In a world where the focus of marketing has shifted significantly to digital, it’s easy to forget the benefits of offsite events. Businesses are constantly being told to promote themselves online by engaging their customers through social media and maintaining an active presence on search results.
This is all true, of course – but did you ever stop to think how more traditional marketing avenues could give your online ventures a boost?
Today we’re going to go back to basics, and think about how offsite events can benefit your business onsite.
Business Exhibitions
Buying or sponsoring a booth at these events can show significant ROI. You can promote yourself, your product, build brand awareness, network and, let’s not forget, keep an eye on what your competitors are up to!
Networking at business events enables you to meet the people that matter to your business, including existing customers, new prospects, suppliers, investors and key figures in your industry. Not to mention maybe bloggers who will be more than willing to review and promote your product online after the event. As great as online networking is, never underestimate the benefits of meeting people face-to-face to improve online outreach results.
You can also use event marketing to boost your business’ social community. Immediate friending and liking is becoming more popular – so where better to encourage this than a business event? Industry exhibitions allow for true permission marketing. People attending want to be engaged, it’s why they’re there. So, provide incentives to ‘friend’ – anything from a free t-shirt to exclusive offers – and you could significantly grow your audience right there at your booth.
Don’t forget to tweet updates about what you’re doing at the event by creating a custom hashtag, encouraging attendees to join the conversation. Next thing you know you’ll have attendees live tweeting, generating instance buzz about your event.
Charity Events
Charitable events can have double the positive effect of a business-related conference. For those that have never heard of cause marketing, it’s time to get on board.
Affiliating your business with a charity can have numerous beneficial effects. It can be argued that it brings all the above possibilities for online benefits and more – as people are excited to help promote a cause they are passionate about. Plus, it’s good branding for you both on and offline.
One simple way to become involved with a relevant charity is to hold a fundraising event, or sponsor one. You don’t have to be a big business to do this, just make sure it’s appropriate to your company.
For example, a big one is breast cancer fundraising. You can organize a Relay for Life, which is a well recognized, trusted nonprofit. The organization allows you to share your fundraising goals on the web and its social media pages (which is great, since they have a HUGE audience). This allows you to connect with people online before the event, which can help improve attendance.
Offsite event marketing – especially when paired with a charitable cause – can really help boost your business’ online presence. Just strategize before the event how you can convert the conversations you have with attendees to the Internet and you will be setting yourself up for online marketing success.
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Adria Saracino is a marketer and blogger. When not consulting on business strategy, you can find her writing about style on her fashion blog, The Emerald Closet.
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Hello Adria,
Thank you for taking time to write here for Kostas’ readers. I completely concur with you, I would even go as far as saying a lot of people think if they have an online business that is all that is required of them but a successful business. However I believe that online or offline is all about relationships, people dealing with people making and growing connections that make or break or break a business 🙂
Thanks for your kind words Sadie-MIchaela! It’s easy to get into a rut of thinking “online, online, online” all the time, but offline has just as many benefits and can really help you build those relationships that can impact your online efforts.
Supporting or holding a charity event as a method of marketing one’s business surely is a great idea as many people typically consider a company that not only tries to make money but also “gives” whenever it can to be a worthy one, and in turn people will support that company by means of buying from them or availing their services. I actually joined a month ago a charity event held by an energy drink company by means of giving shoes to them which they will give to children in poor remote areas who walk to and from school barefoot. I happen to see their ad online, so I agree that offsite event marketing is a really great strategy to reach out, help people and at the same time, promote your business.