what is field marketing?
Costco samplers, Red Bull girls, and freebies at events are all forms of field marketing. It focuses on boosting brand awareness through events, in-store product demonstrations, and guerrilla sampling. Pretty much everything marketing you see out-in-the-field!
Despite being one of the most intricate roles in marketing, it remains one of the most underrated methods for creatively promoting a brand.
Brenda has successfully implemented four initiatives of field marketing at Marquis:
4DR4DL
In-store Product Demonstrations
Cans-In-Hands
Event activations
4DR4DL
What is 4DR4DL?
4DR4DL stands for "Four Doors to the Right, Four Doors to the Left," a targeted brand awareness initiative focused on engaging local retailers within a one-mile radius of a current retail partner.
Purpose:
The program is designed to increase brand visibility, drive new account openings, and boost sales at a existing retailer.
How it Works:
Retailers in the surrounding area receive a cooler bag containing a sample of six different flavors (one can of each), free coupons for redemption at the store, and brand signages. By engaging these nearby businesses, the program aims to create a ripple effect that enhances brand presence, encourages new sales opportunities, and strengthens our relationship with the anchor retailer.
Results:
demos
What Happened?
In 2021, Marquis entered Erewhon as its first major retailer chain. A new SOP was created for the demo team, focusing on training, various demo tactics, and recording actual sales metrics.
Purpose:
The goal was to turn demo moments into memorable experiences, drive sales, and build strong relationships with customers and store employees.
Results:
Top Ranking: Marquis was ranked the #1 caffeinated drink at Erewhon in 2023.
Sales Success: Demos went from no KPI to an average of 36 cans sold in a 3-hour demo. Success at Erewhon led to placements in Target in California, and new major retail chains like Super King, Lazy Acres, New Leaf, and Berkeley Bowl.
Impact:
These demo results showcased the effectiveness of Marquis' in-house field team, leading to new partnerships with major retailers.
Cans in Hands
What is CIH?
Cans in Hands (CIH) is a field marketing strategy designed for Marquis, similar to guerrilla sampling but with a more targeted approach. The strategy involves two brand ambassadors using a portable setup (wheeled cooler) to distribute full cans to locals in high-traffic areas.
Purpose:
The activation serves a dual purpose: content creation through "man-on-the-street" interviews and promoting the product at nearby retailers. The goal is to reach a large number of people in a short time, particularly near retailers like Erewhon, to drive in-store sales while significantly reducing the costs associated with traditional demos.
Results:
CIH successfully lowered costs by nearly 50% compared to a typical demo and proved more time-efficient, reducing the duration from a 4-hour demo to a 2-hour activation.
Events
While prioritizing demos to drive sales, events were also utilized to promote brand awareness in an engaging and fun way, showcasing the brand to large audiences and highlighting creative use cases like mixology (AKA Marqology).
Purpose:
To sample a large number of people in a short amount of time, boost brand awareness, and drive eCommerce sales.
Results:
These events facilitated networking with high-profile accounts in fashion, wellness, and education sectors, as well as local businesses like gyms, pop-ups, and restaurants. The exposure led to new distributor partnerships and entry into college campuses such as USC, UCLA, Stanford Hospital, and CPP, where the drink generated high demand from the students. Additionally, the events contributed to an increase in social media following and the development of a loyal customer base that strongly supports the brand.
