Working together: online and offline
By Marnie B (@marnieb) in Workflow » Sales & Marketing
Co-existing… too good to be true? Not in marketing. Integrating the online and offline worlds could be one of the best decisions you make in terms of getting the word out about your business. They’re powerful in different ways when apart, but by combining online and offline techniques, you really will benefit from the best of both worlds.
Exposing your business to as many people as possible is absolutely crucial. Even though we live in a highly technological society, we can’t necessarily assume that everyone uses the Internet for his or her main source of information. That’s why it’s so important to cover all your bases.
The following is a guide in how to get offline marketing to work with and promote your online efforts. Yes, you really can teach old dogs new tricks!
The business card
The business card is arguably the most important marketing tool for any business. It does all the talking. It may sound simple, but your card should definitely include your web address, as well as name, phone numbers and email contact. For those technologically inclined, this would be a great indicator for them as to where to get more information about your business.
Print advertising
Everyone consumes some sort of print media, whether it be a newspaper, magazine or even a catalogue. Advertising in print is still extremely effective and it’s quite easy to circle in on your target market because there are so many different publications out there. If you are trying to attract a younger market, you could include details of your Facebook or MySpace group in your ad. Or if the professional market is who you cater for, why not include the web address of your blog? It’s tiny but thoughtful touches like these that will set you apart from textbook marketers.
Flyers
Trying to get the word out there? A cleverly designed flyer will often do the trick. What’s great about flyers is that you can put them anywhere and everywhere. Mailbox drops are still popular, even in the age of email.
Tip: Include details of how an individual can sign up to your e-newsletter. Chances are if they love getting mail, they’ll love getting email too!
TV and radio
These two mediums have survived despite of the Internet, and remain strong in terms of their marketing and advertising capabilities. Not everyone has mobile Internet, so the radio still holds its place – especially with those who work 9 to 5. Whether it be in the car or a portable radio, most businesspeople usually listen to the radio at some point in the day. The TV is no different. An important thing to remember here is simplicity. If you want radio or TV advertising to promote your online business or marketing efforts, you need to be clear and concise, especially with your web address. Keep it short, keep it punchy, keep it to the point. Leave them hanging for more. They’ll definitely want to visit your website afterwards.
Merging the online and offline is as easy as that and it really takes no time at all.
It can also work the other way as well – you can use your online marketing to promote offline techniques. Remember to give customers and clients options; maybe they would like an information pack sent directly to the house? Even a small thank you note sent in the mail can be more appreciated than a one-line email. It’s true that people still like a little bit of old-fashion charm.
From now on, don’t think of the online and offline worlds as mutually exclusive. Think of them as partners who can compliment each other. Instead of alienating people or groups, employ as many old and new tools and techniques to best promote your business. You’ll have plenty of customers and clients in no time, both young and old and from all walks of life.
Written by Louise Meers
By Marnie Bergan
Marnie B is a graphic designer based in Australia. She blogs about design when she's not designing or sleeping, and loves cupcakes, her iPhone and tweeting.
You can find out more about Marnie here or you can catch up with her online via Twitter or Facebook.
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