Field marketing is a method of

direct marketing Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct response. Among practitioners, it is also known as ''direct response marketing''. By ...

that involves people distributing, auditing, selling or sampling promotions in the "field". Field marketing is historically thought of as a one-way communication tool. The brand's message is delivered from promotional personnel to the consumer whether through the medium of a sample, a piece of merchandise, or literature. In current times, field marketing may also include two-way communications such as requesting feedback about a sample or inviting consumers to follow a

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create ...

social media Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social medi ...

. Field marketing can be differentiated from all other direct marketing activities because it is face-to-face personal contact direct marketing. Field marketing includes highly targeted direct selling promotions, merchandising, auditing, sampling and demonstration, experiential marketing, organizing roadshows, events, and

mystery shopping Mystery shopping (related terms: mystery shopper, mystery consumer, mystery research, secret shopper and secret shopping and auditor) is a method used by marketing research companies and organizations that wish to measure quality of sales and s ...

. These disciplines, individually or combined, develop

brands A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

and in their implementation show a clear

return on investment Return on investment (ROI) or return on costs (ROC) is a ratio between net income (over a period) and investment (costs resulting from an investment of some resources at a point in time). A high ROI means the investment's gains compare favourably ...

(ROI) to the brand owner. This is a key feature and benefit of field marketing – seeing revenue expenditure generate a specific return. Field marketing professionals are able to give support to marketing operations. This includes counteracting a competitor’s campaign and/or increasing market distribution. Individuals in this profession are preferred to have extensive knowledge of different industries. Personnel are experienced, trained, and supported by computer reporting systems. This allows for a high degree of accuracy and high-speed reporting and compilation of data that allows fast and flexible solutions to the dynamics of the changing environment tailored to the needs of the client’s market. Each marketing campaign might involve two or more core disciplines to maximize client budgets and give as much payback as possible.Direct Marketing Association . (2011, August 11). What is Field Marketing. Retrieved from Direct Marketing Association: http://www.dma.org.uk/toolkit/what-field-marketing

References

{{DEFAULTSORT:Field Marketing Direct marketing

See also

References