Managing field activations at major events is not as easy as it may look.  One of our skilled project managers, April Hayes, shares what it takes to manage a successful field sampling program of all varieties.

How long have you been with Switch?

I started when the company was Busch Creative Services (BCS), which eventually became The Spark Agency, Inc. and then Switch Liberate Your Brand, and have now been here for 14 years.

Current clients/projects?

Currently, I work as the lead project manager on a large consumer packaged goods account.  We have a variety of projects from regional tours, activations/sponsorships of large music festivals, asset development and build, mobile build and operations, sampling/activation at the Wynn in Las Vegas, Live Nation tour with Manchester Orchestra and many other programs.

 How did you first get involved in this industry?

I first started as a marketing associate.  About a year and a half later, I worked as a production assistant on the Bud Light booth at the Anheuser-Busch wholesaler convention and at the Primerica show in the Georgia Dome.  These were two of the largest programs that BCS put on at that time and were an incredible learning experience for any PA that was able to work on these events.  I showcased my abilities on these programs by working hard and doing a great job for my co-workers who were leading the projects.  This eventually lead me to work on many other projects/programs, and I was promoted to associate project manager, project manager, senior project manager, program director, and now I run the Field Sampling Department.

I first started working on mobile operations/build programs in 2004 with the launch of our NFL program with Motorola.  I was mentored by Terry Hobbs, who taught me a tremendous amount about the mobile operations/build field.  We ran this program for two years throughout the NFL season and then, it also carried into the Indy Racecar series.

At the tail end of 2006, I launched the Vitaminwater sampling program for Switch.  This gave me a foundation for field sampling programs.  Including 5-hour Energy, I’ve launched, budgeted,and ran two of the largest field sampling programs in the United States.

 What about your personal background (education, hobbies, interests) helps to inspire/enhance your professional life?

I graduated from Augustana College in 1996 with a Bachelor of Arts in Business Administration with an emphasis in marketing and finance, and a minor in speech communications.  In 1999, I graduated from the University of Missouri – St. Louis with a Master of Business Administration with an emphasis in marketing.  As a project manager in this field, it is an extreme benefit to have background in both finance and marketing.

I’ve always enjoyed playing sports and am very competitive.  I played volleyball and softball in college and also played basketball for quite some time.  I played competitive slow-pitch softball until I had children.  Now with working full-time, my children consume my life.

I enjoy a variety of work and projects and excel when challenged with difficult tasks.  I think my background in competitive sports has taught me this drive.

Is there any project in particular you would consider a “breakthrough?”

The Vitaminwater sampling program was a breakthrough for Switch, as it really launched our company into the field sampling market. Although we were one of the initial companies that launched mobile sampling (mobile marketing/builds), this program really pushed us into the market of field sampling.  It also helped us turn the corner from working on alcohol products to beverages.

Working on that Bud Light booth, my first project, made me realize that I wanted to be a project manager.  In addition, the Motorola mobile build and operations for which I worked on alongside Terry Hobbs was my entry into the field of sampling programs and eventually got me to where I am today.

 What are the current challenges you’re facing in the industry today?

When the United States went into a recession, it changed the face of the sampling industry.  Clients went from large mobile structures to more nimble, small-vehicle, market-based sampling programs. Now, we are starting to a see a turn back toward the larger mobile programs.  Luckily, we are able to be flexible for our clients!

In regards to the field sampling (market-based) programs, there is not always  an understanding of what it takes to operate these types of programs.

In addition, there is also a strong emphasis, ROI and data supporting the rationale for spending large sums of money on that type of program. There is a large misconception that the cost is just a matter of hiring brand ambassadors for the programs.  There is a lot involved in getting a market-based program up and running.

 

To find out more about our field sampling programs, contact April at aprilh@theswitch.us.