Field marketing is a customer-centric promotional strategy that relies on well-trained brand representatives to promote a brand or product. The designated field representatives are usually stationed inside the retail store, next to the product aisle. But they can also be stationed at various locations such as exhibitions, road shows, kiosks at malls, etc. Compared to the regular retail store sales staff, brand reps are much more articulate, knowledgeable, and persuasive. Also, by focusing on a specific brand or product, they conduct impulsive selling, brand promotions, and receiving/documenting customer feedback.
What is a Field Marketing Agency?
Many retail businesses lack the required expertise and money to effectively train and manage field representatives. A field marketing agency is an organization that specializes in conducting both in-store and external field marketing campaigns. A reliable field marketing agency should have profound experience and field marketing acumen. They should also possess the right technology, logistical resources, and training capabilities.
Top Reasons to Hire a Field Marketing Agency:
The productivity of a field marketing team largely depends on its brand know-how, product knowledge, customer insights, and communication prowess. By outsourcing their field marketing requirements to a reputed field marketing agency, businesses can reap multiple benefits such as:
Efficient Field Force Management:
Field force management is challenging for most businesses because of the sheer scale and widespread deployment of field reps. Unlike the sales executives working from an office or in-store employees, a field force needs to be monitored consistently. A field marketing agency has ample resources for effective field force management. From hiring, managing, and scheduling tasks, to training, incentivizing, and boosting field productivity, relying on an expert agency ensures optimal results.
Latest Field Marketing Trends:
Banking on an expert helps businesses stay ahead in terms of the latest field marketing trends. It could be the latest field force management software, innovative training modules, or AI-driven insights and trends forecasting. A professional team is well-equipped to deliver the best on all fronts.
Cost-Rationalization and Time-Saving:
Most retail businesses are still reeling from the impact of the Covid-19 pandemic. In this scenario, managing field marketing in-house can prove to be unnecessarily expensive and time-consuming. Outsourcing can make this entire exercise far more efficient and cost-effective.
Higher Field Marketing ROI
Along with years of expertise and industry know-how, professional agencies harness robust technology and data-driven marketing techniques for higher sales. Businesses that are completely unacquainted with field marketing can rely on them for a strategic mix of events and promotions. Utilizing limited in-house resources can never yield the same ROI as delivered by a specialized team.
Conclusion
For the retail industry, FMCG sector, and even B2C Telecom and IT companies, field sales and marketing activities are pivotal. On-site promotional activities conducted by a seasoned team help in creating a positive buzz around the brand, spiking consumer interest. Face-to-face communication helps brand ambassadors win over even the most cynical prospects and convert them into customers. Given the wide scale of field marketing, entrusting a proficient marketing agency is far more cost-effective and advantageous. With professionally-conducted merchandising, sampling, demos, roadshows, and RWA events, businesses can garner higher sales, profitability, and brand recognition.
