Field Marketing from IMS

‘Contractical field marketing – giving you the best of both worlds’

Times are changing. None more so than client’s requirements for effective field marketing. IMS have recognised this and have developed a groundbreaking new concept that combines the consistency of contracted activity with the flexibility of tactical campaigns.

Contract field marketing involves the use of full time staff that deliver regular, consistent objectives throughout the year with little flexibility. Alternatively, Tactical field marketing delivers greater flexibility for one off campaigns. Contractical activity is different.

How does it work?

Contractical field marketing has evolved as a direct result of client’s demanding greater flexibility in the field, quicker reaction times to large scale activity and work naturally, completed by high quality, trained and profiled field teams managed with strategic head office thinking that adds value to every field visit.

Contractical does all of the above and more. IMS now provide clients with a larger self employed field team allowing massive flexibility for seasonal peaks, NPD or promotional periods. Profiling the team is essential for ensuring the right skill sets are deployed to meet client’s and retailer objectives. Profiling and Quality Scoring are systems that IMS pioneered to deliver high quality tactical campaigns and are now essential to delivering successful Contractical activity. Consistency is achieved via a combination of e-training, dedicated team members with the knowledge and spirit to build strong relationships at store level and strategic management of annual activity in line with the client’s long term objectives.

By working with clients throughout the year, IMS can develop a best fit Contractical field marketing schedule. A clear understanding of client’s objectives and specific retailer requirements are established by working in partnership on a strategic basis with all key decision makers. This knowledge is then utilised to implement the required field activity. Once in the field all visits are subject to a store performance assessment to allow flexibility when determining future visit frequencies, this in turn maximises ROI.

What are the benefits?

Greater Flexibility - To allow increased visit frequencies during key selling periods (such as seasonal promotions) and to reduce them during periods where sales are historically low.

Maximum ROI – Using a sophisticated store performance calculator, visit frequencies are flexed to ensure maximum potential is achieved in-store, whilst providing clients with the best ROI.

Reduced Investment – Investments such as national insurance, holiday pay and vehicle leasing are eliminated with a self employed team without losing consistency or quality.

Increased Coverage – Re-investing savings can generate increased annual coverage. Larger teams also guarantee full coverage based on your visit file.

IMS Sales and Marketing Director, Laura Holden comments: “Client demands are rapidly changing as they require much more flexibility out in the field. Contractical field marketing breaks the status quo of how ongoing activity is conducted, giving clients a bespoke solution, specifically focused on their key objectives. This allows clients to flex their annual activity to increase rate of sale during new product launches, seasonal periods and key advertising campaigns.”

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