Field marketing is the most likely medium to lead consumers to ask for more information, according to the latest Direct Marketing Association (DMA) Participation Media study. The study also underlines field marketing’s effectiveness in generating retail traffic and driving purchases.
The study, which explored the British consumer’s experience of direct marketing using an innovative diary approach, revealed that the majority of consumers find marketing demonstrations to be informative and interesting. An analysis of the one-day communications diary illustrated response rates of up to 42 per cent, with the highest positive response rates recorded by C1/C2s and those living in London, the South East and the West.
Women also tended to respond much more positively than men, according to the study. It also showed that younger people are more likely to visit stores while older groups are more likely to make a direct purchase.
Julia Collis, Field Marketing Council, comments: “The findings of the study highlight the power of field marketing in prompting consumers to seek further information and drive sales. This combined with the medium’s accountability and ability to react quickly to organisational needs, demonstrate field marketing’s strength in building awareness through personal interaction and first-hand experience of a brand.
