5 Reasons Offline Marketing Is Still Critical for Startups
In today’s digital age, when everybody can be reached online, it’s easy to forget the importance of offline marketing.
However, even in the year 2018, outstanding marketing results are impossible to achieve without good, old-fashioned offline marketing. Don’t believe me? Here are 5 reasons why offline marketing is still important for promoting your startup.
Offline marketing is an unavoidable part of every startup launch strategy or winning Go to Market strategy. To kick off to a great start, narrow your focus on a certain city and start promoting your business locally. Distribute flyers, leaflets or brochures that will describe your business, your products or services. This will create a killer buzz that will bring some much-needed attention to your company.
Reaching People Who Are Not Online
Though most people spend a lot of time online, there are still people out there who do not use digital channels of communication. And the only way to reach these individuals is through offline marketing. Also, even those who use online sources for gathering information and making purchases, often have more faith in the traditional ads, commercials, billboards and banners than social media ads and other types of online marketing.
Direct Contact with Your Clients
Even in the digital age, face-to-face contact matters. Passing out flyers, business cards, postcards and brochures lets you engage in direct contact with the potential and current clients. In-person conversation with potential clients provides you with the opportunity to inform them about your startup, products and services it provides, but also answer any questions they have about your business.
Online marketing demands patience. You send your ad into the world and wait for the feedback from potential clients. In offline marketing, however, the feedback is almost instant. Meeting the potential client in person will allow you to make adjustments on the spot, and adapt your offer to fit clients’ needs.
Sometimes it seems like every link you click on is packed with ads, marketing videos or pop-ups. So many online commercials can turn out to be “too much” for the viewers, who usually forget the ad they saw as soon as they leave the site. Offline advertising, on the other hand, remains in the human mind for a while. Whether it’s an advertising poster or a TV and radio ad, a well-thought-through offline campaign has a higher recall value and will remain in the mind of a client long after it is seen.
There are many offline marketing tactics you can use to market your startup. Here I’ll discuss four widely used methods that never fail.
Email marketing has been all the rage among marketers for several years now. However, the traditional way of mailing can still add value to your marketing strategy. Studies have shown that people on average receive 90 emails every day, which is why making your email stand out can be a difficult task. With direct mail, however, your clients are much easier to reach.
These days, people receive just a handful of printed promotional materials into their mailbox. That’s why it’s much more likely that they will go through the material you send them. The numbers don’t lie. According to the Direct Mail Association, almost two thirds of people bought a product advertised via direct mail. Direct mail enables startups to connect with clients on a more personal level. Plus with direct mail, you’ll never have to wonder if your message went directly into spam.
Humans are very visual beings. That’s why physical branding is highly important for promoting a startup. Branded banners, stalls and posters with your recognizable logo can be installed at trade shows or meet-ups where they will reaffirm your presence and spread the word about your brand. Handing out branded items such as notebooks, pens or calendars can be a great way to get attention and initiate contacts with new clients.
Be a Guest Speaker at Events
Another great way to raise brand awareness is by speaking at a variety of events related to your business, products or services. Joining a conference will provide your startup with the credibility that will retain old and attract new clients. Keep in mind, however, that the only way of gaining credibility is by delivering real value and not by bluntly promoting your business.
Newspaper, TV and Radio Advertising
Advertising via traditional media still has numerous benefits over advertising online. Newspaper, TV and radio advertising can help you reach a wider audience, faster. And if you pick your media carefully, it doesn’t even have to be that expensive.
Remember, only the right combination of online and offline marketing can get your startup the maximum results. So make sure to set up some time and a budget for advertising your company offline.
Author: Michael Deane
Michael has been working in marketing for almost a decade – and has worked with a huge range of clients, which has made him knowledgeable on many different subjects. He has recently rediscovered a passion for writing and hopes to make it a daily habit. You can read more of Michael’s work at Qeedle, or catch up with him on Twitter