Face-to-Face Marketing: When Media Alone Is Not Enough
The president of a large Midwest construction company, with whom we have worked for many years, was evaluating his marketing program, which includes advertising, media relations, Web-based marketing, tradeshows and direct mail.
"You've done a great job in creating visibility and credibility with real estate brokers and developers, but isn't there a way we can get in front of end users?" he asked, referring to business owners and managers who are looking for new offices or industrial buildings.
Tall order. Entrepreneurs and managers who are thinking about new buildings are not a cohesive group. They don't belong to the same organizations, read the same publications, or reside on the same database. And there are too few of them to rationalize mass media advertising.
While most people think of public relations as media relations, there are times when either you can't reach your audience through print, broadcast or the Internet, or you need to supplement your media program. That's when you need to think about face-to-face marketing—placing clients directly in front of targeted audiences through informational events structured around their interests.
This strategy works well for consumer markets (think cooking demonstrations in grocery stores, hospital-sponsored health fairs, and hotel-sponsored bridal expos). It also works well for B2B companies like construction companies, law firms, or consultancies—businesses that want to showcase the expertise of their management team.
In this case, we worked with the client to develop a breakfast seminar for business owners; titled "To Build or Not to Build," it was cosponsored by a real estate brokerage, a bank, and an accounting firm. All four companies contributed to the mailing list, shared the costs of the event, and were featured in the panel presentation.
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Judi Schindler (jschindler@hodgeschindler.com) is a principal of Hodge Schindler Integrated Communications (www.hodgeschindler.com), a Chicago-based agency.
Comments
This is a truthful set of tips that can relly work. I operate in Africa and its very hard to let sponsors admit that we dont need to be promotional in terms of content but informative. That's why I really appreciate the suggestion about finding a partner. Again, I have a querry, what are the tools to insure people you invite for an event (even especially crafted for them) will dearly come.
No doubt print media, broadcast, Internet and publications are proving to be a great help for bringing together various entrepreneur from different sectors, regions and mind set. At the same time to convince the highly motivated managers and entrepreneur to a common memorandum of understanding is not an easy task. Also there are only few clients who obliged to rationalize media advertising. Thus placing clients directly in front of targeted audiences using trade fairs, exhibition and exposition is turning to be a great help to understand the diverse requirements of the clients.
Thanks
Vikas Sharma
http://www.vcarecallcenter.com/
Indias one and only end to end CISCO based IP network.
Trade shows and conventions are definitely one of the most beneficial ways to promote yourself and your business. Not only will you meet tons of potential customers, but you will get the opportunity to chat with other professionals who you may want to network with. I don't think printed media is the answer because a majority of it will end up in the trash. I prefer to display a presentation or video on the trade show booth. This will definitely draw attention to your booth. I completely agree that following up with leads after the event is so important. I have found great success in the use of thank-you cards. A little handwritten note and a business card is just a little gesture that will show them how much you care about building a relationship.