Field Marketing: The Solution to Building Brands
In today’s competitive, saturated market, many brands find themselves facing the same problem: there’s a disconnect between their products and potential consumers, and conventional advertising isn’t entirely effective in closing this gap. That’s where field marketing comes in, which we’ll elaborate on later.
The Traditional Marketing Funnel
Let’s first refer to the Marketing Funnel Model, which theoretically explains the sales process from beginning to end in consecutive steps. Step one is awareness, in which prospective customers first become familiar with your brand. The next step is consideration, in which these prospective customers move beyond awareness and develop a genuine interest in learning about what your product offers. If all goes well, and customers believe the value of your product outweighs the cost, they are converted into real customers and decide to purchase. Loyalty and advocacy organically follow when customers are repeatedly satisfied with your product and freely recommend it to others.
So achieving that initial sale is just three easy steps, right? Well, not exactly. In the traditional sense, advertising has a fairly low conversion rate, despite being extremely costly. People often have to encounter advertisements several times before they fully achieve brand recognition, and then capturing their interest enough to transition them into the consideration phase is a hard task. It’s also difficult to communicate all the perks of your product and brand while remaining relevant and concise enough to not lose their interest. Given the saturation of ads, from commercials to billboards or online pop-ups, it’s no wonder that consumers do not entirely trust advertisements. They feel as if they’re being sold at, and their personal interests or desires are not being prioritized.
In fact, the latest annual Gallup report¹ on honesty and ethics in professions finds that advertisers are found to be in the bottom group of trustworthy careers. A mere 12% of US adults surveyed would rate the honesty and ethical standards of advertising practitioners as “high” or “very high,” while almost three times more (34%) would rate their standards as “low” or “very low.” Additionally, online advertising is regarded as a disruptive experience by 83% of the 2,500 people polled by Rakuten Marketing.²
Moreover, advertising is difficult to measure. There is no surefire way to accurately account for the amount of authentic impressions, reach or frequency. It is also typically a one-way street, leaving no room for consumer feedback or questions.
The Solution: Field Marketing
Don’t be mistaken; advertising still proves to be extremely successful and necessary for brands when it is done correctly, but field marketing fills in the gaps on ground level and provides a direct solution for immediate results. Leveraging the proven effectiveness of positive word-of-mouth, field marketing builds consumer trust and brand loyalty through authentic, educational and interactive experiences. In other words, it combines the first few steps of the Marketing Funnel into one.
When consumers are enthusiastically invited to try a product while they’re already out-and-about shopping or at an event, they immediately let their guard down because they have nothing to lose; the buying power and control is in their hands.
Awareness is immediately achieved as consumers sample your product while actively participating in an authentic discussion with the Brand Ambassador. Instead of a manipulative sales pitch, Brand Ambassadors share the product details and brand selling points in a genuine, friend-to-a-friend manner, while openly receiving opinions and feedback.
Consideration is simultaneously obtained as the product is readily available to purchase, encouraged by the positive interaction and potentially assisted by giveaways or other points of sale (i.e. coupons, branded one-sheets).
This all leads to the sale, or the conversion. If this is accomplished, the road to loyalty and advocacy is not far off, as these consumers have in-depth brand knowledge and an accompanying pleasant experience associated with the product to talk about with others.
Beyond merely executing the events and generating sales, field marketing allows for opportunities to gather important data. Mirus Promotions, Inc. has an efficient system in place that generates quantifiable metrics and vital consumer feedback for its clients, allowing them to evaluate and make critical managerial decisions.
Who Does Field Marketing Benefit?
Not only does field marketing benefit brands looking to raise sales through increased awareness and consumers looking for positive, educational opportunities to try different products, but it also supports retailers. According to a panel of retailers at the 2018 Summer Fancy Food Show in July, “offering an in-store experience that engages consumers will keep them coming back despite the challenges presented by Amazon and other competitors.”³
“People want to be able to eat, shop, and learn, and if we keep delivering on that experience every day, people are going to keep coming,” said Emilio Mignucci, vice president of culinary pioneering at Di Bruno Bros., a five-store specialty retailer in Philadelphia.
Let us help your brand reach its full potential.
If you are interested in working with Mirus Promotions, Inc. to support and grow your brand through field marketing, or if you just want to learn more, contact us today to set up a call!
¹The Public Still Has Very Little Trust in Advertising Practitioners, Marketing Charts
³Retailers Cite In-Store Experience as Key, Specialty Food News
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