Unlocking the Power of Field Marketing: Benefits, Strategies, and Choosing the Right Agency
What is Field Marketing?
Field marketing is a set of activities performed by highly skilled marketers who contribute to a client/company's brand building, customer relationship management, and lead generation. Field marketing agency includes direct sales actions, merchandising, auditing, samples, demonstrations, empirical marketing, road shows and events.
Field marketing defines marketing in this field as a personal development that can be measured by the brand and a customer relationship with people who have the right knowledge of a product or a service and can efficiently get the word out there.
Field marketing specialists are responsible for communicating with the customer/ brand and delivering the possibilities to notify, influence, and convince the purchase decision. In a B2B context, a field marketer combines sales and marketing experience and interacts with customers/prospects at multiple touchpoints such as events, trade shows, conferences, webinars, face-to-face meetings, retail stores, etc.
A field marketer is present where potential customers are present to which one can sell products or services such as shopping centers, street corners, restaurants, gyms, etc.
Benefits of Field Marketing
Field marketers are highly trained to meet the needs of your target audience and are fully aware of the value of your company and your brand. The most important on-ground marketing benefits that every business can benefit from are:
Increased Brand Awareness
Field marketing allows your brand to interact directly with your target audience, by which you can make them experience your brand in person. Field marketing often takes place at the point of sale or during specific events (exhibitions, conferences, webinars, etc.).
With these potential pointers are ideal to grab a potential customer's attention, instill your brand values, and build brand loyalty until they become a customer. Marketing in the field is a process that records an offer to the customer's mind to remind you of the presence of a product and when needed.
Handling of cynical customers
At times, your customer might get confused with what they actually want or need. With the right field marketing representatives, customers are smarter, more knowledgeable and better informed. Field marketing is ideal for dealing with cynical customers because it can be engaged in real-time during product demos, onboarding, events, webinars, and on-site point-of-sale interactions.
Increased Sales
As customers slowly become familiar with your product or service, you often lack the bandwidth to engage and nurture them.
Field marketers can take the pressure off the sales team and take the lead on working on leads until they feel comfortable doing it themselves.
Improves customer relationships
Field marketing helps ensure a consistent customer experience wherever and whenever the customer gets in contact with the brand.
Once customers have purchased a product or used a service, they expect to be identified and recognized - these are the stakes in today's fast-paced world. For example, when a customer walks into a retail store, they expect the salesperson to know exactly what they want and help them accordingly.
Field marketers can provide consistent answers to all of a customer's questions, increasing their trust in the organization.
Deliver Measurable ROI
Successful field marketing campaigns deliver measurable, tangible results. Brands receive real-time reports using marketing reporting software that can be downloaded to a variety of devices including mobile phones, tablets and laptops. Product managers and brand owners can view real-time reports on tablets, mobile phones, websites and dashboards and see how their on-site marketing campaigns are performing.
Precise targeting
Field marketing activities include sales promotion, tailoring, education, sampling, display, experiential marketing, event management, road shows and conferences. Marketers in charge of these activities select the location, format, in-house (and external) experts, and marketing materials after researching the target audience. This approach helps target the needs of the audience in a targeted way.
Choosing a Field Marketing Agency? Choose LIS!
Not yet expert marketing agents, LIS provides a plethora of services that helps you meet the candidate of your desire, in they way you’d like him/her to be trained, along with the right reporting and data. Take a look at how LIS helps with
Experience: Brands should first look at an agency’s experience and what and sector they operate in. A good agency will have a deep understanding of the market and can provide information and advice based on their experience and knowledge.
Geographic scope: Another important factor is the geographical scope. The organization must have local representatives in each area where you intend to carry out your activities.
Quality of people: People are the lifeblood of any business. Agencies must, therefore, have a team of skilled and experienced professionals with industry experience and passion for the brands they represent.
Communication and transparency: The agency should establish clear and open communication with you, provide regular updates on campaign progress and results, and be transparent about its processes and methodology.
Efficiency and flexibility: Many agencies offer a one-size-fits-all approach and try to adapt their business model to their client's needs. An agency needs to be able to provide cost-effective solutions that fit your brand's needs and budget (not theirs).
Effective execution: Conversations are good, but ultimately the agency needs to be able to get the job done efficiently. You need to have a clear planning process, understand all the logistics, and have a clear campaign strategy.
Financial Stability: The last important aspect to consider is the financial strength of your institution. You don't have to spend all your time and energy choosing someone.
