Field Marketing
The objective of Field Marketing for PAS 2020 is to use field marketers that manage their environmental impacts
The greenDM.co.uk web site has been developed to be used in conjunction with the BSI PAS 2020:2009 standard. The environmental performance relating to the level needs to be used in conjunction with the PAS 2020:2009 document.
Field Marketing is the provision of people who have been trained to conduct brand building strategic or tactical exercises on behalf of clients. Staff are employed by the field marketing company to complete a specific brief that has been given by the client.
Examples of Field Marketing services are:
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Auditing
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Sampling/Demonstrating
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Merchandising
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Sales
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Roadshows / Events / Experiential Marketing
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Mystery Shopping
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Data & IT
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Support Services
The DMA operates a Field Marketing Best Practice Accreditation Scheme. This is an important certification product developed by the DMA in response to the need by practitioners and clients for a high assurance standard in the Field Marketing arena.
This initiative addresses the concerns of varying standards of best practice within the direct marketing industry.
Benefits of Field Marketing
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Face to face contact with the targeted customer by staff that have been fully trained to represent the clients brand.
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It is able to offer complex and comprehensive support to a range of marketing operations, such as counteracting a competitor's campaign or increasing market distribution.
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It can be deployed nationwide or as one-off campaigns in specific towns or regions
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Computerised reporting systems allow for a high degree of accuracy and high speed reporting for the compilation of data, and as with all good direct marketing this allows for accountability.
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It allows fast and flexible solutions to the dynamics of a changing environment when other marketing channels have been deployed.
Environmental performance
Level 1
Field marketing activities conducted as part of a campaign shall be conducted by field marketers that:
a) document a commitment to environmental management and establish a baseline for environmental performance;
b) identify and have controls in place to ensure compliance with environmental legislation and other environmental requirements (e.g. standards, codes of practice and/or guidance); and
c) develop environmental objectives, targets and programmes, including the development and implementation of a workplace travel plan.
Level 2
In addition to Level 1, field marketing activities conducted as part of a campaign shall be conducted by field marketers that:
a) implement and operate an environmental management system; and
b) check, audit and review their environmental management system.
Level 3
In addition to Level 2, field marketing activities conducted as part of a campaign shall be conducted by field marketers that:
a) publicly report on their environmental performance, including:
1) how they are performing against the environmental objectives and targets they set themselves in Level 2; and
2) a record of greenhouse gas (GHG) emissions produced as a result of field marketing transportation in units of metric tonnes of carbon dioxide (CO2) equivalents per year; and
b) implement, maintain and publish the results of a carbon reduction and removal programme.