For one night, traditional approach tops social media

While social media has taken an increasingly prominent role in marketing efforts ”“ particularly for small businesses with minimal budgets ”“ several companies present at a Jan. 12 WAG magazine event highlighted the value of face-to-face interaction with consumers.

More than 200 people attended “Forever Fab: Ageless at any Age,” which featured more than a dozen business sponsors that brought their products directly to those in attendance at Reid Hall, or “The Castle,” at Manhattanville College in Purchase.

WAG magazine is owned by Westfair Communications Inc., the parent company of the Business Journal.

Among the businesses present were a number of companies that specialize in beauty products, apparel and related pharmaceutical products aimed at reducing the effects of aging.

Several of the sales representatives present said their respective companies have placed an increasing emphasis on online sales over the past several years, but that in-person marketing efforts have been just as vital to boosting exposure.

“There”™s a big part of our business that”™s website-based … but I like doing events and getting out in front of the consumer to introduce them to the product,” said Nancy Dacey, sales representative for Harney & Sons Fine Teas, based in Millerton.

After just opening clothing boutique LV2BFIT in Rye Brook last October, owner Patty Palmieri said it”™s particularly important for new businesses to have a strong physical presence.

“It”™s great to come out to events to meet clients,” she said.

Kristen Ruby, founder and CEO of Ruby Media Group, said companies today need strategies that combine social media and traditional public relations.

“I would say that social media and public relations must work hand in hand. You can”™t have one without the other,” Ruby said. “We really see it as incredibly valuable and the best way for our clients to have a well-rounded media experience.”

The Forever Fab event also featured presentations by doctors Erika Schwartz, Michael Rosenberg, and David E. Bank.