The way we market has undergone drastic change in last 20 years. The marketing strategies used in 80's and 90's may not work now. For a business, which is dealing offline or online internet is the mean way to promote, drive sales and establish has a brand.
Offline marketing is useless.
You're heading in a wrong way, if you assume so. Still consumers show positive reaction to traditional marketing. For me, online marketing is no different from offline marketing, only tools and strategies have changed but the core strategy to lure consumers buy your service is same.
Why it’s important to incorporate offline marketing into online marketing?
I agree that offline marketing can't drive sales like before. But, let me explain this by an example. Obsessed with your old mobile, you decided to buy a new smart phone. Where the best place other than online?
Studies show, that users do research and compare prices in all major ecommerce sites before buying a product. So, obviously you wear a research cap for few hours. Now, you've shortlisted two major sites. Let’s say A and B.
Company A is completely targeting online to get leads, while company B tried both tactics offline and online. Assume that you got to see their traditional ad somewhere. Now, ask yourself will you buy from the company A or B. (Here both company’s rates and service are nearly equal)
Without a second you'll go for company B. Because your trust rate on B is more due to two medium of marketing.
And it’s not breaking news, businesses started using this tactic to increase brand.
How to Incorporate Offline Marketing?
1. Participate in Events
You've excellent online presence; this doesn't mean that everyone knew about your brand offline. Though millions are using internet, 40+ people in most countries prefer offline brands.
Events and trade shows are best way to get offline exposure to your online presence. You need to come up with a creative marketing strategy, as your competitor also comes up to show themselves. Mostly, companies distribute promotional items like bags, backpacks and pens with imprinted business logo.
These promotional products give your brand a maximum exposure by taking your business name, logo, address and social accounts. It increases trust and credibility among your customers.
2. Direct Mail
Are you mad?
Mail? Who reads? Yes, there are very few businesses who're trying these strategies. This is why you've less competition.
People with mail box are more than computers and laptops. Because there is no competition, you can stand along to attract potential customers.
But, your strategy to send a traditional mail must be different. Landerapp.com discussed this tactic very well.
Give your post card a traditional and real look. Avoid corporate graphics and logo. Be brief with your website URL or social profile.
3. Integrate Mobile Device
Almost everyone now has a personal mobile phone. You can either send them promotional bulk messages, which has not serious impact on them.
Or, print QR codes on your promotional stickers and flyers. QR code can drive to landing page, site or social profile. Best way to allure them is to give them a free or discounted offer.
Embedding online marketing in offline marketing can
help you to knock out your competitor. Only thing is you must come up with creative marketing strategy, else you may fail badly.