The Art and Craft Industry is bursting at the seams with hands-on creativity. Hobbyists enjoy a range of different crafts, and each craft requires numerous skills to be learnt through practice and experience. Face-to-face marketing through trade shows gives companies the chance to listen and build relationships with consumers.
Therefore, combining personal face-to-face marketing with boosting brand awareness and reputation makes it a valuable tool for marketers. Fox Business and Eventbrite have identified face-to-face marketing as a factor in building consumer value and targeted brand awareness.
Our blog on how craft workshops drive engagement looked at how ‘try before you buy’ benefits both the consumer and retailer. Workshops combined with face-to-face marketing at shows and events provide a valuable experience for consumers and retailers.
Face-to-face marketing allows retailers to listen
Having the chance to speak to consumers face-to-face gives retailers the perfect opportunity to listen to consumers. Shows provide the perfect environment to have an informal chat with visitors. Whether this is on the products, what they love using, what bugs them or even what they love to create the most. As a result, retailers get insight on exactly what consumers want and need. This can be a valuable marketing research tool for retailers as well as building brand awareness and reputation through strong customer service.
Not only do companies get a benefit out of this, consumers get a personable and friendly marketing experience that builds a trusting relationship. Fox Business’ article on ‘why companies should listen to consumers’ states that businesses should ensure consumers are being heard. Give them direct access to people at the company for them to give feedback and talk about the product. This makes them feel valued, which in turn ensures they value the company.
Build brand awareness and reputation
Exhibiting at shows and having a presence at craft events helps to build brand awareness to new and existing audiences. Therefore, shows give brands the opportunity to position themselves in front of new audiences who have a common interest for craft. Eventbrite included exhibiting as one of its top 10 ways to increase brand awareness as it “showcases a brand to hundreds of people within its target market”. Whilst building awareness, brands can polish reputation by providing a positive and friendly experience for consumers who visit the stand. The design of the stand, interaction of the staff and engaging content all have an effect on a consumer experience. When done well, the experience can leave a lasting impression on consumers, which positively effects brand reputation.