Marketing is something that people in almost every profession need to be familiar with. It is an important part of any business’s success. Field marketing is a specialization that is worth studying up on.
Simply put, field marketing is all about connecting with people face-to-face. It is not something that can be accomplished online, or with social media. Field marketing means different things to different types of companies. For example, some find themselves sending their sales teams to speak directly with their customers. These teams are generally large in size, so they can target as many customers as possible. Smaller businesses may perform field marketing by simply sending their employees out to hand flyers to potential customers.
There are many aspects of this type of marketing that make it more unique than others. Direct sales, promotions, and demos are all an integral part of field marketing. It tends to take place in public locations such as colleges and community events. Retail locations are also a popular place for this type of marketing.
The objectives of marketing in the field are various. A lot of them depend on the particular business in question, as different ones have different needs and priorities. In general, the goal of businesses using field marketing is to engage with local buyers in order to increase their sales numbers, as well as to increase the awareness of their brand. They also target specific locations where they need to see a rise in sales numbers.
Benefits of Field Marketing
Going out into the field to engage in face-to-face marketing is always beneficial to any business. The benefits of performing field marketing are numerous. They include the fact that it allows businesses to develop a more personal relationship with their customers. Building a direct connection with the customers is invaluable to any business. These interactions tend to strengthen the relationship a business has with those who keep it in business. The more public awareness a business can create, the better for its bottom line.
Field marketing has also proven to be extremely cost effective for many businesses who know how to use it properly. Campaigns of any size can be run using this type of marketing. Keeping track of each campaigns success rate is easy to do. ROI is calculated based on how much customers make in purchases during any given campaign.
Valuable insight can be gained when performing field marketing. Those out in the field are able to record each consumers’ responses, which can then be used to help a business tailor their goods or services, or even their brand, to the consumers they are targeting.
This type of marketing includes lots of flexibility for businesses. They can stretch even the tightest budget to cover the necessary expenses involved. It can be used at any time, by any business, for any particular goal that involves bringing in new customers.
The Importance of Field Marketing
When businesses take to the field to market they are setting themselves up for success. In the future, this type of marketing will become even more important. Businesses always need to use the latest methods for bonding with their customers for everyone’s benefit.
Those that engage in this tactic will find that they can easily develop relationships with members of the local press, as well as business analysts. It also allows them to launch local campaigns to announce a new good or service being offered. These kinds of activities go a long way in helping businesses grow and thrive.
As a communication tool, field marketing is among the best ways to encourage consumers to frequent a particular business. Those doing marketing are acting as sales personnel on behalf of the brand they are representing. However, they may many more responsibilities in the field than an average salesperson would.
Working in this position requires a thorough understanding of how sales are completed. They also need to be able to connect with customers in valuable ways. Part of the job is working to take a marketing campaign and apply it to the real world. Using just the right tactics to make sales to customers is what makes field marketing so effective.
When it comes to revenue performance, field marketing can make all the difference. Those performing it must be knowledgeable on the subject. While it doesn’t play a direct role in revenue performance it greatly influences it. Automated marketing is used in the field to drive sales. Field marketers work with a businesses operators to get the desired service or good to the consumers who need it most.
A business’s sales numbers are only as good as their relationship with their customers. Building these relationships allows marketers to determine what consumers are looking for the most. They then provide that information to the operators, and the end result is increased sales due to the value of the goods or services being offered.
Field Marketing vs Traditional Marketing
The business world is dominated by both field marketing and traditional marketing. While field marketing is a face-to-face job traditional marketing is a bit different. It is executed on a much broader scale. Multiple types of both advertising and marketing are part of the process.
In general, traditional marketing is done via telephone, print, direct mail, and TV and radio broadcasts. Any size business can use at least one of these methods, if not more than one, depending on their marketing budget.
Formulating a plan for this marketing type is a multi-step process. The first step is to choose the preferred method of advertising. The appropriate marketing materials must then be created.
Traditional marketing strategies are generally used by brand managers and advertising sales directors, as well as media directors. For those in these positions, field marketing would not be the most efficient use of their time. For this reason, many businesses choose to use a mixture of field marketing and traditional marketing tactics to drive sales.
Types of Marketing Campaigns
Field marketing is performed in several different ways. Each type is meant to accomplish the same ultimate goal; to drive sales as high as possible. These types include product demonstrations, direct selling, retail audits, and guerrilla marketing.
Of all the activities performed under the umbrella of field marketing, product demonstrations are the one most commonly used. Beverage and food businesses will often run giveaways. A representative of the brand hands out free samples at grocery stores and sometimes even community events. Other goods are usually demonstrated in a way that allows customers to interact with the product, thus driving sales of it. A product demonstration clearly shows everything a particular one is capable of.
Brand representatives selling to customers on the spot is considered to be direct selling. This type of marketing may also take the form of having a presence at local events or erecting a pop-up-shop in an area new to the brand.
While most types of field marketing involve one-on-one communication with the customer, retail audits do not. Those working in the field may instead be assigned to regulate how retail establishments use a brand’s marketing materials. Auditors are tasked with noting the ways in which their product is being advertised. This includes observing and recording how signages and products look sitting on the shelves of a particular retail business.
Retail audits are performed in order to provide marketing managers with some much needed insights. This lets them know how well particular marketing campaigns perform. Marketers use the information they get from audits to shape future campaigns and make their point-of-sale marketing as tight as possible.
The most creative type is Guerrilla marketing. It is also the most unpredictable type. These campaigns use unique approaches to target consumers. One of the reasons they are so popular is that they are generally cost-effective for most businesses. However, they require field marketers to be extremely imaginative and convey a high level of energy.
How is a Field Marketing Campaign Developed?
Developing a field marketing campaign requires organization and advanced planning. While it is commonly confused with event planning, the two are completely different types. A field market campaign must be developed carefully and thoughtfully.
Finding opportunities for brand promotion is an important part of the process. The way in which marketers connect with consumers is the essence of field marketing. By pinpointing where advertising opportunities are, businesses can communicate directly with the consumers who are the most interested in their brand.
Step one in developing this type of campaign is to collaborate with each product’s or service’s developers. Working together, they can form a product bundle to get the attention of consumers.
The second step in the process is to join forces with an organization that can help build an effective marketing plan. In this way, the organization and the business can offer support to each other’s sales personnel. When forming a marketing plan with another organization, businesses need to look at the specifics of their products and of the industry they are marketing those products in. Customers also indirectly play a role in this step of the process. Accomplishing this steps allows both parties to fully understand the differences between their individual marketing goals.
Step three involves coming up with an effective service model. A breakdown of who will complete which tasks throughout the campaign is the final step in pulling it all together. Revenue goals are studied and compared so that the planned marketing campaign is in a better position to be successful.
Field marketing is best achieved through the collaboration of organizations and businesses. They require those in field positions to be extremely knowledgeable of sales techniques. Systems are put into place to hold everyone accountable for completing the tasks that are part of a campaign’s creation. This should enhance the team work needed to run a successful campaign, rather than to detract from it.
The cost of acquiring each new customer is a significant portion of any marketing campaign. Businesses sometimes make the mistake of assuming that these costs are not as important in the long run as other aspects of a promotion. A field marketing promotion should be designed with customers in mind.