In thinking about the December holidays, we at Exhibit Resources can’t help but notice some parallels to our face-to-face marketing world. Sure, the food, the presents, the carols, the candles and the decorations are a part of what make the holidays so special, but some of the underlying magic behind it all might be the connections we make or strengthen with friends and family during this time.
In fact, the holidays are about fellowship, much like trade shows and other marketing events that bring people together. Another word for fellowship is community, and building a community is the most desired result in marketing. A sense of community leads to deep, long‐lasting, relationships with customers.
So when you’re gathering around the dining room table for the holiday feast, celebrating at one more party or finding a place near the fireplace before exchanging gifts, try and imagine how you’d be able to trade stories, share moments, forge bonds, or develop the sense of community without being there, in person. Perhaps there is something in there to consider when planning next year’s marketing strategy.
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