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

273 Pages·2008·1.5 MB·English

by  Williams A., Mullin R.

i
THE HANDBOOK OF
FIELD
MARKETING
ii
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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
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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