In an increasingly digital world, in-person experiences have never been more important for businesses. In this article we explore why that is and how you can make the most of them.
How Business Became Digital-First
Since the mass adoption of the internet, and in recent decades; the smart phone and social media, advertising has become increasingly digitised. Businesses follow consumer attention, and when that attention is focused on digital devices, that’s where they invest their budgets and develop their marketing strategies.
Why In-Real-Life (IRL) Is the New Opportunity
In recent years, there has been a growing shift among young people towards real-world, in-person experiences, with many reporting digital fatigue and a desire to reduce time spent online. In response, this digitally native generation is increasingly seeking “in- real-life” (IRL) experiences, such as pop-up shops, phone-free meetups, and live social events.
While the trend is currently most visible among younger consumers, it’s likely to gain wider appeal across society, and presents a valuable opportunity for businesses to engage audiences in more meaningful, memorable in-person ways. Evidence shows that such events can strengthen trust and loyalty, creating brand advocates who actively promote these businesses through word of mouth.
What Are the Benefits of In-Real-Life (IRL) Marketing?
There are many benefits from using IRL marketing strategies, some of which are listed below:
Creative Freedom: Unlike online platforms, where advertisers must adhere to specific formats and guidelines, IRL marketing offers complete creative freedom. With no set rules, businesses have full control over how they choose to promote themselves.
Unsaturated: As businesses have increasingly focused their attention on digital advertising over the past few decades, these channels have become highly competitive, oversaturated and expensive. In contrast, IRL opportunities remain far less crowded, presenting opportunities for businesses to stand out and capitalise.
Cost-effective: IRL marketing strategies can be as costly or as affordable as you choose to make them, but there are certainly opportunities for highly impactful campaigns that require minimal spend.
How To Build an In-Real-Life Strategy
Here are some of the most effective IRL strategies.
Print Marketing: Print marketing includes physical materials such as flyers, posters, and brochures. These tangible assets can be handed out, displayed, or delivered directly through letterboxes. It’s a simple and effective way to build local brand awareness and can be a highly cost-effective method of reaching a large audience.
Direct Mail Campaigns: Direct mail campaigns involve sending physical materials straight to people’s letterboxes. The key opportunity here lies in creativity; surprise your audience with something unexpected, like a unique piece of promotional material that grabs their attention and leaves a lasting impression of your brand.
Events & Pop-Ups: Events and pop-up shops offer businesses the chance to connect with people face to face in a memorable and engaging setting, capturing the essence of what IRL marketing is all about. Whether it’s a product launch, workshop, or temporary retail space, these experiences generate buzz, encourage genuine interaction, and give customers the opportunity to see, touch, and talk about your brand in the real world.
Exceptional Customer Experience: A key way to strengthen your IRL strategy is by delivering an exceptional customer experience. If you already operate a physical space, such as a retail store, showroom, or any other physical venue, consider how you can elevate the in-person experience. This might include creative design, hospitality touches such as seating areas with food and drink, music, excellent customer service, and overall creating an environment that people genuinely enjoy spending time in.
Creative Guerrilla Marketing: Guerrilla marketing is a form of advertising that uses surprise, creativity, and public spaces to create a bold and memorable impression, often with minimal spend. It’s about doing something surprising and unconventional to engage with people in unexpected ways, whether through street art, pop-up stunts, or other attention-grabbing activities. When executed effectively, these tactics link directly back to your brand by incorporating your logo, product, or brand message.
Combining Offline and Online Marketing Channels
While IRL marketing presents a valuable opportunity right now, it doesn’t have to be an all-or-nothing strategy. In many cases, combining offline and online channels is the best approach.
For example, a guerrilla marketing stunt could be designed to generate viral attention and PR coverage, extending its reach online. Similarly, a pop-up shop could be promoted through social media to increase awareness and get more customers attending. The key is to ensure you’re investing enough focus and resources into your IRL efforts to make them work for your brand and customer base.
A Logistics Partner That Makes It Possible
To make your IRL marketing a success, you’ll need a partner who understands the logistics of the physical world. From printed materials to pop-up installations, real life campaigns rely on tangible assets that need to be transported safely and on time. To ensure everything runs smoothly, and to feel confident that your campaign will land as planned, it’s worth partnering with a specialist logistics provider like Speedy Freight, who have expertise in same day courier services, that can help make sure your IRL marketing has the maximum possible impact.
