Even if you are a business which only operates online, you should still be marketing your products and services offline, in the real world. Although a large proportion of the world is now actively using the internet, there is still a large chunk of any target market which does not use the internet regularly and can be reached through offline marketing alone.
All brands – big and small – need to shift a little focus towards offline marketing in order to get the best results possible. Using offline marketing as an extra means to reach your audience who do use the internet often is wise too; the more marketing channels through which you can reach potential customers, the higher the chances of converting them into customers.
#1 Attend networking events
Networking events are a great opportunity for you to meet other professionals within your field and build up some business connections.
Although networking events (i.e. trade shows) are not always customer-orientated, building up your connections within the industry is a great way to get your name out there and end up with some high-profile collaborations. Your target market is not the only one you should be pushing your business at – other industry professionals are just as important to impress.
#2 Newspaper advertising
Despite the fact you can access newspapers digitally, there are still millions of physical copies sold worldwide each day. Many people – the younger generation included – opt to pick up physical copies of newspapers rather than read them online.
There is something about the authentic feel of reading a physical newspaper which cannot be matched by iPad screens! Newspaper advertising is another offline method which is still very much alive, and if you can get a prominent spot or a whole page of a newspaper, you’re golden.
#3 Banner advertising
Having branded banners made for your company by someone like Printroom is a timeless and simple way to market yourself offline. This works very well for brands but is just as good for other businesses, such as small companies offering professional services.
Banner advertising works so well because it is big, bold and noticeable. A prominently placed banner advertisement will get exposure to thousands of pedestrians and motorists per day and is a sure-fire way to gain some extra traffic. Although it can be expensive, it is well worth the investment.
#4 Leafletting
This is particularly useful for smaller businesses, as it is an easy way to expose yourself to a highly targeted number of people, especially at festivals or gatherings. At university freshers’ fairs, for example, you tend to see many a small business handing out their leaflets to new students.
It’s not just on campus either. Take a walk through any city and you will notice that leaflets are everywhere – discarded, sitting on tables or pinned to the side of buildings and lampposts.
Leaflets are particularly good because you can really let your creative streak shine through, and they are a great way to quickly captivate your target audience if your leaflets are well-designed.
#5 Product giveaways
If you do decide to go leafletting, why not also combine this with some product giveaways?
To use the example of freshers’ fairs again, giving away some of your products to students is a great way to help get your brand’s name out there and establish some brand loyalty early-on. Chances are that a number of the people whom you give your wares away to will either i) come back to buy more, or ii) spread your brand name through word of mouth.
Everybody loves a freebie and thanks to social media, everybody loves to brag about their freebies too! You never know when you just might be giving away a product to a person who has thousands of followers on Instagram.
#6 Cross-promoting
This is where some networking would have come in useful for you. Cross-promoting is where you work with other businesses offering similar products or services to promote each other.
There are many different ways to do this, such as joint advertising, linking to each other’s websites or collaborating on a new product. Cross-promotion is great for smaller businesses who may not have all the capital or staff to make certain aspects of marketing work alone; a mutually beneficial relationship with another business can work wonders for your brand.
Although we rely heavily on digital marketing, offline marketing methods are still something which all businesses, large and small, need to include in their marketing strategies. The entirety of your target market – depending on demographics – isn’t going to be using the internet as often as you will think, and by ignoring offline marketing, you are missing out on exposure to large chunks of your target market who would otherwise be interested in what you have to offer.
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Micael Deane
Michael Deane is one of the editors of Qeedle, a small business magazine. When not blogging (or working), he can usually be spotted on the track, doing his laps, or with his nose deep in the latest John Grisham.