Field marketing is also known as Face to Face Marketing. Marketing-Schools.org have thankfully explained what this is. Continue below to read the article written by Marketing-Schools in order to get a better understanding of what field marketing is.
In the Internet age, people may shop at the click of a button. Yet, no matter how much we integrate technology in our lives, we still will spend part of our days—and part of our shopping and business experiences—interacting with people in the physical world. As long as the personal dimension remains in our shopping and our work, there will also be opportunities for marketers to step outside their buildings to interact with their customers in person.
What is field marketing?
Field marketing involves working on site to connect with markets. As such, it comprises all marketing activities that involve face-to-face contact with the consumer.
For some companies, it includes coordinating large sales teams who meet with customers face to face, while others run street promotions and hand out flyers.
Some field marketing options:
- Product sampling
- Special events
- Lead generation
- Road shows
- And more…
How is a field marketing campaign developed?
Field marketing campaigns have their own specific risks: By relying on face-to-face communication, they place the reputation of the product, service, or brand in the hands of a multitude of individuals. Instead of broadcasting a single consistent message through a single channel (as through a magazine or television advertisement), the message communicated through field marketing will vary according to the communications skills of those people in contact with the consumer.
For this reason, a field marketing campaign relies on effective training of personnel. Professionals involved in the campaign must not only communicate effectively and persuasively, but also be able to gauge how consumer interest in communication.
A field marketing campaign may employ multiple tactics in order to deliver its message:
- Product Sampling and Demonstrations –Product sampling and demonstrations are often done inside grocery or department stores where the product can be bought, as well as at fairs, trade shows, concerts, and any other place people gather. The marketer aims to engage every customer who samples the product (sometimes tricky, as customers are happy to sample and run). At locations where the product cannot be immediately purchased, the sampler or demonstrator may offer an alternative call to action, such as checking out a website for coupons, or having the customer fill out a contact card for future promotions—thus creating a situation where the customer is requesting additional information.
- In-store Promotions –In-store promotions involve marketing to your own customer base when they’re already on location to buy a related product. Home Depot In-Home Services, for example, offers a number of different services to customers (such as roofing, tile, and window installation). Using lead generators at the store to talk to customers, they discover what kind of projects they’re working on, and then present specific offers that will fit their future plans. In each face-to-face interaction, the representative must gauge the customer’s reception of the message; the lead generator may speak to more than 10 people for every one that he or she ultimately pitches on a product. Being perceived as pushy will compromise the brand (and return business), so the goal is to be helpful, and have solutions ready for all the customer’s needs.
- Street Promotions –Street promotions involve sending teams into crowded areas to distribute flyers, coupons, incentive cards, or other promotional items. Ideally the promotion has some tie-in to the event that has drawn the crowd, and contributes to the experience. Thus, at a street fair or celebration, marketers may pass out some sort of “game piece” cards, such as scratch-off incentive cards. When done effectively, consumers will associate the enjoyment of the event with their interaction with your brand.
- Merchandising –Merchandising involves making sure that retail displays are attractive to customers, and require coordinating with retailers. Savvy retailers will already be making sure that products are faced toward the customer and well stocked (they don’t want to miss sales, either); but the marketer can negotiate special displays and particular shelf space for their product. Here, the customer includes the retailer, who buys your product in bulk and makes money selling it to consumers. The field marketer aims to cultivate his or her relationship with retailers, and will work to promote the success of the retailer, as this in turn promotes his or her own success.
To view the full and original article, click here.