Face to Face marketing (aka face2face Marketing) is a branch of marketing using face to face meetings to convince people of something.
The easiest example to explain is just about to happen in the 2020 presidential election. Last election every dirty tactic under the sun was used, but one of the few tactics we see every election without fail is face to face marketing. When candidates travel from state to state trying to gain voters opinion by speaking publicly.
This is F2F marketing at its simplest form. Instead of trying to gain voters opinion, the aim will be to convert people from one brand, to another. Or just gather brand trust and brand loyalty.
F2F marketing involves working on site to connect with markets. As such, it comprises all marketing activities that involve face-to-face contact with the consumer.
Face 2 Face marketing campaigns have individual and unique risks: By choosing face-to-face communication, companies trust the reputation of the product, service, or brand to a select group of individuals, this is why its particularly important to hire a company with proven history and relevant experience in your niche. One of these companies is acwyre.
This personalized touch, rather than using a single consistent brand message through a normal solo channel (Like a TV, YouTube or newspaper or magazine advertisement), the message relayed by face to face marketer will be tuned according to the communications skills and personality of those agents as well as tuned to the individual consumer. This approach is far more likely to garner brand loyalty as it feels like more attention has been spent on them.
For this reason, a field marketing campaign relies on effective training of personnel. Professionals involved in the campaign must not only communicate effectively and persuasively, but also be able to gauge how consumer interest in communication.
A field marketing campaign may employ multiple tactics in order to deliver its message:
- Product Samples and Demonstrations – Product sampling and demonstrations are often done inside Supermarkets or other stores where the product can be bought, as well as at fairs, trade shows, concerts, and any other place people gather. The marketer aims to engage every customer who samples the product (sometimes tricky, as customers are happy to sample and run). Think Krispy kreme handing out free donuts to get you to come in and buy more. It has worked on me more than once.
- Street Promotions – Street promotions involve sending teams into crowded areas to distribute flyers, discount codes, incentives, or other promotional content. Ideally the promotion has some tie-in to the event that has drawn the crowd, and contributes to the experience. Thus, at a street fair or celebration, marketers may pass out some sort of “game piece” cards, such as scratch-off incentive cards. When done effectively, consumers will associate the enjoyment of the event with their interaction with your brand.