How Offline Marketing
Still Plays a Key Role
in a Digital World
How can your business integrate offline marketing? Contact CMe Automotive
It’s tempting to think that there is a drop in relevance in offline marketing, especially in an age where social media, email campaigns and SEO are dominating. But, even in this world of digital connectivity, you can be assured that offline marketing is far from dead. It can in fact, be a complement to digital and provide a memorable advantage.
If your brand is looking to build deeper connections, contact us at CMe Media to see how offline marketing, such as outdoor and press advertising, can offer unique advantages.
The Offline Revival: Why Traditional Tactics Still Matter
Offline marketing may seem old school, but channels like print, direct mail and events are enjoying a resurrection and this is because in this digital world, the physical experiences are the things that are standing out and more than ever.
Especially in the UK, where we become more weary of online advertising and data privacy, the physical methods are an inviting and trusted way to engage with consumers
Tactile Impact = Stronger Brand Recall
Users scroll without much thought and seem to stop on well designed, well created branded giveaways, which keeps them engaged. It’s a huge challenge with digital ads.
Consider a more tactile method, a memorable experience that hits the spot better than digital content. A beautifully printed leaflet or postcard delivered through a letterbox.
Example: A local boutique brand might send a high-quality brochure ahead of the launch of a seasonal event. Not only does this stand out, but it can build anticipation and a sense of personalisation and even exclusivity.
Local Presence and Community Engagement
Offline marketing allows local businesses to make a visible impact. Community engagement can be increased through posters in coffee shops, branded pop up stalls in local markets to sponsoring local sports teams.
This can be especially powerful for small and medium enterprises, as it fosters trust which, in turn, can create a word-of-mouth buzz for your business and your brand. By increasing community engagement, you are increasing your visibility within the community that you care about.
Tip: Use leaflets or branded merchandise alongside local social media campaigns. Therefore bridging the gap between online and offline community engagement.
Event Marketing & Experiential Impact
Live events, exhibitions and networking helps to humanise your brand in a way that digital advertising cannot. In the UK, events such as trade shows, festivals and industry meet ups are a huge draw for face-to-face interaction and holds huge potential for growth.
Product demonstrations, pop up or branded photo booths can create a memorable consumer engagement which can then create user generated content for your online presence
Tip: To keep the momentum going, always include a digital follow-up. Whether that is a QR code, hashtags, or event specific landing pages.
Direct Mail in the Digital Age
Yes, direct mail is making a comeback. Though this may sound surprising, it is performing a better than you think. Currently fewer businesses are using it; therefore, it is getting noticed more.
Royal Mail data shows that direct mail drives a 70% higher recall rate than digital advertising. It’s 100% GDPR friendly too and can feel more personal.
Used to thank loyal customers, introducing them to new offer or send invitations to exclusive events.
Stronger Integration with Digital Campaigns
Choosing between online and offline marketing isn’t a choice that businesses have to make…Combining the two is the smart thing to do.
Leaflets containing QR codes to websites or social media platforms. The use of geofencing to market ads to your people who physically come into your store. You can even measure ROI by tracking the redemption of coupons from your leaflet drop.
This combined approach maximises reach across multiple touch points
Final Thoughts
Digital marketing is fast, it is reliable and can provide a lot of data in an efficient time. Offline marketing has its place and gives that community engagement that is personable and provides the human touch that the people crave, building trust and leaving that lasting, positive impression which, can make your brand unforgettable.
Get in touch with CMe Media to learn how offline marketing can make your brand stand out of the crowd
