WHAT IS FIELD MARKETING? Field marketing and marketing Team in Mulund 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 Team in Mulund 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.
The beauty industry is fiercely competitive, so brands have to continue to think of new ways to engage with and entertain their customers. One way is through the use of experiential marketing, which many beauty brands have already started to incorporate into their marketing strategies. Here are some of the ways—inspired by real examples—that beauty brands can use experiential marketing:
Pop-Up Shops
Customers rely on beauty experts and make-up artists to teach them about how to use and apply beauty products, which is why a pop-up shop makes perfect sense for beauty brands. Pop-up shops for beauty brands can bring customers together with beauty experts so they can learn about new products, determine what’s right for their unique needs, and then watch as beauty experts teach them how to use each product. Customers will walk away feeling connected to your brand and empowered with the knowledge to buy her own products now that she knows what works and what doesn’t. Beauty brands can even tie in contests or giveaways to make their pop-up shops more exciting. For example, brands can offer make-up makeovers to a few lucky winners.
Fashion brands can also benefit from experiential marketing pop-up shop events. Just last year, women’s clothing line Tibi chose to host a pop-up shop event before its runway show. The event was open to all Tibi fans, so they were able to experience a small part of Fashion Week that is usually only offered to people with influence in the industry.
As you can see, pop-up shop events are a great way to promote interaction between brand representatives and customers, and to make the customer feel more appreciated and valued.
Large Scale Sample Distribution
But, beauty brands don’t necessarily have to host a pop-up shop to get customers to try their products. For years, beauty brands have partnered with magazines to give out small samples of their products, which are usually attached to a cardboard insert inside the magazine. However, this traditional method only allows for the brand to communicate to the consumer, but not vice versa.
In 2016, Benefit Cosmetics took an innovative approach to this old technique by including a sample of their new Roller Lash mascara alongside a cardboard “selfie frame” inside Elle magazine. Readers were encouraged to try the new mascara and then take a picture of their lashes surrounded by the selfie frame, which was covered in Benefit’s branding and included a picture of the Roller Lash product. Over 7,000 selfies were shared on social media, and over 38,000 tweets were sent using the hashtag found on the selfie frame.
Benefit did not just ask customers to try its new product—instead the brand asked customers to try it and then send in their feedback online. By encouraging two way communication, Benefit found huge success with this large scale sample distribution. Many beauty brands rely on influencers to promote their products, especially if they are launching a new one, but this experiential marketing example shows the power of regular customers.
“Retail Theater”
Cosmetics are used to make women feel more beautiful, so it’s no surprise that many cosmetic brands design visually stunning events to draw attention to their products. For example, MAC promoted the launch of its “Alluring Aquatics” line by placing a 12-foot water tank with synchronized swimmers on Hollywood Boulevard in Los Angeles. The tank’s glass was bright teal and accented with water drops to look just like the packaging of the makeup. Glamorous synchronized swimmers performed for the many people who stopped to watch on the streets of Los Angeles. Anyone who stopped by was also invited to book an appointment with one of the professional MAC make-up artists who were on hand to consult with customers at the event.
This combination of retail sales and eye-catching theatrics is known as “retail theater,” and it’s perfect for beauty-related experiential marketing events. The theatrics at this event were so striking that many people stopped to take pictures that were shared on social media and effective in building buzz around the event. Not only did MAC successfully increase awareness of their new product line by using retail theater, but they also strengthened the association between the MAC brand and beauty.
Engage Customers’ Senses
Beauty brands have the unique opportunity to engage more than one of their guests’ senses during an experiential marketing event. Sephora did just that with its “Sensorium: An Immersive Journey Through Lucid Dreams From the Sensory World” experiential marketing campaign designed to promote the retailer’s fragrances. The Sensorium was launched in New York and open to anyone who was interested in entering and taking an “interactive journey” to experience fragrances like never before. Guests were taken into a sensory deprivation chamber where they listened to stories from people who had lost their sense of smell. Then, guests were taken into different rooms where they were surrounded by intense smells that reflected what was being shown on the video screens. For example, one room with wall-to-wall screens showing images of spring smelled like fresh flowers and other springtime scents. The last part of the exhibit invited guests to pick up and try different Sephora fragrances to find their perfect scent.
Consumers usually purchase a fragrance based on how it smells, but this event allowed Sephora to change the way people view fragrances. Throughout the event, Sephora engaged with each attendee’s sense of sight, sound, smell, and touch. People who attended the event may now have a newfound appreciation to fragrances and a deeper connection to Sephora.
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