Collecting genuine consumer insight as part of a CRM strategy is one way field marketers can stand out, writes Lucy Fisher at brandrepublic.

When the Evening Standard launched its ‘Eros’ card last year as part of a field marketing campaign in London stations, it didn’t realise how effective data capture could be in creating and maintaining dialogue with its customers, let alone boosting sales.

The field marketing campaign saw more than 100,000 consumers give their details in return for the Eros card. The card entitled them to three free copies of the newspaper and the latest offers within it, as well as reduced rates on future purchases in return for becoming a member. Customer details were collected on handheld PDAs and the card was built around a ‘tap and go’ technology, similar to the Oyster card. It’s just one example of a field marketing campaign using CRM to build brand loyalty beyond a one-off sales push.

Using field marketing techniques for CRM purposes is a no-brainer for newspapers. Matt Harrison, sales and marketing director for the Evening Standard, says that although newspapers can see how many copies they sell, finding out who’s buying them, as well as when, where and how often.

Similarly, the Evening Standard was able to communicate with customers after the ‘Eros’ conversation and remind them to top up credits, or communicate the latest offers in the paper.

As well as a positive impact on sales during the 12-week period from September to December 2007, Harrison says the Standard has moved people on in terms of frequency of purchase. “In certain locations in London, more than 30 per cent of purchases are being made through an Eros card,” he says.

Field marketing agencies have bemoaned the fact that their offering is sometimes considered tactical and judged on price. But examples such as this point to a level of strategic clout and innovation that excessive commoditisation of the field marketing industry may have clouded.