Winning at Point of Purchase – Tip 1
When did you last evaluate what your in-store execution team was REALLY delivering? At Logobrand, we have 30 years’ experience in working with our clients and offering our hard-earned advice and field marketing expertise.
Here are just a few ways in which you could maximise your budget:
Invite competition and creativity… regularly
Everyone wants more for less and to do things smarter, and it’s completely possible when you think creatively. By encouraging tactical field marketing competition for your business, you’re working smart, not hard. Ensuring you’re constantly reviewing not just your field marketing budget, but the field marketing agency that you’re working with is essential. Remaining on the lookout for field marketing agencies who are pushing the envelope for their clients means that you have the best chance of getting the best results and return on investment (ROI).
Invest time in understanding what’s out there. Keep abreast of new field sales technology and solutions – even if you have your own in-house team, it’s important to investigate how an experienced field sales marketing company can advise you.
What makes a good Return on Investment?
If you don’t truly understand the ROI numbers you are being presented with, challenge them. Don’t just take your field marketing provider’s word for it – it’s within their interest to look good and make you feel good, so be sure to double check that the numbers actually ARE good.
Again, a little research into how other field sales companies work will benefit here. Benchmark your ROI against your agency’s other clients, and even ask other field sales agencies for their advice. Find out how do they measure ROI? And how well this technique works for them?
Keep an eye on our blog in the coming weeks for more on Return on Investment!
Only pay for what you need
The shape of field marketing has changed so much over the past few years. You should be able to retain tangible services and benefits and lose the unnecessarily expensive bits pretty easily simply by shopping around. If you are paying overheads for contract field teams, you could most likely save at least 30% of your budget.
Data and technology driven field marketing means fat can be trimmed, and you can actually see in real time where your budget is going, what you need to be investing, and what you can cut loose. No one can afford to NOT focus on things that make a positive difference at point of purchase. Lean, flexible, proactive and nimble tactical field marketing is the way forward. If you want to win at retail field marketing, the solution is simple: do the right things, in the right stores, at the right time.
Use real Real-Time EPOS data
Where and when your field sales team call and what they do is best driven by real time data. Your agency should take this information and evaluate the ‘So what?’ rather than just the “We did”. If your call file is dynamic, flexible and driven by your trading position, your ROI should be much higher than a fixed call file, and you can do better! Investigate other options if you have a fixed call file.
Experts in Field Marketing?
So what makes Logobrand qualified to hand out such sage and vital advice? Well, it’s not just the 30 years of success stories and wealth of industry experience from our fantastic team. Recently we won Gold for Most Effective Tactical ROI Led Campaign at the Field Marketing and Brand Experience Awards and three more awards for Field Data, Instore Marketing and silver award for Field Marketing Agency of the year. You can discover more about these wins in our blog post Logobrand’s Trophy Cabinet just got a little bigger.
We’ll be releasing a series of expert field marketing and field sales tips to help you win at tactical retail field marketing over the coming weeks. Keep an eye out on our blog to see more!
If you think it’s time you shopped around to see if there are other field marketing providers out there who could offer you guidance, give our Commercial Director, Amanda Poxton a call on 0115 952 7878