Field Marketing, Guerrilla Style.
The Implications and Importance of Field Marketing
Most new products inception occurs behind closed doors, usually by some creative developers working for the company. They think amongst themselves products they think will be a hit with the general public and ultimately will make the company money. They then come up with a product they believe will sell, they have looked at possible issues with it and they think everything is good. Sending this design straight to the production company and then straight onto the shelves is one of the biggest failures they could do. A team of creative designers are not the general public and you should always field test your product before putting it on the shelves to sell.
Field Marketing Examples
An example of a type of company that would benefit from having some thorough field market research conducted would be a perfume manufacturer. Creating a new cologne will be done by a few people in a scent lab and then finalised and bottled. A great way to ensure not only the producers love it but your target customers is by conducting field marketing. Giving out free samples to people and asking for their feedback is great for not only getting a good sense of the desirability of the product but also fantastic advertising. Quite often in town centres people giving out ‘freebies’ can become overwhelmed with demand which is exactly what they want. You now also have word of mouth advertising taking place, probably the most influential. It’s important to gather as much feedback as possible from your tasters and freebies, so have questionnaires on hand and staff to ask consumers for their opinions.
Field Marketing Research
Research shows that 70% of buying decisions are made in the store, so making samples available within the store is just as vital as promoting the product outside the store. Perfume samples should be available next to packaged items, and in food shops small trays of samples of that new cake next to the packaged cake. Research also shows that 60% of customer deflections are due to poor interactions with staff so make sure those promoting it are trained in assisted selling.
Field Marketing Products Guerrilla Style
If you don’t sell a physical product and instead sell a service you can still field test by giving out free taster sessions. These should be a short service giving customers the preview of your full one. Then you can gather feedback from them and see how you can improve it, this will also potentially spark word of mouth advertisements, and is still an excellent advertisement for your brand.
What about full on ?
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