Brochures, direct mail, trade shows, events, catalogs, etc. — Call them old fashioned, but many companies find that these offline marketing strategies still have a place in today’s digital age. How do you make sure you can get the biggest return on investment from going ‘old school’ and adding an offline, more traditional element to your marketing? In Part #4 of our How to Generate More Leads series, let’s review some common practices of offline marketing and some time-tested tricks of the trade!
The Number One rule for every piece of marketing material you produce: make your message or unique selling point as clear as possible. Just because you have limited space on a free pen or two sides of a brochure doesn’t mean you can’t explain who you are and what you’re about.
Be sure to track phone numbers, contact information, touch points, and successful conversions so you can analyze the effectiveness of your offline campaign just as you would with an online campaign. Just like online tactics, you want a clear view of what works and what doesn’t so you’re always getting the best return on your marketing spend. Take a look at highly rated Callrail for tracking offline marketing campaigns and get insights on what's really working and what's not.
Print advertising means using physically printed material to promote your business. In an online world, remember that some trade publications, newspapers, and magazines are still relevant forms to reach business customers and potential leads. Other popular options include brochures, fliers, billboards, and posters.
Another form of print advertising is direct mail to communicating with potential customers using a targeted mailing list. Be sure to utilize quality printed materials to set a high level of expectation with what you offer. Thick and glossy printed materials display well, and portray a high sense of quality that reflects on you as a company.
Direct mail should have a clear message and a strong Call to Action (CTA) in order to produce the best rate of response. It is a good practice to offer recipients a few different ways to respond via email, telephone, and your company website, but make sure your have tools in place to track conversions to measure the effectiveness of each campaign, medium, or channel.
- Appeal to the Senses - offline marketing means you can touch, feel, and smell what you’re reading and looking at, so make it count! Don’t compromise quality.
- Include Digital Channels - make sure you include your email address, website link, and social media accounts. Try to make sure everything is connected!
- Promotional Items - if you do trade shows, offer a free goodie bag with branded promotional items. This will not only bring visitors to your booth and generate buzz, but will keep your company’s name in the forefront of someone’s mind anytime they use that item (e.g. a pen, USB stick, notebook, cap, etc.).
- Offers of Value - offering something free in some way: free trial, buy one get one free (BOGO), etc. are a great way to get your name out there and have potential customers get a taste for what you do!
- Include Samples - many high-end manufacturers include a small sample of what they sell, so customers can see/feel the material and get a sense of how it fits in with the whole purchase.
- Improve Direct Mail Response - make responding easy by using pre-paid reply envelopes to boost response rates!
- Referrals - offering a reward for each referral can be a good way to generate new business from existing customers. Just remember to balance the value of the reward to the referral.
- Host Events - business events like networking events, social events, training programs, conferences, and seminars can be a great way to put your business in front of managers and decision-makers.
- Speak at Events - similar to hosting events, volunteering as a speaker can give you and your business credibility and allow you the opportunity to network with prospective customers.
- Business Cards - first impressions have been won and lost through these tiny pieces of paper. Be sure to include your name, company name, job title, email address, and phone number.
So you’ve held an event, handed out promotional items, and are running a buy-one-get-one special, but when people visit your website it’s a complete mess? Avoid this situation by reviewing our Checklist of 11 Must-Have Features for Industrial Websites.