Even as we spend more and more time online in the digital world, we still live in the physical world where “traditional” marketing can still affect consumers. In fact, the Web is often oversaturated with banners and pop-ups, and some web pages look like the classified section of your local paper. Using a more customary way of marketing can actually be a fresh approach. Additionally, pairing offline advertising with online efforts can double the impact of any campaign. Executed well and applied consistently, an effective advertising campaign can enhance awareness, impart a message and build your brand.

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Direct Mail

Sending a postcard or brochure enables companies to put information about their products and services directly into the hands of people who may be interested in them. Postcards can be especially effective because there’s nothing to open; the recipient reads the message just by handling the card. And there is still something to be said for a well-printed piece on high quality paper; it’s a tangible and classy representation of your brand right in the prospect’s hand.

Customized 1:1 Marketing with variable data printing is especially effective. Beyond just inserting a customer’s name, direct mail pieces can be personalized with custom photographs, graphics, and text to better target the recipients. Custom direct mail has been shown to improve response rates over regular direct mail.

Direct mail presents a perfect opportunity for combining both offline and online promoting. A direct mailer can direct potential customers to your site where they can find out more about your products and services (especially what wouldn’t fit on the physical piece). Even more specifically, incorporating Personalized URL technology into print pieces drives mail recipients to personalized landing pages on your website where they can find more (customized!) information.

Tip: Nobody likes junk mail. Take a look at your own mailbox and see what you actually open and what you automatically pitch. A targeted mailing list will steer your campaign to those who are interested in your message, and a professional designer with direct mail experience will help you develop an effective, non-junky campaign.

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Print Ads

Placing attractive looking ads on newspapers and magazines can help generate business, especially if placed strategically toward a target market. You have to know what your likely clients are reading in order to get most return for your spending. Consultants may find an industry-specific trade newsletter is the place; a high-end furniture designer may opt for a glossy interiors magazine. Also, the publication should suit your brand image.

Print publications aren’t the only places for print ads. There’s also billboards, posters, and basically anything with a surface – pizza boxes, subway cars, etc. We don’t want to junk up our environment, but there’s clever ways to go about this. For example, knowing that coffee drinkers are likelier to have stained smiles, a teeth-whitening product used coffee cup sleeves for their campaign.

Tip: Run a temporary promotion or add a new service or product. When new services or special promotions are created, you have a reason to advertise and for people to pay attention.

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Trade Shows

Trade shows and conferences give you one of the best ways to market your business directly to those who are already interested. You can get in front of many customers and prospects in a short amount of time and all in one place.

Be sure to collect addresses for your mailing list (online and off) so you can follow up with prospects. Film any product demos or speeches performed at the trade shows, and post them on your site as well as a video sharing site like YouTube to extend the reach of the show. And handing out a promotional item is a great way keep your message in front of the customer longer.

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TV & Radio Ads

What are people doing when they’re not on the computer? Watching TV. Which is why a good old fashion TV commercial still works for businesses. Although this is a more expensive way to market – consider both the broadcast costs and the production costs – if your target market is addicted to certain shows, your company should make an appearance. Television is likely too expensive for a small business. Check rates at local radio stations because a clever radio ad can attract people listening to sports, news or music radio.

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Business Alliances

Working together with other businesses can help validate and market your business. Clients can go to the allied companies for specific needs, especially if they get a good word from a business they’ve already worked with. Seek out businesses to partner with who are not direct competitors, but whose services compliment yours.

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Sponsorships

Consider sponsoring a community event, little league team, or conference as part of your public relations efforts. Sponsorships include opportunities for logo placements on signs and gear, and program and journal advertising. Be sure to send out a press release to announce any new sponsorships or special events.

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