Having a field day (field marketing to maximize sales potential)

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 5

Benady D.Marketing (UK), 11 November 2009, Start page: 33, No. of pages: 3

Reviews the recent growth in the use of field marketing, especially by brands with tight promotional budgets that want to get noticed by consumers, such as smaller brands that are unable to afford large-scale TV advertising campaigns. Discusses how field marketing agencies help brands to secure the widest exposure by using their know-how in the field of sales and data analysis. Describes how field marketing involves the practice of sending representatives or agents to retail outlets in order to build brand and support sales by, for instance,ensuring that retailers are well stocked with their products and that they merchandise them in eye-catching ways. Illustrates these points made with particular reference to brief case studies involving: Sam Galsworthy, the marketer behind the launch of Sipsmith gin who uses a motor cycle to visit top-end bars around London to ensure that bottles of his brand’s products are given a prominent position at the bar; iblink’s experiential promotional campaign in London for Bassetts Soft & Chewy Daily Energiser; Gu’s own field marketing of its dessert brand products; and FieldSmart’s successful promotion of the DVD launch of the Hollywood film P.S. I Love You.Article type: ViewpointISSN: 0025-3650Reference: 39AC339

Keywords: Marketing strategy, Product management,Promotional methods, Strategic marketing, United Kingdom