FM Program Launch Checklist
The start of the year is a frequent time to launch a field team for many brands. There are so many things to consider when starting a new program (or revising your current one). You need to give yourself the necessary time to build the foundation, so you are not left scrambling later in the year. Below are some the major items I think about when getting ready for a launch.
Budget
Get this built and approved early. You can always make revised estimates throughout the year.
Have a good understanding of what it would look like with the ebbs and flows of the year. Field budgets are never linear from month to month.
There are so many line items that people forget within a field program. Talk to me if you don’t know what they are.
Consumer targets
Start with a broader targeting approach and you can refine as you see greater adoption from certain groups of people.
You don’t want to switch mid-year if you’ve been building strong relationships. These need time to grow and this causes confusion. When in doubt, nurture ALL the relationships you’ve created. You never know what doors they might open.
Infrastructure and Assets
Make the bulk of your event and demo setup, wearables, and swag evergreen. Use imagery of your gateway products, logos, and taglines that you don’t see going away soon.
Reserve specific items that you can swap out for new product launches, marketing campaigns, partnerships, etc. Easy examples of items that can be easily changed include tent backwalls, t-shirts, sandwich board inserts, and table signage.
Team Structure
Build your team in a way that gives them the ability to grow in meaningful ways through the life of the program. No one likes being in a job with zero growth potential. The opportunity to take on more responsibility will drive loyalty and appreciation from your team members.
I have some tried and true team structures that have been proven to make the most impact if you want to discuss.
Market selection and why those markets
One of the biggest missteps is launching in markets that are not worth it. The cost of setting up a market is frontloaded and gets more affordable over time. If you take the time to launch a market and then pull out shortly after, you might be burning cash in the process.
Not all markets are great for FM even if you have retailers there.. If you want to support a market with less engagement opportunity, consider pairing down the levels of work being done in those locations. Talk to me if you want insight on the best performing markets in the US
Large Events & Tradeshows
You need to think about these early in the year for cost planning as well as securing the best locations within the venue.
The best booth spaces and lodging sell out first. Once you identify the shows you want to be a part of, get them booked. Big food and beverage shows like Expo West, Fancy Foods, Sweets & Snacks, and NACS book their booths and hotel blocks up to a year in advance, so the options get very slim if you wait until the last minute.
Partners
I always like to start next year’s conversations in Q4 to give both you and the partner time to plan for bigger initiatives. If you are not launching until sometime in the new year, you could still be fine, but budgets and timelines run short for both parties if you wait too long.
I view national and market partners as a long term investment, so remember to nurture these relationships and be prepared to offer support as much as you get it.
This is not an exhaustive list, but it should give you some good ideas of where to start. If you want to make sure all your bases are covered, reach out to me and let’s talk!
