Event marketing is a dynamic field, with countless strategies and tactics to choose from. However, despite all the buzzwords and trends, one principle remains constant: the importance of knowing your customerThis principle has been put into practice in three very different projects we have done here at Rockway, and they have all been based on the concept of face to face marketing.
Project 1: OnSolve’s booth at the trade show
The first project is a 20×20 booth designed and built for OnSolve. This company exhibits at a particular conference because it understands that its customers attend, looking for solutions to specific problems that OnSolve can address. This is not a coincidence, but a strategic decision.
By setting up a booth at this conference, OnSolve is meeting their customers where they are, both physically and mentally. They make it easy for their customers to find them when their problems are at the forefront of their minds. This is an effective face-to-face marketing strategy that illustrates the importance of understanding your customers’ needs and positioning yourself to meet them.
Project 2: Publix Greenwise Brand Activation
The second project is a brand activation for Publix and its Greenwise offering. In this case, the company sponsored a triathlon and distributed Greenwise products to participants. This is a great example of a company knowing its audience and leveraging that knowledge to make meaningful connections.
Triathlon participants are typically health-conscious consumers and regular consumers, which is precisely the demographic Greenwise targets. By sponsoring the event and providing products that support the participants’ lifestyles, Publix/Greenwise makes it easy for potential customers to interact with their brand. This face-to-face marketing approach not only promotes the product, but also builds a relationship with customers by supporting their passion.
Project 3: The Lifeguard Chair/Cart
The third project was with Publix at Deck the Chairs in Jacksonville. We built a lifeguard chair fused with a shopping cart. It was more than just an attention-grabbing piece. It was a symbol and a conversation starter. The theme captured the spirit of the beach, vacation, community, family, and a contest, all woven into a remarkable experience.
The common thread: face-to-face marketing
At first glance, these three projects seem very different. However, they have one thing in common: face-to-face marketing. In each of these projects, the company goes to where its customers are, understands why they are there, and engages with them in an appropriate and creative way.
These projects highlight several key elements of successful face-to-face marketing:
- Convenience:Make it easy for your customers to find and interact with you.
- Experience: Deliver an experience that resonates with your customers’ interests and values.
- Amusing:Inject an element of fun to make the interaction enjoyable.
- Education: Take the opportunity to inform your customers about your products or services.
- Memorability:Create a lasting impression that keeps your brand top of mind.
- Appreciation:Show your customers that you value and appreciate them.
These three projects highlight the power of face-to-face marketing. They demonstrate how understanding your customers and meeting them where they are can lead to effective and memorable marketing initiatives. So ask yourself: Where is your customer? What’s important to them? Where do they need help or who do they turn to when business issues are top of mind? Answering these questions could be the key to the success of your next marketing project.