What is field marketing?

Field marketing is one of the most utilized techniques in the marketing mix, specifically in promotion.

In a nutshell, field marketing refers to the classic direct promotion action that consists of directly showcasing the product/service to potential customers.

In this case, the seller allows the product to be tried through samples or promotional starter packs (for example, in the case of digital services).

Field marketing is part of direct marketing but stands out from other techniques because it is basically conducted face-to-face (seller - potential customer relationship).

Field marketing sellers are highly trained, possess extensive knowledge of the product or service and related sectors.

Field marketing may seem easy and trivial but in reality, it's useful for many aspects of brand development, for example:

• the increase in brand awareness
• the growth in the contract closing rate
• the overall improvement of sales
• exposure and recognition of the brand

Furthermore, field marketing is widely used in the case of launching new products and service ranges.

The basic great advantage of this technique, if the strategy is implemented correctly, lies in the immediate return on investment (ROI).

Not just traditional sellers, but also hostesses and commercial representatives. The players in field marketing are many and varied. These individuals act at fairs, events, and points of sale.

In this case, as mentioned, the distribution of samples, tastings or tests (with subsequent immediate feedback from users), are part of field marketing.

Different activities such as entertainment or small contests (even within the physical store) are also part of this technique.

More traditional activities such as the distribution of informational material like leaflets, brochures, or other paper-based media should also be considered in this context.

Lastly, focus groups, the administration of questionnaires and/or interviews at sales channels or even digitally (or traditional interviews at home or during events and fairs), are part of this category of the marketing mix.

A case study of social field marketing: Decathlon

Decathlon, the renowned French sporting goods and apparel company, has always been very attentive to social media and initiatives developed on digital platforms.

In this case, we will look at a particularly interesting campaign of field marketing applied to social media.

The transalpine brand conceived a social media campaign called WeTilt where users were recruited through the website and social networks for a free test of the

Tilt 5 B’TWIN folding bicycle.

In this field marketing initiative, people could sign up through a sponsored post on Facebook that linked to the landing page for the bike test. This test would then be conducted in Milan, Florence, and Rome. Finally, to entice customers, some participants in the test program will be drawn to win the same product.

Field marketing is much more than just door-to-door selling, and its potential is enormous. If exploited correctly, this technique can really make a significant impact on company budgets without initial investments.