We live in an age dominated by the internet, especially when it comes to marketing and promoting your business. But not everyone is online and not everyone who is online is necessarily reachable by marketing services.
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And reaching people with your marketing message is not just about appearing on Twitter or Facebook, pinging prospects and special offer email or advertising on other websites: there is much to be said for more traditional ‘offline’ ways of reaching people too.
What is offline marketing?
Anything these days that doesn’t take place on the internet in some way, shape or form is deemed to be ‘offline’ (since the web is seen as being ‘online’). So from a marketing point of view, this means any form of marketing or advertising that takes place outside of the web.
The list of what is offline marketing is, as you can imagine, pretty huge – and we will look in much more detail at some of these in other articles, but essentially, offline marketing covers:
• Posters
• Billboards
• Adverts in magazines and newspapers
• Flyers
• Leaflets
• Radio and TV ads spots
• PR and Press Releases
• Direct marketing
What other offline options are there?
The above are the most common, but as a marketer you should also look at some of the more obscure ones that are out there too (you know the old saying ‘there’s no such thing as bad publicity’?) so consider also:
• Catalogues
• Branded calendars and other stationery
• Loyalty cards
• Event sponsorships
• Local amenity sponsorship – such as parks and roundabouts
• Speaking at conferences
• Exhibiting at exhibitions
• Taking photos of things you are doing (yes, yes these end up ‘online’ but you take them when you are doing ‘offline’ stuff)
Who uses it?
In a word: everyone. Companies of all shapes and sizes use offline media channels to build buzz about products or services. The strategies can be applied by companies of any size, from ‘mom-and-pop’ storefronts in small communities to some of the largest and most renowned brands in the world.
The companies developing offline marketing strategies fit a number of profiles, including:
• “Mom and Pop” stores
Smaller operations that want to establish a name or foothold in a local community. Businesses such as family restaurants, local salons and boutiques, or independent photography studios can use ads in community newspapers or small, targeted direct mail pieces to establish themselves in the limited area they serve.
• Regional and Mid-Sized Businesses
Companies with large customer bases that need to reach customers in a metropolitan area or geographic region. Construction companies, automotive dealers, and grocery store chains are among those businesses that can build familiarity with customers through traditional advertising means.
Billboards, regional television commercials and radio spots can spread the word about a company and build its credibility.
• Major National/International Companies
Large corporations with recognizable names and brand characteristics. You name them they advertise. Some key examples are John Lewis and its Christmas ad which has now become a staple of the Yuletide TV schedule; Red Bull for its F1 team (yes, that’s offline marketing); Apple for its iconic ads for all its gadgets on TV and in print.
In fact, name any big brand and they will have an ad you probably recognise. Oh and Window companies are always putting leaflets through my door. This is the zenith of offline marketing.
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