How to choose the right field marketing software for your agency and agents?

Successful field marketing relies on meaningful person-to-person connections. While most marketing efforts have gone digital and with more creative gigs getting automated by the day, one-to-one conversations and moments of genuine human interaction continue to set field marketing apart. That doesn’t mean the job (or the entire industry) is software-agnostic.

Field marketing agencies need the right strategies and the right software solutions for registering new clients and subscribers, planning where teams go, managing contracts and payments, staying compliant with government rules and regulations, and other critical functions. All these features need to interact seamlessly to not avoid compromising the enormous amount of data agents and agencies deal with.

The trick here is finding the best software tools to handle all these tasks without causing friction for the human side of the equation. This article unpacks what to look for in field marketing software and why it matters. 

 

Why finding the right field marketing software matters

Field marketing is a challenging and intensive gig. Finding the right people to send out into the field and managing such a dynamic workforce is a feat for agencies. Regarding the agents, it’s no easy task to fix in one spot and pitch to passersby for many hours, especially with the high churn rate of potential subscribers and/or customers. 

Great field marketing software can make the process easier for people in the field and those managing these teams. There are many software tools that can manage schedules, optimize route planning, store subscriber information, and more, but not all software is developed equally. The right software suite can seamlessly automate tasks that detract from the topline mission of field marketing: connecting with people and getting them to subscribe or convert. 

Think about the ideal field marketing interaction. A field agent approaches a potential client to make their pitch. Their charm and sales acumen amplify the pitch, convincing the person on the other end to subscribe or donate. The entire interaction is seamless and even a delight for the newly minted client. 

Now imagine that the software tool the agent is using wasn’t designed to follow (or direct) the proven sales flow. Field marketing is about capturing people’s attention on the street, door-to-door, or at an event, so any friction can break the spell and cause people to find a reason to churn.  A poorly designed form or minor technical glitch creates friction you want to avoid.

The right software suite can seamlessly automate tasks that detract from the topline mission of field marketing: connecting with people and getting them to subscribe or convert. 

 

Let’s talk about what great field marketing software should do.

 

Great FM software should prioritize a proven workflow

When choosing the software tools (or entire suite) for your field marketing agency, the first thing to look for is simplicity. Each software tool should complement the field marketer’s journey via straightforward processes and minimal opportunities for deviation. Tools should also take an agent through a single process with no possible loopholes. 

Field marketing agencies hire a ton of new employees each year and churn nearly half of them. Agencies tend to hire students or graduates with little to no work experience. So, software tools must be easy to pick up, or you’ll waste valuable time training wave after wave of employees, only to have them disappear with that knowledge.

The tools should be simple and easy to use and direct agents through a proven workflow without any potential loopholes. 

You can imagine that field agents who have to repeat the same pitch in the same spot for many hours may relish the chance to find workarounds, and while personalization can make for great agents, you want to prioritize a workflow that you know works. The right software can help without making the agent feel too boxed in. 

 

Great FM software takes you where you need to go

A huge part of field marketing is mapping out the best and most efficient routes for agencies. It can be discouraging for an agent to trudge through a neighborhood filled with people who’ve already responded negatively to a fellow field agent or similar pitch. 

Another factor to keep in mind is that field marketing agencies operate in a competitive landscape. Other agencies and agents are vying for sales and signups in the same areas as you. 

As different agencies compete for the attention of the same prospective customers and donors, you need software tools that keep track of what’s happening alongside your agency’s activities to avoid knocking on the same doors too often or having negative face-to-face experiences. 

The best field marketing software helps agencies pinpoint business potential and defines the optimal areas for agents.  

 

Great FM software accelerates training and education

In many countries and markets (especially The Netherlands), field marketing involves a lot of students, graduates, and young people who may be entering the job market for the first time. 

Given how many people churn from year to year, you don’t want to waste time getting new hires up to speed on processes and best practices. If it takes three months to teach a fresh field marketer the ropes and they only stay on for a year, the return in value is only nine months.

The best field marketing software must be easy to pick up and use without extensive training. Not only should the tools be intuitive and match the right flows, but they should also be easy to explain.

Features like well-planned awards for certain tasks and milestones, smart and actionable tips, and onboard presentation materials can set agents up for better job performance and in-the-field success. 

  

Great FM software comes from people who’ve been where you are now

Success in field marketing owes very little to any given special software feature. Instead, the best software blends into the background and optimizes all human-centered tasks. Flashy features or overcomplicated language can disrupt the marketing process. 

For instance, imagine an agent in the middle of a pitch convincing a prospective client to subscribe who seemed hesitant to offer up their personal information. If the fields for inputting personal and financial information are complicated, it might cause friction. 

Tools should have conversational language that mirrors the in-person experience and be equipped with typo checkers, especially for longer bits of information. Having a software developer that gets all the steps in a fluent customer journey helps create software that seamlessly fits in. 

 

Great FM software is compliant and gets the most out of your data 

Field marketing involves a vast amount of data, including the best routes for agents, agent performance, the financial prognosis of the agency, and a whole lot more. The best software tools make it easy to store and organize this data and leverage it to improve your processes continually. 

More important than focusing on specific functionality, your field marketing software must have up-to-date security certifications like ISO27001 and ISO27701, especially when working with sensitive personal data. Compliance with the latest regulations concerning capturing and storing data is required. 

While this may ramp up the price tag, investing in fully compliant software is much safer and engenders trust in potential clients, donors, and subscribers.  Your clients want to know that their data is secure. Being ISO/GDPR certified gives you the security you need and the competitive edge to boot. 

At the same time, you don’t want software that may work in any connectivity situation but asks for too much data from the potential customer or donor. There are web services for that kind of follow-up, so in-the-field tools should ask for only the required information (and have real-time validation built-in to inform agents if people input incorrect information). 

Finally, optimized software tools should leverage historical subscriber and social data to make it easier for agencies and their agents to target promising neighborhoods and work in the best locations for their products and subscriptions. 

 

Great FM software integrates with other tools

At the end of the day, the best software tools all integrate. All the tasks required to run successful field marketing operations should fall under one software suite with tools that use the same data. 

Your optimal software suite should have tools to handle project management, hiring, accounting, invoicing, and everything in between. Optimally, software should come with tools to analyze and report on performance so that you can make better data-driven decisions about your campaigns and broader business goals and outcomes. 

Most importantly, data should integrate with every tool in one unified suite and strengthen omnichannel customer acquisition, nurturing, and lasting support. 

Product Update May: Crew Overview Dashboard, SSO login and Contract Statuses

We’ve added a bunch of cool new features and made some major improvements to our platform.
Here are our top 3 recent updates that we’re especially excited about:

Monitor and coach your Field Agents in real time with our Crew Overview Dashboard

The Crew Overview Dashboard is a new real-time dashboard designed to track and coach field agents. Since our last product release field agents already have the ability to see their own results with a Crew dashboard on their tablet. Now with the Crew Overview Dashboard you’ll never miss a beat and can stay on top of your campaigns, ensuring your team is performing at their best. By providing useful insights, the dashboard allows parties to collaborate more effectively and work together to achieve better campaign results.

Crew overview dashboard

A new level of convenience and security with Single Sign-On

With SSO you can now log in to our platform using one email address and password (for one or multiple accounts) or via your existing credentials from Microsoft and Google. This will make the login process easier than ever before. SSO login also enhances the security of your account by leveraging the security measures of the trusted identity provider. With SSO you can now see where and with what device you are logged in. You also have the ability to remotely log out from all devices, preventing any malicious activity.

Track the complete life cycle of your customers with Contract Statuses

New contract statuses makes it easier to track the full life cycle of a customer. From the initial sign up to a long term customer, providing valuable insights into churn rates and quality control in each phase. Ultimately making it possible to calculate ROI for each contract. We’ve also standardised all attrition files, making the process of uploading attrition files and mapping your attrition statuses a breeze. Taking into account the policy on personal data storage, we ensure that over time contract data is anonymised without losing the contract statuses.

B+W contract statuses

Your employer brand to recruit new employees

You hear it all around you: the job market is tight, it is becoming increasingly difficult to find people. As a field marketing or F2F marketing agency, you probably have to deal with this as well. What can you do to stand out in the job market? Get your brand story straight, know your target audience and use those two elements consistently in your communications. In other words, use employer branding and labor market communication. Specialist labor market communication Kevin van Houten helps you on your way in 3 steps.

Let’s start with some figures. There have never been as many people employed as right now. However, of the 9.5 million people who are employed in the Netherlands, 1.5 million changed jobs last year (source). Moreover, 65% of people who started a new job already think about changing jobs within three months. In addition, 50% of employers are actually not satisfied with the choice they made. This raises two questions. First, is the pond we are fishing in really that small? Second, what goes wrong in the matchmaking process?

 

“If you know how to properly utilize employer branding and labor market communications, you reach a larger pool of people who are a better match for what you are looking for, making it easier to fill your vacancies.”

 

So, how to achieve this? First off, we need to look at reach. The group that is latently looking, that is, open to a new challenge but not yet actively looking, is four times larger than the group actively looking for another job. The key difference? The first group does not google job vacancy field marketer. So you can’t reach them with a vacancy on a site. So that group needs to hear from you in a different way. That requires creativity and a little more time, but then your pond to fish in becomes a lot bigger.

 

Step 1: Your Employer brand story

Every company has a unique employer brand story. Yours too. It has its own genesis and identity. How you run your company, what the atmosphere is like and what you value are all important elements of your story as an employer. Want to avoid a mismatch? Then it’s a good idea to have your core values clear. 

You’ve probably heard of Simon Sinek’s Golden Circle. Or of his statement “Start with WHY.” The idea behind it is that people “engage” on shared values, on the why of your business. That determines their attitude toward your company and their subsequent actions. Will come back to that later. That story or your employer value proposition or EVP is the basis for your communication. Important point: your story must be true. People in your company must recognize themselves in it. Because one thing is certain: if your story to the outside world does not match what is going on within your company sooner or later it will backfire. People will talk, online and offline. Gone are great stories.

golden circle

 

Step 2: Your target group

If you have your company’s core values in place and your employer brand story sharp, then you are ready to share that story with your target audience. If you know what is important to your target group, you can respond to that with your communication.

So the first goal of that communication is getting to know you. Your target audience does not know you yet or may have heard of you but does not know what you stand for. It’s up to you to take them on a “candidate journey. Everything you decide in your life goes through 4 set stages: see, think, do, care.

 

“Many companies focus their communications entirely on the do phase. ‘Post and pray.’ So then you actually skip two important phases.”

 

Applied to recruiting, the first phase is about getting acquainted with your brand and tantalizing them with your story. In the second phase, you want to entice them to take the next step by showing them what working for you entails. If this gets them excited, chances are they will check out what vacancies you have next. That is the third phase. 

If you present your vacancies attractively and your application procedure is easily accessible, a candidate who fits the bill perfectly may come into view. Hopefully the match is so good that your new colleague will stay with you for a long time and perhaps even become a brand ambassador who tells others how great it is to work for you. That loyalty is part of the fourth phase. 

A word about that application process. Fundraisers or field agents within the F2F industry (sales, marketing, promotion) are mostly young people.That means you want to get in touch with 18- to 25-year-olds, Generation Z in other words. That generation is used to everything being available quickly and on demand. Their mobile is their most important tool. So if you want to make applying for a job at your company easily accessible, at least make sure your job postings are not pieces of text. 

Maybe WhatsApp is a good alternative for you. Phone number for more information? Perhaps reconsider. In fact, research shows that 25% of 18- to 25-year-olds are “interested. So exactly this kind of thing is why it’s good to delve a bit into your target audience. You probably already have colleagues in that age group. Ask them for tips. 

 

Step 3: Your communication

Maybe then those colleagues will come up with the following tip: young people are visually oriented. So rather less text and more pictures. Use photos and videos to show what working for you looks like in practice. Large organizations can do that with a nice campaign, such as this one from Defense or this one from IKEA. In both examples, purpose plays the lead role. Defense focuses on doers with their hearts in the right place (Generation D). IKEA shows that their application process fits seamlessly with their core values of “simplicity” and “being meaningfully different. And they are sure to reach a group that already has love for the brand.

 

But you can also shape your employer branding without a big budget. XXL Nutrition’s ‘end boss’ René van der Zel, for example, posts authentic stories about his employees almost daily on LinkedIn. And Kim Beumer shows on TikTok how things really go at her law firm. This content costs nothing, just some time, but it does get them applicants. Then your job market communication is successful.

 

@attorneykimbeumer

Antwoorden op @Lawlover U have two more days to …. #respond #vacancy #lawyer #attorney #law

♬ The Business – Tiësto

 

So instead of the question “AMC, what can I do with it?” you might want to ask: “AMC, what can it do for me?” Even if that doesn’t rhyme very well.

One last tip. Don’t have the inspiration to come up with posts like this yourself? See if AI can give you a hand. ChatGPT can give you ideas for a text. Or you can let the AI tool combine information about your company and about field marketing into a LinkedIn post. Developments in that area are going fast. Soon you will also be able to have photos or video generated with a few instructions. So maybe in the near future it will become easier to shape your own job market communication with limited resources. But don’t lose sight of your story. That’s what makes you unique. And that employer brand story can ensure that you reach not only a larger group of people, but especially people who are a better fit for you and who might not have considered joining you at all. Until they read your story.

About this article

Kevin van Houten is a labor market communications specialist. After years of working for an agency, he is now self-employed advising companies on labor market communication and employer branding. During our F2Future even in February 2023, he shared his knowledge with us and our clients. This article is based on his keynote.

What does Generation Z care about in work?

Face-to-face (F2F) sales, fundraising and field marketing have been popular (side) jobs among young people for years. It’s no wonder, with its varied work, flexible hours, and a higher-than-average salary compared to other side jobs. That’s always worked in favour of employers. But with an increasingly volatile job market, recruiting good new employees has become a major challenge.

How do you attract the current generation of young people to come work for your company? For that, you first need to know what motivates Generation Z (also known as Gen Z or Zoomers, ages 18-25). What do they find important in work? At our F2Future event we asked Rutger van der Berg, a researcher, speaker and writer who specialises in interactions between youth culture and ‘adult’ society.

To get straight to the point – young people and their more experienced counterparts are not that different from each other when it comes to what they find important. So it turns out, we are not from different planets after all, right? Well, it depends on how you look at it. Because even though both groups find salary, purpose, growth, atmosphere and travel time important, they interpret these factors differently.

Take this example. Both young employees starting out and older, more experienced counterparts rate variety as important in work. But 30-somethings think of variety primarily in terms of tasks, whereas Gen Z defines variety in terms of collaboration with people and the environment in which they work. This seems like a subtle distinction, but it can make a big difference to your recruitment process. So when it comes to field marketing, you’ll want to emphasise that employees are constantly working in different teams and at different locations.

What is work?

Now that we know what young people value in work, it might be good to consider what work means to them. For Gen Z, work is:
– financial independence
– building work experience
– a social meeting place
– a place for self-definition

For the first time in their lives, 18- to 25-year-olds are linking work to financial independence. This explains why salary is still important. In addition, Gen Z sees work as a way to build broad work experience. They’re sampling what’s out there, not looking for niche skills. They want to develop high-level skills that they can use throughout their careers — whatever that may look like.

Furthermore, for Gen Z, work is a social meeting place where they can meet like-minded people. A team or group of colleagues with whom they can level with and have fun. If they can find that with your organisation, it immediately makes work a lot more attractive for them too.

Finally, work is a place for self-definition. Simply put: what you ‘do’ says something about who you ‘are’. Gen Z sees work as a place to form and express their identity. This means they’re more critical of the work (and the employer!) So it’s important to make sure that, as a company, you have a clear understanding and definition of your values. If you can clearly signal what you stand for, they will know faster whether or not there’s a fit with you as an employer. Take note: the significance of your company values may vary for students who do this as a ‘side’ job, since young people may choose the work because their heart lies with a specific customer, for example a charity.

Why do young people look at things so differently?

Everyone grows up interacting with the world around them. And today’s world is radically different than it was 30 years ago. Add to that the fact that young people are still developing, it’s only natural that their view of the world – and therefore of work – is different from yours. As an employer within F2F marketing, you deal primarily with 18-to-25 year olds. At this stage, they are making their own choices for the first time. They’re beginning to ask themselves: what do I want, what can I do, and what does that mean for my future?

Gen Z are taking big steps toward adulthood. This is exciting. And at times, they may find themselves completely overwhelmed with being an adult. How can you take that into account as an employer? By treating them like adults, but also cutting them a little slack for immaturity. Young people seek clarity in tasks but also the possibility to ask questions. So they need to feel a sense of safety with the manager. A little structure and extra support at times helps. They grow from it.

Tip: The Field App from Briggs+Walker supports storytelling and e-learning, so you can coach recruiters remotely and boost motivation by giving them insight into their performance and working with leaderboards.

After all, Gen Z is also competitive

Gen Z looks at things differently precisely because they are a generation. A generation is the product of the zeitgeist in which it grows up. What developments in society are affecting how young people view their work?

Let’s zoom in on the most important three:
– Digitization
– Forever young
– Life is what you make it

Digitalization

Digitization has led to new expectations from you as an employer. Gen Z is the first generation that has grown up — say fused — with smartphone, tablet and mobile internet. They are digital natives. Instant gratification and everything-on-demand is the norm for them. Of course, their default mode of “I want this now” can come across as spoiled or impatient, but keep in mind that this norm has been instilled in them from an early age. As an employer, it’s essential to take this into consideration. An application process that requires emailing your resumé plus motivation letter? Fail. Young people who are self-employed in the platform economy are used to supply-and-demand being brought together with a few clicks.

The same goes for advancement opportunities. Having to wait five years to prove yourself before you can move on to the next position? Hell no! Better chop your employee growth path into smaller steps. That way, young people have the idea that they are constantly developing and growing towards that big step. Breaking things up into smaller steps is a good idea anyway, even for onboarding and work instructions, for example. They are able to gather and process information quickly, but sometimes even a Gen Z’s head can get full after a while.

Forever young

Since the 1950s, youth culture has become increasingly centralised. We all want to be older and wiser, but stay fresh and dynamic. That staying-young mentality also influences how we raise children. Parents are more on equal footing with their children. Result: the negotiating household. Children have a voice within the family, and get to decide on everything from vacations to the new television.

Naturally, they take this habit to work as well. What does that mean? Well, hierarchical structures, so to speak, are not their thing. Transparency and being heard are primary work conditions. Gen Z expects to be heard if they have a thought about something. So find a way to provide that space; it makes you more appealing as an employer. Otherwise, swipe right.

Life is what you make it

Just some numbers coming from Gen Z: 87% expect to make their dreams come true in life. And 94% agree with the statement “where there is a will, there is a way.” The idea of social engineering lives strongly amongst this group. It’s the viewpoint that your success is determined by your personal efforts. That your life is ‘makeable’. They get this message all the time as it is very much part of popular culture. “Go for it and you can achieve anything.”

This message is motivating but also has a downside. If you are successful, it is to your credit. But if you don’t succeed, you only have yourself to blame. The bar is often set high because they mostly see success stories. That creates performance pressure. As an employer, you can stimulate ambition but also show understanding in cases of uncertainty or self-doubt. With these approaches, you can attract and help this group of young adults find their way in the world of work.

B+W receives ISO27701 certification

In today’s digital age, personal data is an incredibly important asset. Collecting, storing and sharing data is a major part of many businesses. This is especially true for companies that rely on Field Marketing software to manage their field sales, fundraising and marketing efforts. Field marketing software is used to manage, track, and analyse data related to customer interactions, marketing campaigns, and sales performance. As a result, it is essential that these systems are designed to protect the privacy and security of customer data.

The highest standard in data security and privacy protection

This is why we’re very happy to announce that Briggs+Walker received the ISO27701 certification on top of the ISO27001 certification. ISO 27701 is an international standard that provides guidelines for implementing and maintaining a privacy information management system within an organisation. With this certification we comply with the strict regulations of the General Data Protection Regulation (GDPR) and ISO data privacy requirements.

Why does ISO27701 certification matter?

With the rise of data breaches and privacy concerns, customers are becoming increasingly concerned about the security of their personal data. By obtaining ISO 27701 certification, a company shows that it is taking the necessary steps to protect personal data.

Data security and privacy protection

Our Field marketing software is used by organisations to schedule and manage data for running field- marketing, sales and fundraising campaigns. This data often includes personal information such as names, addresses, and email addresses, as well as financial information such as bank account information. If this information were to fall into the wrong hands, it could be used for fraudulent or malicious purposes, resulting in serious harm to individuals and businesses alike. Although Briggs+Walker is a data processor and not a controller, we make sure everything we do is focused on client data protection. As such, we are utmost committed to having the most robust security and privacy measures in place to protect this data.

Comply with all regulatory requirements

Furthermore with the ISO 27701 certification we meet the most strict regulatory requirements. Many countries have laws in place that require organisations to protect personal data and to disclose data breaches. Companies that fail to protect customer data can be held liable for any damages that result from the breach. This can include financial losses, as well as legal fees and penalties. Additionally, a data breach can result in damage to a company’s reputation, which can lead to a loss of customers and revenue. ISO 27701 provides a framework for compliance with these laws, and can help businesses within Field Sales, Marketing and Fundraising to avoid costly penalties for non-compliance.

Read more on our Data Security and Privacy Protection.

ChatGPT answers 10 questions about the F2F sales, fundraising and marketing industry

ChatGPT is the talk of the town. In just five days, it racked up over a million users, a user adoption rate Facebook, Spotify and Netflix could have dreamed of. But what is it? ChatGPT is a natural language processing (NLP) model developed by OpenAI, designed for chatbot applications. The model has been trained on a large dataset of conversation transcripts, allowing it to generate responses that can be both relevant and engaging. It sets itself apart from previous AI chat tools because it responds in a natural-sounding language. A model based on Reinforcement Learning from Human Feedback (RLHF). The tool seems pretty knowledgeable but we should be careful though. It occasionally produces incorrect answers, and sometimes even produces answers that can be “harmful instructions or biased content”. Either way we thought we give it a spin and asked it 10 pressing questions in the F2F sales, fundraising and marketing industry. This is what we got:

1. What can you tell me about field marketing?

ChatGPT: Field marketing is a type of marketing that involves promoting products or services directly to consumers in public places or other non-store settings. This can include activities such as demonstrations, product sampling, and other interactive experiences designed to engage consumers and create interest in a product or brand. Field marketing is often used to supplement other forms of marketing, such as advertising, and can be an effective way to reach potential customers and build brand awareness. Some common examples of field marketing activities include setting up a booth at a trade show, conducting product demonstrations at a mall, or handing out samples at a busy intersection. Overall, the goal of field marketing is to connect with consumers in a personal and meaningful way, and to generate interest and demand for a product or service.

2. What can you tell me about field sales?

ChatGPT: Field sales is a type of sales that involves meeting with potential customers in person to sell a product or service. This type of sales can take place in a variety of locations, such as at a customer’s home or office, at a trade show, or even on the street. Field sales is often considered to be more personal and engaging than other types of sales, as it allows the salesperson to establish a connection with the customer and provide a more tailored sales pitch. Field sales can be a challenging and rewarding career for those who are outgoing, personable, and skilled at building relationships with customers.

3. What will be the future of field marketing?

ChatGPT: It’s difficult to predict the future of any industry with certainty, but field marketing is likely to continue to evolve and change in response to shifts in consumer behavior and technology. Some possible trends that we might see in the future include the increasing use of technology to automate and improve field marketing efforts, the growth of personalized and targeted marketing campaigns, and the development of new strategies to reach consumers in an increasingly digital world. Ultimately, the future of field marketing will depend on a variety of factors, and it will be important for businesses to stay agile and adapt to new developments in order to remain competitive.

4. What is the greatest challenge in field sales?

ChatGPT: There are many challenges that salespeople in the field face on a daily basis. Some of the biggest challenges include finding and securing new customers, managing and maintaining relationships with existing customers, dealing with competition from other companies, and staying up to date with industry trends and changes. Other challenges that salespeople in the field may face include time management, dealing with rejection, and overcoming objections from potential customers. Overall, the greatest challenge in field sales is likely to vary depending on the specific industry, market, and salesperson.

5. What can you tell me about field marketing software?

ChatGPT: Field marketing software is a type of software that is used to manage and support the activities of field marketing teams. Field marketing teams are typically responsible for promoting a company’s products or services at events, in retail locations, or other locations outside of a traditional office environment. Field marketing software can help these teams plan, execute, and track their marketing campaigns, as well as manage their budgets and other resources. Some common features of field marketing software include event management tools, scheduling and calendar functions, and reporting and analytics capabilities.

6. What is the role of technology in field marketing?

ChatGPT: Technology plays a key role in field marketing by providing tools and platforms that enable salespeople to be more efficient and effective in their roles. For example, salespeople may use mobile devices and apps to manage their schedules, track customer interactions, and access important sales information while on the go. Additionally, field marketing teams may use social media and other online platforms to reach out to potential customers, track the effectiveness of their marketing campaigns, and gather valuable insights about customer behavior. Overall, technology can help field marketing teams to better understand their customers and target their sales efforts more effectively.

7. What is the role of data in field marketing?

ChatGPT: Data plays a critical role in field marketing by providing insights into customer behavior and preferences. This information can be used to target marketing efforts more effectively, improve the customer experience, and drive business growth. For example, data can be used to identify key trends and patterns in customer behavior, such as which products or services are most popular, when and where customers are most likely to make a purchase, and what motivates them to make a purchase. This information can be used to develop more effective marketing strategies and tactics, such as personalized messaging, targeted promotions, and personalized experiences. In short, data is an essential tool for field marketers because it helps them to better understand and engage with their customers.

8. How do I find the best people for my field marketing agency?

ChatGPT: One way to find the best people for your field marketing agency is to use job posting websites and social media to advertise open positions. You can also reach out to industry groups and professional associations to see if they have any qualified candidates to recommend. In addition, networking and attending industry events can help you meet potential employees and learn about their experience and qualifications. It’s also important to carefully review resumes and conduct thorough interviews to find the best fit for your company.

9. What are the best ways of fundraising for a charity organisation?

ChatGPT: There are many ways to raise funds for a charity organization. Some common methods include hosting fundraising events, reaching out to corporate sponsors, applying for grants, and utilizing social media to promote the cause and encourage donations. Additionally, many charity organizations rely on individual donations from members of the community, so reaching out to friends, family, and members of the local community can be a great way to raise funds. Ultimately, the best method of fundraising will depend on the specific needs and goals of the organization, as well as the resources available to them.

10. In which countries do people donate the most to charity organisations?

ChatGPT: It is difficult to say which countries have the highest rates of charitable donations, as donation rates can vary depending on a number of factors, such as the wealth of the country, the strength of its economy, and the overall generosity of its people. In general, wealthier countries tend to have higher rates of charitable giving, as people in these countries often have more disposable income to donate to charitable organisations. Additionally, countries with strong cultural traditions of philanthropy and community service may also have higher rates of charitable giving.

Memorable quotes from the IFC 2022

IFC 2022 – After an amazing three days of learning, networking and seeing old friends, the international Fundraising Congress 2022 has come to an end. At Briggs+Walker we believe in the power of human interaction and we think that face-to-face campaigning and fundraising is one of the ways in which people can really connect at the human level.

As we live in a digital era and we’re just recovering from a global pandemic, many conversations and meetings are held online. Slowly but surely we felt more and more isolated and distanced from each other. So, we were really happy that we could meet again live with our peers at the IFC 2022.

We enjoyed the many fruitful and fun conversations and learned a ton about all the latest fundraising cases, trends and innovations. It’s up to us to take action to end poverty, protect the planet, and ensure that all people enjoy peace and prosperity. For us this means making smart solutions to lay the groundwork for a sustainable field sales and fundraising ecosystem.

Thanks to everyone at the IFC and the Resource Alliance for making this possible! We curated some memorable tweets from the participants at the IFC 2022 in this blogpost. Drop us a line if you didn’t get a chance to speak to us. We’d love to have you (if possible) over for a cup of coffee!

 

Memorable tweets from the IFC 2022

Until next time! Team Briggs+Walker

Team Briggs+Walker @ IFC 2022

What is Field Marketing?

What is Field Marketing?

What is Field Marketing – This is probably one of the first questions you’ll ask yourself when you start working in the industry. What strikes us is that when you ask five people, they’ll give you five different answers. Why?

Because it’s one of the hardest questions you can ask about the subject.

Although everybody has a sense of its meaning, no one will be able to give you a clear and concise answer because Field Marketing (FM) is a catch-all term for a large number of sub(fields). It literally means something different to everybody.

In this article, we’ll be sharing our take on the answer to this question and highlight some of the basics of the industry to give you a feel of what Field Marketing is.

Are you an industry expert?

We’ve published an in-depth ebook on the biggest challenge in the Field Marketing industry (in 2022) that might interest you.

It’s freely available and with hundreds of downloads has quickly become one of the most downloaded resources on our platform.

 

The basics of Field Marketing

Since you’re reading this article, we’re assuming you are fairly new to the subject of FM or looking for a good discussion. So, we’ll try to take you by the hand here and explain the basics. 

Do you know those salespeople knocking on your door offering you anything from insurance, solar panels, charity donations, or new types of refreshments? That’s Field Marketing. 

Pretty straightforward so far, so why is creating a definition for the industry hard? 

This is where it gets tricky: field marketing also includes loads of other ways in which salespeople represent a brand. At events, in public locations, at retail locations, you name it. Also, the goals of the activities differ widely from just getting people to know and try a brand (via free giveaways for example) to selling products directly.

It’s this variety of locations and goals that create definitions like a series of activities that contribute to the brand building, customer relationship management, and lead generation efforts of a client/company. (source)

This definition doesn’t really give you an understanding of what kind of work FM consists of. It just mentions some common goals.

Definition of Field Marketing

This is the highest-ranking definition of field marketing on Google in the Netherlands (Briggs and Walker is based in Haarlem): 

Field marketing is a branch of marketing in which brands get their products in front of consumers “out in the field” at retail locations, events, college campuses, or in public locations. Field marketing initiatives include promotions, demos, and direct sales. The objectives of Field Marketing vary by company and campaign, but some common goals include brand awareness, increased sales at targeted locations, and increased engagement with local buying communities (source).

 

We feel this is a pretty accurate description as it scopes the locations and often-used types of FM. In all likelihood though, it will require the door-to-door sales reference we made earlier for you to understand this definition.In any case, you probably have an idea of what field marketing is now. If not, feel free to get in touch! Time to move on to question two in the list of most basic questions on any subject: why does it matter?

 

Why Field Marketing matters

We see a lot of articles stating that FM is one of the most cost-effective marketing strategies. In our experience, this is true in some cases, but FM is not for everyone. Still, like all marketing and sales activities, field marketing derives its raison d’etre from its results.

Diagram - 5 reasons for Field Marketing

Create sales spikes

In most cases the channel is leveraged during campaigns as a highly rewarding part of the full marketing mix. Many brands use FM to bring about a temporary spike in sales. 

Measure success

Good Field Marketing agencies provide their clients with tools (such as Briggs+Walker software) that allow direct tracking and assessment of the current results. The results of FM are easily traced back to the individual performances of sales representatives. 

Introduce new brands

Field marketing is an exceptionally great instrument to introduce new brands. Consumers enjoy their first experience with a brand in a human-to-human fashion. This allows for them to ask questions which in turn allows for the brand to learn more about consumers’ first responses. Their first engagement with the product is way richer than any online experience. Ultra-fast delivery services such as Gorillas and Getir thank part of their marketing successes to brand introductions via field marketing activities. 

Learn and improve

With the right software in place it’s easy to adjust the brand or sales story. This way, FM becomes a two-way advertising channel. Brands offer their goods one-on-one. Consumers can give direct feedback to field marketers who adjust their pitch accordingly. This traceability allows brands to adjust the campaign instantly if the potential for improvement has been identified.

Fuel human connections

Customers are intelligent, savvy, and more informed than ever. For a customer to buy your product or service multiples variables decide the purchase. In an online environment, we can not even come close to the experience and depth of a real human conversation. FM is best suited to deal with customers because field marketers can answer real-time during product demonstrations, onboarding, fundraising, events, and POS interactions.

 

A big challenge in Field Marketing

Field marketing has a long history and shows some symptoms of what is called ‘saturated’ marketing channel. About a decade ago the first social media platforms started to offer opportunities to advertisers. Back then, most Facebook ads brought about amazing results. Social media users saw the ads for the first time and were eager to interact (i.e. click on the ads and buy the products on offer).

Over time, people grew weary by looking at the same type of ads over and over. After having seen thousands of ads over the years, people are now less willing to engage with them. It’s the same story with any new type of commercial (poster, magazine, radio, tv, online search, you name it).

Despite the occurrence of saturation in the FM market the history of Field Marketing shows that it still produces direct and desired results for many advertisers.

Diagram - SMM vs FM saturation

What makes Field Marketing truly unique

What makes FM truly unique in our view, is that nothing trumps the human connection when it comes to establishing new and strengthening existing customer relationships. 

In our online world, instant gratification and short termism is the rule in the game of advertising. But brands that succeed in the long term are those brands that build long term relationships.

At Briggs+Walker we help sales representatives to make this connection with as little friction as possible.

 

Want to start with Field Marketing?

Reach out to some of the most renown FM agencies & networks in Europe.

Radical collaboration

Self-regulating Face to Face location management for a sustainable future

Where we are, where we need to be, and how we get there.

Face to Face is one of the strongest performing sales channels available. Yet location issues are a constant setback in our practice, endangering our status with the government and the public. With rapid and continuous changes now affecting global markets, F2F stakeholders and the industry at large are facing a critical moment – to level up and address our challenges before they become our downfall.

At Briggs + Walker, we believe in F2F too much to take this fate lying down. Because here’s the good news: the solution lies in our own hands. Self-regulation lets F2F agencies collectively establish and coordinate their own rules, boosting professionalism and conversion for participating agencies while creating greater stability for the market.

In this white paper, we look at how F2F agencies, regardless of size or market share, can apply self-regulation to survive and thrive amidst uncertainty.

Read our whitepaper to:

  • Learn how established markets can course-correct their location issues, and how emerging markets can avoid mistakes
  • Understand what self-regulation is, and how it benefits individual stakeholders and safeguards the industry
  • Discover how a data-driven platform can eliminate location conflicts, automate hours of administrative labour, and grow conversion for agencies, regardless of their size or market saturation

 

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    Applying social distancing to your face to face campaigns

    Social distancing presents significant challenges to the dynamic between your field reps and the people they engage with. As a result technology can no longer rely on the close proximity of people and has to take into account appropriate social distance while completing new signups.

    With the B+W 100% contactless signup procedure your reps keep an appropriate distance while still maintaining an optimum experience. Instead of a signature to complete the agreement a unique verification code is sent via SMS for completion.

    Step 1. Filling out the form
    Every field rep goes through the signup form as they are used to. At the last step they will be asked for the verification method (signature or SMS).
    Step 2. Choose SMS for contactless signup
    When they choose for SMS verification, an SMS will be sent with a unique 6 digit code: ‘Hi Susan, your our one-time verification code is: 123456’.
    Step 3. Submit unique SMS code
    When the recipient accepts the agreement and provides the code to the field rep, the rep enters it and the form can be confirmed.
    Step 4. Processing the signup as usual
    Once submitted the unique verification code is send as part of the welcome confirmation email. All other processes that would normally run will still run exactly the same.

    These simple steps remain closest to the traditional signup procedure and ensure that your field reps will understand everything without elaborate training. The steps also make sure that all the data is still submitted by your field reps which minimizes dependency on the device- and correct data entry of the people that are signed up.

    Please do reach out in case you would like additional information on alternative solutions and/or have a specific use case that requires custom development.