Field service promotion campaign

What you need for your successful advertising stand

Direct marketing thanks to being present with a street stall at events, campaign weeks or without a specific occasion is still a great way to gain valuable attention. After all, this gives you the chance to reach your target group directly and to convince them in a face-to-face conversation. It doesn't matter whether you want to promote a new product, a service or possibly your company as an employer.

Companies often plan entire promotional tours by being present in different cities on consecutive days. Short-term promotions in front of your own shop can of course also be useful to attract new customers.

Are you new to the world of promotion in the field? Then we'll explain to you what you need to consider to make your promotion a complete success.

Define a clear goal for your promotion campaign

A clear goal is important so that everyone involved knows exactly what goals are to be achieved. Is it just about attracting attention? Or do you want to sell a product, gain supporters or increase the turnover of your shop?

Maybe you also want to find people on the spot to fill in application forms or obtain contact details? You may also be campaigning for a political party, collecting donations for a non-profit organisation or recruiting members for a club.

The important thing is simply to determine in advance what you want to achieve. Because it’s only with a clear objective that can you later check whether your promotion campaign was a success - and prepare your staff appropriately.

Create appropriate promotional material in sufficient quantity

Many people still like to have something tangible to hold and read. After all, there are many product benefits you can communicate in a conversation and you can often only focus on the key points. Depending on the product or service, potential customers need time for consideration. Of course, it makes a difference whether you want to promote one-off donations, newspaper subscriptions or financial services.

So you can hardly do without appropriate promotional material. Be sure to provide appropriate information in the form of a flyer, brochure or catalogue. These should be high quality and represent your company and your product in the right way.

You should also consider in advance how you want to stage the advertising material on site. For example you can use a promotion tent with corresponding brochure shelves.

When you go on a promotional tour, space is of course also a big factor when transporting everything. That’s why you should always take as many promotional materials as necessary, but as few as possible. Rely on your experience and, if in doubt, take a few more materials with you rather than too few. In one-off campaigns, this space issue often doesn’t play much of a role.

Offer an incentive for people to visit your promotion stand

No one likes to be drawn into a sales pitch. Accordingly, it’s important that you offer a suitable incentive. This starts with designing your promotion stand in an appealing way. For example, use a folding tent with eye-catching printed tent fabric and additional accessories such as flags or counters to attract people’s attention and interest.

Promotional gifts featuring your logo can also work as an additional incentive. The classics are mugs, pens, calendars, soft toys or jelly bears - but you can also be more creative if you want. The main thing is that it fits your target group.

Depending on the occasion - e.g. a street festival - you can also include a special promotion such as a discount wheel of fortune or other competitions where people can win something. Just make sure it's something special that will score points with your target group.

Prepare your promotion campaign accordingly

What the follow-up looks like exactly depends, of course, on the campaign itself. If you had a promotion stand in front of your shop, you can now compare whether sales have increased and your campaign was a success.

In other areas, too, you can see directly from the figures whether you have reached your goal, e.g. When fundraising for non-profit organisations or recruiting members for associations. In other areas, such as election campaigns for parties, it’s more difficult to prove success directly in figures.

At the end of a long promotional tour, you may have a list of new contacts that you have to call and follow up. The exact form of post-processing depends only on your objective - and should be carried out conscientiously in order to check whether your campaign was a success.