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It seems that the whole world is turning online in every sense. People watch TV and listen to the radio on the Web. They make purchases via social media and e-stores. Socialization is performed via social networks, as well. And while stats and trends might tell a different story, traditional marketing is still alive. If you’re a new business owner or you’re planning to advertise your services/products offline, use some or all of the following seven smart tactics for this matter.
Before everyone turned to direct email advertising, SMS marketing used to be a practical option. And guess what, it’s still a widely used marketing tool in the world of small business. If you stop for a while and think about text messages you receive, you’ll probably realize that you’ve received some promotional messages recently. The fact that many businesses ask you to leave your mobile phone number when registering for their services shows that they count on SMS marketing.
So, whenever possible, engage direct communication in your business promotion. Offering discounts during promotional periods this way, as well as special services, can increase your revenues. For some audiences, this will be more efficient than sending emails or reaching them out via social media.
In business, it’s important not to put all your eggs in one basket. When we apply this adage to the world of marketing, we can conclude that business owners should diversify their marketing efforts. Going by theteaching of this master’s degree in visual design and communication, the more channels you use to convey your message, the more people you’ll target.
In line with that, printed offline ads can make a significant contribution to your advertising squad. For instance, posting an ad in a local magazine or printing business cards can increase the visibility of your venture in the local offline community. And if you can afford such advertising investments on a national level, even better.
Aiming at high seasons
The aforementioned printed ads should be launched during high marketing seasons. For most business owners, it means the period around Christmas and New Year. Depending on your target audience, there might be more than one high season in one year. If you sell clothes, you’ll have at least one summer and one winter peak, with potential peaks in the meantime.
In line with that, if you make 30% of your sales during those periods, invest 30% of your marketing budget in high seasons. On the other hand, don’t spend too much because you might not have enough assets to finance your marketing efforts for the rest of the year.
As reported by MarketingCharts, the traditional AM/FM radio still has its audience. Therefore, think about using this opportunity and advertising your business services via this medium. While home listeners make a small portion of the market, car listeners are a large potential audience. If you decide to use this marketing channel, go for the hottest parts of the day. In other words, have your radio commercials aired when people are going to/coming back from work. Although a bit more expensive, such an investment is much more reasonable than having your commercial played all day long, when almost nobody is listening to the radio.
Using customers’ feedback
When you’re thinking about your offline marketing options, include your customers in the decision-making process. The SMS marketing mentioned above is one of the ways to do that. For instance, you can target some of your regular customers and call them to perform a survey. If you’re planning to launch a radio commercial, ask them to tell you what they would like to hear. It’s highly likely that other people similar to them will feel the same. That way, you’ll both target your existing customers and perhaps attract some new ones. However, avoid call calling people who aren’t your registered users.
Signs by the road
Billboards are still powerful marketing tools. For starters, a wide range of potential customers can notice a billboard. Car drivers, passers-by, joggers, dog walkers, and bike riders are only some of your potential targets. Also, billboards aim at people of different generations and social backgrounds. This one-size-fits-all approach in terms of target audiences can yield surprisingly positive results. Of course, the content of the billboard will affect its efficiency. In line with that, billboards aimed at the local audience have the biggest potential for local businesses.
Working with writers
Before marketing writers became online content writers and copywriters, they used to write copies for ads in magazines, newspapers, and other traditional media. So, when you’re putting together a strategy for the offline audience, contact professional marketing writers. They can give a special ingredient to your tactics and help you come up with a catchy tagline or motto.
Business owners need to know that offline marketing can win over a substantial part of the market. Solutions such as billboards, radio commercials, ads in printed media, and text messages are only some of the ways of traditional advertising. As an addition to digital marketing, these options can increase the visibility of your venture and generate new leads. In turn, it’s highly likely that your revenues and sales will grow, as well. Therefore, use our tactics for traditional marketing and boost your business.
Author’s bio: Jennifer Hahn Masterson is a Senior Content Strategist, holding an MA degree in business communication. She is always doing her best to help her clients find their place in the ever so competitive business arena, insisting on long-term sustainability rather than on some questionable get-rich-fast scheme. You can check her out on LinkedIn.