Global Field Marketing Market Research Report 2023-Competitive Analysis, Status and Outlook by Type, Downstream Industry, and Geography, Forecast to 2029

Global Field Marketing Market Research Report 2023-Competitive Analysis, Status and Outlook by Type, Downstream Industry, and Geography, Forecast to 2029

Field marketing is a branch of marketing in which brands get their products in front of consumers out in the field at retail locations, events, college campuses, or in public locations. Field marketing initiatives include promotions, demos, and direct sales. The objectives of field marketing vary by company and campaign, but some common goals include brand awareness, increased sales at targeted locations, and increased engagement with local buying communities. A field marketing agency is a third-party company that facilitates the field campaigns of brands and retailers. Field marketing service providers will use their expertise to help downstream customers develop and improve marketing strategies, as well as help execute plans, increase brand awareness and attract customers.

Market Overview:

The latest research study on the global Field Marketing market finds that the global Field Marketing market reached a value of USD 1149.51 million in 2022. It’s expected that the market will achieve USD 2052.04 million by 2028, exhibiting a CAGR of 10.14% during the forecast period.

Weakening demand for marketing

The International Monetary Fund expects global economic growth to fall to minus 3 percent in 2020 as countries implement the necessary quarantine and social distancing measures to contain the pandemic. The industries most affected include hospitality, aviation and retail, as well as downstream industries such as energy, textiles, transportation equipment, furniture and appliances, machinery and metal products. Hotel occupancy across the country is below 20%, while air travel is down nearly 95% compared to the same period in 2019. Industries that saw some growth in March included food, chemicals, electronics, plastics and rubber products. Many businesses are reassessing their marketing and media spending and refocusing their advertising, marketing and promotion efforts to generate a continuous stream of consumer interest and spending while maintaining adequate returns on media spending. In a short period of time, manufacturing companies will be impacted by covid-19, there will be greater operational risks in capital flow, and marketing expenditures may be weakened.

Marketing has changed

As the world pays attention to maintaining a certain degree of social distancing, it becomes more difficult to have direct face-to-face contact, and the way of field marketing is slowly changing. The shift from in-person experiences to virtual interactions makes it challenging for brands to connect with audiences. Companies are forced to shift their field marketing efforts online and get creative in how to maximize their digital impact. With vaccines distributed globally, many consumer brands are expected to return to the field and resume field marketing activities in the future. The real challenge lies in how to effectively create a field marketing strategy in a world where face-to-face interactions are distant and heavily focused on remote and virtual experiences.

Increase in disposable income

Around the world, expanding populations are not only showing increased disposable income, but also escalating consumption. With the general improvement of global consumption power and the continuous increase of the population, the audience of the retail and consumer goods market is increasing, the market of various brands is expanding, and the competition for market share has become fierce. Field marketing has become an important aspect of marketing. means, the demand for field marketing will continue to increase.

Retain and grow potential customers

Field marketing can attract the attention of customers in a short period of time, but it is a big challenge to cultivate potential customers and track the information of potential customers, especially in the context of the protection of personal privacy in the current society. For product and service businesses, retaining a larger percentage of customers will allow them to earn more lucrative and predictable revenue. In addition to improving brand awareness, field marketing is also very important to improve its appeal. For marketing agencies, how to help companies retain and grow potential customers is a big challenge. Tracking customer satisfaction is an obvious approach, but as people become more sensitive to personal information, the difficulty of obtaining customer information continues to increase.

Region Overview:

In 2021, the share of the Field Marketing market in Europe stood at 34.73%.

Company Overview:

Advantage Smollan is one of the major players operating in the Field Marketing market, holding a share of 3.8% in 2022.

Advantage Smollan

Advantage Smollan Limited provides marketing solutions. The Company offers advertising, sales, and analyzing services. Advantage Smollan serves consumer companies and retailers worldwide.

FMS Group

FMS Group offers bespoke marketing campaigns which achieve brand awareness, sales and new customer acquisition.

Segmentation Overview:

As for product types, the Direct Selling segment held the largest market share in 2022.

Product Demonstrations

In marketing, a product demonstration is a promotion where a product is demonstrated to potential customers. The goal is to introduce customers to the product in hopes of getting them to purchase that item. The most typical field marketing activity is product demonstrations. For food and beverage companies, this usually takes the form of giveaways, in which a brand representative gives away free samples to customers in stores or to members of the public at events or on the street. Product demos for non-consumable goods are typically engaging demonstrations in which potential consumers are given hands-on experience using or seeing the product in action.

Direct Selling

Direct sales involve brand reps making sales to customers at the point of interaction. Brands often pair direct sales campaigns with product demonstrations, taking advantage of consumers interest after trying the product. Other forms of field marketing campaigns focused on direct sales include pop-up shops and promotional tables at events.

Retail Audits

Companies also use teams in the field to audit the way their traditional marketing materials are presented in the store. During retail audits, field teams collect data describing the way their products, signage, and promotional materials are displayed on the shelf and throughout retail locations. The benefit of retail audits is twofold: On one hand, they give marketing managers insight into their effectiveness of different stores in executing marketing agreements - on the other, they give brands the opportunity to correct mistakes and maximize the effectiveness of their point-of-sale marketing efforts. It helps to improve store performance, protect the brand and ensure a high payback. The main benefits of retail audits are timeous, cost-effective and scalable data collection and aggregation.

Guerrilla Marketing

Guerilla marketing is a way to drive publicity and, as a result, brand awareness by promoting using unconventional methods designed to evoke surprise, wonder, or shock. Brands use the term guerrilla marketing to refer to creating campaigns that target consumers in ways and locations they might not expect. Guerrilla marketing campaigns are typically low on spending but high on energy and imagination.

Application Overview:

The market largest segment by application is the segment Retail Sector, with a market share of 37.87% in 2022.

FMCG

Fast-moving consumer goods, also known as consumer packaged goods, are products that are sold quickly and at a relatively low cost. FMCG can leverage field marketing for demand management, in-depth resource analysis, and unlock sales potential.

CPG

CPG, or consumer packaged goods, are products that consumers purchase frequently like clothing, beauty products, and other household products. CPG brands can use field marketing to increase brand awareness, increase sales, understand customers, and more.

Retail Sector

The retail sector includes any business or individual involved with selling products directly to consumers. The retail sector includes shops, department stores, supermarkets, market stalls, and so on. Field marketing can help the retail sector solve in-store problems, organize in-store events, conduct product samples and in-store demonstrations to attract customers.

Key Companies in the global Field Marketing market covered in Chapter 3:

EyeOnline agency
FMS Group
Service Innovation Group
Retail Marketing Group
infinite Group
Advantage Smollan
Contact Field Marketing
Logobrand
Front & Center Marketing
Strategic AMERICA
McCurrach UK Ltd.
Switch
MBA Field Marketing
Konecta Group
Big Picture
Primer Impacto

In Chapter 4 and Chapter 14.2, on the basis of types, the Field Marketing market from 2018 to 2029 is primarily split into:

Product Demonstrations
Direct Selling
Retail Audits
Guerrilla Marketing

Others

In Chapter 5 and Chapter 14.3, on the basis of Downstream Industry, the Field Marketing market from 2018 to 2029 covers:

FMCG
CPG
Retail Sector

Others

Geographically, the detailed analysis of consumption, revenue, market share and growth rate, historic and forecast (2018-2029) of the following regions are covered in Chapter 8 to Chapter 14:

North America (United States, Canada)
Europe (Germany, UK, France, Italy, Spain, Russia, Netherlands, Turkey, Switzerland, Sweden)
Asia Pacific (China, Japan, South Korea, Australia, India, Indonesia, Philippines, Malaysia)
Latin America (Brazil, Mexico, Argentina)
Middle East & Africa (Saudi Arabia, UAE, Egypt, South Africa)