The Effectiveness of Face-to-Face Marketing

We love this infographic from Go To Meeting! We have always believed that face-to-face marketing is the best way to effectively engage and influence your customers. Research backs our belief proving that face-to-face engagements establish a greater level of trust, are perceived as more credible, are more productive than other methods of communication and are more efficient.

Why is face-to-face marketing so effective? There are several reasons that customers are more engaged when they are immersed in a live brand experience.

1. Fewer Distractions – With traditional and digital advertising alone consumers are often distracted with other influences. They might be doing something else during a commercial or even worse just fast-forwarding through your message and skipping it all together. The new trend of social media marketing can be a great way to reach different target audiences but your message might get lost in all the clutter. According to a 2012 consumer research report from Jack Morton just 7% of surveyed consumers consult social network sites first when researching brand decisions. A meaningful and memorable branding experience can help you engage your customers with your brand without distraction.
2. Engage the Senses – Face-to-face marketing allows brands to engage consumers with all the senses. One study at UCLA indicated that up to93 percent of communication effectiveness is determined by nonverbal cues. Live brand experiences give brands the opportunity to provide a full immersion sensory experience with their brand to create a more meaningful connection. Also important to note is that face-to-face marketing allows brands to react to consumer feedback and cues, tailoring the message to specific individuals to create unique and personable experiences.
3. Build a Relationship – Face-to-face marketing provides the best promotional environment to create a meaningful experience. This gives brands the opportunity to build a relationship with their consumers that lasts long after the event ends. According to Jack Morton’s 2012 consumer research report of consumers surveyed a global average of 51% of consumers said experience and information are more likely to change consumers’ minds at the point of sale.
4. Word of Mouth – Once you have established a relationship with your customer via face-to-face marketing they are more likely to share their experiences with friends and family. According to an Event Marketing Institute survey nearly 80% of consumers share their experience with friends or family members and consumers’ top 2 purchase-influencers are personal experience with a product and recommendations from friends and family.

Why is face-to-face marketing so important now more than ever? In today’s world with limited marketing dollars and consumers who are bombarded with brand messaging in all aspects of their life it’s important to make a real connection with your customers.

Face-to-face marketing programs empower companies and brands to build deep emotional connections that lead to lifelong relationships; giving them a dramatic advantage in attracting customers, increasing the lifetime value of a customer, while lowering the cost of customer acquisition and retention.