Today’s marketing landscape is dominated by digital channels. Companies often focus on social media, video marketing, and email campaigns, amongst other strategies. But small businesses would be unwise to overlook more traditional marketing methods — far from being outdated anachronisms, many offline techniques are extremely effective, and foster a great deal of personalisation, something which is at a premium with modern consumers. Used in tandem with digital strategy, these tried-and-tested formulae can form the backbone of a successful marketing campaign. Let’s take a look at some ideas small businesses can use to promote themselves offline.
Face to face
Offline marketing is all about increasing the physical presence of your company or brand and reaching out a hand, sometimes literally, to your base of clients or potential clients. What better way to do this than to put yourself or a representative directly in front of said clients? Trade shows are an excellent starting point for this direct communication – not only will you be able to shake hands with and talk to people, you will also be able to take your brand with you in the form of your booth at the show.
Make sure your branding materials are clear and to the point and that your logos, slogans, and literature are memorable and direct. A booth at a show can seem like an expensive outlay but you will reap the rewards – passing trade and footfall are all but extinct outside of the shows – the chances of impressing some new customers and showing your existing ones that you are present and personable pay dividends.
The Power of Print
Talking of branded materials, now’s the time to get your print game up to scratch. It doesn’t have to break the bank to produce well designed, beautifully printed materials for your company, in the shape of flyers, brochures, leaflets, and stickers. You’d be surprised at the power of print to get your message across, especially with mail-out campaigns — with our mailboxes emptier than ever, the chances of your literature getting picked up and read are bigger than ever.
Print can also be used as a powerful personalisation tool. A good example of this is thank-you cards for customers, a creative and highly personalised way to show your appreciation for business. It’ll go a long way to promoting customer loyalty.
Community reach
Organising events in your local community is a sure-fire way to generate a buzz around your brand or company. Not only will you make yourself highly visible to a whole range of people, but you’ll integrate yourself into your local community – and it’s proven that people will be loyal to a brand that they can connect to in such a way.
Whether you organise an event yourself or sponsor a local sports team (getting your logo on a soccer jersey is a time tested way to increase brand awareness in your local area) or festival (branded banners for stages, or drinks cups and merchandise) becoming one with your community shows your company in a great light.
Newsletters
A great way to backup an email or online campaign, branded newsletters can be distributed door to door or placed in strategic places to further your message. People are more likely to engage with a printed newsletter than they are to read a lengthy email. All sorts of things can be considered newsworthy – especially if you’re sponsoring or organising an event (see above). Smaller things too – a new website rollout, a new product – all these things can be mentioned. There are important things to remember when you’re producing a newsletter, not least of which are to be sure your copy is absolutely on point, and your design and layout are easy on the eye.
Freebies
Everyone loves freebies right? Whether you send them out as cold call promotional gifts or repay customer loyalty with them, freebies are a brilliant way to keep your brand visible. Badges and buttons are a great idea, fridge magnets even better (the whole office will see your logo each time they make a cup of tea or coffee) and pens are always a favourite, functional as well as branded.
There are many ways beyond digital online marketing to reach and solidify your target demographics. Offline marketing can be more personal, fun and engaging for your audience, and give a great boost to your small or startup business.