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November 6, 2024

Why In-Person Marketing Still Matters: The Real Impact of Trade Shows and Exhibitions

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.

Why In-Person Marketing is a Game Changer

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.

Benefits of Trade Shows You Can’t Get Anywhere Else

Trade shows pack a punch in terms of brand visibility and engagement:

  • Instant Credibility: Being there in person shows commitment. Visitors get a sense of your brand’s personality and professionalism, which is invaluable for building trust.
  • Real-Time Feedback: Engaging face-to-face means you can get immediate reactions and insights. We learned more about what people liked (and wanted to see more of!) at the Aberdeen Business Show in one day than we might in weeks online.
  • Market Insights: Seeing competitors and connecting with peers in the industry is a unique opportunity to gauge trends, fine-tune your strategy, and even identify potential partnerships.

Creating a Standout Brand Experience

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.

Practical Tips for Making the Most of In-Person Events

If you’re diving into the world of trade shows, here are a few things we found helpful:

  1. Design for Impact: A well-thought-out booth design can make a world of difference. Keep it clear, cohesive, and on-brand to draw in the right crowd.
  2. Keep It Friendly and Fun: Engage with people naturally, offer useful takeaways, and make sure visitors leave with a positive impression.
  3. Follow-Up: After the event, follow up with those who visited your booth. This small step often turns a first impression into a lasting business connection.

Final Thoughts

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.

Written by
Shona Thom
LinkedIn