Many Field Marketing companies plan their campaigns based not on the opportunity to add incremental sales at store level but on the size of the store. This “insurance policy” approach fails to recognize that these bigger stores tend to be most compliant for promotions and new product launches and in fact, it is often the medium size stores where the greatest opportunity lies. To complicate things further, a store which has been historically compliant can easily have a problem at any given moment. This means that Field Marketing agencies and their brand owner clients must deploy resource on a discretionary basis, having analysed the most up-to-date EPoS data at store, day and SKU level.
To find out whether your Field Marketing agency is working with this philosophy, here are 6 questions you could ask to reveal the thinking behind their approach.