Considered more expensive and rigid than digital marketing, offline campaigns have long lost their popularity. With its flexibility, a wide variety of options, and the ability to connect with the audience on a more personal level, it’s no wonder that digital marketing became the major channel for small and medium-sized businesses.
But the ever-growing competition has taken its toll on the world of digital. In Australia, Facebook’s Cost Per 1,000 Impressions (CPM) is $6.40 compared to a global average of $1.80, which is way too expensive for owners of smaller businesses. According to YuYuvalen-Izhak, Socialbakers CEO, ad costs in Australia are higher due to the maturity of the market and the volume of advertisers.
So how can SMEs stand out in a crowd and reach the right audience without going bankrupt? Let’s take a look at what traditional marketing has to offer.
1. Snail Mail
Yes, direct mail is still an effective marketing strategy. A study by Canada Post showed that it takes 21% less cognitive effort to process and understand regular mail, meaning your audience is likely to respond better to your direct mail campaign. It also has a better response rate: 4.4% compared to email marketing 0.12%. Don’t forget to include a promo code or a discount so receivers have no other choice but to check out your offer.
If you want to promote your brick-and-mortar store, there is nothing better than a multipurpose banner. Providing high visibility, a bright banner will help with brand recognition and will increase the number of visitors. According to the Outdoor Advertising Association of America, every out-of-home dollar generates $5.97 in sales as signages and vinyl banners motivate from 15% to 45% of customers to stop on impulse.
3. Event Marketing
How many times did you attend a business event or a trade show in 2018? Probably not enough. To win new customers and build meaningful business relations, identify 4-5 business events that are relevant to your core activity and be ready to network. Even though these days people heavily rely on LinkedIn and cold emails, faceless interactions will never beat meeting someone in person.
4. Turn Your Business Card into a Money-Making Machine
When it comes to business cards, your potential customers and partners will expect something traditional. You can leverage that notion and create a business card that grasps their attention. Add a catchy CTA, link to your online assets, and headshot to show people that you are approachable. Stop printing dull, unattractive business cards and hire a graphic designer to come up with something more creative.
5. Send Your Message Across the City
Another clever hack is to print window stickers and ask your employees to put them on their windshields. Your little sticker ad on wheels will reach a wider audience and drive (pun not intended) more people to your website.
6. Print Media Advertising Is Still Relevant
If you are in Finance, Travel, Retail, or Automotive sectors, using newspapers as a channel for ad campaigns can improve your marketing effectiveness. Your travel marketing efforts can be 3 times more effective if you invest in a newspaper ad! More expensive than the above-mentioned options, print media advertising can have a number of benefits for companies with bigger budgets.
Digital or Traditional?
Both Digital and Traditional marketing have a number of obvious benefits. However, to strengthen brand recognition and improve sales in 2019, sticking to only one option won’t cut a deal. If you want to have a thriving business, especially in the hyper-competitive Australian market, you need to combine different techniques in order to find a perfect mix.
Traditional and Digital marketing can co-exist and aid each other, and you should definitely combine 2 in 2019. Only by experimenting we can find a solution that works the best.
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