Field marketing, a traditional discipline in direct marketing, allows for a two-way communication that brings your brand to life and puts your messages in front of customers at targeted field locations like supermarkets, local events or festivals. Marta Gorka, digital marketing and communications specialist at Skyline Whitespace, shares her top 5 field marketing tips.
Many companies have been taking advantage of field marketing for years. It allows them to reach customers they may not have been able to otherwise. Combining traditional techniques like field marketing and selling with the latest technologies can be a very powerful tool and a vital addition to your brand marketing strategy. Here are the top five rules for field marketing.
Use free samples to promote your products
Sampling is the best approach from a strategic perspective and is highly effective in driving sales. Whether it’s a food product, a tech gadget or even a service, consumers like to try things out. The average consumer wants to see what the product looks like, smells like, tastes like or even feels like before buying it. Field marketing is about showing the audience the benefits of the product(s), how it can make life simpler, better and cheaper.
Choose the right location(s)
Field marketing campaigns need to be pertinent – they need to communicate the right message to the right audience at the right time – hence choosing the right location and time is key. Find out where your customers spend their time and where they shop. Are they more likely to be found in shopping centres, supermarkets, festivals or local events? Field marketing will help you gage interest, build brand awareness, collect enquiries and make sales. And don’t forget to perfect your timing. Know your end-user and their buying habits.
It may seem obvious but let’s use the example of alcohol tasting: you wouldn’t have a gin sampling experience at a supermarket early in the morning… on the other hand, early evening and after work, people would be more likely to buy a bottle of spirit.
Make it fun and creative
There is a very short window of time to capture your audience’s attention. Give your field marketing a spin and make it fun, experiential and creative. Interactive immersive elements and an eye-catching display will get you better results and will increase brand and product awareness with the aim of driving up sales.
Field marketing not only will allow you to interact with your audience in person, but it also gives you an opportunity to generate an online marketing campaign where people can share their experience with your brand and create a buzz around it.
Send your best brand ambassadors
Choose field brand ambassadors for your field marketing activities wisely. They will be the face of your brand, speaking to potential customers and encouraging them to buy and engage with your product. They need to be approachable, informative and communicate the brand proposition intelligently.
Detailed face-to-face briefing and training are crucial. All ambassadors need to be able to answer any questions about your product and lead interesting live demonstrations. If they know and understand the product well, they will be able to speak about it confidently and adjust their pitch based on customer’s response, likes and dislikes, making the conversation far more compelling than a general sales script. Field marketing and sales are all about building a connection with the customer and demonstrating the benefits of the product.
Keep data collection simple and measure your success
Make sure your field brand ambassadors know what the data capture requirements are. Whether you’re interested in market development or market penetration, make sure you don’t collect data that you will never use.
Once you grab your audience’s attention, don’t spend most of it asking questions. Use it to build a genuine connection between them and the brand. Ask key questions and make sure that you know what you will do with the answers. After the event, measure your success and understand how your field marketing’s performance impacts your overall marketing pipeline and ROI. The measurement should be of qualitative and quantitative nature.