No matter if you use in-house marketing or agency services, coming up with innovative tactics can be difficult. Your customers’ trends and interests change over time, sometimes seemingly out of the blue. Following these patterns successfully requires constant monitoring and iteration and even then you might fall flat. However, some tactics have proven to stand the test of time.
While offline marketing takes a very different shape in today’s world, it is still prevalent all around us. But which offline marketing tactics can be shaped, adapted and made use of in the digital world? Let’s take a look at some actionable examples of tactics that are still useful in both offline and online customer interaction.
Integrate into social media
It takes only a second for anyone to come up with offline alternatives to social media platforms. Yesterday’s coffee shops, bars, and public parks have become Facebook, Twitter, and Instagram of today. Brands that integrate themselves with social media platforms and establish good communication with their followers often flourish successfully.
Brands such as Oreo have taken the social media by storm and keep pushing the envelope in what we consider social media content. This is important for brands with actual store shelf, offline products that need advertisement. Advertise your real-world products and services through platforms such as Facebook for some easy exposure.
Calls to action (CTA)
CTA’s have become a norm when it comes to digital advertisement and email marketing in general. However, these customer-centric actions started as offline promotional campaigns. Remember receiving a free sample of hair product, makeup or even food?
“All of these products usually had a secret message for you to receive once you finish consuming them. This message usually focused on actions that you can take in order to reach out to the company, buy more of their products or simply tell your friends about it.” – Amanda Sparks, marketer and founder of TopDownWriter blog reveals.
Doing the same with your own digital advertisement is simple and straightforward. Some of the most successful CTA campaigns have adopted a “tester” principle and continue to bank on it. By providing a small dose of your content or service to someone for free, you can easily turn them into a full-time customer without any difficulties.
Point of Purchase (PoP) selfies
If you have retail items ready for sale, why not use them for your advertisement needs? Point of Purchase (PoP) and Point of Sale (PoS) testimonials and selfies uploaded to social media can significantly boost your engagement. People that see other people having fun with your products and brand will want to jump in and experience it for themselves.
“Using an offline sales strategy to promote your brand digitally is a two-step process with very little planning involved. All you have to do is ask willing buyers or passerby to take pictures with your staff and post them on social media.” – Adrian Johnson, lead marketer at CanadaWriters, explains.
Placing specialized hashtags and taglines on that content is also a good idea. Sometimes the easiest strategy is the right one to follow up on. Don’t waste the opportunity for seemingly free digital marketing by passing on willing participants that want to contribute to your online visibility.
Organize real-world events
No matter what product or service you sell, chances are that you are viable for being an event organizer. Organizing charity events, conferences, public gatherings or other forms of events can prove very lucrative for your brand. This type of recognition can help you be seen by other companies, potential investors as well as new customers.
While this is an offline marketing campaign at its core, you can easily implement online strategies into it. For example, posting live videos on social media, commenting on pictures taken by the participants and other forms of online interaction work wonders in these cases. If people see that you are willing to go out of your way to host a public event (in order to promote your brand), they will surely give you the benefit of doubt and try your products in the near future.
As Braden Becker explained in his article for HubSpot, “When an engagement marketing campaign is event-centric, it’s dedicated less to the type of event – like a concert, festival, conference, etc. – and more to interactions between the brand and the customer.”
QR codes matter
QR codes have come a long way since their inception. What started as a funny little side-note on packaging materials quickly evolved into a multifaceted marketing tool. You can easily implement QR codes both into online and offline marketing.
Combining the same technology into two different strategies can improve your customer engagement and bring in new followers. For example, QR codes can be found on your website, blog, social media pages as well as any multimedia content you post online. Following that code can lead customers to discount codes, secret pages, promotional campaigns, and other exclusive goodies.
These same codes can also be printed anywhere you choose and because of their versatile nature; they will be seen by many. Today, every smartphone is able to scan QR codes and make the most of them – why not use that trend to your advantage?
“QR codes can be a very versatile marketing tool.” – Emmy Reeves, marketing specialist at BestWritersCanada shares. “We used them for example to track the efficiency of our marketing campaigns. We added QR codes to some of our printed ads and measured how many people used them to get to our site. It was a simple A/B test, and we found the spots where our advertisement efforts reach more customers”.
Billboards equal banners
Billboards have also seen their fair share of evolution over the years. Today we can come face-to-face with bus stop light boxes, posters, huge billboards, and other flat print content. However, this same content can easily be repurposed and used online for advertisement purposes.
Think about it – the same piece of design used in two different mediums can cause an “a-ha” moment for anyone familiar with both. People that see your billboard will immediately recognize it online and vice versa. Creating this type of consciousness around your brand can help you grow an audience as well as a stable presence.
“Both billboards and online banners tend to be active for months on end, which means that brands can benefit significantly from using them. If you have the means to rent ad space, make sure to check this tactic out thoroughly.” – James Daily, content manager and the author of Brainished blog suggests.
Be inclusive (Conclusion)
Brands that respect their customers’ opinions and act on them are usually the ones that prevail in today’s market. The name of the game is “customer experience,” so make sure to include your followers into any decision you are about to make.
Combining offline and online advertisement can bear fruit even if your audience is millennial and tech-savvy – everyone likes to engage with content outdoors. Following that up with quality digital content, however, is another matter entirely. Follow your brand’s mission statements to the letter whenever you consider using new and untested advertisement tactics.
Your long-term goal should always be brand loyalty, with increased revenue coming in at close second. Test the waters of some of these tactics and see if you can fit your brand into a new and exciting marketing campaign that people will assuredly remember.