chapter
11 Pages

Active promotion

Brand experience, field marketing, sales face to face
WithMullin Roddy

This chapter discusses delivering direct marketing communications with promotions to the shopper/buyer. A key benefit of using suppliers is that they are aware of the law relating to such active promotion activities such as the Clean Neighbourhood Environment Act 2005. The purpose of experiential marketing, road shows and events is to generate brand awareness and brand loyalty in a lively and engaging manner through trial, sampling and interactive involvement that reflects the brand image and values. From the marketing plan, the need for active promotion will have arisen. This could require experiencing the product or service, seeing it demonstrated, sampling it or extra sales support. Sampling and demonstrating as field marketing (FM) disciplines are always face to face; that is, in the presence of an FM staff member, who guides the customer through the sampling or demonstrating process and notes any customer reaction and responds to it.