FIELD MARKETING LEAGUE TABLES: Evaluation Is Key to Roadshow Success - Agencies Looking to Win New Business Need to Adopt Effective Tracking Methods
The experiential element of field marketing continues to expand: this year's table shows face-to-face activity increasing by 5% and roadshows by 4%. The concept has been well established by specialists such as RPM and iD, as well as leading agencies Momentum, CPM, Headcount and others.
But is it now becoming so important to the marketing mix that sampling agencies are piling onto the bandwagon, reinventing themselves as providers of 'brand experience'.
This may not always go very deep: one managing director jokingly defined the change by saying, 'The things we're handing out, we're now handing out from furry bags,' conceding that in his case there is still a way to go.
But some believe that the creativity unleashed by experiential marketing has helped raise sampling specialists to the status of sales promotion agencies, more often in the past charged with creating 'experiences'.
'This brings a breath of fresh air to the industry and is good for both brands and consumers,' says Scott Desborough, client services director at First People.
But the competition is a concern to those first …
Questia, a part of Gale, Cengage Learning. www.questia.com
Publication information: Article title: FIELD MARKETING LEAGUE TABLES: Evaluation Is Key to Roadshow Success - Agencies Looking to Win New Business Need to Adopt Effective Tracking Methods. Contributors: Not available. Magazine title: Marketing. Publication date: August 22, 2002. Page number: 39. © 2003 Haymarket Business Publications Ltd. COPYRIGHT 2002 Gale Group.