A Study of Field Marketing Across Europe Part II - 3

A Study of Field Marketing Across Europe Part II - 3

Service Range: Specialization Meets Broad Range, and Stepping Into New Services

Apart from three exceptions, who offer one type of service only, all other participating agencies
(95%) are full service Field Marketers.
If additional services are included in the evaluation, more than half of the agencies already
offer additional services beyond core, the average number of services offered then rises to
almost four (3,9).

Out of the 4 core services, Field Marketing agencies offer an average of 3,3 services.
Out of the 4 core services, Field Marketing agencies offer an average of 3,3 services.
Companies belonging to a European group or network on average provide a higher number
of services (average 4 vs. 3,7). This is due to European networks tending to require “full
service” for becoming a member. But especially when looking at other services (non-core),
within European Groups/networks 62% of the members offer a service in this category, while
among independents only 40% offer a service beyond core. The most likely explanation is,
that within a Group there tends to be a higher exchange of best practice, and proper central
management provided, a faster “route-to market”.

 
The average turnover of companies offering 4 or more service types is significantly higher
than the turnover of those offering three or less.
With a share of turnover of 18%, non-core services are a significant chunk
of business. 1
One of the most interesting aspects however is, what type of additional service
do Field Marketers turn to currently?

What type of new, additional, non-core

services are provided?
Those agencies having their roots mainly into availability as a solution tend to offer additional
services like call centres (providing an additional touch point around retail customer
care/sales), distribution (warehousing and logistics mainly for point of sales, visibility material),
HR services (recruitment and training). Those focused around promotional activities
tend to step into shopper marketing, social media, digital marketing, creation and production
of POP/POS material. In addition, there are analytics/consulting services offered.
Again the choice of additional service offerings lies rather in the DNA (and existing facilities),
than in a determination by region.
1 As share of TO however is rather company related a further split into regions does not provide significant insights.