Offline Marketing: the traditional that is far from obsolete!

Even with digital revolution that changed the way we do marketing, there are still strategies that have survived for decades, such as Offline Marketing.

Although there are those who say that this is an old technique, or worse, that it is dead, this is far from being true. After all, many invest in online and offline media to run their campaigns to this day.

This happens because the offline environment helps to strengthen and reinforce the positioning of brands, in addition to making customers remember your business when they need a similar product or service.

But, let's be honest, Offline Marketing is still everywhere today. If you are reading this text in an urban area of ​​a city, look out the window. It is very likely that there is a billboard in your area of ​​vision.

What is Offline Marketing?

As many already know, or imagine, it is marketing that covers all non-digital means of dissemination, such as:

• Cold calls;
• TV;
• Radio;
• Newspaper;
• Outdoor;
• Magazine.

In fact, Offline Marketing's main objective is to disseminate brands in the market, making use of traditional media to reinforce their Branding and Positioning. And when we talk about traditional media, we refer to physical newspapers and magazines, analog radio, television, among others.

This strategy is very common for large companies and multinationals. After all, who has never come across an advertisement for a new car model from a German brand that takes up two pages of a magazine? Or even the emblematic “margarine commercials” broadcast between TV soap opera breaks?

However, contrary to what many think, this marketing technique is not just for colossal brands. In fact, medium or small companies can also, and should, invest in Offline Marketing.

For example, in the case of medium-sized companies, traditional media can be used, such as airing a radio commercial, billboards or advertisements in local magazines. This way, you can reach a greater number of people, attracting and winning more customers.

For small businesses, you can use flyers, folders or smaller advertisements in local newspapers and magazines, until you obtain resources to invest in larger and more diversified vehicles.

Below, you can see some of the numerous benefits of investing in Offline Marketing, even in the context of digital ascension.

The benefits of investing in Offline Marketing

Although the Digital marketing has dominated the world of advertising in recent years, it is important to remember that Offline Marketing has advantages that make it an excellent choice for many businesses. Some examples are:

Credibility

They have been using common communication channels for a long time. This makes them convey more credibility to their actions. Especially in the era of “fake news”, which circulates digitally.

greater reach

Although the internet is present in almost every corner of the world and transmits information at a unique speed, traditional media still offers a very large audience reach. This is because, in Brazil, there are still people who do not have access to the internet, or who actually prefer traditional means.

More intimate relationship with the customer

Digital channels are known for their ability to provide unity and relationships between brands and people, in a very efficient way. Still, even in Offline Marketing it is possible to be close to your audience, have direct contact with them and understand the pain that affects them.

As is the case with the delivery of flyers. Through them, you get direct contact with the customer and can even talk to them. Or, offering personalized gifts, which make the customer experience even more satisfying.

Specifically this last strategy was the subject of several studies that proved: consumers value gifts more than discounts. And as an extra advantage, you strengthen your brand, after all, it will be remembered every time someone uses the item.

How can we help you

To create an effective offline campaign, you need to follow some steps, such as:

Define the campaign objective: Every planning needs an objective, be it marketing, financial or campaign. After all, having a well-defined objective will help a lot in your efforts, team building and project execution, as well as making it easier to check the ROI (return on investment).

Know your persona: Knowing the persona is always essential for any action, whether online or offline. Therefore, this will define very important points, such as: the look of the campaign, the means to be used and the tone of voice.

Channel choice: This stage is when we take into account where the persona is, what their habits are, what they consume, to be able to choose the best vehicle for the campaign.

Analysis and measurement of results: Measuring results is a constant in many marketing actions. After all, it is from them that we know whether we have achieved the campaign's objectives and also acquire valuable data that we can use in future campaigns.

However, as you can see, they still widely use Offline Marketing to promote campaigns. Therefore, it is still possible to implement it together with online actions, to reach and retain even more consumers.

How to combine offline and online?

Although offline strategies still perform well for many businesses, the current relevance of online resources for promoting brands and companies cannot be denied. Therefore, the best solution is to combine both strategies, thus achieving the company's maximum potential.

But after all, how to do this?

Online publications of offline marketing actions

Whenever an offline marketing action is carried out – such as events, promotions, etc. – it is interesting to publish them on social networks, promoting a connection between the two universes: digital and analog. In this sense, an interesting solution is to place QR Codes on physical marketing materials that link to the company's website and other digital media. This way, the public can have easy access to this information.

Foster online interaction

When a restaurant provides an 'instagrammable' environment and highly decorated dishes that fill your eyes before filling your belly, it is certainly investing in online and offline marketing. After all, while ensuring the Clients satisfaction during the meal experience, it also encourages the publication of images of that moment.

However, it's not just restaurants that can do this. All business segments can encourage online public interaction through offline actions. Of course, each company needs to evaluate its possibilities, but some examples of how to do this are:

• Technical visits with customers in factories: people can publish images of the experience and interact with company publications about the event;
• Customized packaging: Do you know when you receive a beautiful package, with gifts (even symbolic ones), accompanied by a card with our name and a nice message? This is an important differentiator, which can provide a lot of interaction on social media.
• Events: The power of online event engagement is undeniable. Nowadays, it is very common for people to share their remarkable experiences on social media. It would be no different with participation in an event of a company that is a customer or admirer.

Acquire leads with free samples

Some consumer goods and even services companies have opted for an interesting solution to acquire leads. In the same way that in digital marketing, we can offer rich materials – such as e-books, guides and digital manuals –, offline and online marketing can be combined by offering free samples in exchange for lead data .

This way, you can show some of the quality of your product or service to people who already have some interest in the company. This strategy is especially common in cosmetic brands or beauty clinics. However, it can be adapted to the most diverse business segments.

Invest in multichannel vehicles for advertisements offline marketing

Buying advertising space in newspapers and magazines is one of the most traditional offline marketing strategies. On the other hand, purchasing advertising space on websites and blogs has equivalent importance in digital marketing.

Therefore, why not invest in vehicles that have both a digital and physical presence? This strategy is interesting because it allows the advertiser to relate to their audience, regardless of their preference for consuming content online or offline.

An example is the Mais Expressão group, which has a physical newspaper, digital newspaper, magazine and news portal. There are several points of contact with the public, which guarantee the advertiser greater chances of impacting potential customers.

The ad, in turn, can be adapted to the parameters of each channel. Advertising for the physical newspaper, for example, may contain a QR Code that leads to the brand site, just like the news portal can lead to a landing page when clicked. One thing is certain: the possibilities are numerous!

With this in mind, if you want to bring more credibility to your company and increase the reach of your marketing actions, consider planning an Offline Marketing campaign.

So, if you want to plan a Marketing campaign Offline, Online or both, contact Beatz!