Field marketing

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Field marketing is a traditional discipline in marketing, it involves people distributing, auditing, selling or sampling promotions on the "field".[1]

Field marketing is historically thought of as a one-way communication tool. The brand's message is delivered from promotional personnel to the consumer whether through the medium of a sample, a piece of merchandise or literature.

In current times, field marketing may also include two-way communications such as requesting feedback about a sample or inviting consumers to follow a brand on social media.

Field marketing can be differentiated from all other direct marketing activities because it is face-to-face personal contact direct marketing. Field marketing includes highly targeted direct selling promotions, merchandising, auditing, sampling and demonstration, experiential marketing, organizing road shows, events and mystery shopping. These disciplines, individually or combined, develop brands and in their implementation show a clear real return on investment (ROI) to the brand owner. This is a key feature and benefit of field marketing – seeing revenue expenditure generate a specific return.[2]

Field marketing professionals are able to give support to marketing operations. This includes counteracting a competitor’s campaign and/or increasing market distribution. Individuals in this profession are preferred to have extensive knowledge of different industries. Personnel are experienced, trained and supported by computer reporting systems. This allows for a high degree of accuracy and high speed reporting and compilation of data that allows fast and flexible solutions to the dynamics of the changing environment tailored to the needs of the client’s market. Each campaign might involve two or more core disciplines to maximize client budgets and give as much pay back as possible. [3]

Education: A bachelor’s degree in marketing, business administration, communications or a related major are required to be a part of this field. Senior-level field marketing managers are required to have their Master’s degree of an MBA. Students and other professionals looking to enter this field should take courses in marketing principals, advertising, communication studies, public relations, business management, economics and finance. [4] Skills required: Strong computer skills,knowledge in Microsoft Office: Word, Excel, PowerPoint. Must have excellent internet research skills and the ability to implement online marketing programs and event planning, project management and oral and communication skills needed to develop effective marketing plans from start to finish. Budgeting skills and the ability to speak comfortably in front of large crowds [5]

Salary statistics: 2012 Median Pay - $115,750 per year and $55.65 per hour,number of Jobs - 216,000, job Outlook 2012-22 - 12% (as fast as average), employment Change - 25,400 [6]

Potential: Bureau of Labor Statistics predicts a 12% increase from 2012-2022 due to an increase in the goods sold in the global market. Companies will have to hire professionals who are equipped with knowledge about the latest marketing trends that attract new business and strengthen company brands.[7]


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  2. ^ Williams, Alison & Mullin, Roddy . (2008) " The handbook of field marketing : a complete guide to understanding and outsourcing face-to-face direct marketing" , Kogan Page Limited. ISBN 978-0-7494-5025-0
  3. ^ Direct Marketing Association . (2011, August 11). What is Field Marketing. Retrieved from Direct Marketing Association:
  4. ^ Heathfield, S. M. (2014). Job Specification Sample: Marketing Manager. Retrieved from
  5. ^ Heathfield, S. M. (2014). Job Specification Sample: Marketing Manager. Retrieved from
  6. ^ Bureau of Labor Statistics. (2014, January 8). Advertisers, Promotions and Marketing Managers. Retrieved from Bureau of Labor Statistics:
  7. ^ Heathfield, S. M. (2014). Job Specification Sample: Marketing Manager. Retrieved from