Despite the popularity of social media marketing, email campaigns, and promotional videos, the most effective marketing technique is face-to-face. The reason is simple. Most people want to know who they’re doing business with. The explosion of online marketplaces and search engines help customers find you, but nothing builds trust and rapport better than a personal touch.
Online Versus In-Person
The internet created an enormous opportunity to reach customers all over the country and all over the world. A sale boils down to your ability to put your brand name in front of those customers and convince them your product is the best. Much of this relies on building relationships. It is very difficult to build a deep relationship with a potential customer online. Online marketing is an unbeatable way to get brand exposure, but without the personal touch of face-to-face marketing, startups and small businesses can fizzle and die.
Fortunately, there are several ways to promote your brand in person. Everything from setting up a table outside a store to delivering presentations to boardrooms full of people, but how do you come close to the same reach you get online?
One of the best techniques is trade show marketing. Trade shows bring potential customers from all over the world to a specific location with a common interest. For example, if you sell construction equipment, trade shows geared toward contracting, concrete pouring, and excavating are a great place to display your brand. Trade shows are an excellent opportunities to raise brand awareness through face-to-face interaction. Best of all, this gives you an opportunity to send people off with a physical takeaway via custom, branded swag. Leads produced on site and in person are warmer and more likely to convert into sales.
Face-to-face marketing is not dead. The truth is that personal touch will always have more impact than an email or an online ad. Looking back at the trade show marketing example, you have an opportunity to personally introduce yourself to potential customers and make a lasting impact instead of hoping a generic online video sets you apart from your competition. There is no better way to showcase your brand and your product than in-person.
Marketing techniques advance exponentially. Not long ago, a “For Sale” sign in the front yard of a house was the pinnacle of home marketing. With the advent of the internet, social media, and other readily available platforms, it’s easy to see why face-to-face marketing can seem outdated, but no other medium offers the same significant impact of letting customers know exactly who they’re working with.