Sue Monhait is the host of the Gift Biz Unwrapped Podcast, where she helps handmade product businesses to grow. And she’s also the owner and CEO of The Ribbon Print Company, a B2B eCommerce business selling customised on-site ribbon printing hardware, software and supplies. So for both her own business and in helping her audience – Sue really knows how offline selling events can benefit your whole business.
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Sue started out in offline marketing by doing direct mail for small boutiques and large businesses, at a time when there was still no internet.
As things developed and she opened her first business selling gift baskets, she sold her products through offline marketing. She did networking, went to meetings, interacted with local people, and showcased her products in face-to-face activities.
Face-to-Face Activities to Get Into
For B2C brands that are product-based, depending on your product, you can join:
- Craft shows
- Farmer’s markets
- State trunk shows or boot sales
- In-home parties
The value in doing these events is being able to show your brand’s personality and also getting the reactions of potential customers.
Insights To Be Gained
Sue says doing face-to-face events is something she suggests to brand new companies.
The research aspect of these activities allows you to find out what products people are attracted to, how they intend to use them, and what words they would use to describe your products.
Making Your Face-to-Face Activity a Success
Sue mentions four things to do to become successful with face-to-face events:
- Pick the right places to be.
- Prepare for the show.
- Get the customer experience right.
- Follow up.
Additionally, when you do a show that’s successful, keep doing it is Sue’s suggestion.
Who Should Get Into Face-to-Face Selling?
If you’re just starting, invest in a show and get the interaction and feedback you need for your product. Doing a show will also give you the chance to test the look of your booth and your processes.
Regardless of your revenue or how long you’ve been in business, just participate in a show then enhance and adjust depending on the results.
If we’ve inspired someone to take their first step with offline marketing – what do they need to know to give themselves the best chance of success?
Don’t overthink, get out there, and just do it. This is because face-to-face selling is the quickest and easiest way to get your first sales.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve offline marketing performance?
Sue says email is everything so make sure you get your customers’ email addresses, and use them to communicate and build relationships.
If someone listening wants to learn more about offline marketing is there one cheap/free resource you’d recommend?
For face-to-face activities and events, it’s best to have a one or two-liner introduction message about your business or product.
Sue’s course Network Ninja can help with this and give you the skills to handle face-to-face interactions.
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in offline marketing?
While online is great, we’ve all realized the importance of being in the presence of others. So people are appreciating being out more.
We’re going to find a balance between online and offline marketing, and face-to-face marketing will definitely be part of that.
Sue on Social media:
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