Sometimes it seems like the whole world has gone online. People watch TV and listen to the radio on the web, buy things on the internet and even socialise online.
But while the statistics and trends might tell a different story, traditional marketing is still alive and well.
Here are some smart tactics to advertise services or products offline.
1. Direct communication
Before online and email advertising, SMS marketing was the high-tech option and it is still widely used.
The fact that many businesses ask customers for their mobile phone numbers when registering for their services or making a purchase shows they are using SMS marketing.
Businesses should use direct communication for promotions whenever possible. Offering discounts during promotional periods, as well as special services, can increase revenue.
In some cases, this is more efficient than sending emails or reaching out via social media.
2. Revenue-boosting print
Everyone knows the old saying about not putting all your eggs into one basket.
Applying this adage to marketing means that business owners should diversify their marketing efforts. The more channels used to convey a message, the more people will be reached.
Printed offline ads can make a significant contribution. Posting an ad in a local magazine or printing business cards can increase the visibility of a venture in the local offline community.
And if such advertising investments are feasible on a national level, even better.
3. Aim at high seasons
Print ads should be launched during high marketing seasons. For most business owners, this would mean the festive seasons. Depending on the target audience, there may be more than one high season in a year.
To budget for this, if 30% of sales are made during high seasons, invest 30% of the marketing budget during these periods. Be careful not to spend too much because marketing for the rest of the year must be financed as well.
4. Radio
As reported by MarketingCharts, which provides marketing data, graphics and analysis, the traditional AM/FM radio still has an audience and it is worth advertising here.
Home listeners make up a small portion of the market while people listening in their cars are potentially a large audience.
Go for the peak times of the day. Air commercials when people are driving to and from work. These slots may be more expensive but the commercial will be heard by more people.
5. Use customer feedback
When considering offline marketing options, include customers in the decision-making process. SMS marketing is one way to do this. Target regular customers or ask them to take part in a survey.
When planning a radio spot, ask them what they would like to hear. That way, existing customers will be targeted and perhaps some like minded people will become new ones. However, avoid calling people who are not registered users.
insert pic: billboards
6. Billboards
Billboards are powerful marketing tools. They are highly visible to a wide range of potential customers – car drivers, joggers, dog-walkers and bike riders are only a few.
Billboards target people of different generations and social backgrounds, and this one-size-fits-all approach can yield surprisingly good results.
Of course, the content of the billboard is important so billboards aimed at the local audience have the biggest potential for local businesses.
7. Work with writers
Before marketing writers became online content providers and copywriters, they wrote copy for advertisements in magazines, newspapers and other traditional media.
When designing a campaign for an offline audience, professional marketing writers can add that special ingredient and a catchy tagline or motto.
Business owners must be aware that offline marketing can win a substantial part of the market.
Billboards, radio commercials, print ads and text messages are only some of the options. As an addition to online marketing, offline advertising can increase a business’s visibility and generate new leads.
This article first appeared in The New Savvy
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