Effective marketing is a crucial piece of the puzzle when it comes to sustaining long-term success in business, so it’s essential that your company finds the best possible forms of promotion. If you’re not already taking advantage of field marketing, now could be the time to rethink your strategy and start harnessing the power of these techniques.
Here are just a few of the reasons why.
It can be highly cost-effective
There’s no getting around the fact that money matters when you’re planning your promotional campaigns. One of the great things about field marketing is the fact that, when done right, it can be highly cost-effective. You can run campaigns on as big or as small a scale as you wish, and because you can keep an accurate record of the success of each campaign, based on the people who actually make a purchase, you’ll be able to calculate a precise return on your investment.
If you enlist the help of third-party specialists, it may be possible to only pay for the results the campaigns deliver. For example, direct sales and marketing specialists Appco Group run a performance-based model on their door-to-door field marketing campaigns that means their clients only pay for the new customers gained. This is in stark contrast to certain other marketing techniques that require you to invest potentially significant sums of money on a much more speculative basis, such as TV and billboard campaigns.
It allows you to connect directly with consumers
Another benefit of field marketing is the fact that it enables you to connect with consumers directly. Whether you’re speaking to people on their doorsteps or engaging with them in shopping centres or other public spaces, you can communicate on an individual level.
People often respond more strongly to these personal interactions than to the generic messages they receive via the web, printed ads, TV or radio. For this reason, the field marketers representing your firm can work wonders to raise your brand profile and to increase awareness of your goods and services.
It provides you with potentially valuable insights
Field marketing in its various forms also provides you with an opportunity to gather potentially valuable insights into consumer attitudes and preferences. As well as presenting information to prospective customers, field marketers can keep a record of the responses they get from members of the public. In turn, this information can be used to help companies hone their products or services, brands and marketing techniques.
Given these wide-ranging advantages, it’s not hard to understand why field marketing has stood the test of time and why so many businesses are still keen to utilise these promotional methods.
Photo credit: Manabu Shimohira / Flickr
