FIELD MARKETING LEAGUE TABLES: Evaluation Is Key to Roadshow Success - Agencies Looking to Win New Business Need to Adopt Effective Tracking Methods

Marketing, August 22, 2002 | Go to article overview

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 into the field such as RPM. The agency is looking to differentiate itself, by working exclusively with clients rather than agencies, and by ensuring that its campaigns provide genuine engagement.

'Just calling itself a brand experience specialist doesn't mean a company actually applies the disciplines of experiential marketing, whereas we do wherever possible,' says managing director Ross Urquhart. Earlier this year RPM moved to boost the dramatic appeal of its roadshows by appointing Richard King, a professional director, performer and playwright, as its theatre project manager.

Interactive elements

As an example of a truly experiential event Urquhart cites the agency's work for Adidas, which, lacking the budgetary muscle of Nike, turned to street theatre to achieve cut-through in a highly competitive environment.

During the World Cup, the brand took over the Selfridges window in London's Oxford Street, for a theatrical rendition of themes from its TV ads. One actor performed football tricks and exercises, while another took on the role of a professor trying to learn his secrets. RPM created a similar window event for Marks & Spencer for women's lingerie.

Getting marketers excited about experiential marketing is still an important part of winning business, and the agency is now offering workshops to educate clients. First Drinks Brands put several of its brand managers through the course, which led to a number of briefs. 'It is an excellent opportunity to show them what the discipline can offer,' Urquhart says.

While sampling agencies have been adding a bit of theatre to their activities, iD is going in the opposite direction by combining experiential techniques with traditional sampling. 'We found we couldn't compete in the pure field marketing arena, which is very price competitive,' says joint managing director Paul Soanes. 'But we felt our expertise could be made to work putting together sales teams offering real brand experience.'

For a major new FMCG client iD plans to put together a team of 12, who will be dressed in the brand's livery and use laptop computers to add more interest to the selling process. The agency will adopt a similar approach for a high-profile internet company. 'This really brings the brand out, rather than just selling on price and personality,' Soanes says.

FMCG brands have typically relied on taste sampling, but even here demand for an experiential element is growing. For Uncle Ben's, i2i Face to Face Marketing produced a bright orange plane, 45-foot long, which offered consumers an interactive and sensory 'round-the-world' trip before trying out a recipe. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

FIELD MARKETING LEAGUE TABLES: Evaluation Is Key to Roadshow Success - Agencies Looking to Win New Business Need to Adopt Effective Tracking Methods
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.