Integrated Marketing and the Benefits of Offline Events

Tolmao is an integrated marketing agency that combines traditional marketing tools with innovative approaches and creative thinking. Specializing in understanding the Chinese market, Tolmao’s strategies help companies in Asia as well as those outside of China conduct e-commerce without a business license. While the agency covers all aspects of integrated marketing to help companies generate revenue and grow their business, one area of specialty is offline event production services.

To start, what is integrated marketing and why is it important? Integrated marketing is a publicity strategy that promotes consistent, seamless, and multi-dimensional experiences for a company’s consumers. It is a holistic approach to communicating, so it includes both online and offline marketing tactics. Many businesses have limited resources and budget. To make maximize the overall effort, their marketing strategies need to include channels and operations that integrate with a variety of services, including paid and organic searches, feed stream ads, social media, press releases, online forums, and offline events. Integrated marketing strategies are most effective when they leverage existing resources, identify new clients, achieve goals, strengthen brand, and yield results.

As part of an integrated marketing strategy, offline events are an excellent opportunity to promote gained value and build relationships. They allow companies to have face-to-face contact with potential and current consumers, thus, building brand directly. Even though they are a more traditional platform for marketing, offline events are a useful technique for developing stronger inbound connections with prospects and customers.

It is important to make sure offline events are connected with online platforms. Using online channels not only helps promote events in advance, but it also motivates attendees to engage more deeply with events before, during, and after it takes place.

One helpful technique for connecting an offline event before the event is promoting the event online to make it easy for consumers to know when and where they should be to take part. While it lets them know what kind of activities they should expect, it builds excitement. Additionally, it is an easy and effective way to share reminders leading up to the event without being intrusive, to allow for questions about the event in advance, and to build momentum and anticipation for the event as it gets closer. Since some clients and prospects will not be able to attend, it does not mean they should miss out. Live-streaming is a useful tool for connecting an offline event online during the event. It is also a great approach for events that expect a lot of people or have limited number of tickets available. Besides reaching a larger audience, and especially those unable to attend but interested in the content, it encourages participation.

The best techniques for connecting an offline event after the event include photo sharing and blog posts. Posting pictures from the event allows participants to relive the event and enables those who missed it to get an inside look at what transpired during the event. By sharing what they missed, it also helps builds motivation to attend the next one. Moreover, it builds brand awareness by showing the many connections between attendees at the event. Blog posts do the same. They are an ideal opportunity to thank attendees as well as highlight how successful the event was it, how many attendees joined, and the meaningful learnings that transpired from meeting prospects and customers face-to-face. It is another way to generate buzz about the event and share positive testimonials from attendees.

Tolmao’s experts have rich experience in offline event production services to help international companies localize their marketing to Chinese audiences. As part of an overall integrated marketing plan, they implement these events expertly to achieve targeted results. With their in-depth understanding of Chinese consumers, they assess current business goals, formulate integrated marketing strategies that capture target audiences, and achieve success for e-commerce in China.

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