Nowadays you don’t seem to be able to reach customers without a proper social media strategy. Young people in particular can only be addressed via Instagram, YouTube or other channels, it seems. Companies invest a lot of time and money in their social media strategy, while forgetting that you can also reach customers offline.
Despite the growth of social media, there is a growing group who are cancelling their social media account . The abundance of information is for many people a reason to become more selective with what they want to follow and do online. And thus freeing up more time for themselves. These are not just young people, older generations have also become more critical in their social media use. Older people, if they can already be found online, are mainly found on a platform such as Facebook.
Confidence in this platform has decreased considerably since the privacy scandals of recent years. Many users have since left Facebook or are considering doing so. And those who have stayed in would prefer personal contact rather than being contacted via their Facebook page. If you want to reach these groups well, it is high time to think about a more traditional way. For example through offline marketing.
Offline marketing
Offline marketing means nothing more than: reaching your target group via traditional media, outside the internet. Think of a billboard along the highway or abri posters in bus shelters. Or a booth at an event or trade show, distribute door-to-door leaflets or promotional gifts Or send discount promotions by mail. The possibilities are endless. If your target group is very local, offline marketing is even the way. These are the most important benefits of offline marketing:
1. Increase your brand awareness
Seeing your name on TV or in the newspaper, or hearing on the radio is a way to reach a large audience and to quickly create brand awareness. Who does not remember: “I am not crazy anyway” campaign by Mediamarkt or “Kruidvat; still surprisingly always beneficial’? Repeat your message and brand name, and brand awareness increases enormously.
2. You show that you are making an effort
A letter on the doormat with stamp and name of the person on it, there will be few people who will not open it. Such a mail item radiates that someone has made an effort to reach you. Read more about marketing by mail. In addition: you stand out and stimulate the curiosity of your target group. Which ensures that your name recognition increases again.
4. You get interaction through the personal approach
A personal approach and offline contact gives (potential) customers the feeling that they are important. You literally look each other in the eye and interact. On the street, at a trade show or during an event. A handshake and a conversation make more impression than likes on Facebook or Instagram.
5. You create an experience
Now that we are talking about it: at an event or during a trade show you have the opportunity to really get your audience acquainted with your company. A kitchen producer can hire a cook who will prepare delicious dishes on the spot, an app developer can immediately show his app and explain it to visitors. Of course you never get that online.
6. You stand out easier
It is difficult to attract or hold attention online. But nobody can miss a large billboard along the highway. A big campaign via letterbox and billboards either. Do you not have such a large budget at your disposal? Think smaller. You can also start a fun campaign to get more brand awareness, also known as guerilla marketing. As a small company with few resources you can have a large reach with this.
