Field Marketing in the Holiday Season

Depending on your product, it can be tough keeping your field teams busy during the holidays. If you are a food or beverage brand, seasonal items are gobbling up endcaps and floor space. Partners are racing to the end of year to hit sales numbers and consumers are finding ways to recreate indoors as the temperature drops. It's important not to drop your activity at the end of the year.

I have turned this time of year into a treasure trove of opportunity over the years. Here are a few of my favorite places to keep people excited about your brand while building affinity for your products:

1.     Seeding products to busy retail teams. Hours are wild for store team members whether it’s grocery, apparel, or a variety of other consumer goods. Show them you understand how hard they’re working and they’ll do the talking for you!
2.     Create unique gifts for your trusted partners. I used to build “KIND Candles” and drop them off to groups and individuals that opened their door to us during the year. It only costs a few dollars per gift and goes a long way in negotiating events down the line.
3.     Holiday parties are great places to find young professionals willing to create conversations about your brand within their network.
4.     Collegiate finals sampling keeps students stoked before the holidays, and if your product fits, you can get them needed fuel at a time of need.
5.     Give back with charitable partners. Donate product or manpower to worthy causes in your market. Support at this time can lead to fruitful opportunities throughout the coming year. Find opportunities that tie in PR and show consumers what your brand stands for.
6.     Seek out challenges and events at gyms and boutique fitness. If you’ve got something healthy to offer their members, find the holiday-themed activities they offer members and partner up to make them bigger.

The holidays should be time for your field team to thrive before the end of the year. A lot of focus gets placed on “New Year, New You” activities in January, but there is plenty of opportunity through November and December!