Last Updated on February 17, 2023 by Tabraiz
Businesses rely on marketing to attract new customers and expand existing ones. However, there isn’t just one car that can do the job. There are many different types of marketing, each with its own set of benefits. And in this article, you’ll learn what field marketing (FM) is and how it may help your company.
What Is Meant by the Term?
Professionals in the field employ a strategy called “field marketing” to boost a business’s brand awareness, customer loyalty, and new business opportunities. It is a quantifiable process that often includes direct contact with prospects and clients.
With the advent of 2020, these marketing services could evolve in new directions. There are, however, methods in which you may keep using this strategy to boost sales. Managing a marketing team is about how you go about it (but more on strategy building later).
How Many Different Kinds of Efforts Are There?
These days, field marketers may choose from a variety of different campaign types to meet their objectives. Four such approaches are discussed below:
- Product demonstration is the most popular marketing type, often giving out free product samples and allowing interested parties to try it out for themselves.
- Field marketers need stock for direct sales since not all product demonstrations result in closed deals.
- The term “guerrilla marketing” refers to advertising that gives field marketers more freedom to experiment with strategies like picking an unusual place to hold an event. The term “feet on the street” refers to its energy and creativity.
- The marketing team conducts retail audits to gauge the success of retailer relationships by visiting shops and collecting data on in-store signage, promotional materials, items, etc.
What Exactly Is an FM Organisation?
Field marketers work together as a team to carry out marketing initiatives in the real world. The following are examples of marketing positions at a company:
- The marketing representative is the team’s all-arounder; they may carry out store audits, provide product demonstrations, and even engage in direct sales. They educate clients about products and services and facilitate transactions as a go-between.
- The marketing manager is in charge of building and leading sales teams in the field. He/she makes up campaigns, too, and sees that they succeed.
- A brand ambassador is one who is compensated for acting as an advocate, spokesman, or representative of a brand. Famous or influential people with a sizable fan base could fit this bill.
- The role of the Street Team Representative involves taking part in guerrilla marketing and events, such as the distribution of leaflets, stickers, samples, and finalised items.
An Explanation of the Duties of a Field Marketer
Should one assume that a field marketer is a salesperson? Regarding this marketing, the job description reads more like a sales job description than a marketing job description. To some extent, a field marketer combines the roles of a salesperson and a sales manager. Meeting with potential customers, handing out freebies, and establishing rapport are ways a field marketer may aid in achieving marketing and sales targets. So, marketers in the field aid in this process by doing three things:
- Elevate product recognition
- Increase revenue in specific markets.
- Boost participation on a neighbourhood scale
As a result, field marketers are often “out in the field.” For this reason, you may find them tabling at local networking events, where they hand out freebies and even make direct sales to interested parties.
In the meantime, B2C and B2B marketing use somewhat different tactics. For instance, a B2B field marketer will have sales and marketing experience. Trade exhibitions, events, webinars, conferences, and meetings are just some of the ways they interact with customers and potential ones (online and offline). In a business-to-consumer setting, however, field marketers might be seen at a variety of different kinds of events and locations.