What Is Field Marketing?

This can cover every form of direct marketing which takes place outside the home or office. It can include anything from handing out leaflets in the street, mystery shopping, sampling and demonstrations in your local supermarket to outdoor promotional events.   The face to face element is more commonly referred to within the ‘experiential marketing’ description – as it offers the consumer the opportunity to experience and interact with the brand.

Field marketing is more commonly used in the practice of sending representatives or agents to retail outlets with a view to building brand and supporting sales. They may for example conduct in-store promotions, set up point of sale displays, and merchandising – to ensure that products are displayed to best advantage.    Mystery shopping also comes within this category – the best form of live auditing to ensure best practise is maintained.