The Creative Evolution Of Offline Marketing

In the olden days, products were sold personally. They were marketed through cajoling, persuasion, and to some extent even manipulation. This is somehow humiliating on the part of the seller, especially if he is not born as a natural salesperson. This is also annoying to the targeted customer. Such marketing strategy wastes a lot of time and effort, both on the part of the seller and the buyer. With the advent of new technologies, new products and services were developed and invented. This gives rise to the evolution of offline marketing.

Today, there are already different forms of media used in marketing:

A) Newspapers, magazines, radios, and televisions are now deluged with advertisements.

B) Posters, leaflets, flyers, and banners are also used as advertising tools.

C) Business cards and brochures are handed personally to people or sent through snail mail.

A Little History Of Marketing

During the industrial age, mass production became very efficient. More products were produced at a lesser cost and with lesser man hours used. This gave rise to more product variants such as several variants of goods like toothpaste and shampoo, as well as more models of machines like automobiles. More luxury products were also developed such as facial wash, nail crème, hair colorant, foot moisturizer, and many others.

To market these non-basic or not-so-essential products, the psychological psyche of the individual was targeted. Specifically targeted was the self esteem of a person, which was identified by Abraham Maslow, a renowned psychologist, as one of the needs of individuals. Very popular celebrities in the field of entertainment and sports were employed as commercial models.

The ads were very costly, although very effective, because the customers liked to be identified with their favorite celebrities, though indirectly, by using the products that they were endorsing. This part in the evolution of offline marketing is responsible for making the products and services very expensive.

Today, some more sensible businessmen use other forms of marketing strategies that are more cost efficient, such as the following:

1. Giving product samples, free trials of products and services, price discounts, and product giveaways.

2. Hiring staff to promote products through demos in supermarkets, schools, and other places where there are a greater number of potential customers.

3. Showing testimonies of satisfied product users on TV, newspapers, and magazines.

4. Providing before- and after-sale services like free deliveries and installation, warranties and free spare parts replacement, and toll-free twenty-four hour call center services that accommodate customer inquiries and requests.

All these methods effectively attract buyers, and even discriminating customers. More importantly, they have specific appeal to practical individuals.

In today’s modern time, advertisements are becoming subliminal. Articles are written by regular columnists in tabloids, newspapers, and magazines discretely, mentioning a particular brand of a product. Photos of popular celebrities wearing a particular product, in which brands are conspicuously shown, are seen in tabloids and magazines. These are effective to customers because many have the tendency to think that the product is really good, believing that the photograph and its publication is just incidental.

The creative evolution of offline marketing strategies provides a great relief to both the customer and the seller. For one, the buyer no longer needs to be directly pressured by persistent salesmen to buy a product or service, no longer wasting time and energy. And more importantly, it liberalizes the marketing process.

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The Offline Marketing Advantage

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Need to find the best way to market your business? You have two choices here: online and offline. Online is the latest marketing trend today, one that focuses on the internet as the primary marketing tool. Offline marketing, on the other hand, makes use of traditional methods to promote a business. Although many people will tell you that online marketing is the best way to go, there is still an offline marketing advantage and appeal not found in internet marketing.

If online marketing is so popular, then why do offline marketing methods remain? Well, the answer is simple: these methods have been tried and tested, and they have withstood the test of time when it comes to their effectiveness. Specifically, they offer the following benefits:

They Reach Out To A Wider Range Of Potential Customers

Sure, cyber technology is the new trend, but there’s one fact that remains—not all people have access to the internet, whereas almost all homes have televisions and radios, and many people read newspapers everyday. Similarly, not all people are familiar with the use of the internet. Some may be familiar with computers, but only the basic—checking of email and chatting, for instance—but not with the more complicated methods of web surfing. Therefore, advertising through offline marketing methods ensure improved exposure of your business.

They Provide Fast And More Stable Results

Creating a website, optimizing it, and maintaining it will not only take a lot of money but as well as a lot of time—it takes a long time before many people can see your site, and there’s still no assurance at that. Online marketing can be high maintenance. Offline marketing, on the other hand, provides instant business exposure. And if you market offline by giving away freebies with your business name on it, you’re leaving something concrete that can remind people of, and even introduce them to, your business even after a long time. Online marketing, on the other hand, greatly depends on the skill of the people behind the site—just one marketing mistake can bring your site to the last pages of the search results, never to be seen again.

The Personal Touch Is A Sure Offline Marketing Advantage

Nothing beats people-to-people interaction when it comes to marketing—marketing your product offline through trade fairs, by guesting in seminars and conferences, and other means that involve face to face contact. People will trust you more if they see or encounter you in person, contrary to dealing with an online site with no personal face. Besides, more people trust ads seen on TV and newspaper or heard in radio than those they see online because of the proliferation of online scams. People trust TV, radio, and newspaper commercials and ads because they know who to run after in case problems occur.

Because of all these benefits, there’s a guarantee that offline marketing will remain for a long time to come. So if you want a tried-and-tested means to market your business, go offline and enjoy the offline marketing advantage.

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Common Mistakes In Offline Marketing

Business owners often go all out in their respective marketing campaigns and exhaust all possible avenues to spread awareness about their products and services. Before they know it, financial resources become stagnant and prospective consumers are turned off by the aggressive approach. To avoid this, marketing should be handled with a strategic state of mind. One should be aware of red signals that can lead to the downfall of a particular business. But what are the common pitfalls in offline marketing? What are the best ways to avoid them?

Have you ever experienced seeing a brochure or flyer lying snug under your car’s windshield wipers? Or a salesman sneaking inside a restaurant and delivering a spiel while you’re having a pleasant meal? You hate it, don’t you? Well, if you want to maintain your business’s reputation, you’ll have to tread lightly. When worse comes to worst, your business might end up in trouble and lose more money in the form of fines. So one piece of advice: conduct your business with a professional approach.

With that in mind, here are three common mistakes businesses might want to avoid:

A BUSINESS-CENTRIC METHODOLOGY

A business has to be customer-oriented in the process of product promotion. It has to focus on the customer’s needs, and empathy should be injected into the ad campaign. Adding the benefits would be of great help as well because it creates the overall impression that there are no strings attached.

QUANTITY OVER QUALITY

Another mistake that’s common, not to mention costly, is relying too much on the volume of advertisements being rolled out. Having the money to spare is not an excuse. That money you waste could’ve been utilized for other marketing schemes such as business research, advanced training for employees, and expenditures that the future might require as your business grows. Ad placement requires a lot of strategy and research. It involves targeting the right market and constant pooling of statistical data to find out which sectors bring out the best results. To put it in a nutshell, a prolonged cerebral approach to ad placement will save you money, which can give you leverage in investment for more efficient marketing schemes and data gathering that is relevant and functional.

NOT GOING THE EXTRA MILE

After making a sale, don’t just stop there. Keep in mind that advertising is like a human chain project. Once your products have been bought, further advertising can continue through your current customers. So keep your customers happy by making sure that you are selling something of great value. Make substantial efforts to further improve the quality of your product.

Give out promotions to loyal customers in the form of discount packages, or perhaps a free add-on that improves the quality of the product(such as a free router for long time broadband subscribers). If a customer stays happy for a long time, the word about your product and services will spread. And that can only mean more success to your business enterprise.

Not everything is fail proof, but as long as you keep these things in mind and stay on your toes, your business always has the capability of weathering any storm.

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Going Back To The Basics: Offline Marketing

Looking back, it is not far from today when companies have started putting up their online web sites and preferring virtual marketing as a viable method of gaining popularity among the populace. These online websites are indeed much more efficient in terms of getting the word out to a larger scale making local companies need not worry about advertising their businesses to foreign investors and consumers. Also, since these online strategies are much more practical, more and more companies are making them top priority. But only until offline marketing came to the picture once again.

Revisiting Traditional Marketing Strategies

However, since online marketing has swamped the virtual realm, it then becomes a difficulty for companies to establish their names because of so many rival sites. It is then that recently companies have begun revisiting traditional marketing strategies and even opting to use them once again. In providing offline marketing strategies to their companies, they make it possible for their traffic and popularity to increase overwhelmingly.

Various Offline Marketing Strategies Available

There are a lot of offline marketing strategies available today. For bigger businesses that are willing to shell out a lot of money, they can opt for expensive offline marketing such as radio spots and television commercials. However, there are also those strategies that are rather much more affordable for medium or small scale businesses. These may include local print advertisement, human advertisement and even handed out flyers.

Effective Marketing Strategies To Create Awareness

Television commercials are indeed expensive; however they are very effective in making your company and product popular to a larger scale. Since most households have television sets in their homes, you are sure that your commercials are seen by many. And since you have the option of getting your business advertised for the whole day, you are certain that it is established in the viewers’ minds.

Radio spots or segments are also effective in getting your company known. Before television and cable, there has always been the radio. During radio shows, your company can be announced over and over again to let it sink in into the listeners. This way they get familiarized with your company.

Print Advertisements

In other aspects, print advertisements have gone a long way since then. Not only are print advertisements applicable for bulletin boards or sidewalk walls, but they can be found almost everywhere in the busy streets. You can see them incorporated in buses, in pedestrian lanes, in subway trains, and even in building walls. Marketers have even found a fresh way of incorporating these print advertisements to t-shirts. So when a person wears them, they automatically become waling advertisements for the company.

Truly, having these offline marketing strategies give you as the business owner the freedom to advertise your company in any way you choose. Going back to the basics does not necessarily you are lagging in efficiency. On the contrary, it only means you are even giving your company more room to develop itself and make it more popular to the majority. Yes, with these offline marketing strategies, you can definitely bring more consumers to your online web sites which can double your traffic and income.

It only shows that using offline marketing as part of your company strategies can indeed go a long way as long as you can think of innovative and fresh ideas for your business.

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5 Ways To Improve Your Offline Marketing Ideas

As the author of Word Of Mouth Magic I keep a pulse on what business trends are happening globally and recently I noted, small, medium and even large businesses have started revisiting offline marketing strategies and making them a vital part of their systems (again). It was not a long time ago when companies have disregarded the importance of offline marketing strategies and put their attention to online marketing instead. However, since a lot of web sites are streaming in the virtual realm right now, it then becomes difficult for these companies to compete with one another. Hence, offline marketing has once again found their place in companies and business establishments. With the different strategies you can utilize in offline marketing, there are limitless possibilities as to where your companies can go.

Improving Your Offline Marketing Strategies

In order to improve your offline marketing strategies, here are some ways which you can adopt and utilize for your local businesses. First, you can innovate your use of print advertisements. Traditionally, print advertisements can be found in bulletin boards and walls. However, nowadays, there are practically a lot more places where you can incorporate your print advertisements. You can put your ads on subway trains, on the sides of buses, and even on sidewalk benches. A very unique way of using these print ads is incorporating them in tee-shirts or anything that can be worn. When people wear these items, they automatically become human and mobile advertisements.

Distributing Your Business Cards

Second, it is a great strategy to leave your business cards in local establishments and stores. It is a grand way to let the owners of these businesses meet and get acquainted with you. In addition, it is a great way to form partnerships with these businesses. So, in instances when they need to outsource items or services which you can provide, you can easily help out and it becomes an additional source of income for you.

Being Active In Local Radio Stations

Third, you can have yourself interviewed in local radio stations. However obsolete it may seem, never underestimate the capacity of the radio. Even before the age of television, the radio has already been present. Many people are still listening to the radio and having you plug your business or your company in radio shows can definitely heighten your consumer base.

Promoting In Newspapers

Fourth, you can have your business promoted in local newspapers. You can even advertise for free in selected newspapers that offer such free service. Making use of this kind of traditional marketing strategy is still effective for businesses, since most households and even establishments have daily deliveries of newspapers. When making use of print advertisements however, make sure that you are using the appropriate elements for your ad; for example using the right colors, right fonts and right layout.

Lastly, you can conduct regular activities for your business. You can think of fresh and unique activities that can definitely increase your number of consumers. For example, if you own a coffee shop, you can hold an acoustic night every Thursday night. You can invite local artists to sing and play in your coffee shop for such an event. Not only will you be able to promote your business to a larger scale, but you will also be able to help local artists and bands at the same time.

Other than this, you can even hold book signings, poetry reading, art contests and the like in your shop. Having these simple offline marketing strategies can definitely reach a wider audience as long as you are willing to innovate and experiment.

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