Video killed the radio star, but did the internet kill offline marketing?
The short answer is no, not even close. And while it is true that digital marketing is probably one of the biggest marketing mediums for most organisations, it’s sometimes important to take a step back and remember there are other options out there!
So what is offline marketing and why should you be including it in your marketing mix?
What is Offline Marketing?
As the name suggests offline marketing is simply any type of promoting and selling of products or services that are not done through the internet or social media such as billboards or promotional products.
You are exposed to this probably hundreds of times a day without consciously realising it.
What are examples of Offline marketing?
The list includes but is not limited to:
- Promotional merchandise
- Billboard ads
- Guerilla marketing
- Trade shows and events
- Networking
- Direct mail and print advertising
- Public speaking
- Radio advertising
Why you shouldn’t forget about offline marketing
Fierce competition, being at the mercy of “the algorithm”, the cost of clicks rising and increased legislation surrounding privacy should be an eyebrow-raiser for any marketers or business owners looking to grow their brand.
With so much of a focus on the digital world, offline opportunities are getting neglected. Options that will help you reach your business goals faster and more effectively.
Here are some of the benefits of offline marketing:
- Effective on all age groups and demographics (not all of your customers might be frequently using the internet)
- Can be better at establishing relationships and loyalty (a handwritten letter is going to stand out much more than another templated email)
- Allows you to more easily stand out from the crowd
- Can generate many more impressions in a tangible way (promotional merchandise has some of the lowest costs per impression)
- It can have synergies with digital channels
- Seen as more authentic than online
How to introduce offline marketing into your strategy?
So now that you’ve got a bit of an idea about what offline marketing is and why you shouldn’t forget about it, how do you go about actually implementing it?
- Define your target persona or goal. E.g. increase brand awareness of commuters near the physical location of the business.
- Brainstorm some ideas that are relevant – if you’re struggling for ideas talk to your customers and see what resonates with them.
- Set a timeline and implementation calendar
- Pull the trigger
- Track the results, get feedback and adapt
Summing Up
To put it simply, offline marketing is still alive and kicking. And if you’re not already doing it you are missing out.
While some offline marketing strategies have become less popular there is still a treasure trove of untapped potential out there for brands with their finger on the pulse in the world of offline marketing.
One of the favourites in the offline marketing world is branded merchandise (which is what we’re experts in). We have been in the biz for over twenty years and know all the tricks and secrets to maximising the impact of your products. Speak with one of our team today or browse our range to get started.
Matt has spent over eight years in Australia’s promotional products industry. As part of the Promotion Products marketing team, he manages product catalogues and content, keeping brands up to date with what’s new and what works. A contributor to the APPA Magazine, Matt brings practical insight into how quality merch helps businesses stand out.