Published January 13, 2020
The Importance of Face-to-Face Marketing
With the rise of technology and social media, digital marketing is a top priority for many businesses. Emails, messages and social content provide efficient ways to connect with a targeted audience and encourage sales. But even in an increasingly digital world, the ability to meet potential customers face-to-face is still extremely valuable for generating leads, increasing sales and improving brand awareness. So much so, face-to-face marketing was the third-biggest marketing spend in 2019.
What is Face-to-Face Marketing?
Face-to-Face Marketing is the act of directly marketing to prospective customers through in-person communication. Face-to-face marketing can include scheduled meetings, product demonstrations, exhibitions and events. As thousands of ad campaigns are delivered to each potential customer online every day, digital marketing strategies can often get lost in the noise – emails may not be opened, content can be missed or ignored. Meeting a prospective customer in person is an engaging and effective way to market and sell your product, developing a personal connection that is not achieved through virtual communication.
The Key Benefits of Face-to-Face Marketing:
A positive experience for the customer
A face-to-face meeting is an opportunity to create a personalised experience that leaves the customer feeling appreciated and increases the probability of a sale. Long-term relationships can be established and developed by listening to the customer’s latest challenges and identifying the ways your product or service can help. In fact, 85% of people say face-to-face meetings are essential for establishing long-term business relationships. Meeting in person makes the customer feel more valued, as their thoughts are heard and their questions are answered immediately. Delivering a positive, memorable experience also increases the likelihood that they will recommend your business to others.
- More effective communication
Written words are open to misinterpretation. The tone of an email can be often be misread or leave the reader feeling confused. A conversation in person is more natural and effective, with the benefits of non-verbal cues – we can use a tone of voice, body language and facial expressions to convey our message and understand the responses. Human interactions such as handshakes and natural conversation help to build a rapport and emotional connection between the customer and your business, evoking a response.
- Better customer knowledge
Face-to-face marketing can provide valuable insights into the needs of your target customers. Listening to their questions, reactions and objections can help to shape your future marketing and sales strategies, as well as giving a better understanding of their requirements. Being able to anticipate and prepare for all queries or pain points helps to ensure quick solutions and builds your credibility.
- Increased visibility and trust
In-person communication through events and one-to-one meetings with prospective customers offers a platform to showcase your business, making your business more visible, thus increasing brand awareness whilst helping to develop trust. Customers feel more secure when they recognise a brand and are able to speak to someone in person. Trust is developed through this personal connection at face-to-face meetings and encourages long-term loyalty.