Field Marketing
Plan it. Staff it. Prove it. All from one platform.
Plan, staff, and execute every consumer activation — sampling, events, display builds, canvassing, pop-ups — with photo-verified proof and real-time visibility from the field.
Your activations deserve better than spreadsheets and email threads.
Field marketing programs are high-investment, high-touch, and almost impossible to manage at scale. A single sampling program can involve dozens of brand ambassadors, hundreds of retail locations, thousands of consumer interactions, and weeks of coordination — across multiple markets and agency partners. The logistics alone can overwhelm a team before the first event happens.
Most teams manage this with a patchwork of tools — a scheduling app for staffing, a separate app for field photos, spreadsheets for tracking completion, email threads for coordination, and PowerPoint for client reporting. Data lives in five places. Nobody has the full picture. And the manual reporting process eats 10-15 hours per week that should be spent on strategy.
When leadership asks "how did the program perform?" the answer takes days to assemble. When a client asks "can you prove it happened?" you're digging through photo folders and cross-referencing attendance sheets. Every program. Every month. Every client.
PINATA replaces the entire stack — from program setup to performance proof.
End-to-end field marketing operations
One platform from program creation to performance reporting.
Build
Create field marketing programs with target accounts, activation types, brand guidelines, staffing requirements, and photo submission rules. Define what 'done' looks like for every activation type — display builds, tastings, shelf resets, canvassing. Clone programs across markets and brands in seconds.
Staff
Post shifts to a job board or assign directly to internal teams and agency partners. BAs claim events, confirm availability, and receive their assignments via text. Batch scheduling across markets. Automatic no-show detection triggers backup coverage. Staff fill rate visible in real time — 94% and climbing.
Deploy
Push assignments to field teams via the Mobile App or Text-to-Track SMS. Each BA gets their route, account list, activation requirements, and brand guidelines — on their phone, ready to go. No app download needed. Multi-agency coordination from one dashboard — see which agency is covering which market.
Verify
GPS-verified check-ins confirm the right person showed up at the right place at the right time. Timestamped photos prove execution against brand standards. Structured surveys capture consumer engagement data, competitive observations, and account conditions. Photo compliance enforced before a report counts as complete — 97% compliance rate.
Report
Real-time dashboards show program status across every market, brand, and agency. Live feed shows activations happening right now with check-in statuses and photo submissions as they come in. Program Status by Market bars show which regions are ahead and which are behind. Agency Performance tables compare partners on assignments completed, on-time rates, and photo compliance.
Measure
Connect activation data to depletion and sales data to measure impact. Did that sampling program drive lift at activated accounts? Auto-generate QBR slide decks from live dashboard data. Export reports to PDF or PowerPoint with one click. No more 15-hour manual reporting weeks.
The Field Marketing Command Center
Real-time visibility into every activation, every market, every team.
Live Coverage Map
See every activation happening right now on a live map. Color-coded pins show Live (in progress), Upcoming (scheduled), and Completed activations. Zoom into any market to see individual locations. Click any pin to see the BA's check-in status, photos submitted, and time on-site.
Program Status by Market
Horizontal progress bars show completion by market — how many activations are done vs. planned in each region. Instantly see which markets are on track and which are falling behind. Drill into any market to see individual locations and assignments.
Agency Performance Tracking
When you work with multiple agency partners, compare their performance side by side. Assignments completed, on-time arrival rates, and photo compliance — by agency. Identify top performers and address underperformers with data, not anecdotes.
Photo Verification & Compliance
Every activation requires photo proof before it counts as complete. GPS coordinates and timestamps are embedded automatically. Brand-specific photo requirements ensure setup compliance — wrong setup, wrong location, or missing elements get flagged, not accepted. Photo galleries flow directly into client dashboards and QBR decks.
Live Activity Feed
Watch your program execute in real time. As BAs check in, submit photos, and complete reports, the live feed updates second by second. Operations managers can monitor coverage across all markets from one screen — and intervene immediately if something goes wrong.
One platform. Every type of field activation.
PINATA handles the full spectrum — not just one activation type.
Sampling & Tastings
In-store and on-premise demos with consumer engagement tracking, photo proof, and depletion impact measurement.
Display Builds
Endcaps, floor stacks, seasonal displays, and promotional builds — verified with GPS-verified photos against brand specifications.
Shelf Resets & Merchandising
Planogram compliance, shelf condition audits, and reset verification with before/after photo capture.
Canvassing & Account Visits
Route-based account calls with structured check-ins, competitive observations, and account intelligence collection.
Events & Pop-Ups
Experiential activations, launch events, and pop-ups with BA scheduling, attendance tracking, and consumer interaction data.
Surveys & Secret Shopping
Structured data collection at scale — pricing audits, competitive surveys, mystery shops, and market research with photo verification.
Why field marketing teams choose PINATA
Replace 4-5 tools with one
Scheduling, field reporting, photo capture, attendance tracking, and client dashboards — consolidated. No more stitching together separate tools that don't share data. One platform from program setup to executive report.
Real-time, not recap
Stop waiting for weekly email recaps to know how your program is going. PINATA shows live activations on a map, updates dashboards in real time, and flags coverage gaps as they happen — not after the program ends.
98% completion because reps actually use it
Text-to-Track lets field reps report via native SMS. No app download, no training, no login credentials. GPS check-in, photo submission, and structured reports — all through a text conversation. That's why completion rates hit 98%.
40,000+ retail activations managed
100,000+ field users on the platform
97% photo compliance rate
98% field report completion rate
"We used to spend 15 hours a week assembling client reports from five different data sources. Now our clients check their dashboards in real time and the QBR deck generates itself. We got those 15 hours back."
Director of Field Operations — Leading Field Marketing Agency