With digital marketing constantly inventing new ways to convey a persuasive message to potential clients and customers, one might think that this form of marketing has completely upstaged the traditional offline marketing. That is not entirely true. The offline brand promotion is not at all dead in the water and it can still put up a good fight. The one thing that should be clear is that it is not the fight between two marketing forms: both of them should fight the same battle for audience’s attention. Let us go through some traditional marketing methods that might just win that battle for you.
Both are usually considered very intrusive techniques for getting attention and acquiring a purchase from customers who have not previously communicated with you. Still, if presented right both cold calling and door-to-door marketing can help you pre-empt the competition, identify new business opportunities and establish trust and gain new customers. The important thing to know here is to be kind, informative and non-aggressive.
A customer can never remember the ad that is flashing on the website of some magazine, as well as they would remember the one they receive on a piece of paper. Of course any magazine, catalog or flyer should contain a written reminder of the company’s web address, as well as the offline contact information. Harmonious colour palette and a striking visual element (image/logo) will help the customer memorize the information.
Everyone loves getting something for free, and when they have a choice (a limited one, though) what and where they will buy, people are even more grateful. Depending on your possibilities or on the special occasion for handing out the cards, you can give your customer your own specialized card, branded visa gift card or even a gift card of another small business you are cooperating with. Companies like Corporate Prepaid Gift Cards can help you out with that.
As we said, people like getting stuff for free, and promotional products, if your logo is nonintrusive, can really make customers remember your company. Unlike the web ads and YouTube commercials, promotional products are something people like seeing. In fact, a survey about the effectiveness of these products found that more than 80 percent of interviewees like receiving a promotional product, and almost 50 percent would like to get them more often. The same research found that only 9 percent of the people forget the advertised company after having the product for six months.
When people are walking down the street, they inevitably look at the store windows, the banners and the billboards. These eye-catching reminders of your business can always attract new customers, but it wouldn’t hurt to try out another approach, especially if you are targeting younger audience – guerilla marketing. Street graffiti can be an excellent way to send out your message, but so can an art performance and other creative solutions.
Hosting even a small event inside your store can attract the people passing by and bring back loyal customers. You can send out VIP invitations for your most loyal clients and prepare special gifts for them. The events can be organized for special occasions or milestones: grand re-opening, one year of doing business, New Year, pre-Christmas party, or anything other that is relevant for you or your customers. Remember that if you decide to organize such an event, you should make sure it is carefully planned and that all the guests are satisfied. Use this chance for networking - you might get to know a lot of people who can help you with your business.
You see, old-school marketing is not even close to being obsolete. Just remember not to choose between the offline and online marketing. Only when they work together, they can do wonders.
James D. Burbank has worked for years in traditional as well as online marketing. He has worked in Central Asia, Europe and Australasia in recent years.