• by Kim Lawton , May 17, 2023

Field marketing gives prospective clients and existing customers the opportunity to interact directly with a product or brand. Guerilla marketing, product demonstrations, sampling programs, and brand participation in conferences and trade shows are all examples of this strategy.

Done well, it can benefit brand growth and customer relationships in both B2B and B2C markets. To make the most of this approach, here are a few things you need to keep in mind.

What It Takes to Start Field Marketing

First, have a solid understanding of your target audience, looking beyond just demographic information into behaviors and psychographics as well. To have the biggest impact, try to identify a more niche audience. Keep an eye out for events and spaces that your field marketing campaign could make use of, and then ensure that your field staff is exceptionally well-trained. Skipping these steps will create challenges and harm your ROI.

While your brand might not have the funds to outsource an entire team of experts, field marketing at events can be an easy and effective place to start. Here are three ways to determine whether an event is a good fit for your brand:

1. Determine whether your target audience will be there. Do research to ensure that your core audience considers this a must-attend event for themselves. If they won't be there, you won't be reaching the right group, and your efforts will be wasted.

2. Outshine the competition. It may sound strange, but you should attend the same events that your competitors are attending. If you can ensure that your brand will be more visible and that your field team will be equipped to accurately represent your brand, you can outshine your competitors and attract new clients.

3. Budget well. While field marketing can be expensive, it can increase ROI if done well. Make sure that the events you're interested in work with your budget.

The ultimate goal of field marketing is to raise brand awareness, demonstrate thought leadership, generate leads, and build personal connections with your target audience. For this reason, it might be the best investment your brand makes this year.