As local media lose budgets, Field Day offers ‘last mile activation’ for brands

The company claims to provide local coverage on a local scale.

Spending on traditional media, including local TV, print media, radio, direct mail, and direct mail, has dropped from 15% to nearly 50% this year, depending on the medium. Some advertisers never return because they have completely switched to digital channels.

However, the decline in traditional local media spending does not eliminate the need for local marketing. In a way, the need for trust and credibility that local media and marketing now provide is even greater than in the recent past. Participate in Field Day and present the “latest operations” and local field marketing for major brands.

B2B and B2C brand list

Established in 2017 in Venice, California. It has more than 50 customers from national brands, including B2B and B2C brands such as T-Mobile, Panera, Staples, Square, AT&T, Boston Market, Jamba Juice, and Lyft.

Field Day used the so-called ‘gig economy’ model to compile an extensive list of local contractors who could provide a single, periodic or continuous basis for different commercial services. These include internal and external sales, as well as the ability to physically communicate with customers within and around operational facilities (eg sample delivery) or local events.

In my opinion, what Velddag offers is almost unique: local reach with human involvement, built on a digital platform that makes the national scale directly accessible.

The transition to telephone sales

Field Day CEO Alex Nocifera says the company has selected more than 10,000 candidates since its inception and interviewed and trained more than 2,000 local ‘brand ambassadors’ in 500 local markets. Unlike many other major savings companies that offer relatively low wages, Field Day pays $ 25 an hour.

According to Nucifera, Field Day is an ‘end-to-end local sales and marketing solution’ for brands with multiple locations. While demand for local marketing decreased dramatically during COVID, Nocifera told me he is seeing increased demand as many of his customers are not seeing digital conversions; the time spent on TV and radio is too long and OOH ‘was not available.

As mentioned, Field Day’s local brand ambassadors have historically entered the community or visited businesses. For now, COVID has shifted its focus to the phone, where the company competes with more traditional telemarketers. According to Nucifera, the difference lies in the knowledge of the area and the presence that ambassadors bring, compared to people in a real or distributed call center, often abroad.

Nucifera said 90% of Field Day ambassadors’ calls are answered, which is almost unbelievable given that people are increasingly ignoring the calls if they don’t recognize the phone numbers. But he says it’s because Field Day ambassadors call the company’s phone numbers, which are usually sent to cell phones. And because of the ‘local connection, empathy, and trust’ that local ambassadors provide, 45% of calls intercept the desired information, such as email addresses, or otherwise achieve their goal. (In this context, Field Day provides an interesting data collection tool.)

Local brand marketing and performance

Brands usually buy hourly packages at stores, restaurants, or places, depending on their goals. This can be for a concentrated period or for a longer period. Packages currently usually include a phone set and follow-up. In the past, and presumably after the end of COVID, Field Day will return to a broader mix of services. Fast-casual restaurants, for example, used Field Day to hand out samples or offers/coupons to businesses within reach of new stores.

Nucifera says Field Day has been used by national and local brands to raise awareness of performance and marketing. And unlike some local media, the company also offers digital reporting and analysis.

One possible problem is whether brands are reluctant to rely on contractors to represent them. However, Nucifera said extensive training is underway through the Field Day platform and representatives are being closely monitored to verify performance. “We look at the results every day and deduce them, or sometimes we create them; we record all calls.” (The data in this announcement represents another major opportunity for brands.) He added that the pandemic has also created a talent pool available to high-quality candidates.

Many discussions in the industry suggest that the future of marketing is completely digital. But companies that invest exclusively in digital campaigns sometimes find the channels more expensive and less effective than expected. It was the trigger for many brands directly related to the consumer, offline and in the mainstream media before the pandemic.

The future of physical brands or in-store brands is a mix of online and offline, a hybrid model that recognizes the parallel integration of digital and physical into the daily lives of consumers.

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