Question

Topic: Other

Terminology For A Layered Promotion

Posted by zact on 3/25/2009 at 6:06 PM ET 500 Points
We have a promotion where HQ will create an event and then present it to the field. The field will then run the promotion.
When we at HQ talk about the field they are the implementers. When we talk about the event-goer that is the audience. But we are presenting a concept to one audience, and creating materials for another audience. What is the proper terminology for the field audience so we don't confuse anyone with two audiences.
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RESPONSES

  • Posted on 3/25/2009 at 8:38 PM Accepted
    How about "customer" or "consumer" or "client" or "end-user" for the ultimate target (i.e., the event-goer)?

    How about "field marketing" or "field managers" or "event managers" for the implementers?

    Or do I not understand the market properly?
  • Posted by zact on 3/26/2009 at 9:44 AM Author
    HQ--to--Field Sales= first level of audience where HQ needs to explain, train and support an event.

    Field--to--end user= second level of audience where HQ is creating materials for field (as event support) to speak directly to event goer.

    So you suggest not using the term audience in this instance and to use a descriptive of the audience?

    That is a sound thought.
  • Posted by Jay Hamilton-Roth on 3/26/2009 at 9:54 AM Accepted
    How about "the eyes" (for the event-goers) and "the hands" (for the field)?

    Or, "the team" and "the prospects"?

    Or, "the field" and "the attendees"?
  • Posted on 3/26/2009 at 2:40 PM Accepted
    I used to work for a company that did something like this. HQ had an annual event each year in which new products were presented to the field. The field associates then went out and sold whatever it was.

    We called the initial event "the annual conference", and the field work was the "field".

    Not terribly creative, but serviceable.

  • Posted by zact on 4/2/2009 at 9:44 AM Author
    Thanks for the responses. We are going to continue to research some options on terminology. It's good to know we aren't alone! Thanks again.
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