In a digital world, those who take personalisation to the next level are the leaders. Personalisation means you pay attention to what your prospects and customers want. Every customer wants to be treated with care, even if there is no physical interaction.
But the world of face-to-face marketing already has that advantage. But even so, brands fail to use this advantage to compete with the digital experience. How then can a company further personalise their customers’ experience with the brand?
Yes, First Impressions Do Matter
While second chances are also welcome, first impressions almost always have a hand in customers’ decisions to choose a particular brand. From the first email to the first handshake, how you do things during the first contact is always going to make the difference. The best emails are those with very few graphic elements for fear of being filtered by security software, so it relies on the text content to catch attention. When you have surpassed that and moved on to your first meetings with your prospects, it is a chance for you to go all out in setting the mood with visual invitation. This is whether you have invited them to your office or are doing the presentation in their premises.
This is why offices carefully choose banner printing to create murals of their brand. This always catches attention. When going mobile, sales teams can set the mood by preparing a mobile pop up stand to accompany their presentation. The key is to share your messages by immersing prospects in your brand presence.
Because most marketing occurs in the digital space, the time for face-to-face marketing is crucial and pressured. On the web, everything is automated even with personalisation. When faced with your customers, it would be to your company’s advantage to do things differently. Unlike with consumer goods where it is easy to try new products, B2B businesses do not have that capability, and it is in fact more difficult to create an experience. Take for example a technology product; while technology is all about helping people, painting a picture of how a particular technology directly affects a person’s life is tricky. Some companies fail to create a message that is easily understandable, as it is often full of jargon.
But a face-to-face interaction breaks that unfathomable wall. It opens up a comprehensible part of the product that is otherwise only understood by people with specialised skills. In a physical meeting, there are other factors that can affect your sales and marketing process. To veer this towards the positive depends on how you create an unforgettable experience with the customer or prospect. It may be objective, but in truth, most of it is subjective.
At the end of the day, the human side of marketing creates a lasting impact.