Many of us already know the ins and outs of digital marketing: why it’s an invaluable part of a business’ survival strategy, why it’s something we cannot afford to neglect, and the many digital tricks we can use to spread the word about our products and services. But what often gets lost in the conversation about advertising in recent years are traditional advertising and marketing ideas that still work today.
Why traditional advertising and marketing?
For one, many traditional marketing and advertising tactics still work to this day. Though printed publications are considered dead in many sectors, there’s no denying that there are still many people exposed to newspapers and magazines. Despite the pandemic, people still leave their homes and go out on drives or even walks.
Consumers still go to malls and brick-and-mortar stores. Everything may have moved to the digital sphere, but people in the real world prefer consuming their headlines from newspapers and going to the store for their needs and wants. So as long as there is a world outside of the internet, there will always be room for traditional marketing and advertising. Here are some strategies that can help you promote your small business outside of the internet.
Billboards, signs, and displays
Billboards and LED signs and displays still work because people still drive to work or wherever they need to be. Consumers still flock to malls and other commercial areas. People still take trains, which means they still go through stations, where ads are always present. These displays still work because people will always see them.
Like many aspects of marketing and advertising, billboards and LED displays are a visual medium. Here are some tips to achieve a good billboard design:
- Check where the ad will be located. How’s the lighting? Is it in full view of people or cars passing by? How will it look when the sun rises or sets? Think of these factors and consider them as you determine the design of your ad.
- Tell a story through the design—what do you want viewers to take away about your brand when they see your ad?
- Catch your audience’s eye through a clever play on words, or loud colors and big ideas.
- Keep it short, simple, sweet, and safe; the last thing you want is a display with inflammatory content that could get your brand canceled.
If you can’t afford a billboard or LED advertisements, you can still utilize the power of in-store advertising and promotion. The best part is that it’s cost-effective since you don’t have to pay additional costs for ad space—all you need is an engaging design that’s excellently printed on an Orajet 3105.
People tend to neglect in-store ads because they think there’s no point in engaging consumers who have already entered the store, but this would be a mistake because you’re far more likely to convince people who have already expressed interest are already receptive to your advertising efforts.
Business owners and marketing executives are always too quick to deride direct mail as a promotional method. Still, it’s actually an effective means to narrowly target a specific group of customers without forcing the business to break the bank to get the word out. Even if potential customers end up throwing the mail out, they still end up being exposed to your brand because they have to physically see and touch the mail, unlike an e-mail, which can go directly to their spam or trash folders. And surprisingly, direct mailing still has a high ROI, so it remains a prudent choice for businesses who go the traditional marketing route.
Nothing beats word-of-mouth recommendations since studies show consumers tend to trust the word of people they already know or someone they have social ties with. If you have loyal customers, create a reward or loyalty program that will incentivize them to spread the word out about your brand. For example, if they can refer people to your products and services, you can give them a freebie or a discount for their next purchase. It’s a great way to create a loyal base of customers, all while expanding your reach.
Best of Both Worlds
At the end of the day, getting the word out about your business is not an either-or situation. You can integrate digital marketing with traditional advertising to create a solid marketing plan that will surely achieve your goals and objectives.