What is Field Marketing?
Field marketing is a form of marketing centred around interacting directly with consumers with the intention of converting them into customers. While field marketing campaigns can involve several different strategies, they are all heavily based on face-to-face, personal communication between brand representatives and the general public, demonstrating the value of a particular product or service.
Field Marketing & Micro Businesses.
Full field marketing campaigns take a lot of planning and investment, both in terms of time, and money. Most multinational brands wisely outsource field marketing campaigns to a professional agency, however this does not mean that the techniques used in field marketing is out of the reach of micro businesses. It can be just as important for small business owners to promote their brand to their potential consumers as it is for the big brands. But how can a micro business instigate a field marketing campaign? In this guest post, professional field marketing agency Cosine give micro business owners some top tips.
Product sampling schemes are an absolute staple of traditional field marketing strategies. Effective product sampling schemes work on a very simple level; skilled brand ambassadors demonstrate the value of a firm’s product by distributing free samples. Product sampling schemes are the perfect solution for breaking a new product or service into the market as by giving away small samples, the public are able to try the product without having to spend any money.
Should they like it enough, they may be convinced to purchase and re-purchase the product whilst also potentially recommending it to friends and family.
A real world example of this can be seen in Cosine’s award winning campaign on behalf of up-market ready meal producer, Charlie Bighams By using highly trained brand ambassadors, Cosine was able to engage with the general public, demonstrating the value of the premium ingredients, taste and convenience of the product.
This campaign led to:
- An increase in sales by 130%
- Was enough to convince Sainsbury’s to increase the stores stocking the product from 50 stores, to 300.
Although the results will obviously not be as dramatic, micro businesses can replicate this technique while still sticking to a budget. Instead of employing a team of brand ambassadors, firms can cut costs by doing much of the work themselves.
By taking this route, firms can benefit from the direct interaction and promotion with the public that product sampling requires while avoiding the potentially costs of hiring and training external staff. It is however time consuming, so be sure to plan ahead for some time away from the day-to-day running of your business, or get extra help for the duration of the campaign.
Demonstration campaigns are another Field Marketing strategy that can be scaled down to the needs of micro businesses. As the name might suggest, demonstration schemes involve interacting with the public to demonstrate what makes a product or service special by communicating its unique selling point (USP). Due to the nature of demonstration schemes they can be more relevant to some products than others.
Gadgets and technology products can often benefit from demonstration schemes, especially when their use is not immediately obvious., and the beauty industry is a classic example of an industry where product demonstrations can go down well with consumers.
As with product sampling, micro business can save money by carrying them out using current employees as opposed to outsourcing. One important aspect to keep in mind when planning an in-house demonstration scheme is location. It is of vital importance that the location which you carry out the demonstration is going to attract your target demographic for the product in question. For example, if a product appeals to a younger audience, venues such as music festivals and events may be appropriate and attract a suitable audience. By taking this approach to demonstrations and ensuring that they are pinpointed to a target audience, smaller firms can reap real world rewards in terms of both increased sales and brand awareness. It is however extremely important to ensure that anyone carrying out the demonstration has a good understanding of the brand image that you are trying to get across to the public, and that they know how to nurture this image at every interaction with the public.
Taking your brand on tour can be a great way to spread awareness of your business and brand across the country. This can be a great technique for increasing the customer base to include those living in locations further afield from a firm’s main place of business. Road shows work by quite simply taking to the road to reach new areas to promote a product or service through direct interaction with the public.
Despite sounding like requiring a hefty investment, although the potential reach won’t be as high as when using a professional agency, smaller product road shows can be pulled off on a shoestring allowing micro businesses to benefit as much as possible.
One way of doing this is to carry out the roadshow in stages, travelling to a new location every few weeks instead of as part of an on-going scheme. This way micro businesses can spread out the amount of time spent out of the office, allowing them to focus more on their core products and services. Road shows can also be combined with other Field Marketing techniques such as product sampling to maximise the efficiency and return on investment of a campaign.
Today’s Micro Action