The term “field marketing” might seem unusual at first, but it’s actually something many companies are already familiar with. While in today’s digital world we tend to think of marketing as a largely online practice, it can also involve placing people “on the field” to interact with leads in-person.
Using strategies common in digital marketing, like personalization, targeting, and relationship building, field marketing can help companies expand their reach and achieve more sales.
Field marketing is a term used to define any strategy that involves sending experts out into the “field” to boost your promotional results. These campaigns can include everything from face-to-face conversations with potential buyers, to experiential marketing events and pop-ups.
The idea is to expand the reach of your company by balancing your online marketing campaigns with efforts that bring you into close proximity with your audience in the real world.
If you build a dedicated field marketing team for your company, you’ll have a number of professionals working to facilitate your campaigns. Your field marketing representatives are the generalists conducting product demos and handing out samples. Your field marketing manager, on the other hand, is responsible for leading the entire team.
Field marketing managers are responsible for hiring, training, and directing field teams, as well as ensuring marketing campaigns can reach the right goals. Field marketing managers can:
There are various kinds of marketing activities companies can implement into their field strategy. The primary focus is simply on connecting with customers in-person, and building relationships and leads for the rest of the sales team. Common field marketing activities include:
There’s no one-size-fits-all approach to a successful field marketing campaign. For most companies, the best strategy is to ensure you understand your target audience. The more you know about the customers you’re trying to reach, the easier it is to make a connection with them.
It helps to set goals for your program, so you know exactly what you need to accomplish to determine whether your advertising campaign has been successful. Field marketing tactics should fully align with the steps salespeople are taking to convert prospects.
To boost your chances of success with field marketing:
Remember, field marketing works best when product marketing teams, sales, and marketing professionals all work together. Field marketing campaigns have the power to extend your brand reach into the real world, and strengthen your relationships with customers.