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Field Marketing Vs. Experiential Marketing According to Blazinstar Experiential Marketing Director Shaz Smilansky there is a big confusion about live marketing. For more about experiential marketing log onto www.blazinstar.co.uk Field Marketing is a traditional discipline in FMCG marketing; it involves people distributing, auditing, selling or sampling promotions executed on the ‘field’. Currently there is a huge buzz in the industry about experiential marketing, while field marketing is considered ‘old news’. Some people, however, remain confused and think that the two methods are one and the same. Field marketing is a one-way communication tool. The brand’s message is delivered from promotional personnel to the consumer whether through the medium of a sample, a piece of merchandise or literature. Experiential marketing on the other hand is about creating two-way interactive communication, allowing a consumer to develop a real relationship with a brand; a sampling campaign without any interaction is not experiential marketing.
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