Offline marketing strategies tend to be more expensive than online ones, requiring businesses to develop all-encompassing plans before implementing campaigns. Typically, a company must first decide exactly who they are trying to reach – the target demographic for either new or existing services – and then determine what media channels can be used to reach them.
Market research data can be purchased to bring companies up to speed on the media consumption habits of their target audience. If potential customers tend to read certain magazines, then marketers can strategically place ads in those publications. These ads typically feature consistent messaging about the company as well as brand imagery – the same slogans and logos are used to build familiarity with potential customers.
Recently, offline marketing and online marketing strategies are more frequently used in collaboration with one another. Many companies treat their websites as the central portals of their marketing efforts. Most consumers who want to know more about a company’s products or services will at some point visit the website for information, and contact details. The principle theme between the offline and online marketing partnership is to make the company’s website better known.
Behind the ad campaigns and creative promotional materials, the basic intention of any offline marketing strategy is to increase online traffic, overall sales, and profits. There are various strategies companies can employ to achieve these results, including:
- Direct Mail – “Snail mail,” as it’s commonly referred to, is one of the most commonly used mediums in offline marketing campaigns. Marketers can purchase mailing lists based on demographic data that include people most likely to purchase their products. For example, an online pet food store may order lists of people who purchase pet supplies or medicines online.
- Discount Pricing – Another way to drive customers directly to a company’s website is to offer coupons online. Department stores, grocery stores and countless other companies frequently advertise sales of their products and services in local newspapers and advertising inserts. Rather than including coupons in the newspaper, these ads can instruct customers to print their coupons from the company’s website. If they want a discount, they have to make a stop online.
- Loyalty Programs – To build repeat customers, companies of all sizes often rely on offline loyalty programs. These programs encourage customers to patronize businesses more frequently. For example, a sandwich shop may reward customers with a free sandwich on their tenth visit. Or a professional baseball team might offer a free stadium tour to fans that purchase ticket to 10 or more home games.
