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Marketing plays a key role in the success of all organisations – from schools and small charities to multinational corporations – and although online tools such as social media and email are increasingly being deployed, companies should still be ready to head out into the ‘real world’ to publicise their activities and raise brand awareness.

Even though high-tech devices like smartphones, tablets and e-readers are increasingly popular, it’s important to remember that we don’t use these gadgets 24/7. You’ll still need to connect with your target audience on a physical level. Here are some of the ways that you can take marketing on the road:


The popularity of flash-mobbing as a marketing tool has really taken off in the past couple of years and it is a fantastic way to grab the attention of members of the public. This sees a group assemble suddenly in a public place to perform an unusual and seemingly random act for a brief period of time before dispersing.

Taking Marketing on the Road

Perform a flash-mob in somewhere like a shopping centre or train station and you’re certain to find dozens, if not hundreds, of people are exposed to your brand. Once you’ve caught your target audience’s interest, follow this up with a leaflet or product sample. Make sure you capture the flash-mob on film too. That way, you can upload the video to your website and share it on sites like YouTube and Twitter to spread awareness of the event further.

Distribute gifts at client meetings

While many companies tend to do most of their business over the telephone or by email, there is still a lot of value in the traditional face-to-face meeting. The fact you’ve taken the time to come to their offices in person is something potential and existing clients alike are sure to appreciate. Setting up such meetings enables all parties involved to put faces to the names of people who they may have only spoken to on the phone before, giving you the opportunity to cultivate close relationships with customers.

As the meeting comes to a close, it’s a good idea to hand out a gift such as a pen or keyring as a token of your appreciation that clients have taken the time to meet you. Research from the BPMA shows people are eager to receive promotional gifts – in fact, 79 per cent of those questioned claim they are more likely to do business with a company that has provided them with such an item – so they’re a great way to cultivate a favourable impression among everyone you meet.

If you really want to push the boat out, you might want to consider handing out travel mugs to clients. Not only are such items incredibly useful, but they also provide a great way to boost awareness of your company. Each time the recipient takes a sip from a promotional mug, they’ll subtly interact with your brand, not to mention showcase it to everyone they see while on a train or bus journey. Click here and you can find out more about these products.

Attend exhibitions

Another great way to take your marketing efforts on the road is to have a regular presence at industry trade shows, exhibitions and seminars. Doing so enables you to establish personal connections with your target audience and inform them of exactly why they should use your particular products and/or services as opposed to your rivals’. It’s also worth bearing in mind that such events give you the opportunity to gain feedback on your organisation from your target market, enabling you to implement changes that will make it a more attractive proposition.

Regardless of the nature of your business or the event you’re attending, you should use promotional gifts like pens and USB sticks to attract people to your exhibition booth. Such products will also help to establish a positive impression of your company among your target audience long after the exhibition has come to an end.

You have plenty of options at your disposal when it comes to creating a buzz around a company, but how are you marketing your organisation? Share your experiences by posting a comment below!