We have implemented a well-proven methodology to conduct operational marketing projects of all kinds such as commercial animation, sales promotion, outsourced/external sales force, street marketing, merchandising and events.
Our direct marketing agency supports you regardless of your size in all phases, starting with the design of the communication campaign, then the staffing/briefing, the logistics field and shipments/installations, regular field control and finally reporting.
Our traditional cycle is divided as follows:
1) Brief between the direct marketing agency and the client
To understand the content and scope of a field marketing project, we begin a first phase which aims to immerse ourselves in your world and get to know you:
- What is the business of your company and industry?
- What is your product offering?
- What are your customers?
- What is your chosen strategic positioning?
- What are your usual direct marketing action/tactics?
- What are your goals and expectations?
- What is your budget if it is estimable?
- What are your competitors? What are their advantages and field marketing projects?
So many questions must be considered in order to prepare solid foundation for the project.
2) Reflection and conception
This phase represents the spark that lights our choice and from which arises a strong concept.
We analyze in detail the brief and we try to answer the following questions:
What is the target to hit by the communication campaign (shoppers, young people, mothers ...)? It is essential to avoid losing track of your target in order not to waste unnecessary the campaign budget.
What operational marketing action proves appropriate? Commercial animation, sales promotion, an action of street marketing, or better, a multi-faceted campaign?
In-store, out-store, on the beaches ...? Where can I find abundantly my target?
What is the ideal time to meet a lot of people? Should we coincide our actions with a specific day (Mother's Day, morning, evening, weekend, and early morning)?
The answer to this question allows us to detail the communication campaign (POS, theme, profiles to recruit, promotion etc.).
- How many?
Quantify and plan actions, resources and expected results as far as possible.
The purposes for which the device will be realized promotional: brand awareness, traffic, product launch etc.
To answer these questions exhaustively and qualitatively, we conduct brainstorming meetings and group sessions to imagine the right solution.
Thereafter, we finalize an operational plan and we submit a detailed proposal.
3) Recruitment and Training
Once the communication campaign is conceived, the right team should be constituted and trained based on your expectations and the preliminary analysis, in order to realize the project as it was dreamed.
We follow a rigorous recruitment and selection process in order to get the appropriate staff:
- We use every possible means to find candidates (jobs announcements, sponsorship, our current database etc.).
- We pass the tests, interviews, role-plays to keep only the right profiles.
- We retain the perfect profiles for future missions and we monitor continuously their knowledge.
The post-mortem process in recruitment/training allows us to improve continuously our database, and even retain some good profiles for some complex and technical products.
Once the team is trained, it must be ensured that it is well briefed on products to promote, the promotional offer, the message to be spread etc.
4) Marketing project launch
The action is initiated, the material is dispatched and installed, the team is in place, each is equipped with his tools. After the successful launch, a full field control is ensured by a dedicated project manager.
A series of control visits are carried out, these inspections focus on the reception of the animation equipment and the presence of facilitators in due form at the agreed place.
A launch status report will be sent with photos, facilitators that were present on the event area and what was not launched with the respective reasons.
To ensure good performance, we rely heavily on efficient logistics management of the delivered equipment by the client (POS, samples, gifts etc.).
5) Data processing and analysis
Every day, the team on field sends us reports of sales and the qualitative feedback from customers/shoppers. These data are aggregated in a single file to get an overall view of the performance achieved and the impact of the communication campaign.
Our project managers exploit the generated reports to analyze, compare, synthesize and extract knowledge to manage properly the project during its development in order to maximize the return on investment.
To finish the operation, we write a comprehensive and transparent report, which thoroughly describes the progress of the operation and its return on investment (ROI), followed by relevant and operational recommendations.