An MPI survey found 40 percent of prospects converted to new customers through face-to-face meetings.
By Rob Murphy, Chief Marketing Officer, MC2
There are specific benefits to both face-to-face marketing and virtual communication. Face-to-face interaction will help form the strong bonds that lead to long-lasting business relationships, while virtual communication will keep dialogue going with prospects and customers fresh and lively year-round.
The popularity of communicating virtually—whether through e-mail, instant messaging, LinkedIn, Twitter, or other social media channels—has had a significant impact on the speed at which information can be obtained.
Making the Case for Face-to-Face
Whether considering a trade show, private event, or a mobile tour, face-to-face interactions provide some significant business benefits.
At its core, face-to-face engagement creates a personal connection and builds trust between a company and its target audience. A warm handshake, engaging conversation and getting to know customers and prospects on an individual level can play an important role in forming stronger, more meaningful and profitable business relationships.
The Virtues of Virtual
With all that being said, there is still a place in a company’s sales and marketing strategy for virtual interaction. The secret lies in knowing when tactics such as Webinars, virtual events, and social networking have the most value. Disseminating data, maintaining existing relationships, and connecting a global audience, even at the last minute, are just a few of the strategic ways virtual communication can be leveraged.
Smart Marketers Choose Both
Now that you’re sold on the benefits of both face-to-face and virtual strategies, here’s the good news: You don’t have to exclusively use one over the other. Savvy marketers are building integrated communications plans that marry the benefits of both approaches.
Pre-Show
Pre-show marketing plays an essential role in the success of any trade show program as it helps drive booth traffic and generate quality leads. Virtual communication is a natural fit here, as it lets companies connect with existing customers while also exposing them to prospective customers in a cost-effective manner. For example:
• Promote the event on your Website and in online advertising.
• Use direct e-mail to alert customers and prospects about your presence at a show and set appointments in advance.
• Seek out forums and groups on LinkedIn and participate in the discussion about the show and industry in general. Twitter offers similar opportunities. Be sure to use relevant hashtags so your tweets become part of the thread.
On-Site
While most communication at trade shows will be of the face-to-face variety, there are some interactive tools that can be leveraged to extend the experience virtually. For example:
• Share news with attendees—and those who couldn’t be there—using Twitter, Facebook, LinkedIn, and other social media.
• Publish blog posts each night to recap the day’s events and share interesting observations from the show floor.
• Stream a press conference that will announce important news on your Website.
Post-Show
Virtual communication tools are ideal for all post-event follow-up. They also provide an opportunity to keep customers and prospects engaged long after the show doors have closed.
• Add show photos to your Website or Flickr account, and don’t forget to tag.
• Post a virtual demonstration of new products launched at the show on a special page of your Website. Share the URL with customers and prospects you weren’t able to connect with on-site.
• Secure the final attendee database from show management and use direct e-mail to reach qualified prospects you did not meet at the show.
The Last Word
Clearly, there are specific benefits to both face-to-face marketing and virtual communication. Face-to-face interaction will help form the strong bonds that lead to long-lasting business relationships, while virtual communication will keep dialogue going with prospects and customers fresh and lively year-round.
Before embarking on any marketing program, take the time to carefully evaluate underlying business objectives, outline clear goals and metrics, and proceed with the strategy that will help you get the job done. We bet it will involve some quality face time, along with digital communication.
Rob Murphy is the chief marketing officer of MC2,a leader in the exhibit and event marketing industry. Located in the Chestnut Ridge, NY
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