No matter how much the internet has changed our shopping habits and made it possible to buy items online, we still spend a lot of our time interacting with people in the physical world. This means that field marketing is always important, as it is the art of interacting with customers in person.
Field marketing involves working on site to connect with the customer face to face, including campaigns such as street promotions, product demonstrations and handing out flyers. Field marketing can be used to promote a specific brand or service, or can be used in the general promotion of a brand.
Other aspects of field marketing include road shows, retail support, lead generation, special events and much more. Street promotions will involve sending out a team to a crowded area in order to hand out coupons, incentive cards, flyers or other items. When this is done effectively, the customer will associate their enjoyment of the event with your product and brand.
So how can you fine tune your field marketing so that it becomes more effective? There are lots of aspects to field marketing and many factors involved in improving its success. Here are some tips to keep in mind.
Hire a Specialist
One of the first steps in an effective field marketing campaign is to hire someone who is an expert in this type of marketing. There are many field marketing agencies that focus on providing this service. The advance of hiring a field marketing agency is that they have a lot of experience in the area and they will be able to offer their expertise. Also, you will not have to invest a lot of your own time and resources into developing a field marketing campaign – as your time is better spent running your business and doing what you do best.
Make Specific Goals
When you are planning out the campaign with your field marketing agency, it is important to make clear goals about what you want to achieve. Define the area that you want to focus on with the marketing and specify what you want to accomplish there. Establish a method of tracking your progress and reporting your benchmarks and expectations. Having clear goals that are laid out from the start makes it much more likely that you will be able to achieve them.
Measure Your Progress
You can’t find out if you are improving, or how well you are improving, if you are not measuring your performance. Track your sales and take a look at the reports so that you can see how you are progressing. You will be able to see which strategies are working, so that your field marketing team can repeat them again. Plus, watching your sales improve can be very motivating and can encourage you to continue with your field sales efforts.
Consider Field Marketers Part of Your Sales Team
An important key to improving field marketing success is to consider your field marketers part of your sales team. They should be given access to the CRM data, they should have permission to deal directly with sales management and they should be included in weekly calls and meetings. Also, you can give them the opportunity to present at sales on site. This means that the field marketing team will be much more effective and will be able to use all of the resources that are available to the sales team.
When You Have Success, Reinvest
When your field marketing team achieves a success, celebrate it and then look closely into how you can recreate it again. How can you reinvest in what got you there in the first place, or how you can amplify the tactics that worked so that you can try them in other groups or regions? Take a look at what areas are bringing you success and try to grow in those areas.
These are just a few of the ways that you can boost the success of your field marketing efforts. With the right strategies field marketing can be a very powerful way to build your brand and reach out to your customers, so take the time to do it right and reap the benefits!