| There is a myth that face to face marketing is | | | | interaction with potential vendors and suppliers as |
| retiring and we are moving on to bigger and | | | | extremely important in performing their job. As |
| better things. Face to face marketing includes | | | | well as, 86 percent of exhibitors at trade shows |
| everything from live events, seminars, outdoor | | | | who rate face to face marketing as being very |
| events, trade shows, and conferences. The | | | | important. |
| younger group, known as generation Y, or those | | | | But there are some disadvantages to face to |
| born between the 80's and early 90's, highly | | | | face marketing that come as a package deal with |
| depend on technology for not only work but | | | | today's harsh economy. Fuel prices are rising, |
| personal relationships as well. The rise in people's | | | | cutting into traveling funds, and people are |
| need for technology to function has led others to | | | | working longer and harder to keep businesses |
| believe that meeting with clients for face to face | | | | afloat. But, the economy does not have to get |
| marketing is not necessary anymore and has | | | | the best of anyone; companies can have great |
| become a fossilized tactic. So what is the point in | | | | turn outs at a trade show, or any event, without |
| wasting money to meet with clients if it is an | | | | having an enormous amount of individuals actually |
| outdated tactic? | | | | at the show. If you do have an enormous |
| The point is that meeting face to face is | | | | amount of attendees that's great, but if not, your |
| absolutely effective and vital to building strong | | | | event can still be successful through |
| relationships with clients, or anyone for that | | | | word-of-mouth. Even if a company extends |
| matter. People who are wrapped up in the virtual | | | | invitations to an event to any number of |
| world still have a strong desire for personal | | | | individuals, then all who received an invite will |
| relationships, which is what they try to falsely | | | | acknowledge your credibility and expertise. This |
| attain through technology. All relationships are the | | | | lets others know that you are willing and ready to |
| same, whether it be a business related relationship | | | | get out there and talk face to face about what |
| or a personal relationship, they all need to make | | | | you have to offer. First hand experience of a |
| that face to face connection. By using technology | | | | product awards knowledge and understanding of |
| you almost lose that relationship, the more people | | | | your company and how it works. Even if a few |
| see someone the less likely they are to treat | | | | individuals attend your show and you present |
| them poorly. So, this goes both ways, each | | | | your material in a memorable manner, they will tell |
| individual who is engaging in face to face | | | | another person about your show and you can |
| interaction will mutually treat one another better, | | | | potentially generate an entire line of business. |
| which leads to better business. People have | | | | According to recent research, done by Jack |
| bought into this myth that face to face interaction | | | | Morton Worldwide, people exposed to live |
| is no longer important and have begun adapting to | | | | marketing on average tell 17 others about their |
| technological alternatives. But, face to face | | | | experience. So, if you can get your message |
| marketing has and always will be effective; it is a | | | | across to 5 individuals who find your show |
| strategy that best fits our descending economic | | | | interesting you potentially have gained an actual |
| status. | | | | 85 people who are interested in your company |
| A study released by UCLA stated that an | | | | and what you do. |
| astounding 93 percent of communication | | | | Society's need for technology can be turned into |
| effectiveness is determined by non-verbal cues. | | | | a constructive characteristic for face to face |
| This means that if you are communicating via | | | | marketing, but particularly for trade shows. People |
| e-mail, texting, etc. you are losing 93 percent of | | | | are using "virtual worlds" or social media more and |
| your intended message because it is not as | | | | more everyday. There are numerous amounts of |
| effective on the target. Somewhere within this 93 | | | | social media programs which you can use to your |
| percent of nonverbal communication it is a good | | | | advantage. Since these technologies have made |
| idea to take advantage of eye contact. Making | | | | their stamp in our society, why not work with it? |
| eye contact with someone, especially when | | | | Social media marketing can be tied into your face |
| relating to business, is important in the sense that | | | | to face marketing as well. If you encourage |
| it shows honesty and credibility. The more eye | | | | attendees to visit your company's Twitter |
| contact you have with someone, the more they | | | | account, Facebook account, etc., they will |
| are willing to trust you. Companies certainly want | | | | recognize that you are up to speed with current |
| to do business with someone they feel are | | | | trends and still value that face to face connection |
| trustworthy, most notably during difficult times. | | | | at the same time. Customers like to have options, |
| Face to face marketing needs to have little | | | | and giving them the option of using a virtual world |
| promotional content and a lot more useful | | | | or a face to face meeting is a great strategy. |
| information so that the customers walk away | | | | Social media is not too far fetched from face to |
| knowing a lot more about whom you are and | | | | face communication as emails and such tend to |
| what you do rather than how much something | | | | be. Social media still allows for your client to see |
| costs. You need to take it back down to the | | | | exactly what is going on, you can post videos, or |
| basics, because people do not want to be wooed | | | | have live feed on your website of your booth at |
| into buying something. One of two things will | | | | the show. You are also able to instant message |
| happen if you spend all of your time exuding | | | | chat on some social media programs, which still |
| promotional content, either they will become | | | | gives you, as the exhibitor, the opportunity to |
| defensive and in return ignore anything you have | | | | answer any questions someone may have |
| to say, or walk away with something that they | | | | instantaneously. |
| will later regret buying. Neither of these scenarios | | | | Businesses need to stay up to speed with today's |
| can benefit your business long-term. | | | | technologies, but keep old values at the same |
| All of this information is relevant to the trade | | | | time. Face to face marketing values interpersonal |
| show industry in that they are not dying out as | | | | relationships and gives your client the trust they |
| some may think. Trade shows are notorious for | | | | crave. It is time to get inventive and think of |
| their face to face marketing strategy, which is | | | | current ways to keep individuals engaged during a |
| true but exhibitors can be inventive in how they | | | | face to face interaction. Attention spans are short |
| utilize this strategy. Trade shows are generally a | | | | and if you can show the client, in the short |
| way for exhibitors to get to know some current | | | | amount of time you have captured someone's |
| or potential clients. Trade shows are also a great | | | | attention that you are trustworthy and all about |
| way to show off new products. Or if you offer | | | | business then you have achieved success. Face to |
| services then your clients absolutely want to | | | | face marketing has come full circle; it was out and |
| know who they are working with. Putting a face | | | | has now been shoved back in by the economy. |
| with a name is always a positive. This is backed | | | | This time around companies may realize how |
| up by the Center for Exhibition Industry | | | | highly beneficial face to face marketing is for |
| Research, who pronounces that 76 percent of | | | | business. |
| attendees at a trade show rate face to face | | | | |