In the world of high-speed internet, e-commerce, and Google Ads, there’s no place for traditional marketing techniques in modern businesses. Thanks to technology, many businesses, big and small, have access to thousands of easy-to-use digital marketing techniques. As a result, a steep decline in traditional marketing expenditure caused a significant 7.5% drop in 2019. However, it would be best if you weren’t too quick to get rid of traditional marketing. Some extremely effective marketing campaigns are those that go back to the basics.
Traditional marketing will still allow you to expand your customer base, increase your brand’s awareness and solidify your credibility. It is important to understand the various traditional marketing techniques and know when, where, and how to use them to build effective campaigns. Fortunately, there are so many marketing materials you can use for your business to help you reach your target audience. Here are some common yet effective traditional marketing strategies to adopt.
1. Snail Mail Marketing
Do you remember being inundated with tons of physical junk mail? Not much has changed since then. Sure, the amount of physical mail in your mailbox might have dwindled; however, you are still plagued with digital versions of junk mail, from discounts and special offers to spam messages. Like the junk mail of before, chances are you’re never going to open these emails.
Many modern entrepreneurs and businesses tend to not consider other marketing techniques, as they feel that all they need is a website and automated emails. While digital or online marketing might be relatively cheaper and can reach wider audiences, it could yield negative results when done wrong.
You might be wondering why snail mail marketing appears on this list. Thanks to digital marketing, there’s been a decline in direct mail marketing. This strategy is worth re-exploring because most people now have fewer envelopes and mails going through their mailboxes. That means your mail is more likely to be opened and might be acted upon if you are successful. It’s something worth trying. All you have to do is ensure that your message is clear and your information convinces your audience to see the value in the service you are offering.
2. TV Advertising
Despite living in the era of social media, smartphones, and the internet, that doesn’t mean TV is no longer relevant. The TV will always be a popular device. Additionally, it is still a credible advertising source as several people are most likely ready to trust TV ads over YouTube and other social media. Apart from being a credible advertising channel, you might be surprised that broadcast TV still plays a large role in most consumers’ lives. It is an excellent advertising choice, especially if you aim to have a big brand awareness campaign, as it connects you to your audiences all over the country.
Now that TV viewing habits have massively changed in the past couple of years, with most people opting to stream and watch TV on multiple devices, it has also created new advertising opportunities. It’s now easier to make your TV campaign more targeted than ever.
3. Trade Shows and Expos
Several modern businesses rely on trade shows and expos because they can yield positive results when they attend these events. Whether in the manufacturing industry or retail, paying for a stand at a relevant trade show is an excellent way to announce your presence and promote your business.
Don’t forget to decorate your stand with your business’s banner and other promotional pieces. It’s more affordable to purchase all your promotional materials from a wholesale provider. Most wholesale providers have various products ranging from tents and marquees to corporate gifts you can give your potential customers. Your first impression matters and you would draw people to your stand with a strong brand presence. Trade shows are also excellent marketing strategies, especially if you are new to your industry. It presents you with amazing networking opportunities, and you can connect with suppliers, customers, and even your competitors.
Billboards are usually found in busy city centres or areas with clear visibility, such as the motorway. They usually display company ads with eye-catching images to get the intended audience’s attention. Billboards are still an extremely popular traditional marketing technique, and you should make it a point to include them in your marketing campaign. However, deciding where and what to put on your billboard needs careful planning. You must ensure that it is at the right place, at the right time, and it is targeted to the right people.
5. Print Ads
Contrary to what many might think, print isn’t dead. Depending on the nature of your marketing campaign, it might be the best marketing strategy for you. There are several theories regarding why print is still a popular advertising option, but the one that stands out the most is that many consumers are now experiencing digital fatigue. Studies show that more and more people use ad blockers while browsing online. However, people are more receptive to print ads when they come across them. Indeed, local newspapers are slowly fading away. But several other print materials continue to thrive, especially those tailored to a niche audience.
If you’re considering including print ads in your marketing mix, it would be best to know what kind of print materials your target audience usually reads and place your ads there to generate more sales leads.
6. Cold Calling
If your business provides services to other businesses or organisations, you should consider including cold calling marketing strategies. If you are new to this strategy, you must take time to research companies that are likely to benefit from your product and service offerings and then get in touch with them concerning making a purchase.
Of course, you have to be more strategic with your pitch. Therefore, take the time to explain who you are and what you do, and then launch into how your products can help solve any challenges they might be facing. Cold calling can help establish a deeper connection with your potential clients and build trust over time.
7. Face-to-Face Interactions
Another marketing tip to include is meeting with clients face-to-face. For example, a recruiter might set up a stand at a career fair to interact with prospective workers. If your business relies on sales and retaining customers, face-to-face interactions are crucial.
Since the pandemic, virtual meetings have become increasingly popular and are great alternatives to physical interactions. They offer nearly the same benefits. Many marketers advocate strongly for face-to-face marketing because it allows them to read body language and know how best to approach potential customers. It leaves little room for any ambiguities or misunderstandings.
Handouts are printed documents that are used for promotional activities. They usually come in a brochure or flyer, and you can use them to promote your new business, new product, event, or sale. Typically, handouts should include concise yet detailed information about what you are promoting, and they should end with a call to action. Ideally, you should distribute handouts in prime areas where your target audience tends to spend their time. For example, if you are starting a dog walking business, you can spend the day introducing your business to dog owners at a dog park.
While they might not need it at that moment, interested customers who keep your handouts might call you if they want to learn more about your business.
9. Word of Mouth
Word of mouth is perhaps the oldest and still the most effective marketing strategy. What’s so fantastic about this marketing technique is that it has blended seamlessly onto the digital landscape. With word-of-mouth marketing, you can identify ways to encourage your existing customers to recommend your services to others. It is also very cost-effective to spread positive messages about your business. If it isn’t in your marketing mix, it should be.
There are four types of word-of-mouth marketing strategies: peer-to-peer (customers refer others to your business), face-to-face, social media, and user-generated content. You can also encourage existing customers to share their experiences with your products or services or work with influencers with large followings. Whatever technique you use for this strategy, word-of-mouth marketing will build trust and increase consumer loyalty.
10. Local Sponsorships
If your business can afford to, you must consider sponsoring a local event or charity cause to help build your competitive advantage and achieve your business goals. Sponsorship takes on a much different role than direct advertising. Sponsorships do not directly promote your company. However, if you choose to sponsor a particular event dear to your customers, your business will be associated with the events.
Aside from supporting a cause, there are several benefits to sponsoring a local event. Your customers will have a positive attitude towards your brand, it also helps to drive sales, and it is a great way to get some exposure in the media, especially for free.
Don’t write off traditional marketing strategies just yet! It is still extremely relevant, as they can reach audiences who actively spend time away from their computers and smartphones. They are also useful for reaching wider audiences locally and nationally. Ensure that you adopt a few of these tips into your marketing strategy to make your campaigns more successful.