Face-to-face marketing has been around since humans developed the ability to talk and will be around for as long as we maintain that ability. However, the rise of communicating digitally has impacted the importance associated with face-to-face marketing within the marketing spectrum of companies.
The rise in Digital
In recent years, we have seen digital go through explosive growth, with worldwide reach. Traditional marketing is no longer at the forefront of campaigns. Whilst face-to-face marketing is still integral to raising and maintaining brand awareness, online marketing has risen through the ranks to sit parallel, if not ahead of offline tactics.
Customers are increasingly becoming ‘phone or tablet’ users, which is why businesses must ensure a positive experience for every customer and on all platforms. Digital allows businesses to do this, to get in front of a targeted audience with a specific message for a relatively low or in some cases zero budget, especially on social media. Most of all, the results of digital campaigns with the latest technology can be measured effectively and easily. If you would like to find out more about how to measure your digital campaigns, then click here.
It is this ease of use, low budget and mass reach that has driven face-to-face marketing down the pecking order, however we believe it should still maintain its place in the marketing tool box.
Why you should use Face-to-Face Marketing?
Face-to-face marketing refers to any situation where you promote your business directly to another person or to a group of people. You get to look people in the eye as you deliver your pitch or connect with them on a personal and deeper level.
Whether your business is considering exhibiting at a trade show, consumer event, or a road-show, face-to-face interactions provides significant benefits to your business through the engagement it generates. Face-to-face engagement with your consumers creates a personal connection and builds trust with your target audience. Having an engaging conversation and getting to know customers and prospects on an individual level can help build stronger, more meaningful and more profitable relationships. In-person interaction fosters engagement and is more conducive to people making decisions.
How many of you have been sitting in on a conference call or listening to a webinar whilst checking your emails or finishing off some paperwork? Increased workloads and pared-down staff make multi-tasking a commonplace in business; that, in turn, makes it challenging to ensure that virtual communications are driving home key messaging and delivering desired results.
The integrated Dupree Approach
We are strong believers in that the best marketing campaigns are fully integrated campaigns. Face-to-Face marketing and digital can work perfectly together to fully maximise any exhibitions or events your company is present at.
Complimenting traditional marketing with digital elements can measurably enhance and extend audience engagement. However, you must plan and coordinate your online efforts, just as you would your face-to-face events. Each element will affect the audience's experience with your brand so you need to focus on digital components that are appropriate to your event, your audience, and your KPIs.
Let’s run through an example of some tactics you could employ to successfully attend a trade show:
Pre-show marketing plays an essential role in the success of any tradeshow/face-to-face marketing because it helps drive booth traffic and generate quality leads. Digital communication is a natural fit here because it lets you connect with customers and find prospective customers in a cost-effective manner before the event. Below are some effective pre-show activities:
- Create a pre-show contest and announce the winner at your stand
- Create regular posts on social media to raise awareness of you attending and engage with companies and individuals who are also going
- Post blogs on your website discussing topics that are relevant to people attending, most hosts will also post your blog content on their website so make sure you reach out to them
- If you're going to post on social media, talk about interesting, relevant topics—not just the tradeshow
- Promote the event on your website and in online advertising
- Use email to alert customers and prospects about your presence at a show, and set appointments in advance
- Seek out forums and groups on LinkedIn & Twitter and participate in discussions about the show and your industry in general.
At The Show
Although most communication at trade shows will be face-to-face, you can still use some interactive tools to extend the experience digitally, most shows now have their social feeds in real time showing around the event enabling you to showcase your brand, some other tactics you could use include:
- Promote event only offers
- Share news with attendees and those who couldn't be there via Twitter, Facebook, LinkedIn, and other social media
- Use video platforms where possible to showcase your stand and team, think of Snapchat, Facebook Live and Instagram stories
- Post content on social media throughout the day using the relevant hashtags
- If you are conducting a seminar or hosting a talk on a subject, make sure to capture the talk to showcase during the event if people missed it
- Have a competition to drive people to your stand
Post-event follow-up is key to having a successful show. It provides an opportunity to keep customers and prospects engaged long after the show doors have closed. Below are a few examples of effective post-show digital efforts:
- Add show photos & videos to your website and social media channels
- Secure the final attendee database from show management, and use email to reach qualified prospects you did not meet at the show
- Connect on LinkedIn with everyone you met at the show and reach out to them
At Dupree we have a highly skilled team who can manage your trade show presence from start to finish, including managing your social profiles, designing and creating your stand and to delivering quality merchandise and promotional materials for the show.
If you’re interested in getting in touch finding out more about what we can offer, then please email firstname.lastname@example.org or call on 01780 757666.