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

273 Pages·2008·1.5 MB·English
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i THE HANDBOOK OF FIELD MARKETING ii This page is intentionally left blank iii THE HANDBOOK OF FIELD MARKETING A complete guide to understanding and outsourcing face-to-face direct marketing Alison Williams & Roddy Mullin London and Philadelphia iv Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the mate- rial in this publication can be accepted by the editor, the publisher or either of the authors. First published in Great Britain and the United States in 2008 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning repro- duction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road 525 South 4th Street, #241 London N1 9JN Philadelphia PA 19147 United Kingdom USA www.kogan-page.co.uk © Alison Williams and Roddy Mullin, 2008 The right of Alison Williams and Roddy Mullin to be identified as the authors of this work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. ISBN 978 0 7494 5025 0 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Williams, Alison. The handbook of field marketing : a complete guide to understanding and outsourcing face-to-face direct marketing / Alison Williams and Roddy Mullin. p. cm. Includes index. ISBN 978-0-7494-5025-0 1. Direct marketing. 2. Sales promotion. 3. Sampling. 4. Branding (Marketing) I. Mullin, Roddy. II. Title. HF5415.126.W55 2007 658.8⬘72--dc22 2007037070 Typeset by Saxon Graphics Ltd, Derby Printed and bound in Great Britain by MPG Books Ltd, Bodmin, Cornwall v Contents List of Case Studies x Foreword xi Preface xiii Introduction 1 What FM is, the FM disciplines and what FM does 1 Who uses FM? 7 How to use this book 11 What is not in this book 13 Part 1: Principles 15 1 Starting with the customer 17 Customers and their behaviour 17 The new marketing mix – the offer – the six Cs 21 It’s all in the mind of the customer 23 Managing the brand – influencing the mind of the customer 25 FM and ethics 27 Summary 28 Self-study questions 28 2 The business and marketing purpose behind FM 29 Introduction to the business process 29 How marketing fits into a business 30 vi Contents Business and marketing objectives 33 The promotional mix 35 The process of planning 37 The marketing plan – the outcome of the planning process 39 Case studies 40 Summary 41 Self-study questions 41 3 What FM is and what it can do 43 The overriding FM benefits 43 The FM toolbox 44 Tackling typical FM objectives 47 FM for B2B, B2C and non-retail 49 FM – the user perspective 51 FM staff – a key ingredient 53 FM – the ancillaries 54 Summary 56 Self-study questions 56 4 The FM sales discipline – outsourcing to highly trained sales staff 57 The FM sales discipline – direct selling 57 Outsourcing 59 Selling for B2B and B2C clients 59 Direct sales: strategic and tactical outsourcing 60 Door-to-door strategically outsourced sales 64 Other sales solutions 66 Summary 72 Self-study questions 72 5 The FM merchandising discipline 73 The merchandising discipline 73 The merchandising task 75 Category management 76 Dealing with merchandising crises 83 Tips for merchandising 83 Summary 85 Self-study questions 85 6 The FM auditing discipline 86 Tips for planning an audit 91 Summary 93 Self-study questions 93 Contents vii 7 The FM sampling and demonstrating discipline 94 Sampling 95 Demonstrating 97 Indoors and outdoors 98 Important points 100 Summary 102 Self-study questions 102 8 The FM experiential marketing, roadshows and events discipline 103 Purpose 105 Location, location – the venue 106 Guerrilla activity 108 Booking 108 Assessing the results 110 Summary 111 Self-study questions 111 9 The FM mystery calling and shopping discipline 112 Purpose of mystery shopping 113 The mystery shopper’s audit 116 Tips for a successful mystery audit 118 Summary 119 Self-study questions 119 10 Ancillaries 1– training, personnel systems, uniforms, and equipment in the field 120 Training 120 Personal development 122 Personnel systems 123 Recruitment 124 Management 125 Appearance matters 125 Equipment 126 Summary 128 Self-study questions 128 11 Ancillaries 2 – IT and data management, mapping software, warehousing and telephone marketing 129 IT and data management 129 Warehouse and despatch 138 Telephone marketing 138 Summary 140 Self-study questions 140 viii Contents Part 2: Practice 141 12 How and when to use FM 143 Striking a chord 144 What needs solving? 145 Further thinking 150 Summary 152 Self-study questions 152 13 FM in operation 153 Understanding the FM agency 153 In the beginning 153 Starting with the plan 154 Project management 158 Operational project management 160 Choosing venues 163 The project starts 163 Summary 168 Self-study questions 168 14 Measuring FM’s success – ROI 169 FM’s truly powerful monetary position 169 ROI 170 ROI on sampling 175 Examples of ROI 176 Value for money 178 Summary 179 Self-study questions 179 15 How to select an FM agency as a partner – procurement and what to look for 181 In the beginning 181 An overview of procurement 182 The brief 184 Tips for commissioning an FM agency 185 Auction procurement and FM 189 Higher standards 191 Summary 192 Self-study questions 192 16 Maximizing the FM budget 193 Obtaining the best bang for your buck 193 Motivating the FM agency 194 SLAs 196 Contents ix KPIs 197 Creativity 198 Examples of maximizing a campaign 200 Summary 202 Self-study questions 202 17 The law, staff pay, health and safety 203 Codes of practice and best practice guidelines 203 Employment law 204 Staff pay 205 Insurance 207 Health and safety 208 Summary 208 Self-study questions 208 18 FM practice in the international arena 209 Doing international FM business 210 Summary 213 Self-study questions 214 19 Face-to-face sales – in-house 215 Sales in-house – a non-FM world 215 Improving selling in-house 217 Improving selling to B2B and B2P customers 220 Face-to-face at exhibitions and trade fairs 223 Summary 227 Self-study questions 227 Further information 228 Glossary of abbreviations 235 References and further reading 237 Index 238

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