Tom had been running his printing services business for a few years, serving both businesses and individuals across the region. With a turnover of £1.7 million, his business was doing well, but he felt that something was missing. Despite steady orders from existing clients, the flow of new customers wasn’t as strong as he wanted it to be. He knew that to grow his customer base, he needed to find a way to connect with more people—but he wasn’t keen on spending a fortune on digital marketing or paid ads.
One day, a client mentioned an upcoming local business expo and suggested that Tom attend. He had always focused on online marketing and didn’t think much about local events, but with little to lose, he decided to give it a try. What happened next changed the way he viewed customer growth—and it all started by simply attending a local event.
Here’s how Tom used local events to gain new customers and why this simple strategy could work for your business too.
Face-to-Face Connections Make a Lasting Impact
At the business expo, Tom set up a modest stand showcasing samples of his work—brochures, business cards, and posters printed by his team. He wasn’t expecting much, but as people walked by and stopped to chat, he quickly realised something important: nothing beats face-to-face interactions.
One local café owner, who was looking to rebrand, took a liking to Tom’s sample designs and asked about his services. They struck up a conversation about custom printing for new menus and flyers, and within days, the café had placed an order with Tom’s business. What struck Tom the most was how personal the connection was. This wasn’t just a transaction—it was a relationship built on a real conversation.
For small businesses like Tom’s, building trust is key. Attending local events gave him the opportunity to make genuine, personal connections with potential customers—something that’s much harder to achieve online. These face-to-face conversations turned prospects into clients, often much faster than his usual marketing methods.
Showcasing Your Work in Real-Time
Another advantage of attending local events was the ability to showcase his products in real-time. When potential customers could see and touch the quality of his printed materials, they were far more likely to be impressed. Tom brought along samples of his most eye-catching work, from luxury business cards to beautifully bound booklets, and let people experience the difference first-hand.
At one networking breakfast, Tom met a local property developer who had been searching for a reliable printing service for their brochures and event materials. After seeing the quality of Tom’s work in person, they decided to switch to his services immediately. It was a win-win situation—the developer found a reliable local partner, and Tom gained a valuable new client.
In today’s digital world, there’s something powerful about letting people experience your product in real life. Whether you’re offering printing services like Tom or any other product-based service, being able to show potential customers the quality of your work up close can be a game-changer.
Building Your Reputation in the Local Community
One of the unexpected benefits Tom found by attending local events was how quickly his reputation grew within the community. He wasn’t just another printing business trying to sell services online—he was now a familiar face in the local business scene. People who met him at one event would recommend his services to others, and before long, he was getting referrals from clients he hadn’t even worked with directly.
A local charity, for example, needed flyers and banners for their upcoming fundraising event. They had heard about Tom’s business from another exhibitor at the business expo and decided to approach him. What started as a small printing job soon turned into a long-term partnership, with the charity regularly ordering materials for their campaigns.
By being active in local events, Tom was able to build a solid reputation as the go-to printing service for businesses in the community. Word-of-mouth referrals started flowing in, and his client base expanded far beyond what he could have achieved through online marketing alone.
Learning from Other Local Businesses
Attending local events wasn’t just about gaining customers for Tom—it was also a learning experience. By talking to other small business owners, he gained insights into the challenges they were facing and the services they needed. This allowed him to tailor his offerings to meet the specific needs of his local market.
For example, after several conversations with local restaurants and cafés, Tom realised there was a growing demand for eco-friendly printing options. He decided to add a range of sustainable, recyclable materials to his printing services, which quickly became popular with his environmentally conscious clients.
By staying in tune with the needs of his local market, Tom was able to offer products that his customers truly valued. Attending local events gave him the opportunity to listen, learn, and adapt his business to stay ahead of the competition.
Turning Small Interactions into Big Opportunities
One of the best things Tom discovered about attending local events was that even small interactions could lead to big opportunities. A casual conversation at a local networking event might not result in an immediate sale, but it often opened the door to future business.
For example, at one event, Tom met a local marketing consultant who didn’t need printing services at the time but promised to keep him in mind for future projects. A few months later, the consultant contacted Tom with a large order for a corporate client, who then became a regular customer.
The connections made at local events often snowball into larger opportunities down the line. By staying engaged with the local business community, Tom was able to turn small interactions into long-term business relationships.
Ready to Grow Your Customer Base?
Tom’s experience shows that attending local events is one of the most effective ways to gain new customers. By making personal connections, showcasing your products, and building your reputation within the community, you can grow your customer base without relying on expensive marketing strategies.
If you’re ready to start using local events to drive customer growth, contact Mark A Preston, Customer Growth Coach & Speaker. Mark can help you develop a strategy to make the most of local networking opportunities, ensuring that you connect with the right people and grow your business in a way that feels natural and effective.
