Here are ten off-line marketing strategies to market your product or service to potential customers who might not know it otherwise or who would not buy from you.
Promoting your product offline is as important as any online marketing strategy. There are many potential customers who are not reached by your online advertising or do not know how to use the Internet effectively. Others are just casual users. In order to also reach these valuable customers, you can use offline marketing.
Offline marketing is the use of media channels that are not connected to the WEB (World Wide Web) in order to publicize the product and / or service of a company. Since it’s almost impossible to imagine, for any business today, not having its own website, offline marketing strategies are now often tied to the company’s online efforts, even if the arrival Internet seems to be the end of print and other media. One of the disadvantages of offline marketing programs is that they can be difficult to follow until conversion. And it’s also difficult to identify the number of users who visit websites after learning to know them offline.
This article will discuss the many possibilities of using offline marketing to earn more money in an online and offline market. But why do we need offline promotion to maximize our online sales? Because it is important to close the loop between online and offline marketing. It is not a competition, but a perfect synergy. 70% of ecommerce websites now use offline marketing to entice people to visit their sites.
1. Printed documents
Any printed article you send or distribute is an opportunity to market your business website. Make sure your URL (website address) is printed on all documents that leave the office in print.
Here are some important examples of documents where you should definitely include the address of your website:
- Business cards
- Letters / Envelopes
- Company stamp
- Address labels
It is a simple but effective way of drawing attention to your website. A good place to start promoting is the envelope you are shipping.
Today, it is very important to represent the importance and value of your business with your print media. If you do not want to die in the world of print communication, you have to stand out, differentiate yourself in order to clearly position your company. The first impression is important and can determine in seconds whether it is effective or not. Try to find the right design and repeat the structure and color scheme across all media levels, online and offline. In marketing, the value of brand recognition is a very simple but valuable tool for emphasizing the links between media devices.
2. Printed documents (personalized)
It’s not just about winning new customers: you have to take care of keeping those who have already bought products. It can give customers a reason to come back, for example sending a brochure or product sheet with each purchase can generate interest and awareness. You can also educate the public about products by leaving brochures in stores or institutions with similar interests. Some companies send coupons, personalized birthday wishes, promotional discounts or small gifts to loyal customers by mail.
A good idea when you have a physical store and an online store would be to give people who buy offline at your store an online discount. This can be solved by distributing pamphlets with a discount code to in-store customers.
Personal messages in the form of images or mails increase the individual effect on the recipients. The client will feel respected and read the message more intensely. The visual effect is more powerful than a formal and general greeting.
3. Press releases or magazines
Writing a press release or newspaper / magazine article can work wonders. You can choose whether you want to promote your product or business openly or secretly by giving a professional perspective on a related subject and by referring to your website, business or product. People are more likely to connect with a business when they come across a professional article or popular story because it seems to gain more “trust.” This strategy of “offline blogging”, in the online world, is a very effective means of promotion.
Before writing a press release, think about what your customers would like to read, watch and listen to in the media. Most readers are generally interested in things they have never heard before, that they find surprising or that they help them solve problems.
People like to read magazines because they are personal, visually appealing, offer a unique voice and address topics of individual interest. If you have a big enough interest in starting a business magazine and writing articles on real business topics, there are most likely other people interested in reading your news. Don’t worry that your market size is too small or too large because your main concern is the content you post.
4. Promotional items
A common strategy with obvious effectiveness is the use of various promotional gifts. They have a strong impact because they are a constant reminder of your product or your business. These products usually have company information with the logo printed. Items such as pens are frequently used and shipped and are a perfect example for a promotional gift.
Advertising will make people aware of your product and will encourage them to buy too. More awareness will basically turn into more turnover. Offline advertising can be as simple as placing an ad in your local newspaper, on television or on the radio. Here is a list of examples (be sure to always include your website address):
- Classic ad: place an ad in a newspaper or specialized magazine.
- Billboard: Rent a billboard and place a creative ad.
- Advertising object: use and integration of an object as an advertising advertisement.
- Directory: buy an advertisement in the yellow pages telephone directory.
- Flyers: printed and distributed flyers on the windshields of cars, in mailboxes or in stores in the region.
- Radio advertising: broadcast an advertisement on the radio and make sure you target the right moment of transmission.
- Television advertising: when you place a television advertisement, it is particularly effective if you have a solid definition of your target audience and your market.
- Mail: Different mailings are available such as individual postcards, personalized letters and coupons that you can send to your customers.
6. Sponsorship / Events
You don’t have to think big as big companies like sponsoring a famous football or cycling club, but you can find local sports clubs, associations, youth clubs and other companies who are looking for sponsors. It is always good to involve social projects in your marketing strategy; it’s fundamentally a win-win situation when it’s done right and you choose the right institution to represent your business and your product.
The classic functions of a marketing event are: information, emotion, action and motivation. These features will make each event a high quality marketing tool. Event marketing consists of selling or providing advertising products at events in order to gain new customers
Networking is a very important part of the marketing mix for any business: it helps build productive relationships with key people. Contacts can become useful and powerful advocates who support and promote your business. Attend events that target your sector, seek support from your local Chamber of Commerce or actively participate in the local community. Networking goes hand in hand with events, exhibitions and sponsorship.
Connect with more companies, create business referrals. Networking offers the opportunity to share ideas, ask questions, discuss business and learn from other business owners. The more people you know, the better it is for growing your business. It is good to increase awareness, visibility and help improve the image of your brand.
Whether online or offline, it’s always the best approach when you’re helpful, sincere, friendly and knowledgeable. These characteristics are essential to the success, solidity and sustainability of any business relationship.
Face-to-face communication is very valuable and important because it allows you to meet the people who matter to your business: existing customers, new potential customers, suppliers, retailers and investors, all in one place. You can have conversations with customers, present your product and have the opportunity to discover the needs of your customers, which is valuable for market research.
Marketing partnerships are a powerful way to introduce yourself to customers, which you could never achieve otherwise, by combining strengths and coordination to help one another in business without the risk of conflict or competition. Each company benefits from greater visibility, a greater number of references and more effective marketing.
Ideally, there is no exchange of money as part of a perfect marketing partnership, but there is an important promotional element. Marking your own product with another or offering buyers the chance to win a certain product is a common method of marketing.
Every day we see cars, vans, trucks and buses with website addresses, phone numbers, company names and logos. Your website address can be added to any part of a vehicle in any possible and creative way such as stickers or film wraps . This strategy can expose your business to thousands of people every day. It can also serve as a recognition value for the company.
It is a commercial practice to completely or partially cover a vehicle in an advertisement or a new livery. The result of this process is essentially a mobile billboard. Research on the effectiveness of mobile billboards has shown that mobile outdoor billboards have a 97% recall rate, and most survey respondents thought mobile advertising was more effective than mobile advertising. traditional outdoor advertising.
10. Word of mouth
Perhaps the most effective and underrated marketing strategy is word of mouth. Talk about your business, your product and your website on every important occasion and encourage your customers, friends and colleagues to spread the word. It is surprising to see how many businesses owe their success by word of mouth. Ensure the widest possible coverage and use all your potential in the market. Word of mouth can be easy to spread when you do it right: make sure you’re behind your business and others will follow. You should make sure that all employees are knowledgeable about the company and the company’s website in order to support word of mouth.
But beware, word of mouth can have both positive and negative effects. Do not lie or cheat, for example by giving your product false attributes or an outstanding feature that it does not fulfill, because it will return to your business. Be professional and the rest will follow. It is an unspoken general rule that a happy customer will communicate his positive experience with others, but a dissatisfied customer will communicate his disappointment with three times more people.
Almost every month there are new blogs on the “death of offline marketing”. The vast majority of purchases still take place offline. The reason that offline marketing is underestimated is that offline marketing programs are difficult to track until conversion and it is difficult to identify their effectiveness if the consumer buys online. There is still a lack in data collection even if there are many tracking tools such as Google Analytics .
The selection of marketing strategies above is just a small assortment of why offline marketing is just as important, or generally the combination of the two, as online marketing. Make sure you close the loop between online and offline marketing. It’s certainly not a competition: it’s a question of perfect synergy. Even if you are only present online, with only one website, it is not out of date to use offline marketing. The effort and the costs are really worth doing.