Although historically there has been no real relationship between the two Marketing industries, many industry experts can see how the two forms of Marketing complement each other perfectly.

When it comes to marketing a product available in-store for example, effective direct marketing may successfully drive consumers through the door, but 75% of purchasing decisions are made in store, so what guarantees are there that the consumer will purchase the item marketed to them opposed to a rival brand? A direct marketing campaign can raise awareness to a brand, product or service but it doesn’t always inspire the customer to actually make the purchase.

This is where the value of one-to-one communication in field marketing can not be underestimated. Field marketing personnel have excellent interpersonal and customer service skills, as well as an in-depth knowledge of the brand they are representing. The agent will be well informed of the product, will be able to explain its uses and benefits, offer in-store demonstrations and assist the customer in their purchase.

Field marketing is essential as it complements the direct marketing campaigns, thus allowing new branding and point of sale material, it ensures that all the staff on the shop floor are aware of the offer and the campaign making them better equipped to deal with customer enquires, leaving the customer completely satisfied, well informed and confident in their purchase of the product that was previously marketed to them.