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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.

Charities Engaging in Field Marketing – Is it worth it?

Charities may not spring to mind when you hear the words field marketing. But many, if not, all charities regularly use a wide variety of marketing methods. After all they are aiming to win over the public to raise money towards a good cause. It helps to manage that without spending it all getting there.

With that in mind, and considering the time-proven effectiveness of face to face brand and sales promotional marketing – a well organized (small or large) field marketing campaign can prove very fruitful for charities seeking donations from the public.

So, why not just send the office staff out in the field to raise donations? Well of course that happens, they’re the most dedicated part of the charity – and also the most indispensable as the charity continues to grow.

If your office staff are out in the field raising funds then they are not using their skills to pursue the long term goals of the charity with 100% dedication. Some people are planners, organizers, some are B2B liaisons, some people are experts at person to person communication with absolute strangers – field marketing experts who shine when asked to positively interact with as many people as possible with a simple goal such as handing out informational fliers, while asking for donations from those receptive to the idea.

A highly informed, friendly, passionate, enthusiastic, and talkative field marketing expert will enable a charity to entice far more members of the public into donating than someone who is not well versed in approaching strangers in public for donations.

We at Contact Field Marketing & Solutions also know the field marketing industry inside-out and can guide you to raising funds in the field without falling foul of any field marketing laws (such as licencing for handouts in city centres)

Furthermore, job delegation is no less important to a charity than it is to any other business aiming to make more money than it is spending. If it takes less time and energy to outsource a process (in this case pitching the public for donations) and has a better outcome – why wouldn’t you?

We love working with charities pursuing good causes (big or small). Not only because we know our staff work hard (and will for you) but it also gives our field marketing teams more value and meaning to their work knowing they are directly helping people in need, or research into diseases.

Which is a huge thumbs up from us.

So if you have a charity and are looking into real world marketing to raise funds or awareness, feel free to get in contact with us and see how we can help.

Typically charity marketing is very similar to brand promotion – spreading information, hepling consumers remember your brand, pushing them to social media, email, websites etc.

 

Online Sampling Fulfilment – New Service Offered

CFM&S now offer Online Sampling Fulfilment for samples requested via online means. Sample requests via social media giveaways, your website, dropshipped etc.

This service is a cost effective way to grow your online presence. Entice more potential customers into buying by giving them a small taste of what you have to offer.

This service removes the labour intense work from your shoulders – affording you more time to focus on growing your business.

All you have to do is send us the delivery details, names and emails of your sample requests everyday. All samples dispatched same day, provided we receive dispatch details in good time.

We have Northern and Southern warehouses which allow for faster delivery of samples by removing longer legs of the journey.

What we offer

  • Digital to physical product sampling fulfillment
  • Geographic and Demographic targeting
  • 30,000 sq ft storage and warehouse facilities
  • In-house pick, pack and dispatch team
  • All samples can be sent out same day (Just send us the call file before an agreed time)
  • Dispatched via Royal mail or Courier service
  • Can be sent tracked or untracked, depending on value of samples
  • High volume capability

Trusted by leading brands nationwide

Call our team now on 0191 2591199 to discuss your requirements

 

Exciting times ahead for our field team

Here at Contact FMS  we want to work with only the best field workers. If you think you fit the bill and can answer YES to the following, we want to hear from you.

Are you Friendly, Confident and Organised, when you are given an assignment do you complete it as per the brief and within deadlines? Is your reporting thorough, do you check that the photos you are sending are a good representation of your work and you would be proud to show them to a client? Do you answer all feedback questions and double check the responses before you send to the reporting site?

If the all of the above describes you and your work ethics, we want YOU on our team, in return you will be first to be offered work in your area.

As part of our dedicated team you will receive the first notifications of work in your area, please let us know if you wish to be part of the CFM journey through 2018.

We look forward to hearing from you.

All the team at Contact FMS

Field Marketing support is key for 2017

2017 is now underway and as position in store is key its time to think about outsourcing the management of field marketing and promotional campaigns. Speak to us now to discuss campaigns in the planning stages and to secure the most experienced field teams and brand ambassadors.

Campaign management includes:

  • Merchandising
  • POS Placement
  • Product sampling
  • In store audits/ compliance checks
  • Crisis management
  • Demonstrating etc etc

Please feel free to contact me to discuss your campaign requirements for 2018 and join the many companies who love what we do.

Let us relieve the pressure by managing your campaign, we are here to help, call us directly on 0191 2591199 to discuss how Contact FMS can help with forthcoming campaigns, or if you prefer, email the details to [email protected]

 

Sampling & Food Hygiene Certificates

food hygeine certificate samplingGood food hygiene is essential when sampling food in-store, why not enhance your skills and book yourself on to an online course – find out where.

If you have a current food hygiene certificate it will increase your chances of being selected on food sampling campaigns. When you have completed a course, email us a copy of your certificate and we will update your details.

Tactical food sampling campaigns are a great way to build awareness of your product and cost very little for what you gain.

Recruitment service for FMCG companies – New CFM&S Service

We all know how difficult, expensive and time consuming finding good staff can be! As a result of constantly being asked by clients to help them find staff to fill permanent positions, we are proud to announce we have recently launched a low cost recruitment service for FMCG companies.

Contacts Low Cost Recruitment offers a fast, reliable low cost solution by utilising our database of over 20,000 experienced field marketing staff.  Why not give us a call and join the many companies who love what we do. P&G, Lindt, and Kenwood are among the companies who have already used the service and found great staff to add to their teams.

Don’t just take our word for it…..read what our clients say!

“Contact Field Marketing were instrumental in ensuring we got the highest calibre of candidates, in a very short time, it saved us from sifting through CV’s and job sites. The process was managed very well and the fees were much more affordable than using a recruiter. I would recommend Contact to anyone looking to recruit good field staff”

Paul Still

Senior Merchandising Manager

Lindt & Sprüngli (UK) Ltd

We are here to help, feel free to call us to discuss your staffing requirements 0191 2591199

Hungry For More… Merchandise

hungry house window promotionOn behalf of a regular client since March 2014, we continue to support the weekly management of rebranding new members to the online takeaway ordering portal.

Each new member is visited by our merchandisers and given a ‘welcome pack’ containing caps, t-shirts, pens, and keyrings for the staff. We then brand the venue with eye-catching window decals which raise the profile and the service now being offered by the Takeaway.

Originally appointed to support a national TV advertising campaign in August 2013 by rebranding 9870 current partners, we have continued to visit all new members within 7 days of sign up, building their estate and delivering new members a welcome pack by hand as well as branding the venue with eye catching window decals.

Contact Field Marketing won “Most Effective Launch or Relaunch” at the FM&BE Awards in 2015 which recognised our work with this client.

If you need help or support with a merchandising campaign, get in touch. One of our specials will be happy to talk you through what we can do to help.

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