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The term field marketing means any strategy or device used to market your product "in the field" and includes Field Sales, Demonstration and Sampling.

Magic Management uses Magical Innovation to design field marketing campaigns that take products directly to the consumers who are most likely to buy them. Simply, we want to give your product and message visibility by creating a positive experience that becomes naturally associated with your brand.


For each project we first identify the brand essence and product benefits to allow your message to be delivered in a highly targeted and entertaining way as part of an integrated marketing campaign.

Over 80% of consumers will consider switching brands following a positive field marketing campaign. (Source: Brand Marketing 2001) But not all campaigns are positive. Old fashioned field marketing was judged by the number of samples distributed rather than the true quality of the customers experience.

Our track record shows that consumers retain more information and invest more time taking part in a promotion if it is delivered in a fun and focussed way. As with all experiential marketing, the quality of the experience is paramount to the success of the campaign. Magical Innovation has allowed us to create relevant, measured and overwhelmingly positive experiences for a wide range of brands.



Objectives


 • Create a magical experience to become positively associated to the brand
 • Deliver 1 million samples at 150 events across the UK
 • Train 50 new staff in special skills and motivate them to work as a single unified team.

Approach


An awareness of the power of language in face to face sales, led us to suggest that the campaign did not offer free samples. 'Free' means of no value and we prefer, 'complimentary sample' or 'a gift from us'.
 
The campaign message focussed heavily on the effect of the product on the senses of touch, taste, sight and sound. We added the sense of wonder by designing a number of bespoke magic tricks that highlighted particular brand and product values. We interviewed 200 staff to identify 50 field staff whose look and attitude was wholly commensurate with the brand and used professional magicians to train these staff to perform the special magic tricks. Our training included some team building and motivational training to ensure that staff operated as a team.

 

The campaign was delivered at 150 key events across the UK and was focussed on creating 1 million positive experiences rather than delivering 1 million samples.

Results


The campaign offered a highly targeted way to deliver product samples and specific brand values to key selected areas. Mystery shopping showed a high level of confidence in delivering pre-determined messages. Random testing of consumers after they had enjoyed the experience showed that 86% could accurately recall specific brand features presented at the time of sampling.