Field Day local-store marketing takes giant leap forward
By Valerie Killifer
In 2017, Alex Nocifera had an epiphany. Based on his previous experience as an entrepreneur specializing in helping large enterprise brands with community-based marketing, Nocifera launched Field Day. The company’s mission is to help brands staff last-mile marketing opportunities. Through its technology platform and local field marketing solution, Field Day empowers multi-unit brands with the knowledge, tools and talent to activate and measure their local field marketing efforts.
Nocifera and his team at Field Day works with large restaurant brands to outline their field marketing efforts in terms of takeout, catering and delivery. They then deploy brand ambassadors to conduct community marketing and sales outreach tied to each restaurant operator’s specific core needs.
Each brand “poses a different challenge and a different type of competitive climb,” Nocifera said. However, Field Day’s executive team and brand ambassadors are motivated by a need to drive multi-unit brand success.
“Our business is very customer centric, and it becomes an immediate challenge and opportunity to help our customers attain their sales and marketing goals,” Nocifera said. “I really try to find teammates who have a competitive drive that will translate into helping each brand succeed. The team at Field Day really takes it personally and I still find myself waking up at 4 a.m. thinking about ways we can solve problems for the brands we serve.”
When working with a new restaurant chain, Nocifera and his team start out by reviewing the restaurant brand’s sales and marketing challenges and goals, and then they align each objective with what Field Day provides.
“Once we define the challenge, the process then kicks into gear,” he said. “Field Day is responsive to a brands’ needs so we don’t acquire brand ambassadors until after we have our customer needs and geographies established. If it’s catering outreach, we’ll go about getting menus and apparel, conduct logistical scheduling and hold in-depth training sessions for ambassadors. Once those items are checked, we’re off and running.”
Field Day ambassadors are tasked with driving brand awareness and excitement to targeted local businesses, so a navigational map is algorithmically developed highlighting which type of businesses to target within each trade area.
“If our target is law firms and accounting firms within a two-mile radius of a restaurant location, our technology tool maps out our brand ambassador’s path to make sure they visit each one with the necessary collateral to drive restaurant awareness,” Nocifera said. “Our goal is to introduce the brand and convert each personal touchpoint into a future sale.”
What gets reported back to the restaurant team is a list of sales leads, the map area covered, duration of field work, photos of the overall experience, and the number of sales collateral distributed throughout the market. Every bit of canvassing movement is tracked and documented within the Field Day platform along with pictures verifying the time spent.
“The business cards collected from interested potential customers are truly warm leads, which the brand has access to in real-time with a summarized emailed report,” Nocifera said. “The brand operator is then able to call or email right away to try convert the warm sales lead into newly acquired customers. Field Day strongly suggests to customers to make sure to take advantage of this opportunity before the momentum simmers down.”
Their brand work doesn’t end there. Field Day partners with clients to deliver any type of brand message the restaurant needs. And, the sales and marketing outreach is ongoing. Catering, delivery, new restaurant openings, stores struggling with sales, construction, and employee recruitment are some of the top reasons clients come to Field Day to help spread the word. “For operators, it’s important they keep their foot on the gas in terms of staying top of mind within their communities. If they’re trying to own a trade area, it’s not a one-time magic pill to remain relevant within their trade area. They have to constantly interact with their local trade area or community, and that plays a key role in each brands’ success.”
Nocifera notes that most restaurant operators are not marketers, which is why Field Day works so well. It also ties into his experience. Nocifera’s focus on local marketing ignited in 2003 while he was waiting in line for coffee at Starbucks.
“I saw tons of customers waiting in line and saw an immediate opportunity for brands to talk to their local audiences,” he said.
His first company, Ripple TV, delivered community messaging through locally branded televisions in restaurant and retail locations. When that company sold in 2009, Nocifera launched Circle Street, which then helped brands create localized mobile ads for smartphones.
“Circle Street was about helping big brands deliver their local message via mobile customized display ads and Field Day is about helping big brands deliver their local message face-to-face with people,” Nocifera said. “Restaurant brands have a local opportunity staring at them – as the data clearly shows people make purchasing decisions near where they work or live – they just need to get outside of their 4-walls and talk to their neighbors. In today’s digital craziness, it’s not easy for brands to get their story told, so hopefully Field Day is another valuable tool for major brands to deliver their last-mile story.”