Article written for Supply Chain Game Changer by, and permission to publish here provided by, Lara Douglas at Neon Signs Depot.
Everyone experiences an overload of ads daily. YouTube, Facebook, and even your email inbox are full of them.
They’re effective, and for companies, digital marketing methods are efficient. Unfortunately, that’s led many people to look past the high value of offline marketing.
Offline marketing is crucial, and you can make it modern, effective, and efficient.
Defining Offline Marketing
When you think of traditional marketing tactics, you’re thinking of offline marketing. The current definition of offline marketing includes any media channels which aren’t reliant on the availability of the internet.
Offline marketing does require a substantial amount of creativity, and there’s a lot of planning that goes into these campaigns as well. But, with offline marketing, a little effort can have a long-term effect on your business and increase its curb appeal.
Who Benefits from Offline Marketing?
It’s clear that some companies only need to worry about digital marketing forums. Influencers or purely e-commerce companies may feel that it’s not worth it to invest in an offline medium. However, small and medium-sized companies, family-owned businesses, and even international brands use offline marketing regularly.
For small businesses or family-owned companies, offline marketing can be your connection with all of your potential customers. If you’re the auto shop on the corner of 7th and Peach Avenue, then people in your community will know who you are when referenced in a radio ad.
Additionally, medium-sized or even international brands need offline marketing to create cohesion and consistency for their brand. Look at brands such as Target, who regularly distribute print ads, flyers, and rely on signage for customers to instantly recognize them.
Offline Marketing Methods
It’s likely that your offline marketing mix will be rather diverse at first. Then over time as you test to see what works, you can refine it and focus on the methods with the biggest returns.
Print ads can take place through self-printed newsletters, mailer ads, or even newspaper ads. Before committing to any method, do a bit of research on the history of these methods in your industry. For example, the financial sector has had a good turnout from newspaper ads. However, retailers focus on self-printed catalogs.
Radio reaches about 93% of Americans on a weekly basis. People listen to the radio while they’re on their way to work or school. Even those listening through mobile devices hear the same repeating ads.
Radio is an exceptionally effective medium. It’s also has a long history of reliable ROIs. There’s no extensive hype or guaranteed 300% return; instead, choosing radio is prioritizing stability.
Business cards have changed in nearly every way imaginable. The 1980s was a time for professional headshots accompanied with a slew of information about what they did and where to find them.
Now, business cards cut right to the chase. They often use sleek or streamlined designs with no image and have only the most vital information.
A current trend among business cards for people who perform a service such as electricians or contractors is to provide a discount on the card. Something printed along the lines of, “15% off when you show my card.” It incentivizes people to keep the card and call them rather than a competitor.
Signage and Logo’d Items
Signage is a big deal because people often overlook what signs do for companies. From being part of the branding to grabbing attention off the street, signage can do a lot for you.
With neon custom street signs you can pull people off the street and into your business. This offline marketing method is popular among food and beverage establishments and places of business that are difficult to see from the street.
Consider what kind of signage you need; open and closed signs are common. But, signs proclaiming, “Best Brewed Coffee” or “Quick Delivery” can quickly catch-on far past the people walking in front of your location.
Getting marketing materials (eg. T-shirts) on paraphernalia with your logo is another means of spreading the word and visibility to your brand.
Flyers and Brochures
You’ve probably seen them stuck under your windshield wiper. They are a little frustrating, but you can pair them with a nice coupon (with the presentation of the flyer) and send some business your way. Flyers work well for your off-season when you need to stir a bit of traffic.
Brochures can deliver a lot of information in a visually appealing way without making it sound like a sales pitch. The outstanding thing about brochures is that they were already interested enough to open it, so the language doesn’t need to be so aggressive.
Instead, use flyers and brochures as a way to deliver a friendly and welcoming message.
For flyers always use large print and make the message quick and clear. Then for brochures, take the opposite approach. Use color schemes and design tactics to make the text easy to read. You also need to make sure that there is a steady balance between text and images.
Events are an excellent way to give back to your community and get involved, but they’re also a form of advertising. Have a large banner printed and post it on your booth at any community event or trade show.
Or, if you’re not a direct participant, offer to donate or provide the necessary signage with the caveat that you get to place your logo on the signs as well. These situations might land you a spot for advertising every few feet throughout the grounds.
There are a variety of ways for business owners to take part in community events. Reach out to your town or city community organizers to learn more about what you can do.
What is in Store for Your Marketing Plan?
Think past digital marketing and look at the bigger picture. Make sure that you’re marketing close to home as well. Get involved in your local community through various events while also gaining exposure. Use signs to help make it easy to find your location and distribute flyers to get people talking. Map out your marketing plan for maximum impact.
Lara Douglas is a young woman who loves interior designing and home decor. She is passionate about new trends and fashion forward home décor ideas. She regularly posts at Neon Signs Depot.