The EFMP’s French partners, IFMG, have outperformed their competitors in a market that has seen exceptional growth in recent years. The Field Marketing industry in France exceeded expectations in 2018 by growing at 7.5% and surpassing a €400 million turnover in the process.
Brands are increasingly turning to field marketing as a way of allowing consumers to experience the product, have instant access to detailed information and to influence and educate consumers in a way that converts browsers in to buyers. Field marketing appeases consumers who are increasingly looking for a better shopping experience, seeking quality products, and are focusing on buying products under promotion.
The French Field Marketing market grew by 3.6% in 2017 and then more than doubled to 7.5% growth in 2018, and so far this year there’s no sign of things slowing down. Leased Sales Forces and Merchandising activities have experienced a significant rise of 15.4 % and 4.1 % respectively. There has been a shift within various field marketing channels as the weight of FMCG has decreased from 60% to 47% of the market. This is largely due to an increase in the outsourced sales force activity, which is growing in other sectors such as services, consumer electronics and energy. In-store demos have been on the decrease for three consecutive years, but this is offset by the increase in experiential marketing, such as ‘shop in shop’, which are not taken into account in market figures.
Field Marketing in France is going from strength to strength, and Impact Field Marketing Group and its subsidiaries have experienced double digit growth, (+15%), outperforming the market and all its competitors. In this context, IFMG has further consolidated its position as the second Field Marketing Services company in France to reach 66 million-euros turnover in 2018. The EFMP group of companies benefit from having members with the calibre of IFMG across Europe, with whom they can share knowledge, experience and opportunities.