Offline marketing – the underestimated underdog in today’s marketing landscape

It’s not that [almost] everyone’s just awestruck about digital marketing – they legitimately think offline doesn’t stand a chance in society now.

With more people now connected via smart devices now, it seems less people are watching TV. Or reading magazines.

Maybe they aren’t even looking up while commuting, at the neighbourhood hoarding.

Oh wait, I forgot – most of us white-collars work from home now.

Aside from the moral crisis we have going on here (ahem, too much screen time, iPad babies), many business leaders and marketing pros have sidelined offline marketing for good.

“Offline leads to a dead end for engagement analytics; digital tells me exactly who viewed my ad, and what they did.”

“I can control exactly how much I spend on digital ads; I can even start with pocket money. This is more accessible and inclusive! Unlike bulky hoardings and banners”.

“My elderly mother ends up watching an engine oil ad on TV each morning. She’s not the demographic! TV commercials are useless – digital is undoubtedly the way to go.”

The last one is a real confession – and almost verbatim.

Here’s the thing:

You don’t need to know precisely who checked out your ad, when and why.

When you try to get too granular, you end up going down a rabbit hole that makes you miss the big picture.

So do the exact opposite: take a step back and look at the big picture.

An ad, at its core, is a call for awareness: look at me, I’m a product or service that can do XYZ for you, and can add value to your life.

Repeat it enough times, or perpetually, and you stand to become a household name (provided your product or service is up to par, of course).

And no, you aren’t likely to heighten sales from the first hoarding. Again, it’s an incremental process.

Contrary to what the masses tell us – you don’t need to be rushing and scrambling to get ahead of your competition.

Slow and steady still wins the race. And in this context, it means a solid product that is followed by realistic and straightforward advertising – online AND offline.

So no, not everything needs to be data-driven. You don’t need to pinch pennies around those who aren’t part of your demographic. So stop sweating the small stuff.

If grandma sees your engine oil ad, your campaign hasn’t gone to waste.

Awareness will happen, as your ad is open to everyone through offline marketing.

And honestly, that’s all you need.

Next, let’s address something that focuses on physical proximity – and the efficacy of offline marketing for this.

Think about your target customer.

And then think about where you offer your products and services.

Mind the fact that it’s more so where, and not really what.

Because, where you operate can determine how you market/promote your products and services.

This is especially applicable to businesses that sell their products and services offline.

A food festival. A grocery. A yoga studio.

Sure, you can’t go wrong with online marketing. It’s the norm after all, right?

But here’s the kicker: you’ll be competing with the umpteen businesses that think digital advertising is lit.

Not that that’s a bad thing, but if you’ve got alternative options, why not consider them?

For example, knowing where your prospective customers frequent is a great place to start.

See a hoarding that can get eyeballs in the area? Pick up the phone and inquire about rates.

How about partnering with other establishments in the area? Discuss what you can offer as an incentive for said establishments to send prospects your way.

If your prospects need to visit you offline to purchase your products and services, using offline marketing channels are bound to be more effective.

Sure, run a couple of ads on Insta if you like – but see these more as a supplement, than the foundation.

If you would like to share your opinions regarding the content on our blog, please email us on media@sunshinestrategic.com.

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