What Is Field Marketing? Field Marketing In A Nutshell

Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.

Understanding field marketing

Field marketing is used to increase brand awareness, generate leads, and build customer relationships. It is the domain of experienced and well-trained marketers who are tasked with interacting with the brand’s target audience to encourage them to make a purchase decision.

These marketers may work in the B2B context and as a result, possess marketing and sales expertise to meet with prospects across multiple touchpoints. They may also work in the B2C context and present themselves in locations where the ideal buyer tends to congregate. 

Field marketing campaign types

In truth, there are many different settings in which a field marketing campaign can be run. Some of these include:

  1. Experiential marketing – a face-to-face strategy where the consumer is immersed in a product or service to engage them with a brand.
  2. Product demonstrations – this is a common approach that many consumers are now averse to. However, free samples and giveaways are still effective in some situations if the consumer is also able to experience the brand hands-on.
  3. Conferences – for B2B campaigns, it can be useful to offer educational experiences at conferences to build brand awareness.
  4. Tradeshows – another approach well suited to B2B brands. In this case, businesses demonstrate their products and services to prospective customers at industry-specific tradeshows.
  5. VIP dinners – for a more intimate form of field marketing, exclusive restaurant dinners for very important prospects can also be effective in turning them into customers.
  6. Direct selling – where brand representatives make sales at the point where the interaction is made. This is sometimes used in combination with demos if the prospect has expressed interest in the product or service.
  7. Retail audits – not every field marketing strategy must be customer-facing. Retail audits involve companies visiting retail stores to collect data on the way their products are displayed, signed, and promoted. This allows them to determine the effectiveness of in-store marketing and adjust the strategy if necessary.

Field marketer responsibilities

Some consider field marketers to be more like salespeople than marketers. As we noted earlier, however, the field marketer is a well-trained and specialist role that combines elements of both sales and marketing

Here are some of the main responsibilities of a field marketer:

  • Researching, planning, and executing the delivery of field marketing campaigns.
  • Ensuring they possess detailed knowledge of products and services.
  • The monitoring of industry trends or the emergence of new competitors.
  • Negotiate mutually beneficial deals with third-party retailers and partners with respect to merchandise and promotional display placement.
  • Manage social media accounts for each campaign.
  • Share important lead and customer intel with sales departments. 

Key takeaways:

  • Field marketing refers to any marketing activity that is performed in the field to increase brand awareness, generate leads, and build customer relationships. It may occur in both a B2B and B2C context.
  • Field marketing campaign types include tradeshows, conferences, VIP dinners, retail audits, direct selling, product demonstrations, and experiential marketing. Note that not all campaigns are necessarily customer-facing.
  • Field marketers possess a blend of sales and marketing skills, which makes the role highly specialized. Some of their duties include the research, planning, and execution of campaigns and the monitoring of industry trends or the emergence of new players. They must also be able to negotiate beneficial outcomes with key stakeholders.

Marketing Glossary

Affiliate Marketing

Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Ambush Marketing

As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Brand Building

Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Equity

The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Digital Marketing

A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Growth Marketing

Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Inbound Marketing

Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Personas

Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Multi-Channel Marketing

Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Niche Marketing

A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Relationship Marketing

Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Sustainable Marketing

Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

About The Author

Scroll to Top