FIELD MARKETING and Why It's Essential
Create impactful brand awareness, engagement, and growth with field marketing
Activate at supermarkets, festivals, sports stadiums, and community events
Get your brand into people's hands, hearts, and minds
Align with ideal customer profile lifestyle activities
Connect with hard-to-reach suburban families with young kids
Capture customer testimonials for your social channels
Track field marketing KPIs from impressions to sales
What is field marketing?
Field marketing is the face-to-face promotion of your brand at supermarkets, festivals, and venues where there is an opportunity to find new customers and deepen relationships with existing ones.
Field marketing is a tried-and-true tactic for consumer product goods (CPG) brands, community banks, hospitals, and other companies.
Person-to-person marketing at the right time and place is a powerful marketing tactic.
Brand conversations combined with sampling or demos establish trust and sales.
Field marketing teams provide valuable consumer insights, testimonials, leads, and direct sales.
Beyond supermarkets and festivals, field marketing occurs at 5K races, stadiums, zoos, park movie nights, and cultural celebrations.
Field marketing is cited as grassroots and event activation by companies.
Your field marketing presence can be as simple as a sampling table at supermarket to an elaborate product demonstration vehicle surrounded by brand activities (e.g., photo booth, prize wheel, etc.) at a state fair.
A field marketing team is well-trained and outfitted, with everyone working toward a common goal.
The behind-the-scenes logistics of field marketing include event prep, inventory management, transportation, and maintenance, often handled by production assistants and producers.
Large cities such as New York City, Los Angeles, Chicago, Boston, Portland, Philadelphia, and Seattle have numerous weekend events with brand opportunities to show up with your field marketing teams.
Event and venue inclusion fees range from $500 to $2,500 depending on the location and attendance.
In summary, field marketing helps brands continuously reach new audiences and transform those people into customers to grow your business.
Field Marketing Services
1.) Assess your field marketing needs and goals
2.) Develop creative, stimulating, and relevant field marketing ideas
3.) Design and produce your field marketing assets - from outfits to activities
4.) Explore local opportunities and handle the application process
5.) Staff and train your field marketing team
6.) Manage, transport, and install event assets
7.) Activate and manage your field marketing program
8.) Share real-time content for your social media team
9.) Measure field marketing impact against your KPIs
How field marketing benefits your brand
1.) Create local brand awareness
2.) Interact face-to-face with prospects and existing customers
3.) Generate brand appreciation
4.) Produce one-of-a-kind content for your social media channels
5.) Show people how your brand makes a difference in their daily life
6.) Create lifelong customers and brand advocates
8.) Generate onsite sales
Field marketing is a valuable marketing strategy for brands entering a city for the first time.
It can be combined with event sponsorship, influencer marketing, and public relations.
And, activating at events, festivals, 5K runs, fundraisers, and other local happenings supports the local community, creating goodwill for your brand.
Availability
Field marketing is available in major metropolitan areas (e.g., NYC, CHI, LA, etc.), mid-size cities (e.g., Pittsburg, Baltimore, etc.), and college-centric towns (e.g., Gainesville, Ann Arbor, etc.)
Field Marketing Process
1.) Share with us your brand goals, cities, and any ideas you'd like to explore
2.) Receive recommendations for each city
3.) Approve and contract your field marketing initiative
4.) Start planning, event applications, and production four or more weeks before the first activation day
5.) Train team on brand and ramp-up week before activation
6.) Activate, document, and measure
7.) Receive a recap with photos, learnings, and ideas to improve
Takeaways
Field marketing raises brand visibility, establishes trust, and converts people into customers.
It is a valuable marketing strategy for CPG and service brands.
Field marketing is possible nationwide.
Connect
To receive a complimentary field marketing proposal for your brand, just share your vision and goals.
Meet people where they're at!
Field Marketing FAQ
Field marketing is person-to-person brand promotion at supermarkets, festivals, and local venues with the aim of converting people into customers.
Field marketing introduces your brand to people, shares your story, drives engagement, creates content, and achieves market share.
Planning, production, transportation, staff, and management can range from $750 to $7,500 per day, depending on the size and scope of your field marketing setup, team, and footprint.
Contact ALT TERRAIN with your brand goals to hear how field marketing is a worthwhile investment.
Yes, if your goal is to a have continuous source of new customers and sustainable brand growth, then field marketing is an effective marketing strategy.
