Local Differences and the Impact on Sales

Marketing, August 12, 1993 | Go to article overview

Local Differences and the Impact on Sales


Field marketing has grown into a global business. In Europe alone, third-party field marketing firms turnover |pounds~500m and employ 70,000. But if the costs of in-house sales reps who perform field marketing activities are included, along with the costs of point-of-sale materials, the total spend by European firms grows to over |pounds~10bn.

The table on page 18 details the size of the industry. The mix of face-to-face versus merchandising and sales/merchandising activity varies across Europe, with the UK showing the largest demand. This is because contract sales/merchandising has been in operation here for over 40 years, whereas it was only introduced to other European countries in the 80s.

Although the mix of services varies across Europe, the industry has become international. There are several firms which offer a pan-European service and bodies such as the International Field Marketing Alliance help facilitate cross-border campaigns. Globalisation has been accelerated by the involvement of international advertising groups such as Omnicom.

Field marketing is a business which is global but thinks local. This is because the sales building activities vary from one country to another.

In Italy sales merchandisers can have a major impact on sales by stocking and ordering on behalf of retailers. In the UK this impact has been diminished by centralised retail decision-making. Yet the location of point-of-sale materials and the development of a strong point-of-sale presence can still have a major impact on sales.

Targeting the right outlets

Local knowledge is important in ensuring that the right outlets are targeted. In Belgium many retail outlets lack the sales potential to justify calls. Conversely, multiple groups such as GB Inno restrict sales representative and merchandiser calls.

Some suppliers get round these restrictions by sending in "mystery shoppers" who check that the supplier's products are properly displayed and report back any market intelligence. Between countries the importance of different sorts of outlets can vary.

For example, in the convenience product sector, much of the field marketing spend in France is focused TABULAR DATA OMITTED on the multiple trade, whereas in the UK it tends to be targeted at independent retailers.

Getting it right instore

Legal, cultural and physical constraints require that instore activities are refined in order to meet additional needs.

Legal issues: Regulations vary by country. For example, the standards for merchandising cigarettes are different across Europe. In the UK coupons are distributed only at the point of purchase whereas in Italy they can be issued in the street. Similar restrictions affect financial services, insurance and a variety of other industries.

Cultural issues: Attitudes to field marketing are different. In Ireland an outlet manager will typically be keen for the merchandiser to improve shelf layout, where as his/her German counterpart will often refuse to allow staff to interfere with the shelf.

Physical issues: Outlets vary across Europe. In the UK, magazines are typically sold from large CTNs where as in southern Europe they are sold from kiosks. Large posters can be effective in the UK can not be fitted into small European kiosks.

Face-to-face campaigns

Local knowledge is also required when setting up a "face-to-face" campaign. Public holidays, key trial locations and even the weather can make or break a major campaign. In Italy a major outdoor trial campaign for a coffee brand was successful in Milan but failed in Naples due to the heat.

Even the choice of merchandiser can differ between countries and trade sectors. UK store managers are accustomed to female merchandisers, but their Spanish counterparts can be less enlightened. Selecting the most efficient and effective person becomes difficult when dealing with such prejudice. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Local Differences and the Impact on Sales
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.