By Zvonimir Madžar, Convoco Agency, Ljubuški
When we decided that our agency would exhibit at the largest fair in Herzegovina, people asked us, “What are you going to do there? Sell websites?”
Honestly? We asked ourselves the same thing at one point. Because fairs are full of tangible products: machines, tools, wines, cheeses…
And us? We tell stories, create websites, run campaigns, build brands. Something that can’t be touched, smelled, weighed, or carried home in a bag.
That’s why it was a challenge for us.
We wanted to see what it looks like when a marketing agency steps away from the internet and faces people directly. What problems do real entrepreneurs in Herzegovina have, and are we even speaking the same language?
While many from our industry were preparing for Conversion Social Media Day and Communication Days, we were preparing a booth for the fair in Mostar.
Not in a spectacular way. But simply – modestly, yet with a purpose, we had an idea.
To be present where marketing is still not assumed, but where you can feel it’s needed.
Zvonimir Madžar
Here’s what we learned:
- People don’t look for a “story.” They look for a solution. Only when they feel that you understand them are they open to more.
- Many small brands don’t have a problem with quality, but with invisibility. No one knows about them because they lack strategy, continuity, and presence.
- The most interest was in concrete questions like: “How do I get more customers without spending my annual budget?”
We didn’t “hand out flyers.” We gave advice. We asked the right questions. We offered honest evaluations – and people recognized that.
No flashy presentations.
No script.
And then, admittedly, they did get a flyer.
At the end of the day – that’s why we came. Not to “be present,” but to check if our presence at such events makes sense. It does! But only if you’re ready to listen more than talk.
If you ask me, every fair is a valuable lesson. And it’s not a shame to admit that you did something more out of curiosity than a plan. And maybe that’s exactly why the result is great.
Behind all of this, we stand – CONVOCO.. A small agency from Ljubuški, that one day works on campaigns for Julius Meinl and Zeiss, and the next is “fixing cables” at the fair in Mostar. And it all makes sense to us. Because marketing isn’t about the performance, but the approach.
In the end, thanks to the City of Ljubuški and the fair organizers for their trust and support. It’s nice when the local community recognizes the importance of the creative sector.
And if you’re wondering how to make your brand more visible – without getting lost in the sea of advertising – reach out to us. We won’t offer you a flyer. First – a concrete conversation.
