Field marketing has become one of the most popular ways of reaching new audiences that are not online. It is an in-person way of bringing down the digital barriers that have been created with online marketing, as well as the impacts of COVID-19. It has been described as measurable face-to-face brand development, as well as in-person customer relationship management.
By using highly trained people and specialized marketers, brands are able to reach wider audiences with product demos, product promotions, samples, face-to-face sales, and direct customer feedback. This kind of marketing typically is associated with experiential marketing or event marketing.
But, in order to succeed, you will need to develop a solid field marketing strategy. And to help you out, we took a look at the three best field marketing strategies for 2022.
Take Part in In-Person Events
One of the most successful field marketing strategies is taking part in events. And, after two long years of COVID-19, social distancing, and the cancellation of in-person events and conferences, we are now back on the road to something of a normal life.
What is great to see is that events are absolutely taking off. With a two-year gap, brands and individuals alike are more excited than ever to have real-life events where they can meet up with real people and experience things in real life.
Now, this goes for both the corporate as well as the entertainment event industry. So, if you are looking for new leads and looking to join some kind of event, there are absolutely tons to choose from that are looking for some kind of funding to get back onto their feet after such a long time.
The same can be said from a corporate perspective. Most conference, training, and expo companies were crippled by COVID-19, and the journey back to something somewhat normal is a long one. Look for sponsorship opportunities there, too.
If you cannot find an event that suits your needs, consider looking for an event production company that can partner with you to produce an event for you to reach your audience.
Stick With Virtual Events
Granted, in-person events have returned with a bang, and people are clamoring to get out and be around other people again. But, the fact of the matter is that a lot has changed since COVID-19. People now are more digital than ever. Remote working and working from home have soared in popularity, and with this has come a reliance on digital and virtual platforms.
Virtual events are not going anywhere anytime soon. And, if it’s a training or webinar that an employee or virtual worker can hop onto from the comfort of their home with their coffee in hand, they will. Joining up with these types of events has an incredibly high ROI, especially if you choose the event carefully.
These kinds of webinars and training usually have dedicated databases and regular emails are sent out to the database in the lead-up to the event. Sponsors and partners usually get a lot of exposure, and if you choose the right package with the company, you will be assigned dedicated email spots and banners for any promotion on the site or marketing.
Again, if you have chosen the event properly, you will be directly targeting your exact audience, so make sure you keep a look out for events that fall within your industry.
This is a concept that has been around for a few decades but is still incredibly relevant today. Experiential marketing refers to the kind of marketing that is done to create an experience with your target audience in a totally different environment.
One of the best examples here is the placement of toiletry brands in hotels. Soaps, shampoos, conditioners, etc, are provided to hotels that the guests will use. Brands use this to reach out to their audiences and align their brand to the sense of luxury that you feel in a hotel.
Think about it, if you are on holiday and using a luxury brand in the hotel shower or bath, the next time you see that on the shelves, you will think about the experience of being in the hotel. This can be taken even further and rolled out across the board.
Providing WiFi to public spaces and advertising your brand, providing technology solutions where people need them the most. The sheer experience of you easing their day will help them associate that experience with your brand.
The Bottom Line
Now is the time to get out and be seen. There are endless opportunities for you to connect with your target audience, whether online or in person. Test these strategies and see which one makes the most sense for your brand.