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Face to Face or Field Marketing

Face to face and field marketing

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.

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