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.
Joe Loomer
October 30, 2009 at 12:21 pm
You’ve turned me into some sick, twisted semblance of my former self. I spent five minutes wondering if BOTH “R’s” in “Burger” where gone, or just one, and if so, which one?
I once found a bucket full of human excrement in the walk-in attic of a home. Seems the contractor didn’t like to go out in the rain to the port-a-potty…..
Smile! Boo! Happy Halloween!
Navy Chief, Navy Pride
Matthew Hardy
October 30, 2009 at 1:18 pm
Boy, what a weird country Hollywood is.
Gwen Banta
October 30, 2009 at 1:55 pm
Joe, you were already sick and twisted – which is why I like you so much. For you personally, I added the word “last” to explain which ‘r’ was dropped to spell “In and Out Urge.” Your discovery in the attic beats anything I have ever found…but I’m the fat lady hasn’t sung just yet. Have a spooky Halloween. (I am hanging small boxes of cereal on my clothes with little daggers through them. Behold the cereal killer.)
Gwen Banta
October 30, 2009 at 1:59 pm
We’re not a country yet, Matthew, but when the next big quake sets us loose into the Pacific, we will finally qualify. I plan to be Queen, unless the boys in West Hollywood assassinate me first in order to claim the title.
Joe Loomer
October 31, 2009 at 5:55 am
When the big one hits, go get that elephant ! Ride that puppy around and you’ll certainly be the queen!
Baltimore County Homes
October 31, 2009 at 11:25 pm
O’my, I though that the house I recently view with a client in Baltimore, MD where they had a collection of manikins staged around the house was odd. Eccentric people who have money tend to express themselves in very unique and colorful ways. I guess when you take away the basic desires of survival and the common upscale trinkets (homes, cars, trips, jewelry) in life you are left with exploring the odd and dark side of the spectrum.
Roy Cleeves
November 1, 2009 at 6:29 pm
I love these great stories of weird things we find in People’s homes.
The weird one for me was when the Sherrif was changing the locks and due to a Power of Sale for non-payment of Mortgage. The Sherrif has to ensure that the home is empty and secure. In the Master Bedroom we found a deadbolt on the walk in Closet. Once the locksmith opened it we found a closet with clothes lining both sides of the closet. The Sherrif pushed some clothes and behind the clothing was the Wife who was to have already left the home. What a shocking surprise that was! She left without incident.
Nick Haertel
November 6, 2009 at 12:05 pm
Al Bundy……not Ed Bundy.
Gwen Banta
November 6, 2009 at 3:20 pm
Well put, @ Baltimore!
Gwen Banta
November 6, 2009 at 3:21 pm
I had a tenant I had to evict who did that Roy…and she was packing a weapon!
Gwen Banta
November 6, 2009 at 3:23 pm
You are right, Nick – thanks for catching that. You must have been a fan of Married With Children.