Offline Business Marketing Ideas
With the advent of social media and the emphasis now placed on search engine optimisation and online marketing, you would be forgiven for thinking that offline marketing is old news. The idea that the offline marketing is dead, however, could not be further from the truth. The very best marketing strategies still involve developing innovative offline business marketing ideas to ensure a business, brand or product stands out from its competitors.
The latest and very best offline marketing ideas bring together the online and offline world by appreciating that people live in both, simultaneously. No longer is surfing the internet limited to those with a PC; in 2013 over sixty per cent of people access the internet on a mobile device. People are connected around the clock, as they work, eat and play. Marketing consultants underestimate this fact at their peril.
Moreover, consumers are increasingly documenting their experiences in the offline world online. Every product or service they use is reviewed, blogged about or tweeted. The savvy company appreciates this and targets its offline marketing accordingly.
In its simplest form, this includes incorporating website addresses on advertising literature. Social media accounts on the likes of Twitter and Facebook must be on show in the offline domain. Customers must be encouraged to get in touch online through social media competitions, surveys or Twitter trends. Companies must gently point offline customers towards their online presence in order to reap the rewards in both offline and online worlds.
Trade shows and marketing events have long been popular in the marketing world. These events have allowed companies to speak directly to potential clients long before social media ever could. The beauty of such events, however, is that visitors are far more likely to be genuinely interested in a company’s products or services than an anonymous blogger on a social media website. A key point to consider though is that when exhibiting you are likely to be competing with businesses in the same sector. This being the case it is important that you consider carefully the appeal and design of your display stands to make sure you stand out from the rest of the stands.
The goals of companies at such events are usually to increase brand awareness and sales. Part of increasing brand awareness is directing clients and potential clients to the company’s website, again, coupling the offline and online marketing worlds. Visitors should be encouraged to sign up to e-mailing lists, subscribe to company Twitter and Facebook accounts and take part in online competitions. Once online, the magic of online marketing can begin to take hold.
Any article on offline marketing would not be complete without the mention of radio advertising. Still one of the most powerful forms of advertising in the UK, it offers companies the chance to reach thousands of potential customers at a relatively low price. Again, as well as directing potential customers towards the point of sale, radio advertisements should include a mention of the company’s online presence and how potential clients can quickly access it. Similar points can be applied to television advertising.
Thus far, this article has discussed directing clients online by using offline marketing. Once online, a company aims to turn clients into repeat clients and eventually brand ambassadors through regular interaction on the aforementioned social media sites. This build-up of brand loyalty then, in theory, eventually translates into sales. Offline marketing, however, needn’t be so indirect.
A popular and effective offline marketing idea, exploited by supermarkets across the country, is to give away free samples. As simple as this sounds, there is a lot more to handing out samples than wandering up and down the local high street with a tray full of pieces of pork pie. As with all marketing strategies, a consistent brand is essential for this offline marketing idea. The staff t-shirts, merchandise and signs must all bare the company or product brand. Customers must be left in no doubt as to what they are sampling. Without this brand consistency, a company is simply giving away their products to passers-by.
Finally, press releases and media interviews are still an incredibly powerful form of offline marketing. By targeting such media releases at relevant sections of the market, a company can reach a huge audience of interested potential clients. Advertising through the media is not limited to large corporations either; smaller firms can access this platform through local media and specialist magazines and media outlets.
In conclusion, in a world that is seemingly always online, offline marketing still has a tremendous part to play. Today, however, offline marketing has two facets. Firstly, it should point potential clients in the direction of a company’s online presence in order to build rapport and increase brand loyalty. Secondly, the traditional form of offline marketing can still be extremely lucrative and should not be excluded from any company’s marketing strategy