Role of Offline Marketing in the Recovery Phase After COVID-19-An Event Analysis

Abstract

The purpose of this study is to examine how offline marketing strategies contribute to business recovery in the post-COVID-19 environment. It aims to understand the effectiveness of traditional marketing methods—such as in-store promotions, events, and face-to-face interactions—in re-engaging customers and driving sales after pandemic-related disruptions. Additionally, the study seeks to identify best practices for integrating offline marketing with digital channels to optimize overall marketing impact during the recovery phase. The COVID-19 pandemic significantly disrupted traditional offline marketing channels due to lockdowns, social distancing, and changes in consumer behavior. As economies gradually reopen, offline marketing plays a crucial role in the recovery phase by reconnecting brands with local communities and rebuilding consumer trust. This paper explores how businesses are adapting offline marketing strategies—such as in-store promotions, events, and direct customer engagement—to revive sales and strengthen brand presence post-pandemic. The study also highlights the importance of integrating offline efforts with digital marketing to create a cohesive, omnichannel approach. By leveraging offline marketing effectively, companies can accelerate recovery, enhance customer loyalty, and regain competitive advantage in a changed marketplace.