However, it can be hard to know where to start – particularly if you’re new to the world of field marketing. At Tactical Solutions, we’re one of the UK’s most premier field marketing agencies, dedicated to creating customer success stories through the use of innovative field marketing techniques and services.
By using a mixture of data-driven insights and advanced technical solutions, we have the knowledge to help any brand flourish. We’ve created this guide to help you navigate the world of field marketing, so that you can create a successful campaign for your brand with your products dominating the shelves.
If you’d like to find out how we can help you with your field marketing strategy, get in touch with a member of our expert team.
Field marketing: Explained
Essentially, field marketing focuses on building strong, long-term relationships between retail businesses and customers. It’s a form of direct marketing that includes face-to-face tactics like promotions, demos, and merchandising. The main goal is to build up traffic and conversions within a public location, such as a retail outlet or supermarket.
There are many different techniques used by field marketers to achieve their business goals – you can find out more about our technology solutions and services here.
At Tactical Solutions, we use our field marketing efforts to ensure the success of your products in-store, drawing in potential customers and boosting sales as part of the process. Our highly skilled territory sales managers work primarily in retail locations, using in-store promotions and data-led calls to raise brand awareness.
Want to find out more about working with us? Let’s talk.
Elevate your brand with our field marketing tips
Now that you’ve decided to implement a field marketing campaign into your business model, it’s time to decide which strategy to use. Every brand is different, but we’re certain that, with our expertise, we can find the perfect solution for your needs.
Let’s take a look at some of the more successful field marketing strategies and campaigns you could implement within your business.
Use data analytics to unmask your audience
Knowing your target audience is a key factor for any brand trying to make headway within the field. There’s no point in targeting people unlikely to purchase your items, as this will waste valuable time and resources. Once you’ve worked out who your target audience is, you can then tailor your strategy around them.
You should also research the performance of your field marketing initiatives, which will enable you to see the ROI from each strategy implemented.
Data analytics can be effectively used to improve your sales and ROI. By crunching the numbers, you can work out your main customer base and judge the performance of your campaign.
At Tactical Solutions, we use our innovative Reapp tool within all of our solutions. Reapp is able to provide razor-sharp insights about your performance within an instant, creating informative reports once it’s finished analysing the numbers.
The art of event marketing
Event marketing is a major part of the modern field marketing industry. In order to get your products out there, your target audience needs to know they exist.
Regardless of the industry you work in, there should be several in-person events and trade shows where you can create a stand to display your products and brand. Attending events and shows can help you to get your name out there, showing customers exactly how your products work. You can even bring free samples with you for them to try.
For example, if you run a food and drink company, free samples allow you to deliver a more immersive experience. Your attendees get a taste of your brand – quite literally! – which can help you stand out from the competition if they end up liking the product.
You can also host your own events to promote your brand, such as:
- In-store customer events
- Round table sessions
- Executive dinners
These are just a few examples of the events you could host to show off your brand. As well as making potential customers aware of your products, you can also get direct feedback about your product offering, which you can then use to refine it.
Guerrilla marketing: Embrace the unexpected
Guerrilla marketing campaigns take their name from the concept of guerrilla warfare, using the element of surprise to communicate with an audience.
You’ve probably heard the phrase, ‘There’s no such thing as bad press’. Guerrilla marketing campaigns turn that slogan on its head, creating a talking point that can be passed on via word of mouth. This unconventional form of marketing relies on the element of shock to raise brand awareness with viewers, creating an entrenched memory of the event.
According to MarketSplash, guerilla marketing campaigns have a 65% success rate in increasing brand awareness. How you do it depends on factors like:
- Your budget
- Time constraints
- The area you want to undergo your campaign
- The product you’re selling
Guerilla marketing strategies tend to be fairly cost effective, as you can create a satisfactory campaign with a fraction of the cost of other forms of field marketing. You can choose to invest as much or as little money into your campaign – so long as the element of surprise is present, you should be successful.
Be a force for good
People like to know that the brands they’re engaging with are human. Aligning your brand with a popular social cause can boost your popularity, even amongst people who wouldn’t normally purchase your products. The evidence shows that customers are increasingly making their purchases with companies that line up with their social and political views.
Climate change causes are extremely popular at the moment, with many customers turning towards green products. The world is becoming more responsible, and positioning your brand as a sustainable business can increase customer perception.
Making your products eco-friendly is another good idea. For example, you could reduce the amount of plastic used within your packaging. You may also want to consider becoming BCorp certified – not only will you be helping the planet, but you’ll also signal to potential customers that you’re a responsible brand.
You can also create field marketing events that are based around a social cause, combining the two different strategies. For example, if you’ve aligned your brand with a charity supporting homeless people, you could donate items to food banks or a local soup kitchen. Another idea is to set up a stall at a protest that supports your social views, giving out free samples to those attending.
Another approach – you could use data analytics and market research to discover which social causes your target audience align themselves with. If your customers support the charity you’re promoting, they’re more likely to shop with you than your competitors. You’ll also elevate your brand’s image by showcasing social responsibility in action.
Not only is your business giving back by giving to social causes, but it is also getting to better understand the customer and what’s important to them.
In embracing a business model that champions corporate social responsibility, you can improve the customer experience, amplify your brand visibility, and drive sales by becoming a catalyst for societal betterment.
Why is field marketing so important to modern brands?
As you can see, the benefits of field marketing are huge, making field campaigns extremely lucrative for any brand. As any major brand knows, pleasing prospective customers and increasing brand awareness are two of the main components of any successful field marketing strategy.
Field marketing can be utilised to create direct sales promotions and improve the placement of your products in-store. It can also be used to target specific customers within your target market, increasing sales and customer loyalty.
When using a successful field marketing strategy, you should see an increase in your ROI (return on investment). ROI is an incredibly important marker for any modern business owner, as it allows you to judge the overall performance of your brand. The insights gained can be implemented to improve the success of your business in the future.
At Tactical Solutions, we use our data-driven approach and award-winning Reapp tech to analyse these insights. Afterwards, we can create innovative reports that are delivered quickly to you at the push of a button.
Curious about how our cutting-edge tech can elevate your brand? Reach out now and let’s explore the possibilities together!
Start your field marketing journey today
As any good brand knows, creating a powerful field marketing strategy is the bread and butter of your business. You need to get people talking about your products, and field marketing is the perfect tool for pushing traffic and conversions.
However, it can be hard to know where to start, which is where Tactical Solutions comes in. As a modern business, we use our data-driven approach to provide real results, changing the way your brand works for the better. With a vast range of tech-led services and our advanced Reapp solution, we’re able to ensure success for all our clients.
Ready to get started? Reach out to our Brand Champions and we’ll create a tailored strategy that’s uniquely yours.