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Seventeen years ago, when I started Cucumber Marketing, digital marketing was just beginning its rise. Back then, most businesses still relied on trade shows, banner ads, print editorials, and maybe a radio campaign or two. It was a different time, and marketing was much more tactile.
Of course, since then, digital has taken over. For many companies, the majority of the marketing budget now goes toward online ads and social media. And while that makes sense—because digital is measurable and scalable—it’s important to remember: digital is not the only way to grow your business.
In this blog, I want to share a reminder that real-life, face-to-face marketing still works. Especially if you’re in a service-based business, the opportunity to attend a highly targeted in-person event—whether it’s a tradeshow, expo, or conference—can be one of the most powerful ways to connect with your audience, build brand awareness, and even boost your sales.
If you’re thinking of investing your time and resources into event marketing, here are three things to keep in mind:
Start With the Right Goal
It’s easy to say that the goal of an event is to make sales. And that might eventually happen. But sales are what we call a lagging KPI—they often come after several touchpoints. What matters at the event is what you can measure in real time. How many people visited your booth? How many people stopped to ask questions or take a flyer? Did you have meaningful conversations that helped people better understand your brand?
These are the signals that show your event presence is working. Your goal might be to increase visibility, start conversations, or drive sign-ups for your next campaign. All of those are valid. Just be clear on what success looks like—before you show up.
Make Sure People Do Something
One common mistake I see with event marketing—especially for service businesses—is giving away things without asking for anything in return. It might be a flyer, a sample, or even a free trial. But unless there’s an action attached to it, you’ve missed an opportunity to start a relationship.
Instead, ask yourself: what do I want people to do when they come to our booth? Maybe it’s signing up for your newsletter, entering to win a giveaway, or completing a short survey. It doesn’t need to be complicated—just something that allows you to follow up or continue the conversation. Even something as simple as, “Have you heard of us before?” can open up a dialogue.
By the way, this also applies to product-based businesses. If you’re handing out samples or swag, consider asking for an email address or a quick form in return. People are much more likely to remember your brand when there’s a small, intentional interaction attached.
Don’t Forget to Bridge Online and Offline
Most events today aren’t just physical—they’re digital too. Attendees are likely posting on Instagram, X, LinkedIn, or TikTok. That’s your chance to extend your brand presence beyond the venue.
Before the event, find and follow the organisers on social. Join the conversation around the event hashtag. During the event, encourage people to tag your brand in their posts, or follow your account for updates and giveaways. After the event, keep the momentum going by commenting on posts, thanking people for stopping by, and following up with your new contacts.
Your offline event should fuel your online presence—and vice versa. When the two are connected, your marketing becomes more cohesive and memorable.
Fresh Eyes, Fresh Ideas
Event marketing isn’t about going backward or giving up on digital. It’s about expanding your view and looking at fresh ways to build your brand. In-person events, when done well, can be energising, impactful, and profitable—especially when they’re integrated into your broader marketing strategy.
So if the opportunity comes up to attend a tradeshow or community event, consider it. Go in with a clear goal, create meaningful interactions, and connect the dots between real life and digital. You never know where one great conversation might lead.
As we always say at Cucumber—try something fresh, and grow.