FIELD MARKETING

Providing management and execution of field marketing campaigns and strategy, including the social media team, focused on sales support and lead generation.  Another major responsibility was to increase sales and awareness of the 65 promotional product client sites. This included providing analytical data content for business development (RFP and client presentations), e-commerce site proposals, business reviews and client merchandise re-launches. Additional support was provided in areas such as database management, SalesForce integrations, creative contributions (case studies, blog and newsletter), campaign deployment and analysis, plus interpreting digital marketing results. 

Below are a few featured projects.

EVENT KITS FOR SALES USE

I identified a need within the field sales organization for an easy to transport, branded event kit. No more showing up at events without proper Staples branded signage,  promotional products or table covers sporting an outdated logo. Simply fill out an email request form with event information, send it to the marketing department, and we would ship (and pay return shipping) to their events.

The kits were available as a Staples branded, or Staples branded with a healthcare theme. Field sales representatives and field marketing managers could choose from:

1. Pop-up backdrop (SPP Generic)
2. Pull up banner stand (SPP Generic)
3. Pull up banner stand (Healthcare Focus)
4. Table cover (8’ table, convertible to fit smaller)
5. Sign Holder (business card holder built in, template on SPP Exchange to customize your sign for drawings or products specials.)

DIRECT MAIL

This catalog was available online at both YourBrandPartner.com and StaplesPromo.com websites. It was also an important part of a direct mail campaign that, through a vendor partnership, included printing and distribution at a nominal cost to SPP. The trackable "offer code"  featured throughout the catalog was used by customers as well as sales representatives who capitalized on the marketing support. 

An accompanying email was part of the campaign as well. It pushed out the digital version of catalog which peaked at number one, but settled in as the 5th highest traffic referrer, to the e-commerce website.

Overall sales on the offer code exceeded forecast by 200%. At least two field sales representatives reported orders of over $25,000 each due to the catalog. 

EMAIL MARKETING SUPPORT

90% of marketing is deploying your marketing messages out to your desired segment. At SPP, the field sales representatives were rarely provided marketing pieces to utilize that didn't involve three log ins, a download and several uploads before it would possible to deploy. 

Upon taking on the Senior Field Marketing Manager role, my first order of business was providing the field sales team easily deployable emails and flyers. In some cases, this involved uploading templates to Salesforce, providing templates as attachments in Outlook, or sending emails on their behalf through a number of email platforms available. 

Commercial Accounts went from sending zero emails from the marketing team to sending over 750,000 emails per month to opt-in clients and prospects who wanted to hear from SPP. This resulted in trackable sales. Several sales representatives saw double digit growth, with less client interaction, because clients were able to shop the way they wanted.