Field Marketing Services


The AFA operational marketing agency is you ideal incubator of your sales on field. We offer various actions ranging from commercial animation to street marketing, and including sales promotion, external/outsourced sales forces, merchandising and events management. In short, our field of expertise is huge, and on top of that, we work in different business sectors and distribution models.

Our direct marketing agency implements creative sales promotions to break the marketing codes. We respond surely to your goals, but we strive to deliver to your customers unique and unforgettable experience.

The intended goal is to awaken shoppers and arouse their interest vis-a-vis your brand, product or promotion with innovative and efficient marketing actions in the shops and places they frequent.

We offer several different solutions, each optimized for a specific problem:

  • new products launch
  • market share gains
  • destocking products
  • increasing the average weekly sales
  • increasing the quotient quantities purchased/number of buyers
  • improving the numeric distribution and the weighted distribution
  • penetration of new distribution channels
  • access to a new market
  • creating traffic
  • highlighting and showcasing products
  • stimulation of the shoppers emotional attachment vis-a-vis a trade mark
  • recruiting new customers
  • developing customer loyalty
  • increasing awareness
  • improving the brand image
  • adaptation to a surge of activity
  • attendance/participation to specific events
  • planograms management in stores
  • and many others

To meet these needs, we consider the following solutions:

360 direct marketing strategy

We study your needs from multiple angles, and we design a field marketing solution to activate your brand on a maximum number of contact points. Our goal is to create a broad and sustainable exposure in the most frequented places by your target in order to boost your brand awareness and/or sales.

It is more effective to design an annual plan of operational marketing instead of realizing commercial animations in a sudden way here and there especially without previous organization.

Point-of-Sale Marketing

It is noteworthy that over 60% of purchases are decided on the store in an unplanned way. To get more sales, you have to attract shoppers with a prominent showcasing strategy and impactful commercial animations that cannot be unnoticed. In this sense, we offer many in-store marketing solutions:

  • commercial animation and sales promotion
  • merchandising and planograms management
  • experiential Marketing, point-of-sale dramatization, installing of PLV
  • digitizing the point of sale

Out-store marketing

Operational communication actions and event animation outside the point of sale, must also be part of your direct marketing plan. Among the advantages, we can mention:

  • Reach targets that are difficult to contact.
  • Create loyalty and an emotional attachment to the brand for the long term.
  • Increase sales in the short term, especially when launching a new product or a flash promotion.

It is even more effective to combine operational marketing actions inside and outside the store to:

  • Ensure ubiquitous and consistent communication.
  • Drain and accompany the shopper throughout its way from the outside to inside the store with visibility actions and commercial animation.

Among our expertise areas:

  • general public events
  • guerrilla marketing
  • street Marketing
  • distribution of flyers and samples

External sales force

The market is increasingly unstable. The need to properly adjust the sales team according to the fluctuations in demand becomes very difficult.

To optimize your business performance and be able to focus on your heart of business, we build and manage an outsourced sales force to allow you to gain greater flexibility and reactivity, and keep costs under control.

Local stores and small traders (traditional channel)

The independent traders' cannel and mini-markets still represent a large share in the distribution, especially for fast-moving consumer goods (FMCG).

We help you to reference your products in as many stores as possible, improve their visibility and curry out commercial animations when needed in a list of stores with high potential.

In addition, we collect and feed qualitative information back such as:

  • traders/merchants expectations
  • customer opinions transmitted to the sellers
  • promotional offers applied by the competition
  • the views of customers and sellers about the competition products

Mystery shopping

To assess your sales team working on field or set a program of continuous improvement and performance management of your sellers, we carry out mystery shopping on place to measure the quality of reception and advice, and also to ensure that your instructions and sales policies have been applied to the letter.

Operational and logistical organization

The operational marketing actions require great mobilization of human resources and technical means in a well-organized way, to ensure efficient execution of promotions and event animations.

We handle the entire supply chain and ensure recurring operations such as storage, transport, installation etc.

Finally, the potential that can be offered by the operational marketing is huge, especially if it is compared with respect to the used budget.

Entrust your next event or commercial animation to our direct marketing agency, and enjoy our creative and multidisciplinary expertise. Whatever your product, service, business sector or mode of distribution, we will design an original, optimized and ROI oriented communication campaign, so you can have a respectful and prominent presence in a hostile and competitive environment.

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