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  • Writer's pictureAppco UK

BLOG: How can field marketing increase awareness of your brand?

Branding has long been known to play a major role in influencing consumer decisions. The fact is, people are much more likely to spend their money on goods or services that are provided by companies they are familiar with and feel positive towards. So, if you’re to make a long-term success of your business, you’ll need to understand the basics when it comes to building brand awareness.

One effective way to reach out to consumers is to engage in field marketing. This method of engaging directly with potential customers can be a useful tool when it comes to making people aware of your company and what it has to offer. Here are a few of the reasons why.

Cutting through the noise

There are so many companies out there all vying for consumers’ attention that it can be hard to cut through the background marketing noise. From receiving marketing material in the post to hearing adverts on the radio and seeing promotional messages on the web, TV, billboards and in magazines, people are inundated with promotional messages throughout the day. This can make it a real challenge to compete with other firms for consumers’ consideration.

However, things are different if you choose to make use of field marketing. These face-to-face interactions have the power to really grab people’s attention. Dealing with a real person is a completely different experience for consumers than simply being exposed to generic written or video messages. So, whether you’re launching a new product, running a special offer or you simply want to get people to sit up and take notice of what your business has to offer, this style of marketing could be the answer.

Building trust with the people who matter most

Direct sales can also help you to build trust among potential customers, which is crucial if your campaign to boost brand awareness is to be a success. When they speak to people on behalf of your organisation, face-to-face field representatives have the opportunity to present a positive, detailed case in favour of your goods or services. They can also answer any questions that people may have about your product or campaign. This can give consumers a sense of connection with your brand that they may otherwise lack.

At Appco Group, we are well aware of the importance of creating connections. As part of the Cobra Group – established more than 25 years ago – Appco Group has years of experience in communicating clearly and effectively with consumers on behalf of our clients, and we make sure the field representatives contracted through our network have access to all the product training and support they need to achieve this.

Making a lasting impression

Another benefit of this form of marketing is the fact that it can make a lasting impression. When done well, these human interactions – which, at Appco, we call Human CommercialsTM – can be highly memorable, in contrast to other forms of promotion, which are often quickly forgotten by consumers.

The fact is, there is no one-size-fits-all solution for companies when it comes to boosting brand awareness. However, many organisations find that because of its impressive capacity to engage consumers, field marketing represents a highly worthwhile option.

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