Marketing is the greatest tool a company has in their tool belt. It alone can make or break a business. It helps you tell your audience that your product exists and that your company is providing it at a reasonable price. With the invention of the internet, many businesses are going the online way when it comes to advertising. This has its advantages and disadvantages. It’s become uncertain whether offline marketing still has viability in the current climate. Here are some reasons why it does.
1. It’s more authentic
People are pretty fickle when it comes to ads they want to see. Online marketing has spread alongside the internet and has become almost ubiquitous. But there is a general distrust of internet ads for a variety of reasons. People often feel that whatever they read online has been tailored specifically to manipulate and deceive them. In this way, the internet still lags behind offline marketing methods. A feeling of authenticity is crucial for reinforcing your brand and selling merchandise.
This might stem from the impersonal nature of electronic marketing. All your exposure comes from interactions through an electronic device, instead of being in person. It gives off a fake aura, unlike some real-world interactions like handing out leaflets. People are more inclined to take a look at your business if you give them a business card than if you were to send them an E-mail.
2. Brand awareness is key
Brand awareness is the name of the game when it comes to advertising. With so many competitors in the market, it’s good to have a brand recognition to give you an edge. If you put out an ad online, only the people visiting that particular website will see it. This is great for reaching the widest possible audience, but what if your aims are more local? The best way to get your brand out there is through things like billboards, fences, giving out flyers, etc.
Nobody likes being looked at from an ivory tower. Going out and talking with people and getting to know them shows humility. Even larger corporations have to keep this in mind whenever they plan their marketing campaign. Sometimes you have to appeal to the every-man and they enjoy being addressed in person.
3. Increased cost-efficiency
When working in business, money is one of the most important factors. Everybody likes saving an extra buck. But what if you could make money and save money at the same time? This is certainly possible with offline marketing methods. Online advertising has a couple of disadvantages when it comes to pricing. Buying ad space on a website will get you an ad that doesn’t last too long, and gets fewer conscious looks than you think. Not to mention how much money you’ll be spending on a temporary method.
Getting your business a billboard, on the other hand, gives you several advantages. The ad is up for days or weeks at a time. Hundreds or maybe even thousands of people will look at it while passing by, giving you tons of exposure. It’s also quite a bit cheaper, depending on the location. Less money spent and more money earned, it’s a pretty good bargain.
4. It Expands your horizons
The main point of advertising is to catch the attention of potential consumers. It’s a complicated web of intrigue, getting the right kind of buyer to see the right kind of ad. If your aims are more local, you go for more local demands and exposure. A billboard in town should reflect the people of that town in terms of local jargon and language. This is something you can’t really do online because anyone could be visiting your website. Knowing which one of the views is local is difficult to verify. Concentrating your efforts offline will make it easier to reach your target audience.
Sometimes you can combine the different things you want out of your ad. Proper placement is the key to this. If you place a billboard in a busy intersection on the edge of the city, you’ll get both locals to see it and people just passing by. Fences are a more versatile version of billboards. You can put them anywhere. If you want to surround your building with advertisements, companies like Fence Banner Mesh can provide you with the right fence accessories.
5. The feedback is much quicker
Online interactions are basically non-existent. To know if your marketing is doing well, you have to go through the tedious task of collecting data. Find the relevant information and crunch some numbers to determine whether or not it had any effect. When you’re doing your business in person, it lets you receive feedback immediately through the persons’ reaction and body language.
Interacting with a buyer face-to-face lets you know what part of your approach was liked, and what part needs changing. Intuition can be applied when you’re doing things live. Judging reactions will let you make adjustments on the spot, and maybe sway their opinion or offer something else. Whether a company is big or small, interactions in-person will always benefit their business.
With all the hype surrounding online marketing, it’s easy to disregard what old-fashioned methods are capable of. Not everyone has the internet in their house yet, and those that do still find it too impersonal to do business with. People still appreciate the charm of a leaflet and seeing physical things like billboards in their city.