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13 Innovative Field Marketing Strategies & Examples that Actually Work in 2023
13 Innovative Field Marketing Strategies & Examples that Actually Work in 2023
From building personal relationships with potential customers to developing buyer personas, here are 13 answers to the question, "What is your best field marketing strategy tip?" You'll learn that your strategies should be much wider than just digital marketing.
- Leverage Personal Connections
- Build Personal Relationships With Potential Customers
- Virtual Field Marketing Like Workshops and Webinars
- Develop Buyer Personas
- Send Handwritten Cards
- Use User-generated Content
- Focus On Building Relationships With Influencers
- Guerrilla Marketing
- Leverage the Power of Storytelling
- Present Something Entertaining and Imaginative
- Tailor Your Field Marketing Strategy to Your Specific Target
- Promote Your Products Using Free Samples
- Send Out Your Best Brand Ambassadors
Leverage Personal Connections
I think one of the most effective field marketing strategies I've ever employed is leveraging personal relationships for outreach. People often respond more positively to someone they know and trust, which makes targeting networks of individuals who may already be familiar with my work a great way to generate interest.
Recently, I used this strategy when I was trying to get the word out about a new product launch. As soon as I began reaching out to former colleagues and long-time contacts in our shared circle, I started to see heightened engagement with follow-ups seeing particularly good results.
All in all, this strategy paid off hugely and is something I always recommend exploring when engaging in field marketing activities.
The skilled field marketing manager learns that lead generation often starts at home. Make sure your sales teams are leveraging the customers you already have to try and create more opportunities out in the field.
Build Personal Relationships With Potential Customers
One effective field marketing strategy is to focus on building personal relationships with potential customers. Attend industry events and network with other professionals in your field, reach out to potential customers directly, and offer personalized demonstrations or consultations.
For example, as a text messaging software company, we focus on attending major trade shows and industry events our customers are likely to attend. We met Clean Juice at a Franchise Leadership and Development event in Atlanta, and that relationship led to Text Request developing an integration with a third-party software called Franconnect.
This approach can be particularly effective for B2B companies, as building personal relationships with key decision-makers at other businesses can help to establish trust and credibility, making it more likely that those businesses will choose to work with your company.
Field marketers enlist a wide range of field marketing efforts, but at the root, you're building relationships with prospective customers.
Virtual Field Marketing Like Workshops and Webinars
Over the last few years, field marketing has transitioned into the virtual space and accommodated technological advancements and pandemic constraints. This is why we run digital field marketing campaigns such as:
- Live streams and shows
- Virtual games
Here's an example of this strategy working for us: We hosted a page on our website where people could join our webinars for free. During these webinars, we gave viewers tips on improving their writing efforts.
However, several clients didn't have the time and resources to generate quality writing consistently, so they hired us.
We were able to easily convert a handful of prospects, and hosting these webinars cost almost nothing.
Experiential marketing efforts like these help to build real interest in your product or service because they give your prospects hands-on involvement with your brand. It's a powerful combination.
Develop Buyer Personas
Developing buyer personas has always been my go-to market strategy. The most successful marketing campaigns are tailored to the target audience, and buyer personas help to accurately analyze and segment customers.
For example, last year I ran a series of emails targeted at customers who had abandoned their subscription plans of our magazine, to encourage them to finish their purchases. Developing buyer personas was essential in order to identify which customers were qualified for this program. We gathered demographic and psychographic information such as age, gender, and interests so that we could craft emails specifically tailored to different segments of the customer base. The campaign was a huge success with a 79% increase in conversions!
Therefore, I can attest that developing buyer personas is an invaluable tool when it comes to field marketing strategies.
Your field marketing team needs a handle on who they're talking to whenever they head into the field. Personas give them insight into what your prospects are thinking, and by extension, what it will take to sell to them successfully.
Send Handwritten Cards
Handwritten cards might seem a strange addition to this list, given that field marketing involves getting out into the field, but this discontinuity illustrates a central fact about handwritten cards. They're the written equivalent of a face-to-face meeting. That's because each card you send to a prospect contains a little bit of you in the form of your unique handwriting. They're perfect for inviting someone to a meeting or for thanking them warmly and personally afterward.
Handwritten cards are an excellent way to prime the field for your arrival or to acknowledge successful meetings. And with Simply Noted, you can automate the entire process. Our handwriting robots create the most convincing handwriting illusion on the market today, and when you hook your CRM to our server, you can automate handwritten cards as easily as email. Handwritten cards are frequently an integral part of successful field marketing campaigns.
Use User-Generated Content
One of the best field marketing strategies is to use user-generated content. User-generated content (UGC) allows you to take advantage of one of your brand's most powerful assets - its loyal customer base. UGC provides an authentic, real-life story that many customers relate to and engage with more than traditional advertising methods, as they are more likely to trust reviews from fellow customers than from the company itself.
For example, one successful instance of a field marketing strategy involving UGC was when Adidas used customers' Instagram photos as part of their product campaigns. By encouraging customers to post images featuring a particular hashtag or wearing a specific piece of clothing with the brand logo, they could generate free publicity that was meaningful and engaging to their target audience.
Focus On Building Relationships With Influencers
One effective field marketing strategy tip is building relationships with key stakeholders and influencers in your target market. This can include building relationships with industry leaders, key decision-makers, and other influential individuals who can help to promote your product or service.
An example of when this strategy has worked is with our company Investors Club, which specializes in providing a buy-and-sell platform for small businesses. We identified key decision-makers and influencers in their target market and focused on building relationships with them through a variety of means, such as attending industry conferences and events and hosting customer events and webinars.
As a result, we secured several high-profile partnerships and customer relationships, which helped increase brand awareness and generate new business. Our company was able to close more deals and increase its customer base due to this field marketing strategy.
Your sales team doesn't exist in a vacuum and neither do your marketing efforts. Make sure your marketing collateral is designed with influencers in mind.
Adaptability is the key to living a fulfilling life. Even in field marketing, trying new strategies can work in your favor. Guerrilla marketing is one kind of field marketing technique. Guerrilla marketing involves eccentric and unique ways to advertise. The main focus is to make the advertisement so memorable that it gets people talking about it.
In this age, social media is at the forefront, and becoming viral is the ultimate goal. Guerrilla marketing can help boost your brand and showcase it to millions of people with a simple click. It is a technique that puts creativity first. The more unique the idea, the better the exposure.
Recently, the movie Smile used guerrilla marketing to publicize their movie. They paid actors to stand in baseball games and other high public events, smiling creepily. This tactic soon got attention, and everyone was talking about the movie.
Sometimes a successful field marketing campaign isn't what you expect it will be. Guerrilla marketing campaigns do things differently, which makes you stand out from the pack.
Leverage the Power of Storytelling
One field marketing strategy tip is to leverage the power of storytelling to create emotional connections with your target audience. People are more likely to remember and engage with a brand or product when they can relate to the story behind it.
An example of this strategy in action is a company that produces sustainable, eco-friendly products. They could create a campaign that tells the story of the company's mission and how their products help make the world a better place. The campaign could include emotional and inspiring videos, social media posts, and events that showcase the positive impact the company is having on the environment. This would help create an emotional connection with potential customers and make them more likely to purchase the company's products.
Present Something Entertaining and Imaginative
Providing an interactive or exciting experience for your audience may work wonders for your reputation and how your customers think of you. People are more likely to identify favorable feelings with a brand after experiencing a pleasant brand event. This increases the likelihood of future sales and helps strengthen brand loyalty.
Your opportunity to make an impression on your readers or viewers is limited, so spruce up your field marketing with humor, hands-on activities, and original ideas. Better outcomes and more brand and product recognition will emerge from an engaging display with interactive features. Strategy-wise, field marketing lets you meet and greet your target demographic in person and offers you fodder for an internet marketing campaign in which people may talk about their positive experiences with your company and spread the word.
Tailor Your Field Marketing Strategy to Your Specific Target
My best field marketing strategy tip is to always tailor your approach to your specific target audience. By understanding the needs, pain points, and preferences of your target market, you can create a marketing campaign that truly resonates with them and drives results.
For example, I worked with a technology company that was launching a new product aimed at small businesses. Our target market was busy entrepreneurs and small business owners who were looking for ways to streamline their operations. Our field marketing strategy was to host a series of lunch-and-learn events at local small businesses. We offered a free lunch and a live demonstration of our product, and we also provided materials and guides on how the product can help small businesses save time and increase productivity. The events generated a lot of interest in our product. In conclusion, to succeed in field marketing, it's crucial to understand your target market and tailor your approach to their specific needs.
Promote Your Products Using Free Samples
From a strategic point of view, sampling is the best course of action and is very successful in increasing sales. Consumers enjoy testing out new products, whether they be food items, technological gadgets, or even services. Before purchasing a product, the typical buyer wants to experience how it feels, looks, smells, and tastes. Showing the audience how the product(s) can make their lives easier, better, and cheaper is the goal of field marketing.
Send Out Your Best Brand Ambassadors
Your brand ambassadors could be your employees, willing customers, influencers, or celebrities. Whoever they are, they should be able to speak to potential customers, encouraging them to engage with or buy your product. They also need to be informative, approachable, and intelligently communicate your brand propositions.
During the festivities of 2022, we embarked on our second field marketing campaign of the year to let the public know about the special offers we had come up with. Before doing so, we organized several training sessions, briefings, and screening exercises to ensure we sent out the best of our brand ambassadors. Our ambassadors delivered captivating live demonstrations, answered questions, and confidently spoke about our offerings in ways that corresponded with customers' responses, likes, and dislikes. In the end, we had a more productive campaign than the ones we had in the past.
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