For Ebenezer Scrooge, a look at his past taught him that many of the elements from long ago—life life, love, friendship—are still important in his present life. The message for those working in marketing is the same; many older, traditional marketing tools from our past are still relevant today. The trick is to know the best way to combine these older marketing techniques with today's online counterparts. In this article, I will explain how to combine the old with the new.
Radio commercials, television advertisements, and print advertising–to name a few–can still be key components of your marketing strategy and are often combined with newer marketing outlets such as social media marketing and digital marketing.
Here’s an overview of traditional marketing tools and how they can help you reach your business goals.
Placing advertisements in magazines, newspapers, industry journals, industry newsletters, etc. can still be an effective strategy if your target market is reading these forms of print materials. The more niche it is, the more likely it is to be effective, as you won’t be paying for people that don’t fit your target market.
But remember, you’ll most likely need to run multiple advertisements before you see the full impact of this medium.
Broadcast advertising can be great for gaining brand awareness— if it’s not something your customers wouldn't naturally search for or otherwise know about, like a new product update or launch that has mass appeal. Television and radio advertising are generally thought of as being too expensive. But if there are local stations in your area, it might be more cost-effective than you’d think.
Podcasts and Web-based streaming audio ads are other great options to consider, and these can reach national and global platforms. They can also be used to target very specific local regions and varied audience segments.
Billboards and other outdoor advertising such as posters, signage on public transport, vehicle wraps, etc. are other avenues that can help you bring awareness to your business.
These can be great options if you are targeting a particular geographic location.
In addition to the numerous strategic locations, outdoor advertising offers unique and impactful formats that offer space for creativity and flexibility for more appealing campaigns. A smaller scale and more cost-effective version of this is to sponsor signage for schools, events, or local sporting clubs.
Direct mail marketing has remained popular because, in many industries, it still works. Reaching out to your customers directly and offering them introductory rates, coupons, or discounts on products or services can be a great way to generate awareness. It may cost you a little bit of upfront profit, but if your customers are very happy, they can generate repeat business and priceless referrals.
Wrapping it Up
Vendilli Digital Group can take the past and present trends in marketing and put them together in a way that suits your business. Maybe it makes sense to combine outdoor billboards with social media marketing. If you have a broadcast campaign airing, remember to make sure the messaging on your homepage is in alignment with that campaign. If you have enough email addresses, you might consider augmenting all of your messaging to keep your online and offline communications the same.
There are numerous ways you can connect with your potential customers:
- Invite customers to come to you with attention-grabbing signage
- Draw them in with new and exciting television commercials
- Take your business to them with direct mail offers and flyers
- Combine any of the above with digital marketing
Whichever way you want to spread your message, we are ready to help. Contact us today so we can put these tried-and-true methods and the digital ones to work for you.