Equal rights for field marketing

Your “Back to the floor” report (MW July 31) focuses on how field marketing (FM) is used to create interaction between brands and consumers. What it does not point out is that, if used correctly, it is the most powerful and measurable marketing communication available. FM provides the only opportunity for real dialogue between brand and consumer target.

However, most marketers are still unaware of this potential. Part of the blame for this lies with the FM sector itself, which has failed to educate marketers about the benefits of FM. But the lack of knowledge and its poor use has become a self-perpetuating negative scenario.

FM is generally seen as a bolt-on extra to other disciplines and is bought on price rather than its potential to generate sales through creative execution. The arrival of “experiential marketing” is starting to change that. But until FM is treated as a strategic communications medium and with the same seriousness as other bought-in marketing services, FM will not come close to providing the real benefits it can deliver.

Lynda Edge

Director

Headcount Worldwide Field Marketing

Chertsey, Surrey

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