![]() Sales reps have their hands full by attending to qualified leads that the marketing teams get into the sales funnel. ![]() They are looking for instant gratification rather than drawn-out negotiations, as they try to get answers to their questions.įield marketing is best suited to deal with cynical customers because field marketers can answer real-time during product demonstrations, onboarding, events, webinars, POS interactions. Customers are intelligent, savvy, and better-informed. These are ideal points to gain mindshare of the prospect, instill brand values, and increase brand loyalty until they become customers.įield marketing is the process of registering your offer in the minds of customers to remind them of your product's existence and availability when they have a need.Ĭustomer cynicism is real. Here are the most significant field marketing benefits that every company could experience:įield marketing enables brands to interact directly with their target audience and allows them to experience the brand first-hand.įield marketing is often at the point of sale or during specific events (such as exhibitions, conferences, roadshows, webinars, etc.). In the B2C context, field marketers are present at locations where there is a high density of prospects - at shopping malls, street corners, eating joints, gyms, marathons, etc.įield marketers are highly trained to match the needs of the target audience and are fully aware of their business and brand values. In the B2B context, field marketers have a mixture of sales and marketing expertise and engage with customers/prospects across several touchpoints such as events, trade shows, conferences, webinars, and in-person meetings. The Field Marketing Council defines field marketing as ' measurable, face-to-face brand development and customer relationship management through using highly trained people.'įield marketers are responsible for interacting with the brand's customer/prospect base to inform, educate, influence, and persuade them towards a purchase decision. Field marketing includes targeted direct sales promotions, merchandising, auditing, sampling, demonstration, experiential marketing, organizing roadshows, and events. Field Marketing is a series of activities carried out by highly trained marketers that contribute to the brand building, customer relationship management, lead generation efforts of a client/company.
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