Offline Marketing

What ways could I do offline marketing

Offline marketing has been with us forever and it is only in the 1990’s that we saw the advent of web based online advertising and marketing. Offline methods are still as valid as they were before, but they now can be augmented with online strategies aimed at target markets and geographic regions. There are good reasons for many businesses to use the both methods in a co-ordinated strategy.

What is offline marketing?

Offline marketing strategies utilise offline media channels to create awareness of a company’s products and services. These channels include radio and print advertising, billboards, signs pamphlets, telemarketing, cinema and television ads.

What ways could I do offline marketing?

It is important that you choose a medium that will give you the best possible reach and return on your investment. Some of the points to consider are:

Radio

Radio advertising can reach people in a “prime time” setting, the life of a radio ad is very short, you get a 15 – 30 second slot, and once it has been played it is gone until your next time slot rolls around. Radio is a passive medium, often on in the background and not really paid attention to, it is interruptive and can annoy listeners when all they want is to listen to music or the news. You cannot show a potential customer what your product looks like which for some can be a negative.

Magazines

Magazine advertising is a popular highly visual method that delivers images and messages to a target audience. As the saying goes ‘a picture paints a thousand words’.

The shelf life of a magazine is far longer than that of radio and because people tend to keep magazines advertisements have the potential to reach far more people over a much longer time frame. Because magazines contain content that specific audiences buy it is much easier to directly reach your target market.

Billboards & Signs

Billboards are a way to reach people where they live, commute, work and socialise. Unlike other mass advertising media such as TV or radio, billboards can’t be switched off. Or with magazine print advertising, it can’t be put down.

The advantages of billboards are:

  • Size is a huge advantage
  • Large, bright, eye-catching graphics with one key message
  • They can leave people with a lasting impression
  • Ads on billboards are free to passers by
  • With more commuters on the roads than ever before, billboard advertising reaches more people faster and cheaper than any other mass marketing media
  • The message gets repeated views and becomes more engrained in people’s memory

The disadvantages are:

  • Viewers only have a few seconds to glance up at a billboard
  • High costs for brief exposure
  • Risk from vandalism, weather conditions
  • Stationary mode of advertising
  • No feedback from customers
  • Does not target a specific market
  • Short term advertising tool
  • Limited information can be displayed and absorbed

Pamphlets

Pamphlets

Pamphlets and leaflets remain one of the key tools for small and medium scale businesses to promote their brand without making much expense.

The advantages are:

  • Cost-effective
  • Easy to produce
  • Relatively cheap
  • Easily be designed
  • Can contain a lot of information
  • Easy to read
  • Can be eye-catching

The disadvantages are:

  • Easily discarded
  • No long-term impact
  • Sometimes not considered to be important
  • Can be considered as ‘Junk Mail’

Telemarketing

The advantages are:

  • Easy to Get to Customers
  • It allows you to answer any questions people might have about your service or product
  • You can reach more customers over the phone more easily than in person
  • It allows you to sell from a distance
  • Reach reach people on a national and global scale
  • Can be cost effective by selling more in less time
  • Phone numbers and other contact lists can be purchased
  • The results of telemarketing measurable

The disadvantages are:

  • Telemarketing has a Bad Reputation
  • It is governed by many legal rules that must be followed
  • People are using technology to screen out telemarketers
  • It is subject to government regulation
  • Customer Lists and Training Personnel can be Costly
  • Many calls can be made without getting through to customers

Cinema advertising

The advantages are:

  • A movie has a captive audience
  • There is no immediate distractive competition
  • People are not preoccupied on their phones or on a laptop computer
  • Ads cannot be blocked, muted or fast forwarded
  • The target market demographic is movie related

The disadvantages are:

  • Can be expensive on a per person reach basis
  • Audiences may be small subject to quality and popularity of the movie
  • Recall can be variable as the audience’s attention is solely focused on the movie
  • It may not reach your desired target audience

Television advertising

Television advertising

The advantages are:

  • TV reaches a much larger audience than local newspapers and radio stations, and it does so during a short period of time
  • It reaches viewers when they’re the most attentive
  • It allows you to convey your message with sight, sound, and motion, which can give your business, product, or service instant credibility
  • It gives you an opportunity to be creative and attach a personality to your business, which can be particularly effective for small businesses that rely on repeat customers

The disadvantages are:

  • Expensive to produce
  • Cost of airtime
  • Pricing by time of day and the programme it is run with
  • Difficult to make changes
  • Whereas with newspaper advertising, updating sale pricing or a special offer is often as simple as swapping out a coupon, with television advertising it means updating your script and reshooting the entire ad, which costs additional money

Should I still do offline marketing for my business?

Should I still do offline marketing for my business

You don’t have to choose between offline and online marketing strategies using both is more powerful. By combining the two approaches, you can increase your company’s visibility and, at the same time, attract more attention to your online brand. When implemented together, offline and online marketing techniques can support and amplify one another, creating a unified strategy.

Online ActivitiesOffline Activities
·         Social media

·         Webinars

·         Blogs

·         Online Networking

·         Email

·         Online advertising

·         Social network groups

·         Physical networking

·         Radio

·         Billboards & signs

·         Magazines

·         Cinema

·         Television

·         Direct mail

·         Trade shows

·         Public speaking

 

In conclusion

Both offline and online advertising are important and effective ways of creating brand awareness and making sales. Choose your mediums carefully by comparing cost, reach and target market demographics.

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