Offline marketing encompasses many tools and activities, all of which, if designed well and used wisely, can connect with your target audience.
But what are common concerns when it comes to offline marketing?
Does offline marketing still work?
Yes, it does, even in this digital age. Twitter is used by 23% of the adult global population and whilst this may be enough to convince you to advertise on this platform, it comes with a warning: not everyone is on social media and not every customer wants to have sales message rammed down their throat every time you tweet.
Offline marketing, from adverts in the local press to flyers and business cards still work. How much depends on your strategy…
There are also new innovations come to the print world too, such as fabric printing. When it comes to indoor displays and brand recognition tactics, excellent colour reproduction and images, alongside a great message are all the recipes for a great marketing mix.
Is it cost-effective?
Yes, it is. Many offline marketing tools are affordable, even with professional design services thrown in.
But as with all marketing, the success of and maximising ROI of offline marketing rests on many variables;
- Your industry – some industries and sectors are more adept at reaching their target audience offline than they are using online means or using a mix of both.
- Your customers – who they are and where they are, are two important considerations in ensuring any marketing decision you make are the right ones.
From guests posts to posters, offline marketing presents many cost-effective solutions for your business.
Is offline marketing the easier option?
It depends on your definition of ‘easy’.
Faced with a blank piece of paper, many people assume that they can design a spectacular poster or flyer for fabric printing in a matter of minutes. It looks simple because when you look at other examples by professionals, it seems like there is not much to it.
But there is… there is the psychology of colour to consider, there is your brand voice and how this impact on customer expectations, there is the emotional connection to create between the customer and the tool being used and more.
And so, you can see, a few words on a page, coupled with a pretty picture won’t quite cut it. Like online marketing, there are certain ingredients that come together to form the foundation of success.
When does offline marketing work best?
There are four vital components to successfully using offline marketing tools and techniques;
- Strategy – without a goal or objective, or even a plan of how to distribute offline printed materials or use it, it will simply flounder. This is why in businesses across the globe, thousands of business cards, leaflets, posters and the like sit on shelves gathering dust.
- Design – there is no substitute for professional design services. In fact, the process of working with a graphic designer will effectively see you focus in on what the campaign is all about, who it needs to target, as well as other practical considerations such as when is the best time to launch it.
- Well-executed – and by this, we mean a marketing campaign that is monitored and reviewed, the results of which not only give a firm idea of ROI and the success of the campaign but also what needs to change or stay the same for the next campaign.
- The right product – whether it is an online or offline campaign, if it is not the right marketing vehicle, it is going nowhere. Think of offline tools as being the vehicle in the journey and the strategy the fuel that will problem is to success.
Which works best: offline or online?
In the digital age, it would be tempting to say that online marketing is ‘where it is all happening’. After all, throw a few tweets out every now and then with the occasional Facebook posts coupled with a few arty photos and Instagram and surely, you have the recipe for success…?
We do live in a digital world, there is no denying. Online marketing is a powerful force providing you have a tight hold on the reins.
But this doesn’t mean that offline is dead or dying. It is changing. It has changed from how it has always been traditionally used. There are instances in which these traditions are still yielding results for some brands and businesses.
Rather than seeing as a case of ‘which one?’, why not ask one supports the other?
Colour Graphics have seen many changes in how businesses advertise and market their brand. But offline marketing tools are far from dead and with the right design and campaign behind them, they know they work. Connect with them on Twitter @ColourGraphics.
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