The future of field marketing in the new world - post covid planning and trends for 2022

26 August 2021
Author: Kirsty Whyte

The last government announcement saw a lift on restrictions in the UK and Ireland, bringing with it a newfound sense of relief. In some nations we’ve witnessed nightclubs and hospitality venues open their doors after 18 months of closure, with social distancing rules being eased for businesses everywhere.  There is still a level of uncertainty in Ireland, however it’s on track to follow in the UK’s footsteps by the end of the year. Although some measures remain, for the first time in a long time it feels like life is returning to normal. 


A whole new world 

As we enter the “new world”, this month we ask - what does this mean for field marketing? We’re getting to grips with the reality of life after covid but we need to address that things have changed, possibly forever. This is particularly important for brands - with more freedom to operate but new opportunities and challenges to adapt to. 

Field marketing will continue to play an essential role as brands navigate their new retail environment and understand the needs of their consumers and customers again. Consumers experienced a shift in buying patterns throughout the pandemic and this could be set to change again as different external factors and demands arise post covid. 

Data and agility are topics that have been on everyone’s radar the last few years, helping businesses thrive and in some cases survive! An agile approach to selling is something that businesses were forced to implement throughout covid but one that they will continue to develop as we move forward. Furthermore, data is valuable and it’s crucial that brands have the right strategy to develop actionable insight from it to maximise sales. This will be essential for field marketing activities in the new retail environment, where brands need to predict and be well equipped to cater for any new trends in consumer behaviour.  

We’ve all heard the phrase “out with the old and in with the new,” but is this really the case? Some of the behaviours we’ve grown accustomed to over the last year and a half could be here to stay. This is where field marketing teams come in – identifying and analysing the current trends and helping brands plan for FY22. The expectations for 2022 are high, with it being considered the first full year to operate without the extreme influence of the pandemic experienced in 2019 and 2020. The opportunities are huge therefore, planning should be managed carefully by brands to ensure success. 


Get FY22 ready with us 

Throughout September we’ll share our experts’ views on the future of field marketing in a variety of sectors and channels including grocery, convenience, away from home, technology and consumer electronics retail. We interviewed leaders and experts in these fields for a series of blogs, with an insight into what’s changed and any trends they foresee going forward that brands should consider in their FY22 strategies.  

It’s been a testing time for everyone, including our colleagues at McCurrach, but with every challenge comes an opportunity for learning. Teams have remained resilient and focused to achieve results for clients throughout the duration of the pandemic, leaving them better placed than ever to work with brands to help them position themselves in the new world.  

There’s no better time than the present to get prepared for the following year. With key seasonal trading months fast approaching and a few busy months ahead – there’s no time to lose! 

If your brand wants to secure a winning FY22 strategy then follow our next campaign throughout September, or if you can’t wait get in touch for a 1:1 chat on how our field marketing teams can help.