In today’s digital world, where brands often connect through screens, it’s easy to forget the power of a real, face-to-face connection. That’s why in-person marketing, like trade shows and exhibitions, still has an unbeatable impact. We recently had our first taste of this at the Aberdeen Business Show, and it made us realise just how powerful these events are for building real, human connections.
Online marketing has its perks, but nothing beats meeting people in person. When someone walks up to your booth, chats with you, and sees your brand in action, it creates an immediate, lasting impression. Studies back this up, showing that people remember in-person interactions five times better than digital interactions. At our first trade show, the energy, the conversations, and the ability to show people who we are in real life was priceless.
Beyond being memorable, trade shows also make connecting with people genuinely interested in what you offer easy. Leads gathered from trade shows are often more engaged, resulting in higher conversion rates compared to leads from digital campaigns.
Trade shows pack a punch in terms of brand visibility and engagement:
The design of your booth or stand isn’t just about aesthetics; it’s about creating an atmosphere. Although our setup at the show was minimal, as it was our first as CCUK, we focused on clear branding, engaging visuals, and welcoming energy that encouraged people to come over and chat. Small details, like branded flyers, cohesive standout colour schemes, and even just a friendly face, go a long way in creating an inviting space that feels approachable.
Think of interactive elements like product samples, competitions, or even a quick demo. People remember brands that engage with them directly. For example, our competition at the show was a simple way to spark interest and leave people with a positive memory of Creative Compass UK.
If you’re diving into the world of trade shows, here are a few things we found helpful:
In-person marketing offers a kind of authenticity that can be hard to replicate online. Trade shows aren’t just about “getting leads” - they’re about showing people who you are, learning about your industry, and leaving a lasting impression. For us, this experience was an incredible reminder of why in-person marketing will always have a place in our strategy.
Curious about how in-person marketing could make a difference for your brand? Let’s chat about building connections that go beyond the screen.