Face-to-face meetings 'key to brand experience'

Date: 26/08/2009

A customer's brand experience and the image of a sales company are overwhelmingly determined by face-to-face meetings with sales staff and purchasers, it has been revealed.

Studies carried out by Research and Markets indicate that 85 per cent of a company's brand image is the result of direct interaction between the sales force and its customers.

The group also stressed the importance of corporate events management, pointing out that knowledge exchange, peer-to-peer networking and best practice studies fostered through meetings between sales professionals are an effective way of improving performance.

According to the group's report, Closing the Gap: The Sales and Marketing Alignment Imperative, many global companies still fall short of realising aligned sales goals and marketing activities in the current economic climate.

Earlier this month, domestic appliances producer Miele commented that digital signage is essential to maximisin the brand experience at corporate events, pointing out that utilising sound, vision, smell and interactive activities allow the consumer to fully absorb a company's ethos.

Written by Michelle Fry
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