{"id":2206,"date":"2023-11-16T11:19:56","date_gmt":"2023-11-16T10:19:56","guid":{"rendered":"https:\/\/mediation-sa.lu\/field-actions-an-essential-lever-for-generating-traffic-raising-awareness-or-increasing-sales\/"},"modified":"2026-01-05T11:04:14","modified_gmt":"2026-01-05T10:04:14","slug":"field-actions-an-essential-lever-for-generating-traffic-raising-awareness-or-increasing-sales","status":"publish","type":"post","link":"https:\/\/mediation-sa.lu\/en\/field-actions-an-essential-lever-for-generating-traffic-raising-awareness-or-increasing-sales\/","title":{"rendered":"Field actions: an essential lever for generating traffic, raising awareness, or increasing sales."},"content":{"rendered":"\n<div class=\"row\"  id=\"row-735412441\">\n\n\n\t<div id=\"col-120794180\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\n<p>In a world where the <strong>digitalization<\/strong> of <strong>interactions<\/strong> and <strong>commercial transactions<\/strong> is becoming <strong>ubiquitous<\/strong>, <strong>field<\/strong> actions remain a <strong>crucial<\/strong> lever for <strong>businesses<\/strong> looking to <strong>stand out.<\/strong> Why? Because <strong>human contact<\/strong> and direct <strong>experience<\/strong> remain powerful <strong>persuasion<\/strong> factors, capable of <strong>generating traffic<\/strong> to sales points, <strong>raising<\/strong> <strong>consumer<\/strong> awareness about a <strong>cause<\/strong> or a <strong>brand<\/strong>, and <strong>significantly<\/strong> <strong>increasing<\/strong> <strong>sales<\/strong>.<\/p>\n\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n\n\t<div id=\"col-1851340387\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\n<p>For over <strong>20 years<\/strong>, Mediation Field Marketing has been <strong>assisting<\/strong> clients with their <strong>field<\/strong> <strong>actions<\/strong>, whether it be for <strong>information<\/strong> and <strong>awareness<\/strong> campaigns, <strong>tastings<\/strong>, <strong>sales<\/strong>, <strong>sampling<\/strong>, product <strong>demonstrations<\/strong>, or <strong>hosting<\/strong> at <strong>events<\/strong> and <strong>conferences<\/strong>. What are the secrets of a successful field action? <strong>David<\/strong> and <strong>Adrien<\/strong>, our experts in the field, share their expertise with you.<\/p>\n\t<div class=\"img has-hover x md-x lg-x y md-y lg-y\" id=\"image_1601400869\">\n\t\t\t\t\t\t\t\t<div class=\"img-inner dark\" >\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"811\" height=\"800\" src=\"https:\/\/mediation-sa.lu\/wp-content\/uploads\/2023\/11\/les-actions-sur-terrain-david-et-adrien-811x800.webp\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/mediation-sa.lu\/wp-content\/uploads\/2023\/11\/les-actions-sur-terrain-david-et-adrien-811x800.webp 811w, https:\/\/mediation-sa.lu\/wp-content\/uploads\/2023\/11\/les-actions-sur-terrain-david-et-adrien-405x400.webp 405w, https:\/\/mediation-sa.lu\/wp-content\/uploads\/2023\/11\/les-actions-sur-terrain-david-et-adrien-768x758.webp 768w, https:\/\/mediation-sa.lu\/wp-content\/uploads\/2023\/11\/les-actions-sur-terrain-david-et-adrien.webp 1222w\" sizes=\"auto, (max-width: 811px) 100vw, 811px\" \/>\t\t\t\t\t\t\n\t\t\t\t\t\t\t<div class=\"caption\">David et Adrien  de Mediation Field Marketing<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n<style>\n#image_1601400869 {\n  width: 100%;\n}\n<\/style>\n\t<\/div>\n\t\n\n<p><strong>Can you explain what field actions consist of?<\/strong><\/p>\n<p><strong>Adrien<\/strong>: A field action is a <strong>physical initiative<\/strong> to <strong>raise awareness<\/strong>, <strong>inform<\/strong>, and <strong>promote<\/strong>. This can be a <strong>micro-event<\/strong> with <strong>actors<\/strong>, a <strong>booth<\/strong> or <strong>other setup<\/strong> to <strong>raise<\/strong> awareness for a <strong>good cause<\/strong>, <strong>tastings<\/strong> or <strong>product<\/strong> <strong>demonstrations<\/strong> in stores, hosting a <strong>competition<\/strong> at a fair, or <strong>welcoming<\/strong> <strong>guests<\/strong> during an <strong>event<\/strong>. These actions can be <strong>standalone<\/strong> or <strong>accompanied<\/strong> by a <strong>digital presence<\/strong> on <strong>social media<\/strong> or other media.<\/p>\n<p><strong>What is the impact of these actions?<\/strong><\/p>\n<p><strong>David<\/strong>: The <strong>impact<\/strong> is <strong>measured<\/strong> on <strong>three levels<\/strong>: <strong>awareness<\/strong>, <strong>brand image<\/strong>, and <strong>sales<\/strong>. The <strong>surprise<\/strong> effect, direct <strong>human communication<\/strong>, and the ability to <strong>interact<\/strong> with the public are <strong>key aspects<\/strong>. Our installations capture <strong>attention<\/strong> and <strong>elicit<\/strong> <strong>emotions<\/strong>, while our <strong>hosts or actors<\/strong> <strong>explain<\/strong>, <strong>answer<\/strong> <strong>questions<\/strong>, and present <strong>the benefits<\/strong> of the <strong>product<\/strong> or <strong>service<\/strong> they <strong>represent<\/strong>, thus <strong>establishing<\/strong> a <strong>trust<\/strong> relationship with <strong>consumers<\/strong>.<\/p>\n\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n\n\t<div id=\"col-168543065\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\n<p><strong>Could you share with us some of your secrets for a successful field action?<\/strong><\/p>\n<p><strong>Adrien<\/strong>: <strong>Knowing the target<\/strong> audience is <strong>essential<\/strong>. An <strong>approach tailored<\/strong> to the <strong>needs<\/strong> and <strong>expectations<\/strong> of the customers <strong>increases the effectiveness<\/strong> of the <strong>action<\/strong>. This <strong>involves<\/strong> a thorough <strong>market analysis<\/strong> and gathering <strong>information<\/strong> from <strong>consumers<\/strong> to <strong>adapt the offer<\/strong> in a <strong>relevant<\/strong> way. Based on the <strong>analysis<\/strong> and findings, the <strong>creative<\/strong> team plays a crucial role in <strong>developing<\/strong> the idea and the <strong>impactful approach<\/strong>.<\/p>\n<p><strong>Interactivity<\/strong> is crucial! It&#8217;s important to think about an <strong>impactful staging<\/strong>, to <strong>consider<\/strong> a <strong>multisensory approach<\/strong>, and to <strong>gamify<\/strong> the action. Training the <strong>hosts<\/strong> with our <strong>Field Academy<\/strong> is also <strong>essential<\/strong>.<\/p>\n<p>After each action, it is <strong>vital<\/strong> to <strong>collect<\/strong> <strong>feedback<\/strong> and <strong>analyze<\/strong> the <strong>results<\/strong>. This allows for <strong>adjusting<\/strong> <strong>strategies<\/strong> and <strong>continuously improving<\/strong> the <strong>performance<\/strong> of teams in the field.<\/p>\n<p><strong>What are your tips for a successful field action?<\/strong><\/p>\n<p><strong>David:<\/strong> <strong>Creating buzz<\/strong> <strong>beforehand<\/strong> and working on <strong>the surprise effect<\/strong> are <strong>keys<\/strong> to success. You need to step out of the <strong>ordinary<\/strong> and <strong>think<\/strong> about a <strong>real staging<\/strong> in <strong>the field<\/strong>. For example, a <strong>product<\/strong> <strong>tasting<\/strong> in the <strong>field<\/strong>, integrated into a <strong>beautiful brand environment<\/strong>, with <strong>costumed hosts<\/strong>, has a different effect than a tasting without decor, without an <strong>out-of-the-ordinary outfit.<\/strong><\/p>\n<p>A <strong>simple distribution<\/strong> of <strong>flyers<\/strong> does not have the <strong>same impact<\/strong> as an <strong>installation<\/strong> in a <strong>transit area<\/strong> with an <strong>interactive approach<\/strong> involving <strong>passersby<\/strong>. Integrating field action with other <strong>communication channels<\/strong> and offering <strong>exclusive benefits<\/strong> are <strong>effective strategies<\/strong>. Customer <strong>engagement<\/strong> can be <strong>stimulated<\/strong> by <strong>games<\/strong>, special <strong>promotions<\/strong>, or temporary <strong>discounts<\/strong> to encourage <strong>impulse purchases<\/strong>.<\/p>\n<p><strong>To conclude, can you give us an example of a field action that was highly successful?<\/strong><\/p>\n<p><strong>David<\/strong>: For the launch of a new brand, we organized a fun competition in the city center. Participants had to capture flying tickets in a giant bubble. The uniqueness of the action and its multi-channel activation led to its success.<\/p>\n\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>In a world where the digitalization of interactions and commercial transactions is becoming ubiquitous, field actions remain a crucial lever for businesses looking to stand out. Why?<\/p>\n","protected":false},"author":1,"featured_media":2064,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2206","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Field actions: an essential lever for generating traffic, raising awareness, or increasing sales. - Mediation SA<\/title>\n<meta name=\"description\" content=\"In a world where the digitalization of interactions and commercial transactions is becoming ubiquitous, field actions remain a crucial lever for businesses looking to stand out. 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