With the advent of the Internet and the spread of social media, digitally marketing your business through search engine optimization and content marketing has become the main way to advertise and reach customers directly. After all, it’s a cheap and effective way of marketing that allows you to target the exact demographic you’d like to interact with. But while digital marketing should be an important focus of a business’s marketing campaign, it’s important not to completely abandon offline marketing; after all, we still live most of our lives in the real, physical world.
Below, we’ll look at some of the best offline marketing techniques to support your overall marketing strategy.
1. Broadcast Marketing
This applies to media such as television and radio. It is very important to know your audience; if, for example, you are targeting a local customer base, do not conduct a marketing campaign with a national radio station. Reach out to your local stations first and work when you need to reach a wider audience. This focused approach to targeting your audience will save you money by getting the people you want in the first place. Television advertising can also be helpful. It no longer needs to be a mass marketing medium, advanced TV allows you to target a niche audience that is more likely to respond to your brand and message.
2. Offline Guerrilla Marketing
Offline Guerrilla Marketing refers to non-traditional marketing strategies aimed at capturing people’s attention in unexpected, bold, and sometimes shocking ways. This is a great way to show your customers your courage and at the same time stand out from the competition. A good example of this would be putting branded decals on highly visible public facilities in your area – just make sure you don’t overdo it, there’s a fine line of vandalism that can be easily crossed. Using chalk to create sidewalk promotions is another great example.
3. Give away goods
Everyone loves freebies, and this provides the perfect opportunity to offer useful branded products that your customers are likely to use day in and day out. These items should not be just random knick-knacks, but rather functional items that can add value to a shopper’s life. Pens, mugs, and USB sticks are great examples of utility items that people actively use and that can be produced and sold cheaply and easily. Just make sure your company name and details are clearly printed on the item in question so that customers can see it every time they use it.
4. Print Marketing
Print marketing is done through magazines and newspapers – whatever is printed. Again, this can be tailored to reach your target audience. For example, if you want to promote your business to a younger audience, there is no point in choosing the Financial Times. Unlike a website, which anyone can stumble upon because it’s free, consumers will only buy a newspaper or magazine if they’re interested in what it publishes. This means that your business will be seen by the people you want to show it to.
5. Direct mail
Direct mail includes postcards, catalogues, flyers—anything sent through the mailbox. One of the main reasons why direct mail is better than email is that direct mail will always end up in someone’s hands. They will always collect mail, so your task as a marketer is to make it as visible as possible, with high-quality design and relevant branding.
Whether you’re a local business looking to target locals with direct mail, or more broadly looking to use radio, you have a range of tools available. The fact that digital technologies are becoming more and more popular does not mean that you need to abandon traditional marketing methods; they can work hand in hand.