Marketing is one of the most important things any business can do, and it’s essential that your business develops a marketing strategy that’s comprehensive. What defines a comprehensive marketing strategy? It’s one that encompasses both online and offline marketing methods.
Marketing is a varied art, and everything matters. Everything from your blog posts to the kind of packaging supplies that you choose can have a huge impact on the way your business is presented.
What is offline marketing?
Online marketing is pretty self-explanatory, especially given as we live in the digital age. But what exactly is offline marketing? Offline marketing relates to marketing materials that are tangible, that don’t require access to the internet to be seen. This can be anything from billboards to catalogues to marketing mail to radio and TV advertisements – and all points in between.
Is it still relevant?
The answer is a resounding yes – offline marketing has so much to offer businesses of all sizes.
First let’s consider price. Money matters to all businesses, no matter their size, and offline marketing offers fantastic returns for comparatively little investment. Even a simple thing like customising the envelopes and materials you use for packaging can contribute to the presentation of a cohesive and professional brand image. You don’t need a bloated marketing budget to achieve results.
Then there’s the results themselves to consider. Online marketing has become so ubiquitous that it’s almost not even noticed anymore – but advertising that has a real tangible quality, like a leaflet or a sales letter in a custom printed envelope, can have enough appeal to capture interest. With so many things competing for your customers’ attention, anything you can do to make them stop and take notice is worthwhile – but with offline marketing you don’t have to spend much to achieve it.
It can also be a hugely powerful tool in allowing a smaller business to present themselves as a larger and more established one. Think of the biggest businesses in your industry – they all, no doubt, invest in offline marketing as a part of their marketing strategies. You can have a piece of that brand identity and prestige, but without the huge marketing budget you might think it takes.
Attention to detail matters
Making the most of offline marketing materials as a part of your marketing strategy involves attention to detail. That means a cohesive brand presentation, across all marketing channels. If you’re sending leaflets and brochures, they should be sent in customised envelopes. Similarly when you’re sending orders out, do it in customised packaging to give a real sense of brand cohesion.
No marketing plan is complete without both online and offline elements.