Ep 29: Alex Nocifera is the Founder and CEO of Field Day, the Local Marketing Activation Platform
Many multi-location brands end up prioritizing operations over field marketing because they don’t have the expertise or human resources to do the actual outreach. This is a pain point that Field Day is solving and today we have its Founder and CEO, Alex Nocifera on the show to help us learn how. Field Day is a one-of-a-kind solution for local marketing activation. It combines a proprietary technology platform that offers all the tools and measurement capabilities to run sophisticated outreach campaigns to local communities with an army of trained brand ambassadors to execute those campaigns. Our conversation with Alex begins on the subject of the lost art of leveraging a community via in-person interactions due to a marketing landscape heavily weighted toward digital marketing. Alex explains how Field Day inserts itself as a provider of this lost art by sketching out a use case which articulates how they locate relevant audiences, pitch to them using different methods, and track the results of their marketing strategies too. From there, we talk about how Field Day finds and trains staff, also focusing on how it ethically utilizes the gig economy while meeting its own needs through an attractive wage offering and an employee growth path. In today’s show, we also discuss how Field Day would service a larger company that might just as well spend its dollars on a Super Bowl ad, how it overcomes objections to adopting its services, socially distanced field marketing sales pitches, and a whole lot more!
Key Points From This Episode:
A fun fact about Alex Nocifera that most might not know.
The lost art of field marketing and the services in this sector provided by Field Day.
How Field Day selects and trains the Field Day ambassadors.
A description of how Field Day does field marketing for Tropical Smoothie Café.
How technology powers the human-to-human style of marketing Field Day uses.
The problem of how companies focus on operations at the cost of field marketing.
A description of Field Day’s ‘form-fitting packages’ that help leverage events for marketing.
How Field Day shows their clients that their marketing services are generating ROI.
The idea that the tangibility of a Field Day ambassador is a big selling point of theirs.
How Field Day overcomes objections to adoption.
Incorporating the phone-based marketing strategy implemented during COVID as things open up.
How Field Day might serve customers such as large internet network providers.
The Field Day wage offering and how it helps them meet their needs while ethically leveraging the gig economy.
The minimum amount a new Field Day client will pay and what services they will receive.
How Field Day’s business might escalate as restrictions begin to lift.
Tweetables:
“Field marketing to me is a little bit of a lost art in that, with all these programmatic dials, if you're a marketer today, the amount of options you have to acquire audiences and tell your story is mind-numbing.” — @Fieldday_app [0:05:00]
“We are curating and training professional extroverts.” — @Fieldday_app [0:06:58]
“The reality is when a human introduces a product and promotion, it sticks.” — @Fieldday_app [0:13:28]
“One of our best ROI dynamics is just the fact clients don't have to go deal with hiring someone, managing someone, and that's going to go generate sales on their behalf without them having to do a thing.” — @Fieldday_app [0:27:25]