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Field Marketing
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Field marketing is a form of marketing that takes place ‘in the field’. This simply means that it takes place outside of the traditional home/office environments in, for example, a shop, in the street or at an event.
Field marketing can take a variety of forms. Some of the most commonly used include:
- Mystery shopping (i.e. where an individual is hired to make specific purchases/shopping transactions in a shop to allow analysis of specified factors without revealing what they are doing to store staff).
- Demonstrating (i.e. where a team will go into a store or set up in a specific area to demonstrate a product to the general public in the hope of exciting interest in it).
- Merchandising (i.e. making sure that a product is given a specific focus or placement to make it more attractive to consumers).
- Sampling (i.e. where consumers are given a chance to sample a product to see if they like it).
- Leafleting (i.e. where you may be handed a leaflet in the street whilst out shopping encouraging you to visit a specific shop).
The aim here is to market something to potential customers in the most effective way, either with direct interaction or via brand/product placement.
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