Traditional marketing is not dying – it’s dead!
Sergio Zyman, CMO of the Coca-Cola Company, 1999.
It is true – the traditional way of advertisement is on its deathbed, and we are rapidly getting online on a global scale. Think of any product that you cannot find online. That’s actually a really hard task, isn’t it? Now think of any product that is online, but not offline as much. Bingo.
As we are approaching the era of Internet of Things, our cars, toys, all kinds of devices, clothes, even food can be ordered and delivered through a simple online. Everything is getting promoted through social networks and online services.
On the other hand, there are a few old methods that can still help you get some exposure, and if you know your target audience well, they can guide traffic your way. Let’s take a look at some of them.
Promotional products
Having your brand’s name printed on a shirt, on a cap, or on a mug, will certainly get you a decent amount of publicity. The whole idea is to get in the faces of people walking by, and by investing in some high-quality products you will be able to do that exactly.
Keep in mind that your promotional product should speak out about your service or company. So if you are printing something other than your logo, make sure that your message is clear and easily understood, and in a respectful tone.
Guerilla marketing
What better way to stand out than to actually stand out? Nothing delivers the message better than a unique idea, a creative design, and a decent hype around it just to make sure everyone will get it. The audience loves this bold way of advertisement, and they will undoubtedly identify with your venture if you promote it right.
People often get crazy when they start developing a guerilla marketing project, and you shouldn’t restrain as well, but always bear in mind that this form of art may offend someone. Feel free to get witty and bold, but don’t get tacky and tasteless.
Billboards and paid ads
A giant sign that says YOU’RE THERE will absolutely catch everyone’s attention. The only trick is putting it on the right spot and getting it in front of your target audience. It’s not enough to put it somewhere where everyone can see it, you need to predict where your future clients might be.
If you are selling school supplies, you will probably get a sign near the elementary school, so that when parents are driving their kids to classes, they can see it clearly. If you are selling sports equipment, you should absolutely invest in the court-side commercial space, and when your customers buy basketball tickets, they will also get a hold of your store’s discount sign.
Whatever that you decide, keep your investments smart. Online content marketing actually costs 62% less than any traditional form of marketing, so whatever the message you are trying to deliver is, make it worth your time and your funds.