Field Marketing in the Food and Drink Industry

If you are a supplier in the food and drink industry, then the key to your success is the way that you market your products to potential customers. At the same time it is likely that your core skills are in manufacturing and product development, and less so in marketing. You may consider looking outside your own company for assistance in this area.

There are a number of field marketing agencies around who offer the kind of service you require, to optimize your opportunity of success. Here are the factors you should consider when choosing the company that is most likely to deliver that success.

-Experience and capability in the Grocery Multiples, Cash & Carry, Wholesale and Impulse sectors. This cross-sector competence offers you the opportunity to widen your products' influence to the greatest possible extent.

-A track record in setting standards by being a results-driven organisation in terms of market share growth and sales turnover. Look carefully at the company's existing clients and their success stories.

-The extent to which full-time sales specialists are utilized. Many agencies use part-time staff for this purpose. The intent should be to manage your brands to an agreed development strategy to ensure that they receive maximum exposure thereby achieving the sales potential the products deserve. That means full-time focus and attention.

-The use of information systems, both online and offline, to ensure that you will be kept up to speed on rate of sales, stock controls, the efficacy of promotional activity and the latest market trends. This is a key differentiation factor, particularly with the increasing availability of online systems and mobile technology.

-Comprehensive sector coverage. Find out how many calls are being made to major customers.

The typical services you should expect from a field marketing agency are as follows:
-Ensure that your products are consistently stocked in all relevant stores
-Monitor rate of sale, shelf space, capacity to ensure optimum stock levels
-Ensure that available warehouse stock becomes shelf stock
-Monitor and ensure stores carry out agreed sales promotional programs
-Present new products and initiatives to relevant regional decision makers
-Provide targeted support for your brand's activity
-Create and execute tactical sales opportunities for your brands

If we consider each sector in turn, the unique functions offered should include:

Retail
-Product Distribution:
Adherence to compliance
Efficient new line distribution
Rectification of out of stock and depot supply issues
-Product display:
Head office promotional compliance
Local display initiatives
Dual siting on relevant products
Additional shelf space for faster selling lines
-Merchandising/POS:
Siting of POS Sales Aids/Display Units
Fixture merchandising to rectify off sale
-Competitor Intelligence:
Fast track feedback on all areas affecting sales
Distribution/Space monitor on your lines
Retail Pricing monitor

Cash & Carry
-Direct Order Negotiation
-Indirect Compliance:
Ensure product distribution in depots via central distribution depots
-Promotional Compliance:
Generate 100% compliance on promotional activity
-Merchandising Support:
Improvement in availability and Fixture Space
-Point of Sale Information:
Accurate and up-to-date sales information to assess efficacy of marketing activity

Foodservice
-Direct Order Negotiation:
-Indirect Compliance:
Ensure H.O. listings are carried by local distribution depots
-Blitz Ra-Ra days:
Increase sales achieved through planned activity in Key Foodservice depots
-End User Contact:
Specific activities in the key 'end-user' accounts
Impulse
-Product Distribution drives:
-Targeted/Focused activity:
New Product Development launches targeting relevant outlets
-Specialist store coverage option:
Off Licence, CTN, Sandwich outlets, etc
-Merchandising support/POS:
Product placement in good, visible locations
Siting of POS/Sales Aids and support promotions
-Competitor Intelligence:
Accurate fast track feedback on competitor activity

As you can see, there is a high level of complexity in this field of operations. It is certainly worth considering the out-sourcing of this part of your business to a competent third party, but this requires careful analysis of the factors that will influence success.