What is Field Marketing, and How Does it Help Double Sales?

Field marketing is a set of activities performed by highly skilled marketers that support a client’s or company’s efforts to build a brand, manage customer relationships, and generate leads. Targeted direct sales promotions, merchandising, auditing, sampling, demonstration, experiential marketing, and planning roadshows and events are all examples of field marketing.

1. What is Field Marketing, and
How Does it Help Double
Sales?

2. Fieldmarketingisasetofactivitiesperformedbyhighlyskilledmarketersthatsupporta
client’sorcompany’seffortstobuildabrand,managecustomerrelationships,andgenerate
leads.Targeteddirectsalespromotions,merchandising,auditing,sampling,demonstration,
experientialmarketing,andplanningroadshowsandeventsareallexamplesoffield
marketing.

3. Fieldmarketersinteractwiththebrand’scustomerandprospectbasetoinform,educate,
influence,andpersuadethemtowardapurchasedecision.Afieldmarketingagencycan
helpyouachievethisandmuchmore.
Fieldmarketersengagewithclients/prospectsatvarioustouchpoints,suchasevents,trade
shows,conferences,webinars,andin-personmeetings,intheB2Bcontext.Theyhaveamix
ofsalesandmarketingexpertise.
InaB2Csetting,fieldmarketersarepresentinplaceswithahighdensityofpotential
customers,suchasmalls,streetcorners,eateries,gyms,marathons,etc.

4. Benefits of Field Marketing
Fieldmarketersknowtheircompany’sandbrand’svaluesandhavereceivedextensivetraining
tomatchthetargetaudience’sneeds.
Thefollowingarethemostcriticaladvantagesoffieldmarketingandhiringafieldmarketing
agencythateverybusinessmayencounter.
Enhanceshowpeopleperceiveyourbrand
Brandscaninteractwiththeirtargetmarketdirectlythroughfieldmarketing,allowingthemtointeract
withthebrandpersonally.
Fieldmarketingisfrequentlydoneatthepointofsaleorduringparticularoccasions(suchastrade
shows,conferences,roadshows,webinars,etc.).
Thesearetheperfectopportunitiestoincreasebrandawareness,instillbrandvalues,andfoster
brandloyaltyinprospectsbeforeconvertingthemintopayingcustomers.
Theprocessofimplantingyourofferincustomers’minds,sotheywillrememberitexistsandis
readilyavailablewhentheyneeditisknownasfieldmarketing.Thisisbestcarriedoutbyafield
marketingagency.

5. Dealswithpessimisticcustomers
Thereisgenuinecynicismamongcustomers.Thegeneralpublichasbecomemore
sophisticated,intelligent,andinformed.Astheytrytofindanswerstotheirquestions,theyprefer
immediatesatisfactiontoprotractednegotiations.
Becausefieldmarketerscanrespondinreal-timeduringproductdemonstrations,onboarding,
events,webinars,andPOSinteractions,theyarebestsuitedtodealwithcynicalcustomers.

6. Improvessalesefforts
Managingqualifiedleadsthatthemarketingteamsplaceinthesalesfunnelalotofpressureon
salesrepresentatives.Frequently,theymightneedmoretimetonurtureclientsastheygradually
becomeaccustomedtoaproductorserviceoronboardcustomers.Fieldmarketerscantakethe
initiativetorelievepressureonsalesteamsandsupportprospectsuntiltheyfeelconfident
operatingindependently.

7. Strengthensrelationshipswithcustomers
Fieldmarketingaidsindeliveringaconsistentcustomerexperiencewhereverandwheneverthe
customerinteractswiththebrand.
Intoday’sfast-pacedworld,customersexpecttoberecognizedandidentifiedaftermakinga
purchaseorusingaservice.Thisexpectationisconsideredstandard.
Forinstance,aftervisitingaretailstore,acustomeranticipatesthattheretailerwillbethoroughly
familiarwiththemduringtheirsubsequentinteractions.
Fieldmarketingrepresentativescanconsistentlyrespondtotheirclient’squestions,buildingtheir
confidenceinthebusiness.
ProvidesMeasurableROI
Effectivefieldmarketingcampaignsproducemeasurable,observableresults.Softwareforfield
marketingreportingthatcanbedownloadedtovariousgadgets,includingmobilephones,tablets,
andlaptops,givesbrandsreal-timereporting.

8. Precisetargeting
Allfieldmarketingactivitiesaresalespromotions,onboarding,nurturing,sampling,
demonstration,experientialmarketing,eventplanning,roadshows,andconferences.
Afterconductingmarketresearchontheirtargetaudience,fieldmarketersinchargeofthese
activitiesdecideonthevenues,formats,internal(andexternal)experts,andmarketingcollateral.
Theycanmoreeffectivelymeetthetargetaudience’sneedsthankstothisstrategy.

9. FieldMarketingActivities
Thefivemaindisciplineswehavelistedbelowforfieldmarketingactivitiesare:
Sales
Highlyskilledsalespersonnelidentify,comprehend,andengagetheintendedmarketin
conversation.Thetargetmarketforthebrandtypicallyattendseventswherethisfieldmarketing
activityisconductedinlargequantities.Brandsfrequentlyoutsourcethisactivitytoafield
marketingagency.
Merchandising
Inaretailsetting,merchandisingservicesreferstotheplacementofmarketingmaterialslike
postersandshelfbarkers.

10. Additionallyincludedinfieldmarketingmerchandiseare:
establishingarapportandrelationshipwiththeretailerandensuringthatproductsareplentifully
stocked,eye-catchingdisplayed,andactivelypromoted.Apartfromthat,measuringand
assessingthebrand’sperformanceinsidethestore.
Auditing
Recordingdataaboutabrand’spositioninthemarketplaceiscalledauditing.ARetailAudit
ImageRecognitionbyafieldmarketingagencyshowsthedistributionofabrandanditsrivals
amongandwithinstores.Italsoevaluateshowtheproductsarepresentedbymappingproduct
stocklevels,facings,andordersizes.
Theresultsofanauditareusedtohelpplanastrategyforothermarketingandfieldmarketing
initiatives.Theauditingprocedurehasbecomequickandlesslaboriousthankstoreal-time
reportingtools.

11. SamplingAndExemplifying
Afieldmarketershowscustomershowtouseaproductorgivesthemachancetotry
itout.Thetargetedcustomerselectedforsamplinganddemonstrationshouldbe
capableofservingasabrandambassadorfortheactivitytobemostsuccessful.
Bypromotingthebrandpositivelyandbringingitupinconversationwiththeirsocial
network,thesebrandambassadorstypicallyhavethepowertoincreasesales.

12. Events,roadshows,andexperientialmarketing
AccordingtotheDMA,experientialmarketingis“aliveandinteractivemarketingdisciplinethat
buildspositiveemotional,sensoryengagementbetweenabrandanditsconsumers.”
Thecustomercanexperienceabrandthroughallfieldmarketingactivities,butthisparticular
activitystandsforexcitement,engagement,andentertainment.Customersandbrandsdevelop
anemotionalbondthroughfieldmarketingstrategieslikeroadshowsandevents.
Thesefieldmarketinginitiativesbyafieldmarketingagency,eitherseparatelyorincombination,
buildbrandsand,whenputintopractice,providearealreturnoninvestmentforthebusiness.