It’s no longer good enough to publish a few digital ads and put your brand front and center on the side of a bus. Today’s customer expects you to reach out and build a relationship with them. Brand loyalty is largely driven by engagement both online and in person. Field marketing lets you create these relationships, helping you to stand out from your competitors.
What is field marketing?
Field marketing refers to activities used by skilled marketers to bring customers to your company. While many consider experiential marketing to be events and other in-person activities, field marketing can also include direct sales promotion, lead generation, and merchandising, among other activities.
A successful event helps to keep your business top of mind with your customers since you’ve provided them with a memorable experience. When they have the chance to experience your brand in person during a fun and engaging event, they are more likely to remember your company.
How can field marketing help you?
Field marketing can help:
- Increase sales
- Increase awareness
- Increase leads
- Create memorable moments
- Generate higher redemption rates
Experiential marketing helps you create a connection with your customers. This usually improves their overall impression of your company and can help you build brand loyalty. The companies that consistently score high with customer loyalty improve revenue 2.5 times faster than the competition.
Letting clients experience your brand directly gives them the chance to learn more about your business. At your events, customers can ask questions and see product demonstrations. They can also talk to other loyal buyers through authentic interactions. Plus, when your field marketing events are fun and engaging, attendees share their experiences through social media and other channels, improving your brand awareness.
Field marketing stretches beyond hosting events to deliver memorable moments. It also lets you generate leads. Your event staff and field team build on your core values to engage people attending each event. Beyond this, they also promote each event and assist with generating interest.
Prepping for and promoting experiential marketing opportunities allows you to generate new leads before you even open the door. Having the right event staff at your event, including brand ambassadors and skilled marketers, helps to create leads during your function.
They can demonstrate products, hand out samples, and engage everyone in the building while you focus on showcasing your product.
Create memorable moments
Experiential marketing can refer to anything from hosting a booth and product demonstration at a music festival to holding a small pop-up shop in your neighborhood. Successful events are exciting. People want to be a part of the experience, and many of them share it through social media, introducing more people to your brand.
Generate higher redemption rates
While it might seem like field campaigns are more costly than running a digital promotion, these activities usually receive higher redemption rates. Personally interacting with customers and demonstrating your brand value makes them more likely to redeem coupons and other offers. A digital promotion, however, removes that personal touch, making it harder to encourage your leads to buy.
How can you successfully implement field marketing?
Running events to build relationships takes planning.
First, you need to set your goals. Build your messaging, events, and field operations around your key objectives. Having a plan in place will greatly improve your chances of executing a successful campaign.
Next, you need to hire the right people. Event staffing agencies can assist you with finding an experienced team to help you pull off your event. Your event staff will be interacting with clients, demonstrating products, promoting you to everyone in the room, and tracking results. Having a team full of people who know what to say and how to track the data will be more useful to you following each event.
Field marketing isn’t limited to events. It can also include in-store promotions, street promotions designed to pull people into your business, and merchandising. Having the right people representing your brand makes the experience better and can improve your return on investment for each promotion activity.
Take your event to the next level
Brand Activate can help you with your field marketing needs. We will work alongside you every step of the way from planning to execution and post-event follow-up. Our experienced team members can help you pull off your field campaigns to help you meet your grandest goals. If you’re ready to build relationships with your potential clients, contact us for more information.