Since the start of the pandemic, marketing strategies have relied heavily on online tactics. But what about marketing outside of the digital space, otherwise known as offline marketing?
Is there still value in marketing via billboards, print ads, and broadcast commercials? In a post-pandemic world, whenever that may be, there's a chance offline marketing could make a comeback.
Here's what marketers need to know about offline marketing and how it can be leveraged.
What is offline marketing?
Offline marketing, sometimes called traditional marketing, is any kind of marketing that doesn't take place online. Examples of offline marketing include TV and radio commercials, print magazine ads, billboards, and flyers.
So why should your company still incorporate offline marketing into its strategy, especially in the digital age?
One reason is that it's tangible and allows marketers to physically reach their target audience in a way that online marketing can't. You can hand out flyers, put up posters, and send direct mail to people's homes. Sometimes, physical items relating to your brand can leave a more lasting impression.
Offline marketing can also create a personal connection with your audience.
But most importantly, the best marketing strategies combine both online and offline marketing to reach an audience through as many channels as possible. For example, let's say your company hosts an in-store event to connect with customers offline. That offline marketing strategy can also be used to create online content via video highlights of the event.
5 Offline Marketing Strategies You Should Use
Business Cards
Business cards are a tried and true offline marketing method. A business card with a distinct design can set your business apart from competitors and reflect your brand's values and mission. Make sure everyone in your company has their own business cards to give away at any time —you never know when they might run into a prospective client. Use a color other than the usual white for your business cards, and make sure every card has the same logo, font style, and colors for a unique but uniform look as well as brand consistency.
Community Engagement
Offline marketing lets you create a more personal connection with your audience — especially if you incorporate community engagement in your strategy. Using your platform and resources to help others within your community can increase brand awareness and solidify your brand's reputation for being responsible. Carefully consider the organization or service you involve in this strategy to ensure it aligns with your company's values and image.
Event Hosting
Event hosting is a great way to market your brand offline because events can promote outreach as well as opportunities to network. You'll have the chance to engage with potential clients in person and connect with potential business partners or collaborators. To get the most out of your event, incorporate digital marketing tactics like live streams and short-form videos for platforms like TikTok and Instagram.
Press Releases
A simple but effective way to boost brand awareness is to send press releases to local journalists in your community. Make a point to build relationships with them and get them interested in your brand. Once you find the contact information for your local journalists and publishers, start sending press releases that advertise your brand and any upcoming events you are hosting such as conventions, workshops, or fundraisers. Invite the press to special meet-and-greets and tours of your business to build an offline connection.
Digital marketing isn't going anywhere anytime soon, but offline marketing should still be a part of your strategy to meet your audience wherever they are. In a post-pandemic world where more people will drive past billboards or look for workshops to improve their craft, you'll want to be the brand that catches their eye.
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