Holiday markets and hard truths: Presence isn’t enough

As I joined the obligatory Christmas rush at a special holiday market last year, one stall caught my eye: council officers, standing with brochures, hoping for a conversation. Unfortunately, marketgoers made a wide berth, focused on gifts and festive treats.

This got me thinking … showing up where people are sounds good in theory, but would I stop my holiday shopping, stand in the heat, swat flies, and push the patience of my end-of-year weary children to talk about next year’s infrastructure plan with local council? Probably not unless the topic feels relevant to the moment.

Pop-ups can be great for visibility and effectively reach those eager to chat. However, community engagement is more about being strategically present than merely visible

A key principle of the IAP2 Engagement Practice Framework is to analyse context: what’s happening in the world, how it might impact your project, and what matters to your stakeholders right now. This principle should guide your engagement methods from here on.

Context-driven, not checkbox-driven

Digital engagement is up; online tools have proven their ability to increase reach, diversify voices, and make participation more convenient. But digital is only one part of a robust strategy. In-person engagement still matters because it builds trust, creates visibility, and connects with those who are not active online.

That’s why the intentional blending of online and offline methods is a necessity. When done well, hybrid engagement amplifies inclusion and bridges the digital divide — but it only works when designed around your audience’s context, needs, and momentary interests. The hybrid method fails when it becomes a convenience for us instead of a meaningful experience for them.

Five principles for planning in-person engagement

1. Start with context and purpose: Understand who will be there, why they’re there, and what matters most in the moment. Align your activity to their priorities, whether it’s at a parkrun, youth café, or sustainability fair. This ensures engagement feels relevant and intentional, not just convenient.
2. Blend formats for seamless hybrid continuity: Make it easy for people to participate both on-site and later online. Use QR codes, tablets, and Sentiment & Feedback (EngagementHQ) tools offline so that the experience — and the data captured — stays consistent.
3. Respect timing and facilitate continuity: Capture input during the event and follow up within 24–48 hours while interest is fresh. Encourage repeat engagement by referring to and promoting related topics and providing clear next steps.
4. Create inclusive, multi-modal access: Go beyond simply blending formats by designing for equity. Offer options for those who don’t use digital tools — such as paper forms, interpreters, and accessible venues. Extend the conversation by providing recordings or livestreams so people can engage even if they can’t attend in person.
5. Listen actively, then close the loop: Use two-way engagement at events. Ask questions, listen, and clarify. Afterwards, share results and demonstrate how feedback influenced decisions in order to build trust and encourage future participation.

Engagement Cloud: Doing the heavy lifting

Engagement Cloud works on the same principle as good engagement planning: relevance over convenience. By better connecting with and understanding the public, you can move beyond generic, one-size-fits-all communications to meaningful, tailored messages that foster genuine dialogue and understanding.

Use Engagement Cloud to connect to the public through:

• Advanced segmentation: Filter your audience by interests, demographics, and past actions so outreach feels personal, not generic.
• Timely and targeted outreach: Messages are triggered when interest is fresh and linked to what people care about.
• Cross-channel smoothing: Offline conversations lead seamlessly into online engagement.
• Efficiency at scale: Focus on context and quality while Engagement Cloud tracks participation, analyses trends, and optimises outreach for future projects.

Popping up at a holiday market may build valuable visibility, but without relevance, it can be counterproductive. Hybrid methods amplify inclusion and bridge access gaps, but only when thoughtfully designed with your audience in mind.

Engagement must feel absolutely relevant to your community’s needs, or you’re just another stall adding to the background noise.