Digital technology and social media are great ways to gather information on your customers — existing and potential — but don’t discount face-to-fact contact.

That was the bottom line message of the keynote speaker, Whitney Keyes of Seattle at the Tri-City Regional Chamber’s fifth annual Women in Business Conference, which was Jan. 27 at TRAC in Pasco.

Keyes spoke made the remarks during her talk called Catching Up To the Customer: Strategic Marketing Ideas for 2016. She gave tips for using technology, including videos, which she said are very appealing to the upcoming millennial population.

But Keyes warned that it’s a mistake to overlook the importance of personal interaction.

“Not everyone is the same,” she said. “You have to consider who your customers are, what they want and how best to reach them.”

Just as every queen in a deck of cards is different, so are each of your customers — even though they may all be queens,” she said.

More than 300 people attended the day-long event, said Brandan Eckhardt, communications coordinator for the Tri-City Regional Chamber of Commerce.

And more than 540 people attended the luncheon, during which the 2016 ATHENA International Leadership and Young Professional Awards were presented.

The awards are recognizes those who exhibit professional excellence, community service and who actively assist other women in attaining professional excellence and leadership skills.

Shirley Simmons, owner of Country Gentleman Restaurant & Catering, a family-run business in Kennewick was presented with the 2016 ATHENA International Leadership Award. She’s been a member of the Tri-Cities community for more than 20 years and is a leader in the hospitality and catering industry.

As a professional, she has led her business in receiving recognition across the region and at the national level.

Simmons has been an advocate for countless community organizations including the March of Dimes, Habitat for Humanity and the Tri-Cities Domestic Violence Center.

Simmons continuously mentors women who are recovering from drug abuse, domestic violence and health issues.

Ana Ruiz-Peralta of New York Life was presented with the 2016 ATHENA Young Professional Award.

Ruiz-Peralta is an advocate for the Tri-Cities Hispanic community and helps inspire young women to follow their dreams.

She is a founding member of Consejo Latino, which focuses on spreading the word in the Hispanic community about Tri-Cities’ school districts needs for levy dollars. Ruiz-Peralta serves as vice-chairwoman of the Washington State Commission on Hispanic Affairs.

Find more information Whitney Keyes, go to her website, www.whitneykeyes.com.