How to Make a Field Marketing Business Case | AnyRoad

How to Make a Field Marketing Business Case

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Table of Contents

  1. What is a business case?
  2. Why do you need a business case for field marketing?
  3. How do you make a field marketing business case?
  4. It’s always better to plan ahead

There’s a moment when you move from creative dreaming to actual planning, where you realize how real your field marketing is about to get. Those bright pop-up ideas wow-ed the team, but now you must deliver realistically.

What will this fantastic idea cost? And how do you ask for the budget to execute?

That’s where a field marketing business case comes into play. In this blog, we’ll go over how to make your business case for your dream campaign and present it to stakeholders.

What Is a Business Case?

A business case is a plan for the execution and development of your campaign. It’s a detailed plan developed over time with many iterations and revisions. The business case is the source of truth for stakeholders, leadership, and anyone else investing budget or time into the campaign.

Why Do You Need a Business Case for Field Marketing?

The clarity in scope, skill, and time is vital to understanding and executing a field marketing campaign. Without a plan, it’s hard to gauge impact and even effectively get the project off the ground.

Field marketing is a campaign strategy with many moving parts. Having one source of truth and an established plan with everyone’s buy-in can make your marketing shine or ensure it never leaves the idea phase.

How Do You Make a Field Marketing Business Case?

A field marketing business case is a living document that defines your campaign's plan. When you write a field marketing business case, you need to include the following sections:

What The SMART Goal of Your Campaign Will Be / What Problems You’re Solving for

A SMART goal is specific, measurable, attainable, realistic, and time-bound. For example, a SMART goal could be “to collect over 100 data points per mall activation over the course of a month”.

When you set your goal for your project, define it and the problem you’re seeking to solve in your business case immediately. That way, everyone who reads it can use the goal to have context for the rest of the plan.

Define What Success Looks Like

Outline what a successful event will look like, from short term goals to long term wins using a range of KPIs. Field marketing KPIs can include:

The Benefits of The Field Marketing Campaign

Your next step will be to list the foreseen benefits of the campaign you’re planning. For field marketing, those KPIs can look like this:

The Risks of The Campaign

When you approach the downsides first, you seem to have fully considered every piece of the campaign. Risks for field activations can include:

The Project Timetable and Teams You’ll Need to Work With to Achieve Your Goals

As a brand marketer, you’ll also need to act as a project manager and show the scope of what you’re planning. Timelines to take into account include:

The Cost of The Project

Finally, outline your requested budget and break it down into categories. Categories can include:

46.3% of event professionals are worried about event price!

It’s Always Better to Plan Ahead

Creating a field marketing business case helps set you and your team up for success. From clear SMART goals to project timelines, this document makes the best argument for your budget and helps get all stakeholders on the same page with the same buy-in. Field marketing business cases aren’t just nice to have; it’s a need.

Step 1: Evaluate Your Scheduling Software Needs

Before researching online booking systems, evaluating your business needs is essential.

Consider the type and size of your business, the nature of your services, and the volume of transactions you handle. If you run tours and tastings, look at solutions meant for high-volume enterprises that can include add-ons.

Scheduling Software Flowchart

2. Compare Booking Page Features and Pricing

Booking Page Features

Once you have a clear idea of your business needs, you can compare online booking systems that meet your criteria. Features you should consider include:

  1. Website integration
  2. Branded booking page
  3. Configurability to match your brand
  4. Payment processing and add-on sales
  5. Automated reminders
  6. Automatic data analysis
  7. Feedback collection and analysis