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We are still operating business as usual, as you will appreciate there may be some delays getting back to you.

Our chat function will still be monitored in our normal business hours or alternatively you can call 07921 477 802 or 077921 477 800

Stay safe, CFM

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With this in mind, it makes sense to hedge more of our offline marketing budget towards these seasons. Higher general consumer spending generally means a better return on investment. Online not so much, as chronic growth has been experienced for years.

In this blog post, we’ll be going over some winter field marketing essentials.

Why Do We Care About Christmas as Marketers?

This question ultimately boils down to two things – the emotional aspect of spending, and the social aspect of spending.

We spend more when we’re spending from emotion (happy, sad, anger as long as the emotion is extreme). At Christmas, the joy of loved ones,  of seeing your child open gifts from Santa. The magic, the mystical, the warm cosy fires hidden from the biting frost.

Christmas is all about that warm, homely, family, love orientated emotion. This makes us spend more, and feel better about it at the same time!

It’s a ripe combination for generating positive brand relations and ultimately revenue.

Some Christmas Data For You on Marketing and Consumer Spending

December 2017 saw above average consumer spending growth (4% versus 3.2% for 2017 [Thanks Barclays!]). This trend is likely in part due to people protecting their money throughout the autumn months through fear of financial troubles tied to rising prices ahead of Brexit, stagnating wages and other factors.

December 2018 may well follow this above-average trend, if not consumer spending will still be way up at £332billion and experiencing yearly growth. This yearly growth also means that it’s always a good time to be building brand awareness amongst consumers. Every year that passes, the consumer spending pie typically outpaces inflation, with Christmas and summer always a good bet for maximising return on investment for active sales&field marketing.

Plan Your Campaigns Early

During the Christmas period, any brand looking to grow their business prospects will be actively marketing (ourselves included!). Almost everyone we’ve worked with in the past would agree regarding much-increased demand around Christmas (both marketers and consumer-facing brands).

As such, the demand on temporary staff, venues, logistics etc is significantly increased. This extra demand can often create situations in which the demand outpaces the supply. The supply in our case being our expert in-field marketing staff. London, in particular, sees a huge increase in demand, no doubt in part due to the fact its economy slows down far less during Winter compared to the rest of the UK.

Booking your campaigns early with us ensures that you get priority on our best staff on the days you want before anyone else. We’ve already booked out hundreds of staff on dozens of days during Winter, and as December approaches we’re expecting heavy demand on most days.

Ensure Your Products Are Displayed to Sell

Getting your products on store shelves is one of the best ways to make them sell. Once you have your products in-store, you can increase your overall sales with occasional merchandising of your products. Merchandising ensures your brand’s products are well presented, properly priced, displayed in the agreed place etc.

We do a lot of field marketing work, and one of the most common things our clients ask for us merchandising newly launched products on a national scale. Ensuring every store is selling your products the best they can is a quick and easy way to raise your bottom line. In some instances over 10% of stores we visit don’t even have newly launched products on the shelves (and sometimes not even in stock!). Correcting this ASAP with proactive merchandising will ensure more profit than letting issues (hopefully) resolve themselves.

Tie Your Real World Campaigns to Online Marketing

Online shopping now accounts for close to 20% of consumer spending. Consumers spending habits are influenced both online and offline.

The development and rapid uptake of branded social media has created a unique opportunity. People who regularly buy your brand (offline or online) can essentially become no or low cost online ambassadors by “liking” or “sharing” your brand’s activity on social media. This results in Facebook (or Twitter, Instagram etc) being more likely to show your posts to their friends and family.

Considering almost all of us are on some form of social media, this easy activity for the consumer can drastically increase online exposure and ultimately sales and brand loyalty.

How do you tie the two together?

Simply, encouraging those who enjoy your brand’s products or services in the real world to become no cost brand ambassadors online. This can be as simple as saying “Follow us on Facebook” on product design or providing a business card to those enjoying your in-store free samples that features your social media handles. If the consumer likes your products enough they may even seek you out online without any encouragement from you.

All in all, succeeding as a brand at Christmas means following effective methods throughout the year. It is prudent to take extra care around winter and summer to maximise the returns on your investments.

The post FIELD MARKETING AT CHRISTMAS TIME appeared first on Contact Field Marketing.

Currently, there are 3 types, all are based on tea and expertly blended with various botanicals. There is, of course, the addition of whiskey, rum, or gin – a seemingly unexpected thing in tea! The artisanal blends, not overpowering alcohol levels and classic tea flavours are all brought together to make a very pleasant and desirable drink.

We’re out sampling Noveltea on the last Saturday and Sunday of this month (October). We’d like to encourage anybody passing through these areas to come to try a sample, you may love it! We do.

Dates and Locations You Can Find Our Samplers In-Store

(all locations will be sampling between 11am-4pm on these days.)

Saturday 27th October
John Lewis
– Buchanan Galleries, Glasgow, G1 2GF
– Leith Street, Edinburgh, EH1 3SP
– Wilmslow Road Cheadle, Manchester (Cheadle), SK8 3BZ
– Victoria Gate Harewood Road, Leeds, LS2 7AR
– Wood Street Kingston upon Thames, London (Kingston), KT1 1TE
– Holmers Farm Way, Cressex Centre, High Wycombe, HP12 4NW

Peter Jones
– Sloane Square, London (Peter Jones), SW1 8EL

Sunday 28th October
John Lewis
– Buchanan Galleries, Glasgow, G1 2GF
– Leith Street, Edinburgh, EH1 3SP
– Wilmslow Road Cheadle, Manchester (Cheadle), SK8 3BZ
– Victoria Gate Harewood Road, Leeds, LS2 7AR
– Wood Street Kingston upon Thames, London (Kingston), KT1 1TE
– Greenhithe Kent, Bluewater, DA9 9SA
– Holmers Farm Way, Cressex Centre, High Wycombe, HP12 4NW

So please, head on down to a sampling session to find out more, try this unique product for free, and treat yourself or a loved one to a bottle.

If you want some more information on these delicious teas, definitely head on over to NOVELTEA’s website. They’ve got some great tea cocktail recipes too!

Flavours of Noveltea

“The Tale of Earl Grey” -Earl Grey and British Gin. Slightly spiced, floral and citrus notes. Said to have a silky smooth texture and a level of sweetness balanced well by the British gin.

“The Tale of Tangier” – Moroccan Green Mint Tea with white Rum. Sweet green tea and mint flavours added to with apple and faint white rum.

“The Tale of Oolong” – Scottish Whiskey, red rose petals, papaya, mango flakes all blended with a rich bodied and floral Oolong tea.

Sounds delicious right? You’ll find us sampling and selling some of these flavours this weekend. Come grab a bottle!

Download the PDF on the link below for more detailed information on Noveltea and the people behind it

The post Noveltea Sampling by CFM in John Lewis Stores appeared first on Contact Field Marketing.

That’s because, to put it simply, leafleting and other publication distribution just works. One person can hand out hundreds of marketing materials per hour. The only limitation is the number of people walking past per hour, and how captivating your brand/marketing materials are.

The Benefits

• Low cost – one person can hand out hundreds of publications/leaflets per hour.
• Fairly targetted – the distributor can selectively choose who to leaflet – women, men, sporty looking folk, blonde haired etc.
• Regular distribution in the same area raises brand awareness and word of mouth spread.
• Recover any unused (non time sensitive) materials for use another day, another area.
• Track impact by integrating your digital tracking into the distribution materials.

The Drawbacks

• Less impactful out of city centres, where footfall is high and predictable
• Materials can often end up in going straight into bins from dissinterested individuals who accepted to leaflet out of politeness
• Temporary staff sometimes may not turn up, and their backup may be unavailable.
• Targetting directly cuts footfall, for example targetting women cuts ~50% of potential hand-outs.

This form of field marketing makes a regular appearance for us, as it’s a truly well tested method, and is particularly useful for local businesses looking to increase awareness of their brand.

The post BRAND AWARENESS VIA PUBLICATION & LEAFLET DISTRIBUTION appeared first on Contact Field Marketing.

When used as part of an overarching marketing strategy, in-store sampling becomes a very potent (and trackable) tool to convert potential customers not only into actual customers but also independent brand ambassadors. Word of mouth ambassadors who will spread your brand through their passion for your product alone.

Furthermore, when executed correctly, with marketing built into your product (it’s unique, innovative, fixes a problem, excels in its category, people want to talk about it etc), in-store sampling can be part of an exponential growth strategy.

Why is in-store sampling so effective?

Showcasing the unique selling points of your product through a hands-on experience convinces customers if your product is for them or not, at zero cost to them.

National sampling for Cartwright & Butlers complimentary line of products.

If they decide not to buy immediately, they will remember how your product looked, tasted, and made them feel. If you stand behind your product as good quality at a good price, those who sampled are much more likely to convert into paying customers.

Independent research by the Journal of Retailing states that:

•  In-store product sampling produces both an immediate and sustained increase in product sales.
• The use of repeated sampling events for a single product yields a multiplicative increase in sales.
• In-store sampling increase total category sales, not the just sales for the focal product.
• The effect of in-store sampling is more intense (short-term) and more sustained (long-term) than a product feature.

Towards the summary/conclusion of the article, a valuable rule of thumb is that:

if the incremental cost of a sampling event exceeds 15 times the unit price of the product, the event ceases to be profitable

So, if your unit price is £10, a sampling event reaching up to £150 would typically break even. Similarly, if your unit price is £1, it probably isn’t worth sampling, as it becomes very easy to hit the 15x number through wages alone.

From this, we can deduce that sampling becomes more effective as the price of your product increases (ever wonder why car dealers allow so many test drives of a brand new car, despite the negative impact on the value of said car? The unit price is high, so the loss in value of the test car is more than made up for by the increase in sales).

National Curry Sampling Event Staffed by CFM

How can it be made more effective?

Sampling levels can be impacted by the efforts put in by the sampler.

If a field marketer doesn’t begin a conversation with every person who walks past, they are losing potential customers.

The effectiveness of parallels a lot with leaflet distribution. A proactive, friendly, approachable member of staff will give out more samples/leaflets. Similarly a low foot-fall area always results in less distribution.

The Journal of Retailing advises the following for maximising the effectiveness of in-store sampling:

• Set time limited discounts.
• Award discounts for following on social media (improves brand loyalty, repeat sales, more online exposure).
• Offer discounts for multi-buys.
• Hand out leaflets with your samples.
• Make your sampling stand more memorable.
• Sample in the same place regularly (once a month, once a week etc).

Even without extra effort put into your sampling campaign, you can be fairly sure that you will see an uptick in sales as a direct result of the choices you make for your products.

So here are some tips from us to help you when doing in-store sampling:

1 – Pick your location VERY carefully. Ideally, your sampler will be stood right next to the stock they are sampling. This hugely increases the likelihood of customers buying due to ease of accessing the product right there and then. Festivals, street markets, music events, food festivals, beer festivals are all great areas to consider.

2 – Keep the work consistent. We cannot stress this enough and there are multiple benefits of this. It’s easier to keep the same member of staff, who will learn your products well and be a better ambassador for your brand. In addition, customers may sample your product over time rather than once, long term memory of your products flavours, textures, feel etc.

3 – Experiment sampling in different stores. Each supermarket attracts customers for different reasons. Waitrose attracts people looking to spend a bit more on higher quality foods, Lidl/Aldi both attract those looking for cheap staples.

4 – Build and maintain relationships with the supermarkets. Supermarkets are your best friend, being on good terms with them gives you more flexibility with your sampling. Furthermore, they are more likely to give you the best sampling spots in-store.

5 – Use some form of online analytics tracking (google analytics, telephone analytics etc) to track traffic from your in-store sampling campaigns. Using digital analytics for real world marketing can greatly enhance your perspective for your next move. Data is invaluable.

Lastly, to wrap this up, our best advice to you would be to work from your product up. Yes, marketing can make any business venture viable when done well enough. But, starting with a solid product with mass or niche appeal is the best place to start.

The post THE POWER OF IN-STORE SAMPLING appeared first on Contact Field Marketing.

Point of Sale Display Walk-Ins are exactly what they sound like. Physically walking your display stands into stores, siting, merchandising and reporting back on them.

So in short, point of sale walk-ins support product launches and improve the impression left by your brand on consumers in-stores.

Ultimately this method helps nudge consumers in-store towards buying your products.

Point of Sale Displays are also known as Point of Purchase Displays, or simply retail displays. You can read more about the importance of display stands here.

Why would I walk my POS in?

Point of Sale Display Walk-Ins when a product launches in-stores nationally can greatly increase the number of sales experienced in those first few months. The effect lingers, and oftentimes if store staff are onboard with merchandising your POS display regularly this increase in sales can be sustained for a long period.

Retail stores are notorious for being any or all of the following: Busy, lazy, preferential, forgetful, emotional – basically humans run the show. Siting point of sale isn’t uncommon in-stores but it is potentially a hassle, difficult, awkward, unusual – essentially an annoyance rather than an exciting new product launch.

Point of sale is very often left in the warehouse well past launch date. In our own internal research, we found that near to 50% of stores failed to site display stands on launch dates. Not only that but a significant amount are often damaged while collecting dust in the back. Damaged stands mean replacements and more deliveries which adds to cost.

Not siting point of sale displays is obviously unacceptable – head-office signs has a contract with your business. That contract states display stands will be displayed by a certain date, merchandised regularly etc.

Stores must be held to account on this. However it’s often a blame game and communication issues, so it’s better to just circumvent this entirely. When brand ambassadors are contracted to walk in these display stands, compliance is much higher, and sales figures show this.

Benefits of POS Walk-ins

1 – Taking the storage, handling, delivery, and siting of your point of sale off of stores. You care for your brand, stores care for theirs.

You take some effort off their hands and they appreciate that YOUR brand is the one with the new point of sale displays. This can lead to preferential treatment of your products in-store by staff (especially managers, as it reduces a headache for them).

2 – Ideally walk-ins would be done by your full-time staff, who know your product lines very well. People who live and breathe your brand. People whos passion for the product is infectious, and can get store staff feeling positive about the products.

3 – Much higher compliance on launch dates, this means bigger impact, higher brand awareness and ultimately higher sales.

4 – Direct ambassador between your brand and the many retail staff across the country. A relationship can be built up, and your ambassador and brand will remain in the mind of these staff. This has a direct impact on the level of merchandising your display stands receive. Staff know they are being held accountable.

CFM Managed walk-ins

At CFM we have been walking display stands into stores for clients for many years. For national launches, our fully managed, reliable and effective Point of Sale Display Walk-Ins deliver a rapid rise in sales revenues.

Our national reaching database of staff (exceeding 20,000 individuals, with thousands who regularly work for us) means we can reach all stores in the nation, often covering tens of thousands over the course of a single week.

Recently we began handling the warehousing and delivery of stands to our staff also. This took out a major headache of knock on logistical delays and avoidable communication, making our service more cost effective.

We offer one of the most competitive pricing structures in the industry, mostly due to our wide reaching staff base, who can get to stores at low cost. We cut out travel times, we cut out mistakes, we cut out logistical issues, and we cut out potential for things to go wrong starting with our staff, our methods and our technologies.

Contact us to find out more! 0191 259 1199

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