WHAT IS FIELD MARKETING? Field marketing and marketing Professional in Matunga is becoming more popular for companies in various industries. From food and beverage to consumer goods. It’s a tool that can be used to showcase latest products or services in a face to face environment with consumers. Furthermore companies recognise the importance of having brand ambassadors and reps on the ‘front line’ introducing the public to new innovations or delicious treats. This is done in the ‘field’; around shopping centers and in retail hot spots, expos and events, university campus’ and sport stadiums to name a few. Most campaign activities focus on customer facing roles including product demonstrations, direct selling and street training teams. However not all field marketing is consumer facing such as auditing and merchandising.
Goals and outcomes of field marketing will differ from company to company. Some campaigns are designed to increase brand awareness or sales. While others may be to collect data and feedback about the product and its market. At Splatter we have all the tools necessary for the clients desired outcome to be achieved WHAT A FIELD MARKETING TEAM LOOKS LIKE. For successful field marketing campaigns companies might have dedicated teams within their business whose task it is to be creative and manage field marketing initiatives. However agencies are also on hand to support a campaign. By offering staff, management and infrastructure the client can focus on the more creative aspect of the campaign.
A field marketing agency and marketing Professional in Matunga tends to work in territories operating with reps within their own regions. Often overlooked by regional or national managers depending on the scale of the team. Although territory management is more important for wide scale national distributing business, smaller brands are recognising the importance of managing promotions on a more local scale using teams to promote, audit and sell in their regions.
WHAT CAN FIELD MARKETING DO FOR YOUR BUSINESS?
1. PRODUCT DEMONSTRATIONS
As mentioned already, demo days are a popular tool of field marketing. These campaigns can stretch from as little as one week to 6 months however some are continuous and full time. For consumer goods this would mean having brand representatives in retail stores and around shopping centers, events or road shows. Finally The Brand Ambassadors are engaging with the consumer and showing them how the product or service works. This is important as it allows a potential buyer to get hands on experience and a feel of ownership of the product; most importantly the rep is also on hand to answers any questions the customer may have. Although a sell is great the main aim of a demo campaign is brand awareness.
Food and beverage take a slightly differently approach. By handing out free samples and one off deals of their product around retail and events, consumers are getting a taste of the brands latest delicious treats and at the same time everyone loves free food! Sampling is a fun activation and is effective when bringing new products to the high street. Marketing Training Learn more about product demonstrations by checking out our in depth guide here.
2. DIRECT SELLING
Much like product demonstrations these campaigns have brand reps or ambassadors at the center of them. The difference is it’s more about the selling of the product. Sales rep might have targets to adhere to. Finally these campaigns are super effective during peak times when the difference in a sale or not can be having a knowledgeable brand rep in store.
Product Demonstrations
Learn more about what direct selling is in our guide here.
3. RETAIL AUDITS AND MERCHANDISING
Auditing takes the reps out off the front line and away from the consumer. Auditing teams are used by marketers to monitor traditional marketing strategies that they put in place across retail. Most of all audits ensure that the brand is represented as it should be on shelves and around retail hot spots. Examples are; checking POS is as it should be across the territories, promotions advertised and running and paid spaces such as gondolas are set up. The data collected from the teams can be useful for the marketers to negotiate better future deals. In addition it also allows for mistakes to be rectified there and then by the reps. Splatter offer a live system that can be monitored by the client in real team meaning that red flags in the field can be dealt with instantaneously .Store Audits and MerchandisingTo learn more about Audits and merchandising view our guide here.
4. GUERRILLA MARKETING
When it comes to guerrilla marketing the gloves are off. They are usually low budget campaigns but with the right imagination and ideas they offer up some unprecedented results. Furthermore the term ‘Guerrilla Marketing’ itself is used to refer to campaigns that surprise consumers in locations and ways they might not usually expect. For that reason the experience remains with the consumer.
5. PRODUCT SAMPLING
Product Sampling
To learn more about sampling work and what that involves view our guide here. WHO DOES WHAT?FIELD MARKETING REP: These guys and girls are the cream of the crop, they are masters of everything. Sometimes they may be conducting training sessions on major proportion for a retailers whole selling team. Another role they find themselves in are in is in the field collecting data and conducted audits. Finally everything in between including sales, merchandising, and working at events. Their primary concern is to drive brand awareness across their region through face to face with consumer and staff on a retail level.
Read about what being a field marketing rep is all about here. FIELD MARKETING MANAGER: The field manager’s role is to oversee the field reps; it is their duty to ensure the field marketing campaigns achieves the clients intended goal. As the manager of all the region, they hold the responsibility of ensuring that all reps are trained and directed towards the client’s goals. In addition the field marketing manager will work closely with the clients marketing executives to align the marketing objectives and goals with team in the field. Finally they will then report the findings and feedback from the team.
Read more about what being a field marketing manager entails here. BRAND AMBASSADOR/BRAND REP As we know by now the BA role is one of the most crucial in field marketing. Ultimately they are usually supplied by the marketing agency and are tasked with promoting and representing the client’s brand. This can work well within a University by hiring a student to represent the brand around campus; this is perfect for low budget campaigns as sometimes all it takes is giving the BA some products to show off. Some larger scale business’ use celebrities to endorse their product and services by making them the face of their brand using social media to promote to their following.
Learn about the various roles within the Field Marketing industry are by reading our guide here.
You can also join our team by signing up here. DO YOU NEED FIELD MARKETING? Field marketing as you have seen is a useful tool to accompany other traditional marketing strategies. For example a company might pay a huge amount of money for prime advertising spot during a major sports event. However if this is the case it is important for the brand to follow up with demos in stores. If there is a brand rep placed in store the following few days after the advertising campaign the customer is more likely to come over and ask some questions about the product.
Another reason you might need field marketing is to ensure your budget has been well spent. After investing into a large scale in-store promotion campaign you want to ensure that it is implemented to the standard agreed with the retailer. Data can be collected by auditing teams and analysed to see if the money had been well spent. Furthermore it also gives opportunity for future campaigns to implemented with higher efficiency and success.
For decades, brands have relied on traditional marketing methods such as advertisements on TV, radio, and billboards. But, many brands are now turning to more innovative promotional methods, such as social media advertising and experiential marketing. As brands start to shift more of their marketing dollars to these non-traditional methods, many industry experts are wondering if traditional marketing has finally reached the end of the road. It’s too early to declare traditional marketing dead, but there’s no denying that it is definitely struggling to keep up. Here are some of the many reasons why traditional marketing is losing its appeal:
Slow Turnaround
It can take weeks or even months to film a TV commercial or design the layout of a print campaign. Even after the commercial or advertisement is complete, getting the campaign up and running will take even longer. This slow turnaround time is one of the reasons why marketers are pulling away from traditional marketing methods. Marketers want to be able to immediately launch new campaigns to respond to what’s going on in the world, which they cannot do with traditional marketing. However, marketers can quickly launch campaigns with new marketing methods, especially pay-per-click or social media ads.
Mid-Campaign Adjustments
Marketers are able to monitor their social media or pay-per-click campaigns to see how well they are performing in real time. If something isn’t performing as expected, marketers can make adjustments to ensure they are spending their marketing dollars wisely. For example, marketers can adjust the keywords they are targeting or broaden their target audience if they are not seeing good results. Unfortunately, they are not able to make adjustments in the middle of a traditional marketing campaign. Marketers cannot change a billboard design or tweak the wording used in a print campaign without investing a great deal of money and time. The flexibility of non-traditional marketing methods has convinced many marketers to start allocating more of their marketing budget to these new tactics.
Two-Way Engagement
Customers want to be able to engage with the brands that they love, but this is not possible when brands use traditional forms of marketing. There’s no way for a customer to engage with a commercial that he sees on TV or a billboard that he passes on the road. However, he can easily engage with other forms of marketing. For example, he can click on pay-per-click ads, comment on social media ads, or speak with brand ambassadors at an experiential marketing event. This gives him the opportunity to give feedback on products or services, learn more about the company, and form an authentic relationship with the brand. Consumers love having two-way conversations with brands, so this is a much more effective way to connect with your audience.
Analytics
At the end of a campaign, marketers want to know how it performed so they know what they should do differently in the future. But, it can be incredibly challenging to calculate a return on investment for traditional marketing methods. There is no way for you to know exactly how many people were reached by a billboard, for example. Even if you were somehow able to figure out how many cars drove by the billboard, there’s no way of knowing how many people actually looked up and paid attention to the ad. This leaves marketers in the dark. How do they know if the ad was effective? Should they make any adjustments to the design of the billboard if they want to run the same campaign again? These questions may never be answered—unless marketers turn to non-traditional forms of marketing. Marketers have access to a lot of information about social media or pay-per-click ads, for instance. This allows them to calculate the return on investment and determine if it was a good decision to run the campaign.
Small Budgets
Small businesses do not have large marketing budgets, which means they cannot afford to film commercials or pay the fees associated with other types of traditional marketing methods. However, businesses of all size can use non-traditional marketing methods such as experiential marketing, social media, and pay-per-click ads. You can spend as much or as little as you want on these marketing tactics, so there’s no pressure to break the bank in order to promote your business. In fact, a social media campaign can be launched with as little as just a few dollars, which means it’s affordable for all businesses.
But, that’s not the only benefit of being able to launch a campaign with a small budget. Because businesses do not have to invest a lot of money in order to launch a campaign, there is little risk involved with trying a non-traditional marketing method. Businesses don’t have to worry about making a bad decision and losing a lot of money since there isn’t much to lose.
Distractions
Do consumers even pay attention to traditional marketing methods? This question has been on the mind of marketers everywhere. Consumers may fast forward through commercials or pull out their cell phones to scroll through social media to pass the time. A consumer that is flipping through a magazine may get distracted by something she sees on another page, so she may not even notice your ad. But, non-traditional marketing campaigns are often able to cut through the clutter in order to grab the consumer’s attention.
It’s not hard to see why non-traditional marketing methods such as social media, pay-per-click ads, and experiential marketing are getting more attention. For more information on the latest trends in the marketing industry, get in touch with the team of experts at Factory 360. We can help your brand plan and execute an experiential marketing event to grow your business!
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