Our talented team know how to excite, inspire and engage. With backgrounds in events, entertainment and travel, we’re full of ideas for amazing prizes and unforgettable incentives!
At Fulcrum, we all come to work every day because we have a shared love of travel and delivering once-in-a-lifetime experiences.
Our team meetings are buzzing with fresh ideas, brand new experiences and glowing feedback from our travellers. We know what makes a great incentive, we have an encyclopaedic knowledge of the best experiences around the world, and we have an ever-expanding ‘little black book’ of the most exclusive suppliers in the business.
In addition to our creative ideas and experience, we know that our clients value our expertise and dedication to solving problems rather than creating them. Prizes and incentives are our world, but we understand that our clients have other priorities, so we make sure we’re delivering our ideas on-time, on-budget and on-brand. We thrive on tight deadlines, logistical challenges and creating perfectly tailored solutions, without the headaches!
About us
Perfect solutions every time
As a leading marketing Agency, we’re immensely proud to work with brands and agencies across a huge range of sectors and industries, giving us an unrivalled breadth of experience.
we have created and fulfilled prizes for promotions and activations across the world.
Our aim: help our clients achieve their goals through our experience and expertise, taking the stress and hassle out of prize fulfilment.
We work for both direct brands and agencies, often in collaboration or with other specialist agencies and partners. Many of our clients have existing assets – from festival tickets to sports hospitality – which we help them to build into the best possible prize packages. Others want to create unique, eye-catching marketing and btl content around their prize winners. We can deal with winners from any country and in any language; we can provide a full btl management service; we can even source camera crews for content capture.
Whatever your brief, we’ve got it covered.
SALES INCENTIVES
Driving sales and performance through tailored, flexible incentive programmes
With pressure always on to drive sales and performance, sales incentives are an essential part of rewarding achievement within many companies. From internal staff reward programmes to dealer and channel incentives, there’s no better way to create a happy, engaged and motivated workforce.
Our main goal is to understand your people and what makes them tick. From hundreds in a call centre team to a small on ground sales team, a clear overview of your audience is the most important part of the process. By taking a best approach, offering maximum choice and flexibility, we create incentives which are targeted, effective and tailored to your team.
Whether it’s sales rewards, dealer incentives or channel incentives, drop us a line; we’d love to help you drive sales with our fresh and creative approach to prizes and incentives. From once-in-a-lifetime holidays to mini-breaks, high-street vouchers and designer goods, you can rest assured that with Fulcrum you’re in safe hands.
24 hour turnaround for urgent briefs
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Expert Winner Management and Fulfilment
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E-mail Marketing
Chapter 2 E-mail Marketing
2.1 Introduction
At its core, e-mail marketing is a tool for customer relationship management (CRM). Used effectively, this extension of permission-based marketing can deliver one of the highest returns on investment (ROI) of any eMarketing activity. Simply put, e-mail marketing is a form of direct marketing that utilizes electronic means to deliver commercial messages to an audience. It is one of the oldest and yet still one of the most powerful of all eMarketing tactics. The power comes from the fact that it is the following:
- Extremely cost effective due to a low cost per contact
- Highly targeted
- Customizable on a mass scale
- Completely measurable
Furthermore, e-mail marketing’s main strength is that it takes advantage of a customer’s most prolific touch point with the Internet: their in-box. E-mail marketing is a tool for building relationships with both existing and potential customers. It should maximize the retention and value of these customers, which should ultimately lead to greater profitability.
2.2 History
LEARNING OBJECTIVE
- Understand how e-mail developed into an important eMarketing tool.
E-mail is probably ubiquitous to you, but there was a time when there was no e-mail!
E-mail actually predates the Internet and was first used way back in 1961 as a way for users of the same computer to leave messages for each other. Ray Tomlinson is credited with creating the first network e-mail application in 1971. He initiated the use of the “@” sign and the address structure that we use today (username@hostname).Dave Crocker, “Email History,” http://www.livingInternet.com/e/ei.htm (accessed March 18, 2008). E-mail was used to send messages to computers on the same network and is still used for this purpose today.
It was only in 1993 that large network service providers, such as America Online and Delphi, started to connect their proprietary e-mail systems to the Internet. This began the large-scale adoption of Internet e-mail as a global standard. Coupled with standards that had been created in the preceding twenty years, the Internet allowed users on different networks to send each other messages.
The first e-mail spam dates back to 1978. Spam is defined as unsolicited commercial or bulk e-mail. In fact, more than 97 percent of all e-mails sent over the Net are spam!Darren Waters, “Spam Overwhelms E-mail Messages,” BBC News, April 8, 2009, http://news.bbc.co.uk/2/hi/technology/7988579.stm (accessed May 7, 2010).
Direct marketing has long played an integral part in marketing campaigns, but the high cost meant that only large companies were able to pursue it. However, with the growth of the Internet, and the use of e-mail to market directly to consumers, marketers have found these costs dropping and the effectiveness increasing.
KEY TAKEAWAYS
- E-mail was first used as a way for users of the same computer to leave messages for each other.
- Spam is defined as unsolicited commercial or bulk e-mail, and today is said to account for 97 percent of all e-mail.
2.3 How It Works
LEARNING OBJECTIVE
- Understand the different types of e-mail and how they are used.
If you consider marketing as communicating with current and potential customers, you will see that every e-mail that is sent from your organization should be considered as part of your holistic e-mail marketing strategy. Does that sound a little complicated? Consider an online retailer, http://www.zappos.com. Zappos is an online shoe retailer. What are the ways that, as a customer, you might receive e-mails from Zappos?
- Transactional e-mails. When you place an order, there will be a number of e-mails that you receive, from confirmation of your order to notice of shipping. Should you need to return an item, you will no doubt communicate with Zappos via e-mail.
- Newsletters. These are e-mails that are sent to provide information and keep customers informed. They do not necessarily carry an overt promotion but instead ensure that a customer is in regular contact with the brand. These build relationships and foster trust between customers and their chosen brands.
- Promotional e-mails. Should Zappos have a summer sale, they will send an e-mail relating directly to that promotion.
The following are examples of other e-mails sent by Zappos:
- E-mails to suppliers
- Communication with affiliates
All the communication sent out can be used to convey your marketing message. Every touch point will market the organization. However, here we will focus on commercial e-mails.
There are two types of commercial e-mails:
- Promotional e-mails. These are more direct and are geared at enticing the user to take an immediate action. They always feature a call to action and are designed around a specific goal.
- Retention-based e-mails. Also referred to as newsletters, these may include promotional messages but should be focused on providing information of value to the user, geared at building a long-term relationship with the user.
As with all eMarketing activities, careful planning is called for, as is careful testing and evaluating, so as to optimize your revenue. E-mail marketing may be highly cost effective, but the cost of getting it wrong can be very high indeed.
KEY TAKEAWAYS
- There are two types of commercial e-mails: promotional e-mails and retention-based e-mails.
- E-mail can be categorized as follows: transactional e-mails, newsletters, and promotional e-mails.
EXERCISES
- Search through your e-mail in-box. Can you find an example of a newsletter? Of a promotional e-mail? Of a transactional e-mail?
- Using an advertiser of your choice, write mock copy that may be used in either a promotion e-mail or a newsletter.
- As indicated above, the cost of getting e-mail marketing wrong can be very high. Can you think of an example where that may be the case?
2.4 Nine Steps to Executing an E-mail Campaign
LEARNING OBJECTIVES
- Understand what the nine steps of an e-mail campaign are.
- Learn how to prepare for an e-mail campaign.
- Learn best practices for executing an e-mail campaign.
- Learn what steps to take after the completion of the campaign.
There are nine steps to executing an e-mail campaign properly. These nine steps should be considered best practices for e-mail campaigns. If followed closely, a marketer can expect great results.
The nine steps are as follows and will be addressed in the following subsections:
- Strategic planning
- Definition of list
- Creative execution
- Integration of campaign with other channels
- Personalization of the message
- Deployment
- Interaction handling
- Generation of reports
- Analysis of results
Figure 2.1 Steps to Executing an E-mail Campaign
Precampaign
Step 1: Strategic Planning
The first part of any e-mail campaign should involve planning around the goals you want to achieve. These will probably be in line with the goals of your Web site, with e-mail marketing being used as a tool to help you achieve those goals. As discussed in Chapter 15 “Web Analytics and Conversion Optimization”, you will decide on the key performance indicators (KPIs) for your campaign as well. Promotional e-mails will usually have an immediate goal:
- Users make a purchase
- Users download a white paper
- Users request further information
Newsletters tend to focus on longer-term goals, and so your KPIs become more important here. KPIs include the following:
- Open rate
- Click-through rate
- Number of e-mails forwarded
- Return on investment (ROI)
ROI can be a goal of the campaign, and it can be used as a KPI.
A successful e-mail campaign is most likely to be the one geared at retaining and creating a long-term relationship with the reader.
Know your audience; they will dictate the interactions. For more information on writing for your audience, please refer to Chapter 14 “Online Copywriting”.
Step 2: Definition of List
Running a successful e-mail campaign requires that a business has a genuine opt-in database. This database, the list of subscribers who have agreed to allow a company to send them e-mails with marketing messages, is the most valuable asset of an e-mail campaign.
Permission must be explicitly given by all people to whom e-mails are sent. Companies that abuse this can put their reputation in jeopardy, and in some countries, legal action can be taken against companies that send unsolicited bulk e-mail—spam.
Growing this database, while keeping it targeted, is a key factor in any e-mail campaign. The database needs only one entry—the prospect’s e-mail—but the following should also be considered:
- First name, surname, and title
- Date permission granted
- Source of permission
- Gender
- Country
- Telephone number
- Date of birth
Fields such as name, surname, and title should be separated in your database. You should also gather date of birth as opposed to a prospect’s age—it ensures your database can stay up to date.
Don Pepper and Martha Rogers refer to gathering information over a period of time as “drip irrigation,” since it neither overwhelms nor parches the prospect.Don Peppers and Martha Rogers, Managing Customer Relationships: A Strategic Framework (Hoboken, NJ: Wiley, 2004).
However, don’t be tempted to ask for more information than is required. The more information marketers can gather, the better they can customize their marketing messages. However, the more information a prospect is required to give, the more apprehensive he will be about parting with these details. This is in part because of the hassle involved and in part as a result of fear around Internet fraud. Following the initial sign-up, further information can be requested over a period of time.
There are a myriad of ways to attract prospects to opt in to a database. An e-mail sign-up form on a company Web site is key. Visitors to a Web site have already expressed an interest in a company by clicking through to the Web site—this is an opportunity to develop that interest further.
The best practice for sign-up forms is as follows:
- Put the sign-up form where it can be seen—on every page and above the fold (i.e., on the page where it can be seen without scrolling down).
- State your antispam stance explicitly, and be clear about how you value subscribers’ privacy.
- Use a clear call to action.
- Tell subscribers what they will get, and how often they will get it. Include a benefit statement.
- Ensure the e-mail address is correct by checking the syntax.
- Test to see what works best.
Every interaction can be used to ask permission to send e-mails.
- Offer something valuable for free (e.g., white paper, gift voucher, music track), and ask if they would sign up to your newsletter at the same time.
- Add a subscribe box to the checkout process of your retail site.
- Use interactions at trade shows to request e-mail addresses.
Opt-in and double opt-in: the integrity of the database can be safeguarded with a double opt-in process. An e-mail is sent to the e-mail address supplied, and the user has to click on a link within that e-mail to confirm their subscription. This means that dud e-mail addresses are kept out of the database and confirms that the user has granted explicit permission.
Step 3: Creative Execution
E-mails can be created and viewed as hypertext markup language (HTML) e-mails or as text e-mails. Bear in mind, though, that sometimes HTML e-mails are rendered as text e-mails.
Text e-mails are the plain ones—text only, as the name suggests. If you have a Windows computer and you open up Notepad and type there, then you will be creating a text file. These e-mails are smaller and plainer. While copy is always important, it is particularly critical in this case, as it is the key driver of action and interaction.
HTML e-mails are the e-mails with all the bells and whistles. These e-mails can contain images, different fonts, and hyperlinks. It’s probably what you’ve had in mind throughout this chapter when we have referred to e-mail marketing.
Parts of an E-mail
There are six main parts of an e-mail.
Header. This has the “to,” “from,” and “reply to” fields. These are also opportunities to build a relationship through creating a perception of familiarity. In other words, the reader needs to perceive that the newsletter is somewhat unique for them and sent personally by the publisher. Using a personalized company e-mail address (e.g., trevor@companyname.com) for the “reply” field creates familiarity and builds trust with the reader. The “from” address should also include the organization’s name. A meaningless “from” address that the reader cannot identify only serves to confuse the origin of the newsletter and spark apprehension.
Subject line. The subject line could be considered the most important part of an e-mail. Subject lines aid the reader in identifying the e-mail and also entice the reader to open it. The subject line is also scrutinized by spam filters and so should avoid words like “free,” “win,” and “buy now.” Consistent subject lines, using the name of the company and the newsletter edition, can build familiarity and help readers to sort their in-box. As with everything online, testing different subject lines will lead marketers to the formula that works for them.
Personalized greeting. With a database that has entries for readers’ names, it is possible to personalize the greeting of the e-mail. “Hi, Kim Morgan” can elicit far better responses than “Dear Valued Customer,” but it is possible to create a greeting with personality without personalizing it. Occasionally, the subject line can be personalized as well to boost responses.
Body. This is where the content of the e-mail goes. Don’t be tempted to use too many images: it can increase the size of the e-mail, and it can obscure text when images do not load. Be sure that text is not on the image but rather can be read without an image being loaded. Readers want value, so where images are used, make sure they are relevant and not just space fillers.
Footer. A standard footer for e-mails helps to build consistency, and is the customary place to keep the contact details of the company sending the e-mail. At the very least, this should include the name and contact e-mail of the company. It can also include the privacy policy of the sender. One way to grow the e-mail list is add a “forward to a friend” link in the footer. The most important part of the footer is a clear unsubscribe link.
Unsubscribe link. It is mandatory to have an unsubscribe link on all commercial e-mails. Interactive e-mails are best constructed with lightweight HTML capability allowing the e-mail to open quickly. This helps to capture the user’s attention before she moves on. The structure must allow readers to scan and navigate the e-mail easily. For more on usability, refer to Chapter 13 “Web Site Development and Design”. The length of paragraphs, emphasis through bolding and colors, as well as sectioning information with bullets and borders all contribute to a well-structured e-mail.
Figure 2.2 HTML E-mail with Key Elements Shown
Create Content
Relevant and valuable e-mail content is vital to ensuring the success of an e-mail marketing campaign. Valuable content is informative and should address the problems and needs of readers. It is important to realize that the reader determines the value of the content, not the publisher.
Successful e-mail campaigns provide value to their readers. This value can vary from campaign to campaign. Newsletters can offer the following:
- Humor
- Research
- Information
- Promotions
However, avoid being marked as spam by staying away from words like “free,” “buy now,” and “discount.”
Test for Display and Deliverability
An e-mail client is the software or program that a person uses to access his or her e-mail. Some are Web based, like Gmail and Hotmail, but there are also plenty of software-based e-mail clients, like Outlook, Thunderbird, Eudora, and Lotus, to mention just a few. Theoretically, the same e-mail could look different in every single one of these, so be prepared. In addition to testing the e-mail to ensure that it will pass spam filters, the design should be tested to ensure that it renders clearly in as many e-mail clients as possible. Make sure that images line up, that copy is clear, and that all the links work.
E-mails can be tested for platform compatibility at http://litmusapp.com. An e-mail’s spam score can be checked at http://spamassassin.apache.org.
Step 4: Integration of Campaign with Other Channels
While e-mail marketing can operate as a stand-alone marketing campaign, integrating it with other channels, both online and offline, will serve to both reinforce a brand’s message and increase responses.
There should never be a disparity between the content, tone, or design of an e-mail when compared to the rest of a company’s offerings. In-store promotions can be reinforced and promoted to an e-mail database, or Web site information can be summarized for e-mail.
Custom landing pages, as required, should be created for any promotions being communicated in an e-mail communication.
Execution
Step 5: Personalization of the Message
The technology of e-mail marketing allows for mass customization—it is one-to-one marketing on a macro scale. Even simple personalization can see improved results.
Customization starts at using the recipient’s name and sending either HTML or text e-mails based on preference, to sophisticated measurement of a recipient’s preferences and tailoring content to suit them.
Segmenting a database can allow for customization across demographics or purchase history. Being able to reconcile browsing activity to an e-mail recipient can give further opportunities for customization.
Step 6: Deployment
By creating valuable content, establishing the correct frequency, and testing an e-mail for display and deliverability, an e-mail marketer should be able to ensure an excellent delivery rate. Consistency in deploying newsletters also aids in fostering trust and fulfilling expectation. E-mails should be delivered at consistent times, but the optimum time for best results should be tested.
E-mail reputation can determine whether or not your message is regarded as spam. It is determined by the general opinion of the Internet service providers (ISPs), the antispam community, and the recipients of an e-mail. It can relate to a sender’s Internet protocol (IP) address, sending domain, or both. This means that if someone sends e-mail using the same server that you use, you could be damaged if they spam. This opinion is a reputation score created by an ISP or a third-party provider. If the sender’s score falls within the ISP’s thresholds, a sender’s messages will be delivered to the in-box. If not, the sender’s e-mails may arrive in the bulk folder, be quarantined, or be bounced back to the sender.
Becoming an effective e-mail marketer requires constant list cleansing and hygiene. In fact, most lists shrink by 15 percent each year due to subscribers changing e-mail addresses. Make sure you are diligent about maintaining a current opt-in list to achieve maximum deliverability via reputation.
Tips to help a reputation score include the following:
- ISPs offer various sender’s authentication standards such as Sender ID, sender policy framework (SPF), and DomainKeys. Use these.
- Out with the old, in with the new—keep your database clean.
- Remove hard bounces after three deliveries (ISPs don’t like e-mail broadcasters who have a high bounce rate).
- Remember that a huge but inaccurate and outdated database is far less useful to an e-mail marketer than a tightly maintained, smaller database. Strive to boost your database, but don’t forget to clean it up as you go.
- Ensure e-mail broadcast rates are not too high.
- Respond to complaints and unsubscribe requests—if someone requests to be unsubscribed, do so.
- Educate users about white lists.
An e-mail white list is a list of contacts that the user deems are acceptable to receive e-mail from and should not be sent to the trash folder.
When should you send e-mails? Common sense tells you not on Monday morning or Friday afternoon, but it varies by audience. Testing will guide you.
When is e-mail an e-mail, and when is it spam? Spam is unsol
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We inspire the people who power your business.
No matter who you are and what you sell, the success of your business relies on your ability to engage with two critically important groups – the people who buy from you and the people who work for you. At Fulcrum, we create truly personalised incentive programmes that have the power to energize your business. Each Fulcrum initiative is designed around the specific interests and aspirations of your customers and your people. We engage and inspire the people that matter – the people who power your business.
Our Values
Client- centricity and the provision of quality service are key values. Providing a developmental and supportive marketing environment for our staff and recognising the importance of our suppliers are integral to our business ethic. Openness, honesty, transparency and a commitment to our community underpin everything we do.
Our Team
The heart and soul of what has made us so successful is our staff. It is their passion, commitment to quality and positive, can-do attitude that delivers outstanding performance to our clients and reinforces our reputation for service excellence.
From selection & recruitment through to training & development, we continually invest in our staff to ensure we have the right people, with the right skills to make sure that the job gets done right, first time.
Quality
Fulcrum has always aimed to be quality leaders in our industry. An impressive array of accreditations, for Quality, Environment, Security and Staff development are simply the kite-marks that demonstrate our core values in this respect.
Fulcrum Agencies
Over the years we have worked with agencies of all sizes and styles. We understand the hectic world of marketing and advertising and we have developed services specifically designed to adapt to short lead-times, changing needs, last minute requests and the occasional ‘sprint finish’.
Retail
With a long-history of providing services to retailers, whether major chains or small specialist outlets, it was a very easy step for us to adapt that to the on-line world. These days we can handle high-volume fulfilment for direct-to consumer on-line web-orders as we can easily provide retail replenishment and store refurbishment.
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| MARKETING STRATEGY Overall success relies on a thoughtful marketing strategy. In a constantly changing environment, we develop and implement each marketing initiative specific to your audience and budget. Reaching consumers in a way that educates and informs; ultimately creating product desirability and excellent rates of return. |  |
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ABOUT FIELD MARKETING
WHAT IS FIELD MARKETING? Field marketing and marketing Supplier in Worli is becoming more popular for companies in various industries. From food and beverage to consumer goods. It’s a tool that can be used to showcase latest products or services in a face to face environment with consumers. Furthermore companies recognise the importance of having brand ambassadors and reps on the ‘front line’ introducing the public to new innovations or delicious treats. This is done in the ‘field’; around shopping centers and in retail hot spots, expos and events, university campus’ and sport stadiums to name a few. Most campaign activities focus on customer facing roles including product demonstrations, direct selling and street training teams. However not all field marketing is consumer facing such as auditing and merchandising. Goals and outcomes of field marketing will differ from company to company. Some campaigns are designed to increase brand awareness or sales. While others may be to collect data and feedback about the product and its market. At Splatter we have all the tools necessary for the clients desired outcome to be achieved WHAT A FIELD MARKETING TEAM LOOKS LIKE. For successful field marketing campaigns companies might have dedicated teams within their business whose task it is to be creative and manage field marketing initiatives. However agencies are also on hand to support a campaign. By offering staff, management and infrastructure the client can focus on the more creative aspect of the campaign. A field marketing agency and marketing Supplier in Worli tends to work in territories operating with reps within their own regions. Often overlooked by regional or national managers depending on the scale of the team. Although territory management is more important for wide scale national distributing business, smaller brands are recognising the importance of managing promotions on a more local scale using teams to promote, audit and sell in their regions.WHAT CAN FIELD MARKETING DO FOR YOUR BUSINESS?
1. PRODUCT DEMONSTRATIONS
As mentioned already, demo days are a popular tool of field marketing. These campaigns can stretch from as little as one week to 6 months however some are continuous and full time. For consumer goods this would mean having brand representatives in retail stores and around shopping centers, events or road shows. Finally The Brand Ambassadors are engaging with the consumer and showing them how the product or service works. This is important as it allows a potential buyer to get hands on experience and a feel of ownership of the product; most importantly the rep is also on hand to answers any questions the customer may have. Although a sell is great the main aim of a demo campaign is brand awareness. Food and beverage take a slightly differently approach. By handing out free samples and one off deals of their product around retail and events, consumers are getting a taste of the brands latest delicious treats and at the same time everyone loves free food! Sampling is a fun activation and is effective when bringing new products to the high street. Marketing Training Learn more about product demonstrations by checking out our in depth guide here.2. DIRECT SELLING
Much like product demonstrations these campaigns have brand reps or ambassadors at the center of them. The difference is it’s more about the selling of the product. Sales rep might have targets to adhere to. Finally these campaigns are super effective during peak times when the difference in a sale or not can be having a knowledgeable brand rep in store. Product Demonstrations Learn more about what direct selling is in our guide here.3. RETAIL AUDITS AND MERCHANDISING
Auditing takes the reps out off the front line and away from the consumer. Auditing teams are used by marketers to monitor traditional marketing strategies that they put in place across retail. Most of all audits ensure that the brand is represented as it should be on shelves and around retail hot spots. Examples are; checking POS is as it should be across the territories, promotions advertised and running and paid spaces such as gondolas are set up. The data collected from the teams can be useful for the marketers to negotiate better future deals. In addition it also allows for mistakes to be rectified there and then by the reps. Splatter offer a live system that can be monitored by the client in real team meaning that red flags in the field can be dealt with instantaneously .Store Audits and Merchandising To learn more about Audits and merchandising view our guide here.4. GUERRILLA MARKETING
When it comes to guerrilla marketing the gloves are off. They are usually low budget campaigns but with the right imagination and ideas they offer up some unprecedented results. Furthermore the term ‘Guerrilla Marketing’ itself is used to refer to campaigns that surprise consumers in locations and ways they might not usually expect. For that reason the experience remains with the consumer.5. PRODUCT SAMPLING
Product Sampling To learn more about sampling work and what that involves view our guide here. WHO DOES WHAT? FIELD MARKETING REP: These guys and girls are the cream of the crop, they are masters of everything. Sometimes they may be conducting training sessions on major proportion for a retailers whole selling team. Another role they find themselves in are in is in the field collecting data and conducted audits. Finally everything in between including sales, merchandising, and working at events. Their primary concern is to drive brand awareness across their region through face to face with consumer and staff on a retail level. Read about what being a field marketing rep is all about here. FIELD MARKETING MANAGER: The field manager’s role is to oversee the field reps; it is their duty to ensure the field marketing campaigns achieves the clients intended goal. As the manager of all the region, they hold the responsibility of ensuring that all reps are trained and directed towards the client’s goals. In addition the field marketing manager will work closely with the clients marketing executives to align the marketing objectives and goals with team in the field. Finally they will then report the findings and feedback from the team. Read more about what being a field marketing manager entails here. BRAND AMBASSADOR/BRAND REP As we know by now the BA role is one of the most crucial in field marketing. Ultimately they are usually supplied by the marketing agency and are tasked with promoting and representing the client’s brand. This can work well within a University by hiring a student to represent the brand around campus; this is perfect for low budget campaigns as sometimes all it takes is giving the BA some products to show off. Some larger scale business’ use celebrities to endorse their product and services by making them the face of their brand using social media to promote to their following. Learn about the various roles within the Field Marketing industry are by reading our guide here. You can also join our team by signing up here. DO YOU NEED FIELD MARKETING? Field marketing as you have seen is a useful tool to accompany other traditional marketing strategies. For example a company might pay a huge amount of money for prime advertising spot during a major sports event. However if this is the case it is important for the brand to follow up with demos in stores. If there is a brand rep placed in store the following few days after the advertising campaign the customer is more likely to come over and ask some questions about the product. Another reason you might need field marketing is to ensure your budget has been well spent. After investing into a large scale in-store promotion campaign you want to ensure that it is implemented to the standard agreed with the retailer. Data can be collected by auditing teams and analysed to see if the money had been well spent. Furthermore it also gives opportunity for future campaigns to implemented with higher efficiency and success.marketing Supplier in Worli
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Becoming Marketing Active: The Fulcrum Guide to Getting Started with Business Marketing – In the first part of our guide to becoming marketing active f to f Marketing Service Provider Agency in navi mumbai, we looked at some of the reasons that drive a business to start marketing (if you missed part one, check it out here). But once you’ve made the decision to embark on a marketing strategy for your business, what next? Where do you start and what steps should you take to ensure a smooth and successful process? As is so often the case in business (and life!), preparation is key. So before rushing into any kind of marketing, it’s important to take the time to plan, research and strategise for success. In order to create an effective marketing strategy, you need to develop a thorough understanding of your market, your competitors and your business itself. This means getting back to basics and equipping yourself with all the information you need to identify marketing activities that work for your brand. 1) Research your target market How much do you know about the target audience of your product or service? We’re not just talking about age, sex or occupation (though, of course, you need to know these too). To have the best chance of reaching your target market, you need to dig deeper and find out exactly what drives them towards purchase. What kind of triggers are they most likely to respond to? Which elements of the marketing mix have the most impact on them? How will your product or service benefit them? Understanding these aspects of your target audience will enable you to position and market your brand accordingly, so comprehensive market research is essential. It’s often easier (and more cost-effective) to outsource this type of research to a professional agency who will be better placed to obtain the information you need. 2) Analyse your competition In order to stay ahead of your competitors, you need to know who they are, what they’re doing and how they’re doing it. Once you’ve identified who your key business competitors are, look into the marketing methods they’re using and the way in which they have positioned their brand. What channels and platforms have they chosen to market their business? How are they promoting their brand and its products/services? Consider which elements are crucial to your own business and how you can position your brand in order to get ahead. 3) Define your objectives What do you want to achieve from your marketing activity? Whether it’s to increase your revenue, establish your business in a new market segment or improve brand awareness, setting clear, measurable marketing objectives is vital in understanding what steps need to be taken in order to achieve these goals. Make sure that each identified objective is specific (how much do you want to increase revenue by?), achievable (is it realistic?) and has a timeframe for accomplishment (are you aiming to achieve this goal in three months or a year?). You also need to make sure that your marketing objectives tie in with your overall business objectives. 4) Understand your business You may think you have a pretty good understanding of your business, but it’s surprising what insights can be achieved when you conduct a thorough SWOT analysis (strengths, weaknesses, opportunities, threats). Be rigorous, be meticulous, and above all be brutally honest. Is a lack of staff training letting your business down? Are your prices too high to compete in today’s market? Arming yourself with this knowledge is invaluable in developing a marketing strategy that leverages your company’s strengths and addresses those areas which need to be improved. In the next instalment of the Fulcrum guide to becoming marketing active, we’ll be looking at the raft of marketing channels available and helping you to identify which ones are best for your business. If you have something to share on this topic, why not get in touch? Leave your comments below…
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Marketing and Sales companies f to f Marketing Service Provider Agency in navi mumbai with high quality, ethical, outsourced sales through transparent and effective business programs. We have a team of marketing and sales professionals and trainers who are committed to ensure effective delivery of the message from the client to a prospective customer. Our specialty is tailor-fitting our service to suit each individual client’s needs, ensuring compliance and delivering ethical sales every single time. We are focused on compliant and ethical selling that puts the needs of the customer first and we value transparency, integrity, diligence and hard work to ensure that our employees, clients and customers all get the best experience possible. We look for long term investments, in both our employees and our clients to ensure quality in our work, and in the opportunity for growth potential and stability for all parties involved.
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B2B Experiential Marketing – When does it work?
What is experiential marketing? On the rise in recent years, f to f Marketing Service Provider Agency in pune and experiential marketing is all about customer interaction with your brand. It offers a unique experience with products or services, allowing customers to get a feel for how they would use it in their lives. For years marketers have been trying to get customers to use and trial their products. In this way it’s not a new concept; there have however, certainly been some innovative spins on how it’s done. Let’s look at experiential marketing, how it can work for B2Bs and some of the ways it can help build your brand.Emotional + Experiential Branding = Experiential Marketing The two elements that underpin experiential marketing are emotional branding and experiential branding.
Emotional branding: is about building the relationship between your brand and customers. Promoting emotional benefits like brand trust, security and credibility as a result of engaging with your brand is crucial. Experiential branding: designs and creates interactions that are sensory in nature, which emotionally influences preferences, shaping brand perception, and influencing satisfaction and loyalty. An excellent experiential marketing campaign is able to fuse both elements seamlessly together. Experiential Marketing for B2Bs In recent years interest in B2B experiential marketing has grown and some of the initial hesitation surrounding it has been replaced with a working understanding, when to do it, and how it stimulates ROI. For B2Bs, experiential marketing is generally less obvious, with the focus often on services (for example) in place of B2C exciting product launches. Oftentimes the B2B budget is also stretched. However we are seeing marketers begin to recognise the potentials that the experience can offer consumers. “The success of brand experience within the B2C market has not gone unnoticed, and B2B marketers are waking up to the potential of brand experience. However, there is a long way to go before they catch up with their B2C counterparts.” – Graham Ede, Ion Group 3 Examples of B2B experiential marketing Location with B2Bs can be one of the major barriers, and while it may not be easy to do experiential marketing in quite the same way as B2C, there’s certainly room to employ some of the same principals. Creating sensory interactions that promote core feelings of trust, and awareness of your product or services is central to this. Fulcrum marketing in public spaces – Linked with experiential, some marketers use a form of Fulcrum marketing. They tend to hold this drive in places where there are high concentrations of business buyers. Branded promotional staff can offer business people the opportunity to enter in a promotion, or sign up to attend an event whilst promoting the benefits of the product. demonstrations & reward – as part of a targeted marketing strategy, those in the IT space can offer information via webinar or video, which can showcase some aspects of the technology solution. Some marketing and web-based tools such as offer a free trial period, together with online coaching via Skype. This allows the user to build confidence in using the tool, and to experience all of the benefits of the trial period. At the end of the trial period (7 days), the participant is given a report with feedback on how well they have used the tool. Then they are awarded a certificate. Surprises and games – Surprising customers by showing up where they least expect you, gifting them, or sending them a card is a way to provide an out of the box experience and drive brand awareness. Another option could be to exhibit at a partner’s event as IBM did. Their interactive stand came complete with a candy bar, and plasma screens which posted live tweets from event attendees. Digital technology such as apps and games are also opportunity areas, and while often costly, look set to become more widespread and affordable in future. Experiential marketing reflects the growing importance of emphasising emotions to build successful brands. Digital media offers expanding opportunities to offer such experiences. In the ever-competitive B2B marketplace, it’s no longer enough to rely on traditional modes for lead generation. B2B marketers need to consider the complete kit that is available to them including; social media, mobile, search, paid advertising, print, telemarketing and increasingly placing emotion at the heart of it all with an experiential approach.