We caught up with Jake Lastrina, a seasoned field and shopper marketing expert, to discuss a topic that's been on everyone's mind lately - what can we expect from the field marketing function in this regrowth period?
Let's get started!
Tell us a little bit about yourself and your current role?
My name is Jake Lastrina, I am a Senior Shopper Marketing Manager in the CPG industry with a focus on early stage growth companies.
How did the pandemic affect the field marketing function at your company, how did your company shift?
The pandemic sent shockwaves through the Field Marketing community and it was brought to a halt from community level events, to in-store demos. Digital was always a component of Field Marketing, and we had to pivot into digital to continue educating consumers in an engaging and experiential way.
With events and businesses opening back up, what does your company have planned for the field marketing function?
Field Marketing drives an emotional connection to your brand and that is done best through memorable experiences. Community level events will be a huge focus to help create on premise experiences at an event or at a retail demo.
Any exciting experiential or sampling campaigns planned?
Inboxing programs are a great short term offering to customers. As venues and events start opening back up, there is going to be a large demand from customers to get back into their lifestyle and social circles. That's where brands want to make sure to be.
