What it Means
Field marketing involves direct engagement with customers or potential customers at events, tradeshows, or any physical location. It aims to create meaningful connections between a brand and its target audience, driving conversion and increasing brand visibility.
Field marketing activities may include product demonstrations, sampling, trade show participation, pop-up shops, and organized promotional events. The primary objective is to facilitate direct interactions with customers and influence them at various touchpoints along the buyer's journey.
Why it Matters
For some businesses, field marketing may not matter. Events are expensive both in terms of cost as well as the time spent planning, traveling to, and executing the event. But if this is something you have decided to work into your marketing strategy….
Here are a few reasons why field marketing can be impactful:
Personal Interactions: Field marketing allows for personalized, one-on-one interaction with potential customers. This personal touch can foster a deeper connection between a brand and its audience.
Targeted Approach: Field marketing can be highly targeted. For instance, if a business wants to reach accounting professionals, they may be interested in exhibiting at an accounting technology trade show.
Lead Generation and Sales: Field marketing can be a powerful lead generation and sales tool. Direct interactions with potential customers can provide immediate feedback and allow the sales team to identify and pursue promising leads. B2B companies will likely be generating leads, but B2C companies may be able to make direct sales at the event. Consider one of the biggest US Defense shows of the year - the Navy League's Sea Air Space (SAS) exhibition. Most SAS exhibitors are B2B companies looking for leads and big government contracts. However, in 2022, a B2C fitness brand set up a 10x10 booth and sold product directly to attendees walking by. They were able to liquidate all the product they brought to the show as well as book additional orders to ship later.
Brand Visibility: Participating in industry events or organizing field marketing activities can enhance brand visibility, establish authority in a sector, and help a business stand out from the competition.
Consider the hypothetical scenario of a company launching a new gut-health drink. They plan a field marketing strategy to introduce their product to the market:
The field marketing team identifies fitness expos, health fairs, and farmers' markets as suitable venues to reach their target audience. They boil the initial list of events down to three that they believe have the greatest potential and that fit their budget.
They organize a booth at these events, offering free samples of their health drink, interactive product information displays, and promotional discounts for immediate purchases or online orders.
The team captures attendees' information by offering an entry into a prize draw for anyone who signs up to their email newsletter.
Post-event, the sales team follows up on leads gathered, and the marketing team sends out email newsletters, including further discounts to encourage sales and loyalty.