This guide outlines the traditional marketing tactics that are still effective — and too often ignored in today’s digital age.
We live in a digital age. So, it is not surprising that most business owners focus their marketing efforts on that medium. There is a tendency to assume that none of the old-school traditional marketing methods work anymore. But this is a mistake. In reality, they are still highly effective, surprisingly cheap, and very easy to deploy.
Let’s start by describing what traditional marketing is. This format encompasses all the most general marketing techniques, whether offline: TV, radio, printed materials, telemarketing, among others, or even in the digital environment: Social networks, websites, blogs, email marketing, advertising on search engines, spots for streaming platforms, etc… In both cases, the goal is to reach the correct audience through studies prepared in advance and actions performed by professionals.
For those who are thinking about whether using traditional marketing strategies in their hosting medium works, in fact the answer is “Yes”. The strategies of this marketing can help any businesses, but the ideal is actions specifically designed for their segment.
Based on the application of strategies to obtain intended results, traditional marketing itself is also considered as a science and an art in the exploration, creation and also in the delivery of values that satisfy the needs and desires of individuals, with profit as a final result.
Thus, you will have your own vision for the reality of your company and will be able to meet all needs by adapting campaigns to your reality
Effective traditional marketing tools
Below are a few examples of what we mean for effective traditional marketing.
Professional quality photography and videos
We live in a visual world. Humans have always responded positively to images. A picture really does speak a thousand words. We have a remarkable ability to remember the images that we see. One study showed that, on average, people can look through 2,000 pictures and remember 90% of them, several days later. This is far better than the level of recollection for words. You can read more about this by clicking here.
Physical items to give away
Many business owners consider branded pens, and other items, to be an old-fashioned form of traditional marketing. One that could not possibly work in the modern world. Even though many of them have promotional items that other firms have given them sitting on their desks.
When the British Promotional Merchandise Association (BPMA) surveyed 1244 business owners they discovered that 89% were using promotional pens. In addition, over 60% of them were drinking from mugs that bore the name of their suppliers.
So, it makes sense for businesses to use these traditional marketing items, or something similar. These days promotional baseball caps and t-shirts also work surprisingly well — Provided that they are of good quality, and the graphics are professionally produced.
Leaflets
Leafleting is still highly effective and flexible traditional marketing. But it needs to be done in the right way. This article explains some of the ways modern businesses can wrap leafleting into their marketing efforts.
Digital signage
This last one is a relatively recent promotional innovation. For the owners of physical outlets, marketing using digital signs is highly effective. Yet, it is something that relatively few store, clinic, gym, bar, café, or restaurant entrepreneurs think about using. Even though these screens are not expensive to buy or run.
They are highly versatile for traditional marketing. Digital display screens can be set up and be used in the following ways:
- Mounted on sandwich boards to tempt passing foot traffic into a store or other physical retail outlet
- As an alternative to in-store posters and banners
- To display short videos to demonstrate products
- To share important information with customers that may help them to decide to buy from you e.g., details of your free delivery service or what the warranty covers
- To help create an ambiance that makes customers feel more comfortable and likely to buy
- At trade shows and expos
The fact that the store, bar, café, gym, restaurant, salon, or clinic owner decides what is displayed and when makes them a highly versatile form of marketing. It is possible to create adverts for each demographic and display the ones that are most relevant for the people that are in store at a specific time of day.
In addition, most have built-in software that enables business owners to quickly create their own advertising or informational content. As well as track how well each advert converts. Those short videos, GIFs, adverts, etc. can easily be resized or reformatted and used online. They are especially good for use with social media marketing.
Given the fact that images are so effective, it makes sense to ensure that they are of the best possible quality. It is OK to, on occasion, use photos that you or your staff take. However, it is well worth investing in professional shots and videos. Especially if you plan to use them for in-store marketing or large campaigns.
But, you do not necessarily have to spend a fortune to do so. For example, when you sign the right digital signage contract, the deal will include access to thousands of professionally taken stock images and video clips. All at no extra cost. In many cases, you will be able to edit and use them in all your marketing campaigns. Including things like banner ads for your website. But don´t just assume that this will be the case. Double-check what your usage rights are, make sure you have it in writing, and note the source of all images or videos you use, for whatever purpose.
Summary
There are more forms of traditional marketing that may work for your business. But these are the ones that are most likely to have a positive impact on the current market environment. If you do decide to try any of these or other ways of promoting your products or services, don´t forget to keep track of the cost and the effectiveness.
