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How field marketing gets done properly

Practical guides on brand activation, sampling, merchandising and running field teams, written for Nigeria and the rest of Africa.

Guides

What Is Brand Activation? A Practical Guide for Brands in Nigeria

Brand activation is how a brand gets people to experience it, not just see it. Here are the main types, how to plan one, and how to tell whether it worked.

· 4 min read
Field operations

How to Prove a Brand Activation Actually Happened

A photo in a WhatsApp group is not proof. Here is what proof of execution really takes, visit by visit, and how to hand it to a client.

· 3 min read
Guides

Field Marketing KPIs: What to Measure on an Activation Campaign

Coverage, compliance, results, conversion, stock and data quality: the six groups of KPIs that tell you how a field campaign is really going.

· 3 min read
Guides

How to Run a Product Sampling Campaign You Can Actually Measure

Sampling is easy to run and hard to prove. A step-by-step plan for a sampling campaign where every number can be traced back to a visit.

· 3 min read
Merchandising

Retail Merchandising Audit Checklist for Field Teams

What a merchandiser should check at every outlet visit, from stock per SKU to price on shelf, and how to turn audit data into restocks rather than reports.

· 3 min read

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