Field marketing: dos and don'ts

Consider time and place meticulously: having a brand representative in the right place at the crucial moment is precisely what field marketing is all about.

Brief your field agents: a Yorkie freebie promotion hit the headlines when a woman complained to Liverpool City Council about a field marketer’s inflexible interpretation of the chocolate bar’s “It’s not for girls” strapline.

Establish clear aims: know what you want to achieve; it can be very measurable if approached correctly.

Underestimate the effect of minor details: a surly or pushy promo-bod can do much more harm than good to your brand. Instead, look to field marketing agencies that hire professional actors for promotional activity; can you afford not to?

Imagine that field marketing is old hat: combining it with digital and experiential elements will really put the flowers into your field.

More tips for marketers >>