What Is Syndicated Field Marketing and What Are the Benefits?

8 June 2021 | news

Defining Syndication

Syndication usually refers to the practice of individuals, groups or businesses pooling together resources for a mutual interest.

In the context of field marketing, syndicated can refer to two things.

1) Where multiple agencies work together for the same brand so as to cover a wider geography and improve client offering.

2) It can also be used to describe a less common but increasingly attractive way of operating retail campaigns calls ‘Syndicated Field Marketing’.

This article will focus on the second definition, read on to find out more.

What is Syndicated Field Marketing?

Unlike Dedicated Field Marketing, where a field representative goes to a store to complete an activity for one brand, Syndicated Field Marketing is where an agency organises for staff to visit a store and conduct activities on behalf of multiple brands or brand lines.

Brands will typically agree with the agency the amount of time they would like the field representative to work on their brand whilst in-store, type of activity being conducted as well as how frequently that brand wants to be represented.

Benefits of Syndicated Field Marketing

Reduce Costs:
One of the main benefits of syndicated visits is the cost.

Taking into account travel, overheads and field staff’s time, replicating these costs for multiple visits for different brands adds up. Therefore, combining activities for different brands into one store visit reduces the number of overhead costs associated with that work.

Maintain brand presence:
40% of brands find it difficult to manage products post launch with 20% of retail sales being lost due to poor campaign execution (Promotion Optimization Instuture, 2019).

Syndicated Field Marketing is used to help solve this issue in a cost-effective way.

With syndicated being less costly, brands can be provided with a more attractive price per visit. This then allows them to either increase the rate at which a field representative maintains their brand in-store or to increase the number of stores they are active in.

Both of these approaches helps in ensuring retail compliance and creating a bigger impact with consumers in-store.

Improve relationships with retailers:
Using a full-time field representatives to do syndicated activities lets agencies offer brands some of the same benefits of dedicated field teams but at a reduced cost.

Typically, full-time representatives doing Syndicated Field Marketing will be going to the same stores more often and spending a larger amounts of time there. Spending more time in-store and representing a number of brands will result in better relationships and being seen as having a higher importance with Store Managers.

Good knowledge of product categories:
Following on from the point above, dedicated field teams conducting syndicated activities are likely to have a solid understanding of product categories.

Due to frequently working with a range of brands typically within the same industry, field representative tend to have very good knowledge of the retail landscape the brands they manage operate in and generally require less training.

Challenges of Syndicated Field Marketing

The main difficulties associated with Syndicated Field Marketing are related to:

  • Managing which brands are being represented where, how often and for how long.
  • Briefing field staff on what type of activity they are doing for each brand.
  • Assuring clients that field staff are representing their brand for the agreed dedicated time.
Read on for information on how to tackle these concerns.

How to effectively manage Syndicated Field Marketing

As highlighted in the previous section, despite the positives of Syndicated Field Marketing it does also pose some challenges. 

Here are ways to help manage syndicated visits more efficiently.

Briefing field representatives:
Field staff need to know which brands they are representing in the store on each occasion, what activity they need doing and for how long.

At TeamHaven, this can be managed effectively using a highly customisable project set-up and questionnaire designer. These can be used to not only to collect information and photos from the different activities, but also to automatically tailor briefs from store-to-store depending on which brands are being represented and what objectives are set for each brand on that day.

Track and monitor the amount of time spent on each brand:
This could be solved by field staff filling in a time-sheet declaring how long was spend executing activities for each brand, or better yet, solid evidence and quality assure methods could be provided instead to help build trust with clients.

Provide evidence of the average amount of time field staff spend working on their brand. Use the TeamHaven Mobile app to track in the background the time spent completing  jobs for each brand. Monitor timings using reports and quickly rectify any issues that arise.

Use part-time flexible staff to facilitate extra workloads:
Depending on client requests, part-time field representatives may be used to cover increased workloads or to provide clients with an increased flexibility.

It is therefore important to have an adaptable job assignment system that takes into account previous experience. 

At TeamHaven, the booking system allows you to filter field teams and match activities based on their skills, prior experience and distance from retailer. Using a skills and experience system will not only make assigning easier but will also help create a more targeted approach to training as it helps in identifying those who may need more assistance.

Similarly, if a campaign needs to be up and running quickly use a reservation booking system, such as  TeamHaven’s Vacancies to publish activities that field staff can then reserve. Set it up so that only those with the skills, experience and distance parameters required are able to see and reserve the jobs.

For more information on how TeamHaven can effectively manage and facilitate Syndicated Field Marketing, please contact:

Tel: +44 (0) 1249 561050