There are times when technology just doesn't do the job and face to face or field marketing is often required to begin a lasting relationship.
When face to face contact is what is required, that's when face to face or field marketing comes into its own and it's about people.
What can it do or offer?
complex and comprehensive support to a range of marketing operations
counteracting a competitor's campaign or increasing market distribution
be deployed nationwide or as one-off campaigns in specific towns or regions
compile data
fast and flexible solutions in a changing environment
Face to face marketing can begin a lasting relationship between potential customer and organization using the simplest and oldest method of communication - one person speaking to another.
It can take place in a very wide range of locations:
airports
railway stations
ferry ports
supermarkets
pubs
night clubs
events
shopping centres
trade shows
town centres
door to door
Field marketing is used for a for a very wide range of purposes:
sampling
in store demonstrations and promotions
merchandising and leafleting
selling
mystery shopping and auditing
charity fundraising
and many more.
Nowadays more innovative and unusual campaigns include 'guerrilla' media, such as:
legal fly posting
street theatre marketing
buzz marketing
PR stunts
Staff involved must have been well trained in approaching members of the public. It is essential, because face to face staff are sometimes approaching potential customers in their homes.
They must also be able to offer a fast but clear summary (problem, solution, urgency, ask) of why they are making the approach, from an excellent knowledge of the product or service and also be absolutely clear about what is expected of them in terms of the process to ensure that information and results are recorded as required.
Personality, politeness, body language, negotiating skills, objection handling and administrative competency are just some of the skills that are required by a successful field marketing agent.
Any company running a face to face or field marketing campaign must also be clear about it's pay and bonus structure for the agents - this can become a major stumbling block to successful field operations and a successful ROI.



