Everywhere you look, people want to talk about digital marketing. In fact, if you don’t have a digital marketing strategy in today’s business world, you’re not going to last long. But just because digital marketing is popular, don’t assume that offline marketing no longer yields value.
When used together, these strategies can produce significant returns.
“Some people will argue that traditional marketing is dead, but there are several benefits to including offline advertising in your overall marketing campaign,” sales expert Larry Myler admits. “Combining both offline and online campaigns can help boost your brand’s visibility, and help it stand out amongst competitors who may be busy flooding the digital space.”
How do you use offline marketing in a manner that’s both cost-effective and high in exposure? While your business will dictate how you should proceed, here are a few offline marketing methods that still return considerable value in today’s marketplace.
1. Yard signs
When most people think about yard signs, their minds immediately go to political signs that you see posted everywhere during campaign season. However, yard signs have a lot more utility and value beyond campaigning. They’re actually an extremely cost-effective form of offline advertising.
The great thing about yard signs is that you can print your own custom designs for just dollars and, when properly stored, they last for years. They’re also free to place, assuming you have access to property where it’s legal to advertise. This makes them a practical addition to a low-budget marketing campaign.
2. Billboards
The fact that you notice billboards when driving down an interstate or highway is a testament to the reality that other people are also being exposed to these valuable advertisements. If you’ve never considered implementing billboards into your marketing strategy, now’s a good time to think about it.
With billboard advertising, you have to be really careful with design, structure, and execution. “Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard,” copywriter Paul Suggett explains. “So, around six words is all you should use to get the message across.”
3. Promotional giveaways
It’s the tangible nature of physical marketing that makes it so valuable. Yard signs and billboards are great, but make sure you’re also taking advantage of promotional giveaways as a way of getting something into the hands of your customers.
Promotional giveaways, no matter how simple, generally produce a healthy return on investment. They increase brand awareness and recall, while giving customers positive associations with your brand. (Who doesn’t love getting something for free?)
4. Local event sponsorships
One aspect of offline marketing businesses frequently forget about is local event sponsorships. These sponsorships are usually cost-effective and tend to offer great returns in terms of audience engagement.
Local event sponsorships can usually be found simply by checking the calendar of events in your city. Any time there’s a public event, farmer’s market, parade, sporting event, concert, or fundraiser, there’s an opportunity for you to get your name out there. Look for events where you feel like your target audience is most likely to attend.
Offline marketing is anything but dead.
If your goal is to stand out in a crowded marketplace where all your competitors are investing heavily in social media, SEO, PPC advertising, and blogging, then it’s certainly worth supplementing your existing digital strategy with traditional offline marketing methods that reach your audience at multiple touchpoints.
Cheryljns
July 19, 2012 at 3:08 pm
All I can say is, I sure hope it is dead! I’d love to have a little less stuff overflowing out of my email inbox!
richfournier
July 24, 2012 at 6:39 pm
@Market_Leader Email Marketing is not dead. Use it wisely and it is a cost effective way to stay in touch with everyone.
Market_Leader
July 24, 2012 at 6:40 pm
@richfournier definitely agree with that. I thought most #realtors would disagree with it being ineffective!
richfournier
July 24, 2012 at 6:52 pm
@Market_Leader #realtors most realtors are lazy, have no faith and no vision. We must act boldly knowing that our outcome is assured.
Market_Leader
July 24, 2012 at 6:55 pm
@richfournier definitely. A little extra effort goes a long way.
richfournier
July 24, 2012 at 6:59 pm
@Market_Leader I know I sound harsh but being authentic is the best way to be. I know my coaching clients would agree.
Market_Leader
July 24, 2012 at 7:02 pm
@richfournier not harsh, just honest. I think people know when there’s a lack of authenticity and it’s a turn off from a deal.
Market_Leader
July 25, 2012 at 11:22 am
@bostonhomeloans thanks for all the retweets :]
mailermailer
August 3, 2012 at 3:33 pm
@IXACTContact False! Email is alive and well https://t.co/WoL4Kv4m
IXACTContact
August 3, 2012 at 4:41 pm
@mailermailer We agree! 🙂