The latest IPA Bellwether report tells us that businesses are now more confident about economic conditions, however the vast majority are still not prepared to increase their offline marketing budgets. Is this the right approach in this climate?
It may seem strange for an internet business to be supporting the idea of offline marketing spend but having just returned from an extremely successful E-commerce Expo at Earl’s Court, we’ve been reminded once again of the value of face-to-face interaction.
There is no doubt that online ad spend is the best arena for businesses to dip their toe in the water and scale up budget as results increase. However, in terms of building relationships, nothing comes close to meeting potential clients in person.
The type of product or service you sell will in most cases dictate the best channels to market but if you are looking to procure a recurring service in today’s climate don’t you want to get to know the provider as well as possible before signing on the bottom line.
At UKFast we’ve always encouraged existing and prospective clients to come up and meet us, take a tour of the data centres and then enjoy a night at the Sale Sharks. So, for those who are able to make the trip, there are three different environments in which to discover more about our business and our culture.
Getting people to come to us is one thing but meeting at an event – especially an industry exhibition allows any company to give an indication of their people, services and unique ingredients to a huge audience.
Over two days we managed to speak in person to over a thousand businesses and begin to build a relationship with each and every one of them. Not only that, but it acts as a tremendous opportunity for face-to-face experience that helps to grow skills within our team.
Those who can see through the fog of recession are able to take advantage of the situation. With so many people choosing to tighten the purse strings, the opportunities to reach out and touch more potential clients are out there for those willing to fill the void.