Merchandising brief - Field Marketing Agency
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Client/Brand:
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Date briefed:
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Category:
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Response required
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Campaign title:
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Campaign dates
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Agency name:
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Key Client contact:
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Brief writer:
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PLEASE NOTE
Every field marketing job varies so this template should be used with the input of the Field
Marketing Agency, as their expertise will help ensure that no key information is missed.
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Introduction, Background and Business context
The Agency Brief
[What background/business understanding will be valuable to know for this campaign?
[Please outline the activity to be undertaken?] [Which venues/stores/Store Groups?]
----§---1. Product Merchandising Objective(s)
The Agency Brief
[What is the primary product merchandising objective(s) that the Agency must focus on?]
[Identifying and correcting inventory errors?]
[Standardising product presentation?]
[Supporting a new product launch?]
[Improving planogram compliance?]
[Maximising product facings and rate of sale?]
[Minimising out-of-stock issues?]
[Checking promotional compliance?]
[Briefing store managers?]
----§---2. Point of Purchase Merchandising Objective(s)
The Agency Brief
[What is the primary POP merchandising objective(s) that the Agency must focus on?]
[Ensuring correct pricing?] [Facilitating ease of purchase (gravity feed dispensers, etc)?]
[Supporting brand promotional activity, via the creative display of product/promotional material?]
[Supporting the brand's Category Management strategy?]
[Using un-allocated retail space to increase brand sales - via FDUs or dump bins?]
[Checking promotional POS compliance?] [Briefing store managers?]
----§---Making the visit more cost effective
The Agency Brief
[What other tasks could be completed during the call to add value?]
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© This template is copyright MarketingMentor.net ltd 2009
[Orders, stock checking, staff training, new products, variants, etc?]
[Assessing competitive promotional/marketing activity?]
[Assessing compliance of the brand's promotional/marketing activity?]
[Assessing consumer response to marketing activity?]
[Do you need a comparison with specified competitor's pricing?]
----§---Evaluation of the objectives
The Agency Brief
[Exactly what information needs to be reported?] [In what form do you require it?]
[Do you want raw data or data evaluated against specific criteria?]
[How often do you require this information?]
[When exactly is it required?]
[Would digital photographs be valuable?]
----§---The Call File
The Agency Brief
[Is it a one-off visit or ongoing?]
[What is the required frequency of visit?]
[If variable frequency, state how many, at each call rate]
[What is the estimated time to complete the activity at each location?]
[How many locations are there?]
[Are you able to supply a database of calls?]
[Is a postcode breakdown of calls available?]
[Will call lists be added to by cold canvass? If so how will the data be captured for repeat calls?]
[Does anything need to be distributed by the field teams?]
[POS? Samples? Literature?]
[If so then what size is the material?] [Will it fit in a small hatchback?]
[Are sales/communications materials available to the field team?]
[If so, then what? Contracts? order forms? Planograms?, etc]
----§---Staffing
The Agency Brief
[Is a specified type of field team member required?]
[If so then can you define their charateristics?]
[What training will they require?]
[If so then what are the requirements of the training?]
----§---Timing
The Agency Brief
[What are the critical dates of this campaign?]
[Start date?] [Completion date?]
[Briefing date? Delivery of samples? materials? POS? Equipment? etc]
----§---The Campaign Budget
The Agency Brief
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© This template is copyright MarketingMentor.net ltd 2009
[What is the budget?]
[Is it a fixed or variable budget?]
[Are there guidelines on allocation?]
[What exactly does the budget cover?]
----§---Mandatories/Constraints
The Agency Brief
[What are the mandatory executional considerations of the brief?]
[Will the teams be required to sign a compliance statement?]
----§---The Agency’s response to the brief
The Agency Brief
[How should the response to the brief be supplied?]
[If as a presentation, where will it take place?]
[Who will be attending?]
[What facilities are available for presentation?]
[White screen? Projector?]
END OF FIELD MARKETING AGENCY BRIEF
PLEASE ATTACH ALL REFERENCE MATERIALS – AS APPROPRIATE
For all your marketing templates and best practice go to www.MarketingMentor.net
© This template is copyright MarketingMentor.net ltd 2009