left by your brand on consumers in-stores.

Ultimately this method helps nudge consumers in-store towards buying your products.

Point of Sale Displays are also known as Point of Purchase Displays, or simply retail displays. You can read more about the importance of display stands here.

Why would I walk my POS in?

Point of Sale Display Walk-Ins when a product launches in-stores nationally can greatly increase the number of sales experienced in those first few months. The effect lingers, and oftentimes if store staff are onboard with merchandising your POS display regularly this increase in sales can be sustained for a long period.

Retail stores are notorious for being any or all of the following: Busy, lazy, preferential, forgetful, emotional – basically humans run the show. Siting point of sale isn’t uncommon in-stores but it is potentially a hassle, difficult, awkward, unusual – essentially an annoyance rather than an exciting new product launch.

Point of sale is very often left in the warehouse well past launch date. In our own internal research, we found that near to 50% of stores failed to site display stands on launch dates. Not only that but a significant amount are often damaged while collecting dust in the back. Damaged stands mean replacements and more deliveries which adds to cost.

Not siting point of sale displays is obviously unacceptable – head-office signs has a contract with your business. That contract states display stands will be displayed by a certain date, merchandised regularly etc.

Stores must be held to account on this. However it’s often a blame game and communication issues, so it’s better to just circumvent this entirely. When brand ambassadors are contracted to walk in these display stands, compliance is much higher, and sales figures show this.

Benefits of POS Walk-ins

1 – Taking the storage, handling, delivery, and siting of your point of sale off of stores. You care for your brand, stores care for theirs.

You take some effort off their hands and they appreciate that YOUR brand is the one with the new point of sale displays. This can lead to preferential treatment of your products in-store by staff (especially managers, as it reduces a headache for them).

2 – Ideally walk-ins would be done by your full-time staff, who know your product lines very well. People who live and breathe your brand. People whos passion for the product is infectious, and can get store staff feeling positive about the products.

3 – Much higher compliance on launch dates, this means bigger impact, higher brand awareness and ultimately higher sales.

4 – Direct ambassador between your brand and the many retail staff across the country. A relationship can be built up, and your ambassador and brand will remain in the mind of these staff. This has a direct impact on the level of merchandising your display stands receive. Staff know they are being held accountable.

CFM Managed walk-ins

At CFM we have been walking display stands into stores for clients for many years. For national launches, our fully managed, reliable and effective Point of Sale Display Walk-Ins deliver a rapid rise in sales revenues.

Our national reaching database of staff (exceeding 20,000 individuals, with thousands who regularly work for us) means we can reach all stores in the nation, often covering tens of thousands over the course of a single week.

Recently we began handling the warehousing and delivery of stands to our staff also. This took out a major headache of knock on logistical delays and avoidable communication, making our service more cost effective.

We offer one of the most competitive pricing structures in the industry, mostly due to our wide reaching staff base, who can get to stores at low cost. We cut out travel times, we cut out mistakes, we cut out logistical issues, and we cut out potential for things to go wrong starting with our staff, our methods and our technologies.

Contact us to find out more! 0191 259 1199

Beauty accessories in-store point of sale

The Benefit of a Syndicated Field Team

Syndicated and dedicated field teams are both contracted for an agreed period. The main difference being a dedicated field team works only for your company.

Whereas syndicated teams work with multiple clients, supporting brands that don’t compete with each other.

For companies with multiple brands, syndicated calls can be a great cost effective solution that maximises return on investment.

Syndicated Field Team Benefits

female merchandising A syndicated field team working on multiple product lines can save up to and occasionally well upwards of 25% of the cost of a merchandising, POS Placement, auditing, or compliance call.

The saving comes from the reduced travel, time needs for field staff, who can work on multiple lines while in the same store. You split the cost of us (CFM) organizing and managing field teams with another (or multiple) of our clients. Shipping costs (POS or leaflets for example) can also sometimes be reduced.

A Dedicated Field team is always available. Syndicated calls are usually only available when you are managing multiple lines, or another of our clients is visiting the same store at similar times (you will both benefit from the syndicated call). Syndicated calls demand more timing flexibility, in essence.

Why do You Need Regular Retail Visits?

Regularly visiting stores builds brand awareness and accountability with the staff instore. This increases sales by keeping your products at the forefront of the retailers mind, its as simple as that.

Our field teams can be used as an extension to your existing sales force, this is ideal in a competitive market place where you need to reinforce your message and raise brand awareness to keep ahead of the competition.

Visiting a store consistently lets store staff know that you will be regularly checking that they are selling your products to the best of their ability. You can also respond to questions and feedback that customers may have brought up to staff in-store, which our team will report back.

Flexible Usage of Contacts Field Teams

Teams can be contracted for short or long-term activity. For example when coverage requirements are too widespread and time sensitive for in house teams to manage. This is very common for product lines which are sold on a national level within retailers stores. If you would like to target a larger percentage of your customers or sector, a national team is needed lest potential sales be missed by a small slow moving team.

You can use either a dedicated or syndicated outsourced team to extend reach, response times, and access additional customers through simulataneous visits across the country.

Discover Brand Marketings Little-Known Best Friend

Brand Marketing

Versatility, creativity, persistence, speed, precision, technology, forward-thinking, sociable, cost-effective, impact, memorability. All of these words (and many more, of course) are attributable to brands. With the ever-increasing competition, these traits are all becoming more important to strive towards in business.

You’ve got to stand out from the crowd, the level of competition in traditional markets has never been higher. Furthermore, most industries/populations are still in growth, this means that no matter your location/s or industry area, there are ever-growing streams of people/sales for you to capture. Long-term brand awareness curated through a variety of routes is one of the best ways to keep a returning customer base.

Real world field marketing activity is an important piece of the branding puzzle. Word of mouth (online and offline) will always be a strong tool for businesses to develop. Strong branding (and its many implications) is one of the most effective ways to drive customers that return due to brand loyalty.

Brand Awareness

Strong, long-lasting brand awareness is created by having a strong product line, backed up by an innovative, empowering team that constantly thinks ahead. It’s about testing and optimizing all the ways to get your brand into peoples eyes, ears, hands, environment, and ultimately long-term memory.

The jobs activities range from organizing memorable events, to getting your products in store and ensuring they are properly displayed, to mitigation of potentially damaging news. Ideally you’re aiming to always be pushing the boundaries of what “marketing” means.

It is both a proactive and reactive role, online and offline, positive and negative. Every time a potential customer sees your brand is an opportunity to tailor their opinion towards positivity, and ultimately turn them into a free brand ambassador. You want to have such a strong brand and message that your customers will bring you up naturally in conversation, that’s a goal of branding.

A wise man once said: “The best kind of marketing doesn’t feel like marketing, it makes the people feel like they are part of it.” and this will remain true for as long as marketing products is necessary.

This is particularly true in supermarkets, it is the customers decision to go shopping, and every single product on the shelf has been designed with customer appeal in mind. It’s passive market-ing, your products branded packaging and brand strength are the only things helping it to catch a customers eye in store.

The Relationship Between Brand Marketing and Field Marketing Agencies

With brand marketing, the ultimate goal is developing a strong, memorable brand that people wont forget. This endeavour means that every effective method of increasing awareness, sales, loyalty, interaction needs to be engaged in. Online and offline, there are dozens, if not hundreds of different types of marketing methods at your fingertips. The types you choose for your business will vary depending on the product or service you offer.

Most brands end goal is to increase overall sales or awareness. This is the sole reason why field marketing agencies and brand marketing go hand in hand. Every field marketing service can be utilised by brands to promote their products and services. You have the product, we have the people you need to promote it.

Outsourcing your field marketing work to us is a great way to increase the reach of your business without the usual time, effort and money involved when finding staff who will travel the country for your brand.

Our distributed national reaching database of staff allows us to get staff to stores, events, cities and ensure your product is best set to sell. It will almost always be cheaper to outsource national field marketing campaigns to us, as we can cut out most of the travelling time by using staff who are close to each location.

Find out if we can help you with your field marketing campaigns, our services are constantly increasing and we’re always looking for new ways to increase our ability to serve our loyal and future customers.

This year we introduced online sampling fulfilment to support our clients who offer free online samples to customers. Online sampling is a very cost effective way to grow your business, it’s hassle-free for the consumer, you can get marketing materials directly to peoples homes with the sample, and you can grow your social media and email subscribers all in return for a cheap free sample for the customer.

We’ve already dispatched tens of thousands of samples for our clients, and expect many more before years end. Don’t just take our word for it though, check out what Shopify (the worlds largest ecommerce platform) has to say about sampling increasing sales.

Samples Storage, Pick and Pack, Distribution

Why outsource sample distribution to us?

We began (through need) handling warehousing and fulfilment for our clients field marketing materials. Things like point of sale displays, leaflets, newspapers, samples and the likes. This service also doubles as the ideal platform for sample storage and distribution for our clients online marketing efforts.

This in-house solution reduces reliance on clients or third parties dispatching marketing materials to our field staff. When marketing materials aren’t dispatched properly, huge logistical issues arise, from delays, to lost, wasted, damaged, wrong addresses, inefficient posting etc.

An unacceptable inefficiency of course, so we brought storage, picking and packing in house and haven’t looked back. We’re much more able to reliably site and merchandise point of sale in store, have leaflets distributed to our distributors etc.

Our rates of delivery (both of materials and campaigns) have increased significantly as a result. We know for a fact if the required materials have been dispatched or not. This knowledge removes the need for us to chase clients, warehouses, and couriers – which wastes everyones time.

We can be confident our Brand Ambassadors will have what they need when they need it.

So we want to extend this service to our clients and potential clients as a reliable, high volume warehousing and fulfillment solution.

Why do I need this warehousing and fulfilment service?

This is ideal for large (or small!) sample giveaways organized through things like Facebook, Instagram, your website etc. You capture customers emails (and or other details) in return for a free sample delivered to their door.

Email lists are the single most effective method of online marketing – a free, targeted medium. Building your email list through mass sample distribution is therefore a double whammy. Customers are more likely to buy, AND you have their emails for future marketing (provided they consent of course).

This can be a competitive cost effective solution to traditional sample distribution methods. Although handing out samples face to face still has its place, encouraging customers to buy in store which no doubt raises brand awareness and gives an instant boost to sales. Samples requested via social media takes out the need for someone in store or on the street handing out samples. Utilising our warehousing and fulfilment service means you can send out samples much more predictably and very quickly, with the added cost of postage/picking and packing.

This method of sampling is tried and tested, it can be targeted to your demographic group and from the very first campaign it is a cost effective solution to send out your free samples. When customers request a sample online it means you have data captured which means you can combine impactful online marketing methods with re targeting which makes this an an extremely powerful marketing method to ensure customer retention.

How do I get started?

It couldn’t be easier, call us on 0191 259 1199 to talk about your campaign requirements with one of our Account Managers. We will answer any questions and discuss any concerns or issues that need to be considered before the campaign begins.

Give us a call if you’re wondering about our prices 0191 259 1199 or email the campaign details to [email protected] we will generally come back to you within 24- 48hrs with a quote

You can then make an informed decision once you are satisfied with the costs and service you will receive if you wish to activate the campaign.

What do I need to do to activate my campaign?

  • Send all samples, leaflets, products etc to our warehouse in bulk (either in waves or all at once, depending what works best for you) direct from manufacturer is fine.
  • Send customer names, delivery addresses and any other relevant information in an appropriate format as agreed.
  • We will need dispatch/delivery window.
  • Samples will be packed, labeled and posted.
  • A report can be issued if needed.
  • All done!

Register for Field Marketing Work With Us

The main areas we’re looking for staff to do field marketing work in are:

Scotland
Kirkwall, Inverness, Aberdeen, Perth, Falkirk, Edinburgh, Dumfries and Galloway

England
Carlisle, Lancaster, York, Hull, Cambridge, Norwich, Ipswitch, Northampton, Milton Keynes, Gloucester, Oxford, Swindon, Bath, Salisbury, Taunton, Plymouth, Truro.

Wales
Llandudno (particularly North-West)

We’re always looking for more friendly, proactive people to join our field marketing staff. We conduct a variety of field marketing work up and down the whole country for reputable brands. So if you’re happy for us to get in contact with you when we have work in your area, head over to our staff registration. The questions are quite in depth, but you absolutely do not have to answer all of them if you don’t want to.

The work we offer is very dynamic, as marketing campaigns vary from business to business. As a result, month to month pay is not consistent. For a full list of the sort of work we do, just head over to our Field Marketing Services page. Alternatively you can see our field marketing case studies for examples of work you could be doing

We will not contact with you if the work we’re looking for staff for is not in your registered area. However, occasionally we have work that spans most of the country, in this case you may receive an email from us despite not being too close to the work. Furthermore we will never handover your personal data to third parties. Ever.

Our Field Marketing work does not tend to be consistent month to month. However you can pick and choose which field marketing work you do want to do, and often which days (within a range) you want to do it.

See the image below for a preview of our staff registration form.

 

Staff Registration Screenshot

 

 

Merchandising Point of Sale – Why so Important?

In-store Merchandising point of sale is one of the most used field marketing techniques. For good reason! Here’s a story we hear often:

So you’ve landed a great contract with Tesco, Asda, Sainsburys, Morrisons, or other big supermarket.Arrows ramping up

The contract allows you to display your products directly next to the tills, or another high footfall area on branded informative displays.

Sales will surely shoot up!

The day comes when your products go up on their CDUs, FSDU or shelves…Yet sales barely increase.

What’s going on?

We see this a lot with our clients who expected their sales to gain easy momentum. The reality hits when the increase is not as high as expected.

Some stores will go weeks, even months without siting units. If they were damaged, a replacement needs to be sent. That takes time and effort to find the right person who can arrange replacement POS. It simply is not up high on the list of to dos in the busy world of retail, nothing personal.

How can we ensure our point of sale is selling?

Ideally on the day your contract goes live, you would send a member of staff into every store with your display units and promotional materials. The displays would be setup exactly as you had planned. Product branding would be visible, the promotional message standing out from the crowd.

If you’re a small business it’s impossible for you to reach every store in the country. Even if you’re big enough to be able to, it’s often time-consuming, inefficient, inconsistent or worse unreliable – that’s where we come in.

We can handle the warehousing of your display units or stock. We can handle the shipment of display units to stores (or preferably our field staff, who are far more reliable than store staff at siting units to planograms).

Merchandising point of sale is the best way to ensure product launches provide you the sales boost you hope for.

The Importance of Merchandising Point of Sale

No matter whether it’s till based Countertop Display Units, Free Standing Display Units, or as simple as new products on shelves – merchandising your new products is always a good idea for revenue.

Merchandising point of saleFor new products/displays the effect on sales is even more pronounced. Walking display units in rather than having them directly delivered is one of the simplest and easiest ways to multiply the launch revenue of your products. The alternative is allowing stores to take their time, which directly reduces sales numbers during the launching weeks.

Conducting merchandising visits during your product launches also allows you to give store staff a quick run-down of your products. This helps increase knowledge of your brand and products which ultimately helps drive sales through brand awareness.

Why put so much effort into the R&D, production, other efforts to get it into large retail stores if your products are going to fail to sell well due to poor visiblity, positioning etc.

Merchandising as a process ensures your displays are out and looking their best in time frames that you will decide.

Overall

Merchandising is a useful tool for businesses not only for new product launches, but also existing products. Merchandising is useful to ensure sales are not being hindered by unknown factors (blocked by other companies free-standing display units [breaching your contract with head office] for example).

Getting out in the field will always be a brilliant way for businesses to gather data about their products. Merchandising point of sale is an effective method for you to directly increase sales revenue.

Field Marketing Services Explained

For those not familiar with the various types of Field Marketing campaigns, their benefits, drawbacks/limitations etc, here’s a breakdown of how field marketing services can support and grow brands, products and services.

Field Marketing

Field marketing is a blanket term for the industry in which we work. This term is generally used to cover all campaign requirements that can be supported by field marketing services.

In general, field marketing is referrininimising g to sampling, hand to hand, informational, merchandising, public relations, and a variety of real world advertising etc.

Taken as a whole, field marketing is a brilliant way to supplement your online and offline advertising methods.

Generally field marketing services are a cost effective way to amplify the impact of efforts. Be it through person to person communication, or ensuring retail sales are not hindered by poor display/restocking.

Field marketing services are usually tailored to suit your specific campaign requirements therefore there are no prices on our website, so please contact us if you require a quote for future campaigns.

Merchandising

Merchandising centres around ensuring your products, point of sale, and other sales materials are displayed correctly in the retail environment.

When merchandising is conducted it’s often discovered that stock is NOT sited correctly and commercial agreements are not being adhered to. At worst your products may not be out on display at all.

Our field staff ensure stores are compliant with the agreements you made with their head office.

CFM have many case studies of successful merchandising campaigns. Our most recent example is a vast national campaign on behalf of 10 Motives e-cigarettes, which spanned thousands of stores, many hundreds of our staff, and a large amount of organisation.

10 Motives e-cigarettes saw their sales increase as a direct result of the merchandising support. In-store staff were trained, customer brand awareness was raised, stock levels were checked and point of sale was sited.

This extensive merchandising campaign ensured 10 Motives were well displayed on the counter display unit. The CDU was was first sited during a POS placement campaign, and then supported by regular merchandising activity – ensuring the 10 motives brand was always in the forefront of customers minds.

Point of Sale Placement

Point of sale can make a huge difference to your product being noticed on the shelves, or the product which is constantly in the eyes of those queueing for the tills.

If you have commercial agreements with any supermarket allowing you to site Point of Sale in their stores, you need to get the best out of your investment by ensuring complete compliance for the duration of your contract.

Eye catching and informative Point of Sale, accurate stock keeping, prompt restocking, products merchandised to planogram all dramatically raise brand awareness, increase sales and grow your business.

Contact Field Marketing can manage the logistics behind getting your point of sale around the country to our field team who will walk the Point of Sale into stores. Whilst in store, the staff can record stock levels, educate and inform in-store staff, and check competitor activity.

Point of sale placement tends to go hand in hand with audits/compliance checks and merchandising as complimentary services.

Auditing and Compliance Checks

Clients sometimes identify an issue with lack of sales in-store and need to find out why. Often conducted alongside merchandising, auditing your products allows you to gather data on how and where your products are being displayed, stock levels, pricing, sales, competitor activity etc.

After an audit/compliance check it can become very clear where improvements need to be made – whether that be the field team discussing any issues whilst in store or our clients may need to speak to their contact at the stores head office to gain agreement to send out a broad message to all stores reminding them to display your products correctly.

Brand Promotion

Smashbox field marketing staffWe’re at a time in history where logos are instantly recognisable to the majority of us. This is thanks to extensive, consistent marketing efforts conducted by these brands.

The end goal of most field marketing is realistically brand promotion – so this service can straddle quite a few other services, which makes it an effective method of increasing your business’ turnover.

A quality brand promotion campaign can be very fruitful for your Hungry House promotional window stickerproduct/service. Brand promotion is essentially a combination of Field Marketing services such as demonstrations, sampling, and give-aways to name a few.

Every service is designed to create a longer-term sales drive, maximizing the return on your investment.

Product and Food Sampling

A favourite in the field marketing world – what better way to help people decide if they want to buy your product whether it be food or drink than giving them a taster or sample?

This method of field marketing is well proven to directly increase sales, particularly in busy shopping areas where many people can try before they buy.

This works especially well for food and drinks sampling as the actual cost of the sample can be relatively low.

Zespri kiwi product sampler

Zespri Filed Marketing Campaign in Tesco stores nationwide.

Product Demonstrating

Some products don’t stand out until you see them working with your own eyes. Product demonstration is just that – our staff are trained to use your product to a high standard, and will be knowledgeable about the typical FAQs.

Product demonstrations often support national TV advertising campaigns attracting crowds of people interested in seeing exactly how the product works.

Having an interactive experience gives people the opportunity to really know how a product works and feels before they buy.

This experience is proven to increase the likelihood of a consumer converting into a customer.

Product Uplift / Crisis Management

There are many reasons you may need to uplift products from stores – from minor issues such as incorrect packaging, to serious health risks such as an error in manufacturing which made an entire batch of your product potentially hazardous.

In such a situation, it’s essential that a product recall campaign is turned around as fast as possible to reduce risk to the public, and the real risk of a public relations nightmare for your brand.

We have carried out many campaigns such as this for a variety of clients – our rapid turnaround times with our huge database of staff make us highly effective for uplifting products on a national level.

Publication Distribution

Sport brand advocatorIn the world of magazine or newspaper production, time is against you. You want your publication to be in the hands of the public on the day it’s published. This isn’t often possible when people are simply left to pick it up or buy it.

CFM&S’s full service distribution solution includes multiple national hubs who bring tens of thousands of magazines directly to field hand to hand distributors.

Using Contact Field Marketing’s tried and tested distribution service all you have to do is deliver copies to our warehouse.

A team of distribution staff are deployed in your selected areas, the van driver supported by a CFM Supervisor drops the magazines at the agreed distribution points ready for the teams.

Left over copies are collected at the end of each shift, taken back to the warehouse to await your instructions (recycling, next day distribution, collection). ABC reports can also be produced if required. Couldn’t be easier!

Newspaper Distribution Staff smiling

Leafleting/Flyering

Hand to hand leafleting/flyering is a classic example of field marketing. It’s simple, yet very effective.

Easy to do, but a top performing leafleting campaign requires careful consideration and planning of multiple channels – including selecting busy distribution locations, timing, design and information on the leaflet, appearance of the staff promoting your product or service, and the intended target audience.

Staff need to be smart, proactive, approachable, knowledgeable and professional at all times. Branded clothing for a uniformed look and to raise brand awareness is always a great idea.

Ideally leaflets need to be relevant to the person receiving it therefore the team needs to be fully briefed and aware of your target audience.

One of the main strengths of hand to hand distribution is the ability to choose an audience to distribute to and directly target them in the field, knowing where and when they will be.

Exhibitions, Festivals and Events

It can be difficult to staff one-off or irregular events with your own staff as they may be needed in the office or have other operational needs.

We are here for you and can supply staff with a variety of skills for your events. Over the years CFM have supplied staff to support our clients on their stands at most of the large Exhibition Centres, Events and Festivals throughout the UK.

Duties have included attracting visitors to the stand, handing out samples, making cups of tea/coffee, handing out water or other drinks, preparing food, handing out information leaflets, even collecting data etc etc.

The ideal events staff will also keep your area tidy at all times, they will always be ready to sample or talk, looking for your target market, and generally making your product/service look like something the consumer needs.

If you need people, we can help.

Toast Me Product sampling at road show

Road Shows

Road shows are very similar to our events offerings, but of course road shows travel around – and our staff can too! Over the years we have managed all aspects of putting together a number of national Roadshows.

Our extensive database often makes it possible for us to also select staff who are multilingual, if your Roadshow needs to visit Countries in Europe such as Germany, France, Spain or others.

TNT festival staffing

Temporary promotional staff supplied for A TNT exhibition.

Fulfilment and Warehousing

This is one of our newer services – many of our clients were being let down by poor picking and packing of items such as product samples, advertising materials, even countertop display units which often arrived damaged, or too few turned up to stores or field staff – preventing them beginning their work.

This sort of logistical hold up can negatively effect the timeline of your marketing plans, ultimately impacting brand awareness and sales.

A minor error in the distribution of materials on a time sensitive campaign can have very disruptive effects. We now offer this service to our clients to help reduce the weak links in their field marketing process, ensuring better-spent money and harder hitting campaigns.

Simply send your promotional materials to us. We will correctly collate, pack and dispatch to field staff on time (also allowing time for any non-arrivals to be rectified). This ensures our field staff will be ready to walk in and site your materials in store – dramatically reducing the risk of damage or non-compliance that is very common during direct to store delivery.

Digital to Physical Sampling

If you’re offering free samples online to people who supply their emails, or like your facebook page etc then you will need to be sending out deliveries regularly.

We can handle this entire process for you – all you need to do is send us the names, emails, delivery information etc daily and the items can then be picked and packed and sent out on the same day.

Contact us to discuss this service.

Recruitment

Our newest service! If you’re looking for FMCG (Fast Moving Consumer Goods) staff on a more permanent basis, we can source the people you need, with a nominal cost. You wont find cheaper in the industry.

All you need to do is send us your staff requirements, job description, salary, area, etc etc and utilising our national database of registered staff we can post a job alert.

Once we receive the responses, we can shortlist suitable candidates we feel should be put forward for interview.

Clients who have used this service are companies such as Lindt, Euro Pro/Shark and Procter&Gamble.

Its a stress free, simple process which affords you more time to concentrate on other aspects of your work rather than sifting through poor CVs to find a few good ones – ultimately saving you time and money.

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