index of contents [ hide ]
1 What is Marketing Field?
2 When is it convenient to use it?
3 members needed
3.1 Marketing Expert
3.2 Workers for the public
4 Types and strategies
4.1 Free samples
4.2 Public demonstrations
4.3 Quality content
4.4 Public shows
5 Advantages and disadvantages
Field Marketing is a new strategy that requires the active participation of consumers. It is perfect for when we want our product to reach consumers without intermediaries. It is achieved through different strategies depending on our product. The idea is to create memories, sensations and experiences for customers so that they have a positive association with the brand and the product we want to sell.
When is it convenient to use it?
Although it is always a good time to promote our brand, there are several situations in which a marketing campaign can benefit us. A typical situation is the launch of a new product, we want people to know about it and love it, therefore making one of these movements is ideal. Another occasion may be when it is not a good sales period or when we have too much stock of products and we need to get rid of it. These strategies will allow us to move our product and sell it more easily. Finally, when we have a variety of products in our brand and we notice that one is not performing as well as the others, we can apply some strategies to it, causing its consumption to be reactivated .
Field Marketing is a very specific discipline, it consists of exposing the brand to the consumer as much as possible, therefore it requires company personnel to make this approach.
We need it to think about the campaign, analyze the data, organize the number of people needed for said campaign and a projection to know the success that we can have. It is very important to hire someone experienced and with a good reputation in the field, since Field Marketing is a successful but risky strategy due to the type of exposure our brand receives.
workers for the public
They are the fundamental pillar of the Marketing Field , since they are the ones who will be in the field selling our product and convincing people that it is the best. They are the ones who will work in the positions, the ones who will teach about our product and will have interaction with our potential clients.
Therefore, it is very important that people who are on the street know the product from head to toe, all its advantages and weaknesses, in addition to having a good script to best answer each question that a potential consumer asks. They must be highly trained and friendly people, who know how to express themselves and represent the brand, in addition to generating a good impression on customers.
Brand representatives are another important pillar, they have the influence to help position our brand. They are people who are paid to promote the product, they can be celebrities or influencers, they will be an important part of the “Quality Content” strategy that we will explain below.
It is important to choose the collaborators well, they have to represent the interests of the brand. Extensive candidate research is required to first make sure that their audience is similar to our target audience, and then that they haven’t said anything controversial or interacted with problematic people, as our brand’s reputation depends on it.
Types and strategies
They are all based on exposing the brand or product to the public, but there are crucial differences in which one is convenient for us, since they engage people in different ways. Here we will show you how.
Providing free samples gives potential consumers the opportunity to try our product without any commitment, in addition to getting their attention. They are mainly used when the brand is new or the product is a new launch. They can be added to the purchase of a product already positioned, or in a promotion with a great discount. It is mainly used if the product is edible or consumable, such as toiletries or soft drinks.
The excuse of showing consumers how to use our product increases interest in it. It favors the direct contact of the product with the possible client, we can show them how it is used or for what, highlighting aspects such as its design or its advantages over the competition. They can be placed in front of businesses and in crowded places like shopping malls. It is mainly used in the technological area, mainly mobile phones and cameras, since they arouse a lot of interest and, sometimes, the technical aspect distances our less expert buyers.
Generating content on social networks can be easy, but generating something really significant and going viral is something different and much more complicated to achieve. Depending on our product, we can choose tutorial or “How to” type content for an audience that wants to learn how to use it. Then there is the emotional content through “Storytimes” and the product’s influence on it. It is recommended to avoid evoking feelings of sadness and anger. This technique can be used with any type of product.
Forms of guerrilla marketing: Ambient marketing
On the one hand, we have the Truck Shows or Road Shows, which consist of a vehicle plotted with the brand or the new product traveling through highly populated cities with potential customers. They can be buses, trains or subways. This ensures that our product is visible and remains engraved in people’s heads, increasing the visibility of the brand.
Another strategy is to set up stands or brand stalls at large social and cultural events. Here we can implement the above points by providing free samples or demonstrations, the important thing is that it is a good show. In campaigns like this, people get to know the brand and generate positive memories about it. The shows in general are the most successful strategies but the most dangerous at the same time, since, if something bad happens, the brand will be tied to that fact.
Advantages and disadvantages
The profitability is amazing, statistics indicate that the overwhelming majority are successful, since no one else is involved but the company and consumers. Thanks to the fact that there are no intermediaries, we can have an analysis of profitability, to know where to adjust and make better investments . Being close to customers will provide us with useful information for the design or optimization of our product. We make customers know us by capturing new customers , in addition to retaining them if we give them a good product.
The main disadvantage is the need for specialists in the area, they will be able to design an attractive and successful campaign. Originality is a very important issue, today ideas tend to repeat themselves and we must seek to stand out, although we cannot be completely original since we compete with years and millions of companies, we must give it a twist so that we are at least refreshing .
In addition, we must excellently train the workers who will be in the campaigns, since they will be the visible face of our brand and we cannot make mistakes in front of the clients. By overcoming these obstacles, we can ensure a profitable campaign and a successful product .
Field Marketing is currently one of the most used and successful strategies. It is used by large and small brands, and we can also position any product with them. The evidence shows that if we hire qualified people, use strategies that adapt to our product, are intelligent and give a fresh campaign, we will get new clients and our brand will become more recognized.