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Content

39. Field Marketing Meets Digital: A Hybrid Approach

⏱️ 21:13 🎤 Meredith, Caitlyn Noble
AUDIO EPISODE
39. Field Marketing Meets Digital: A Hybrid Approach
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Chapters

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  • 0:00
    Hybrid Marketing Defined
    The hosts introduce hybrid marketing as combining online and offline strategies for contractors who have moved beyond the startup phase and are scaling their businesses.
  • 0:27
    Benefits of Hybrid Marketing
    This segment outlines the advantages of hybrid marketing, including broader reach, increased brand trust, better engagement, and more usable data.
  • 1:09
    Promoting Events with Digital
    Discussion on how to use SEO and PPC to promote physical events, showrooms, and expos, targeting local audiences effectively.
  • 1:45
    Tracking Offline Efforts
    Strategies for tracking field marketing activities using QR codes and dedicated phone numbers to measure the effectiveness of yard signs, event booths, and print collateral.
  • 3:16
    Social Media as a Hype Machine
    Utilizing social media to promote events, share behind-the-scenes content, and integrate Facebook event pages for broader reach.
  • 4:17
    Digital Lead Capture at Events
    Implementing digital solutions like landing pages and CRM integration for lead capture at events, rather than relying on paper forms.
  • 7:01
    Email Nurturing Post-Event
    The importance of collecting emails at events and using automated email sequences to nurture leads with educational content and financing options.
  • 8:27
    Hybrid Marketing Case Study
    A real-world example of a contractor successfully using a hybrid approach for a weekend fair, resulting in a significant increase in leads and appointments.
  • 10:00
    Future Topic: Multi-Channel Marketing
    A brief preview of the next episode, focusing on multi-channel marketing, encompassing various digital channels beyond the hybrid approach.

Speakers

M
Meredith
Host — founder of Fat Cat Strategies
C
Caitlyn Noble
Host — head of Client Services here at Fat Cat

Key Takeaways

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Integrate SEO and PPC campaigns to promote your physical events and showrooms.

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Implement tracking phone numbers and QR codes on all field marketing materials to measure lead sources.

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Utilize social media to create buzz around your events and share engaging content.

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Capture leads digitally at events using tablets and direct CRM integration to avoid manual data entry.

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Develop automated email nurturing sequences to follow up with leads post-event, providing educational content.

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Leverage Facebook event pages to amplify your presence at community events.

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Offer compelling incentives at events to encourage digital lead capture and email sign-ups.

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