The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-face Direct Marketing

by Williams, Alison

• ISBN13: 9780749450250
• ISBN10: 0749450258
• Format: Hardcover
• Copyright: 2008-01-01
• Publisher: Kogan Page Ltd

Summary

The Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company's products (or those of the client company), whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance. Crammed with self study questions, case studies, and proven advice for success, the book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research.

Author Biography

Alison Williams is Chairwoman of the FDS Group of Companies, which she founded in 1981, and is also the first Chairwoman of the British Field Marketing Council for the Direct Marketing Association in Britain.

 

Roddy Mullin has been a consultant for marketing and sales for the past two decades and is a Vice President of the Central London branch of the Chartered Institute of Marketing. He has written or co-authored several other books for Kogan Page including the bestselling Sales Promotion.

Table of Contents

List of Case Studies	p. x
Foreword	p. xi
Preface	p. xiii
Introduction	p. 1
What FM is, the FM disciplines and what FM does	p. 1
Who uses FM?	p. 7
How to use this book	p. 11
What is not in this book	p. 13
Principles	p. 15
Starting with the customer	p. 17
Customers and their behaviour	p. 17
The new marketing mix - the oiler - the six Cs	p. 21
It's all in the mind of the customer	p. 23
Managing the brand - influencing the mind of the customer	p. 25
FM and ethics	p. 27
Summary	p. 28
Self-study questions	p. 28
The business and marketing purpose behind FM	p. 29
Introduction to the business process	p. 29
How marketing fits into a business	p. 30
Business and marketing objectives	p. 33
The promotional mix	p. 35
The process of planning	p. 37
The marketing plan - the outcome of the planning process	p. 39
Case studies	p. 40
Summary	p. 41
Self-study questions	p. 41
What FM is and what it can do	p. 43
The overriding FM benefits	p. 43
The FM toolbox	p. 44
Tackling typical FM objectives	p. 47
FM for B2B, B2C and non-retail	p. 49
FM - the user perspective	p. 51
FM staff - a key ingredient	p. 53
FM - the ancillaries	p. 54
Summary	p. 56
Self-study questions	p. 56
The FM sales discipline - outsourcing to highly trained sales staff	p. 57
The FM sales discipline - direct selling	p. 57
Outsourcing	p. 59
Selling for B2B and B2C clients	p. 59
Direct sales: strategic and tactical outsourcing	p. 60
Door-to-door strategically outsourced sales	p. 64
Other sales solutions	p. 66
Summary	p. 72
Self-study questions	p. 72
The FM merchandising discipline	p. 73
The merchandising discipline	p. 73
The merchandising task	p. 75
Category management	p. 76
Dealing with merchandising crises	p. 83
Tips for merchandising	p. 83
Summary	p. 85
Self-study questions	p. 85
The FM auditing discipline	p. 86
Tips for planning an audit	p. 91
Summary	p. 93
Self-study questions	p. 93
The FM sampling and demonstrating discipline	p. 94
Sampling	p. 95
Demonstrating	p. 97
Indoors and outdoors	p. 98
Important points	p. 100
Summary	p. 102
Self-study questions	p. 102
The FM experiential marketing, roadshows and events discipline	p. 103
Purpose	p. 105
Location, location - the venue	p. 106
Guerrilla activity	p. 108
Booking	p. 108
Assessing the results	p. 110
Summary	p. 111
Self-study questions	p. 111
The FM mystery calling and shopping discipline	p. 112
Purpose of mystery shopping	p. 113
The mystery shopper's audit	p. 116
Tips for a successful mystery audit	p. 118
Summary	p. 119
Self-study questions	p. 119
Ancillaries 1- training, personnel systems, uniforms, and equipment in the field	p. 120
Training	p. 120
Personal development	p. 122
Personnel systems	p. 123
Recruitment	p. 124
Management	p. 125
Appearance matters	p. 125
Equipment	p. 126
Summary	p. 128
Self-study questions	p. 128
Ancillaries 2 - IT and data management, mapping software, warehousing and telephone marketing	p. 129
IT and data management	p. 129
Warehouse and despatch	p. 138
Telephone marketing	p. 138
Summary	p. 140
Self-study questions	p. 140
Practice	p. 142
How and when to use FM	p. 143
Striking a chord	p. 144
What needs solving?	p. 145
Further thinking	p. 150
Summary	p. 152
Self-study questions	p. 152
FM in operation	p. 153
Understanding the FM agency	p. 153
In the beginning	p. 153
Starting with the plan	p. 154
Project management	p. 158
Operational project management	p. 160
Choosing venues	p. 163
The project starts	p. 163
Summary	p. 168
Self-study quesiions	p. 168
Measuring FM's success - ROI	p. 169
FM's truly powerful monetary position	p. 169
ROI	p. 170
ROI on sampling	p. 175
Examples of ROI	p. 176
Value for money	p. 178
Summary	p. 179
Self-study questions	p. 179
How to select an FM agency as a partner - procurement and what to look for	p. 181
In the beginning	p. 181
An overview of procurement	p. 182
The brief	p. 184
Tips for commissioning an FM agency	p. 185
Auction procurement and FM	p. 189
Higher standards	p. 191
Summary	p. 192
Self-study questions	p. 192
Maximizing the FM budget	p. 193
Obtaining the best bang for your buck	p. 193
Motivating the FM agency	p. 194
SLAs	p. 196
KPIs	p. 197
Creativity	p. 198
Examples of maximizing a campaign	p. 200
Summary	p. 202
Self-study questions	p. 202
The law, staff pay, health and safety	p. 203
Codes of practice and best practice guidelines	p. 203
Employment law	p. 204
Staff pay	p. 205
Insurance	p. 207
Health and safety	p. 208
Summary	p. 208
Self-study questions	p. 208
FM practice in the international arena	p. 209
Doing international FM business	p. 210
Summary	p. 213
Self-study questions	p. 214
Face-to-face sales - in-house	p. 215
Sales in-house - a non-FM world	p. 215
Improving selling in-house	p. 217
Improving selling to B2B and B2P customers	p. 220
Face-to-face at exhibitions and trade fairs	p. 223
Summary	p. 227
Self-study questions	p. 227
Further information	p. 228
Glossary of abbreviations	p. 235
References and further reading	p. 237
Index	p. 238
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