Practical knowledge on field marketing gained through spending hundreds of thousands of dollars in practice!

Startup companies have few resources, a shortage of staff, and tight budgets. It is impossible to carry out large-scale integrated marketing like large companies and simultaneously enhance brands and orders. Therefore, ground promotion , which is low-cost and can quickly collect data and bring in brands, has become the preferred promotion method for startups.

In the early days of the company, I was in charge of the ground marketing strategy and execution, and achieved good results. The company has now successfully obtained a B round of financing of tens of millions of US dollars. I also took some detours during this period. This article will share with you the pitfalls and useful information I encountered.

1. Team Building

In terms of team building, the company encountered two pitfalls, mainly in constantly weighing the costs and results.

The first stage is to recruit full-time employees to do it. Advantages: It can ensure the effectiveness of field promotion and a more realistic understanding of the market. Disadvantages: Due to cost factors, it is impossible to employ a large number of people, so the efficiency is very low.

The second stage is to start using a third-party team. Our own employees are responsible for supervision and material preparation, while the third-party team is responsible for execution. Advantages: It is easy to roll out and multiple sales points can be launched simultaneously.

insufficient:

1. The effect cannot be guaranteed, because your own employees cannot monitor you, and the other party’s employees have no sense of responsibility. The effectiveness of the field promotion depends heavily on the other party’s supervision of their employees.
2. Promotion strategies can be easily leaked to competitors;
3. It is also easy for the other party to make various concessions, such as blackmailing and raising the price;
4. The overall cost is high, and if multiple ground promotion points are carried out at the same time, the cost will also be considerable.

The third stage adopts the form of recruiting grassroots sales leaders from within the organization. I have finally figured out the right model after going through the first two pitfalls.

2. How to improve the effectiveness of ground promotion

This can be divided into two topics: pulling data and doing marketing.

Most of the current Internet companies use offline marketing as an important means of pulling data. They send gifts by scanning codes, and convert gift money into registered users or app downloads. I have seen people giving away IKEA water cups by following public accounts, and I have also seen people giving away 30 yuan by scanning codes and binding bank cards.

The key point to note when pulling data is to constantly change the form of your gifts and choose areas where the influence of ground marketing is less. This ensures that users are interested in your promotion and is more efficient. Unlike the users who are promoted on the street, they are numb. Other factors do not need to be considered, such as target group brand and user quality, which should not be the core focus factors.

If you want to gain users and popularity through offline marketing, you need to pay attention to two aspects. The most important thing for field promotion is to select locations and choose matching advertising formats.

1. Select a location

It is necessary to know clearly which areas your users are most concentrated. Our company is engaged in corporate service business, so the Industrial and Commercial Bureau, Entrepreneurship Street, and major exhibitions are the most accurate points. After choosing a point, you must ensure that you truly understand this point in multiple ways.

2. Promotion form

The forms of ground promotion should not be limited to conventional methods such as flyers. We have tried various forms such as flyers around these precise points, placing traffic cones, and hanging KT boards in merchants. At that time, we also planned bus waiting rooms and building advertisements at nearby stations. It was not implemented for other reasons. The overall idea is that these ground-based promotion points continuously stimulate users and allow them to form brand awareness (7 times, i.e., brand theory). What is more recommended and what most companies don’t think of are large parasols, traffic cones, KT boards, bus stops, buildings, and you can even consider chartering a van and pasting advertisements on it. These advertising formats are cost-effective. A large parasol costs more than 100 yuan, a traffic cone costs 20 yuan, a merchant charges you about 200 yuan to put up a KT board, a bus stop costs about 10,000 yuan per month, and an elevator advertisement in a building costs about 600 yuan per week (30% off the standard price). The company will set an overall budget, and then break it down according to the budget. Then decide which one to actually invest in. Bus stops and buildings can ensure exposure while also ensuring brand tone. Traffic cones and parasols can provide long-term exposure at low cost, but they will cause certain damage to the brand.

Using ground marketing as a carrier, it is necessary to coordinate with other channels to maximize the effect. For example, you can carry out relevant new media activities, such as taking photos offline and then spreading the information on Weibo.

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