7 benefits of face-to-face marketing
– and why it still matters in 2024

Last Updated: April, 2024

No more B2B or B2C, it’s all about H2H: human-to-human connection. This idea goes back to the simple reality of buying from people that we trust. And how do we do that?

Online and virtual solutions are becoming ever so popular – and with good reason. However, they should never and cannot replace real human contact. They should work as complementary tactics in your marketing strategy, as they both offer great value.

It’s about the smile. The eye contact. The handshake. The body language. The ability to see, feel, touch and interact with a product or service that truly empowers companies to build a deep connection with their customers.

A great example of this was the REBOOT event – a new sustainability event at Odense Congress Center. There was a great energy and buzz. There was a distinct absence of hurried conversations, allowing enough time for genuine engagement.

In a world where the constant pursuit of grander, better and faster often prevails, this event represented a refreshing departure from the norm. It served as a reminder of the value of slowing down, fostering authentic interactions.

Ultimately, it underscored the importance of cherishing the quality of the trade show experience, as we all strive for the same precious commodity: Time.

That’s why face-to-face marketing still matters in 2024 and may be more important than ever.  

7 benefits of face-to-face marketing

1. Brand Visibility

Today people are overloaded with ads, e-mails and information, and may even overlook or ignore them. That’s why it’s so important to represent your brand in person, to put a face behind the brand, and create personal interactions. It will help humanize your brand and grow your business.

2. Emotional Connection

Face-to-face marketing allows businesses to interact with customers in a direct and personal way as well as create strong emotional connections. Building strong connections can lead to increased brand loyalty.  

3. Immediate feedback

In-person interactions provide immediate feedback. This is why trade shows, exhibitions and other events can be a great opportunity to test out new products and services. The feedback can be used to improve products or services and make them more useful for the target group.

4. Building Trust

Face-to-face marketing and interactions provide an opportunity for businesses to build trust with both new and existing customers. The use of body language, eye contact and tone of voice are all useful elements to establish trust. A trained staff can also answer questions and transform customer objections into conversions, offering credible information straight from the source. 

5. Higher Engagement

Face-to-face marketing enables businesses to engage with customers on a deeper level than for example online marketing. This can help create more memorable and unique experience for customers, which will most likely shorten the road to a “yes” and open the door to new collaborations.

6. Generating New Leads

In-person events can be a great way to generate leads. By interacting with guests directly, businesses can quickly identify prospects and follow-up by booking a meeting or call to further discuss business opportunities. Discover 6 great tips for better lead generation.

7. Trends and technology

When you attend an exhibition, there will often be a series of new trade show trends and technology that you can draw inspiration from and implement into your own product, brand and marketing strategy.


Table of Contents

Face-to-face marketing:

The act of interacting with and marketing directly to customers through exhibitions, events, meetings and other in-person activities.

Face-to-face marketing offers a multitude of benefits for businesses looking to connect with their audience and drive growth.

From building genuine relationships and understanding customer needs to driving brand awareness and engagement, the power of human-to-human connections at trade shows and in-person events cannot be overstated. By leveraging these opportunities, businesses can create memorable experiences, build loyalty, and ultimately, achieve their marketing objectives in an increasingly competitive landscape.

However, it’s important to not just attend any event, conference or trade show. You have to be smart about what makes sense for your business, your goals and your strategy.This is why, you should always ask yourself: Why are we attending this in-person event? And what do we hope to achieve?

If you want to learn more about how to find your why and define clear objectives, try our online course.

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