Need to find the best way to market your business? You have two choices here: online and offline. Online is the latest marketing trend today, one that focuses on the internet as the primary marketing tool. Offline marketing, on the other hand, makes use of traditional methods to promote a business. Although many people will tell you that online marketing is the best way to go, there is still an offline marketing advantage and appeal not found in internet marketing.
If online marketing is so popular, then why do offline marketing methods remain? Well, the answer is simple: these methods have been tried and tested, and they have withstood the test of time when it comes to their effectiveness. Specifically, they offer the following benefits:
They Reach Out To A Wider Range Of Potential Customers
Sure, cyber technology is the new trend, but there’s one fact that remainsnot all people have access to the internet, whereas almost all homes have televisions and radios, and many people read newspapers everyday. Similarly, not all people are familiar with the use of the internet. Some may be familiar with computers, but only the basicchecking of email and chatting, for instancebut not with the more complicated methods of web surfing. Therefore, advertising through offline marketing methods ensure improved exposure of your business.
They Provide Fast And More Stable Results
Creating a website, optimizing it, and maintaining it will not only take a lot of money but as well as a lot of timeit takes a long time before many people can see your site, and there’s still no assurance at that. Online marketing can be high maintenance. Offline marketing, on the other hand, provides instant business exposure. And if you market offline by giving away freebies with your business name on it, you’re leaving something concrete that can remind people of, and even introduce them to, your business even after a long time. Online marketing, on the other hand, greatly depends on the skill of the people behind the sitejust one marketing mistake can bring your site to the last pages of the search results, never to be seen again.
The Personal Touch Is A Sure Offline Marketing Advantage
Nothing beats people-to-people interaction when it comes to marketingmarketing your product offline through trade fairs, by guesting in seminars and conferences, and other means that involve face to face contact. People will trust you more if they see or encounter you in person, contrary to dealing with an online site with no personal face. Besides, more people trust ads seen on TV and newspaper or heard in radio than those they see online because of the proliferation of online scams. People trust TV, radio, and newspaper commercials and ads because they know who to run after in case problems occur.
Because of all these benefits, there’s a guarantee that offline marketing will remain for a long time to come. So if you want a tried-and-tested means to market your business, go offline and enjoy the offline marketing advantage.
If you think promoting your business or website online is not giving you your much desired traffic and visitors, you may want to start thinking about doing your marketing offline. Unknown to most online marketers, offline marketing is a very strong means of business or website promotion. There are different offline marketing methods you can choose from, and all these provide various benefits.
As the name implies, marketing by print pertains to posting advertisements via paper. You can do this in three different ways, as follow:
Newspapers and magazines. This is an expensive print marketing option because you will have to pay for ad space. Depending on the popularity and circulation coverage of the paper, you might pay higher if you’re advertising with a big company. But, the benefit is that you’ll get possible customers in an instantthose who read the paper will know about your business at once.
Flyers and leaflets. This is a less expensive print marketing option because you won’t have to pay for ad space. All you’ll need are paper, printer, ink, and people who will do the posting or handing out of the flyers and leaflets. Its benefit is that it would be up to you how many people you reach.
Press release. This is another print marketing method that is not as expensive but almost as powerful as marketing via newspapers and magazines. And while you’ll be promoting your business, you’ll also be giving the press people a topic to write about. And, you won’t have to pay much with this method.
Live Commercial Marketing
Unlike all other offline marketing methods, this type of marketing makes use of live broadcast in television and radio. Similar to newspapers and magazines, you also pay television and radio stations for airing space, or airing time, for your commercials. This is also an expensive option but with tremendous benefits, considering that almost all households today have televisions and radios. Besides, watching television and listening to the radio are activities common to both young and old, and to men and women alike. So, your audience and potential customers will come from various generations and from all walks of life.
Sponsoring Or Participating In Events
It could be a seminar or a workshop in your field, or even an event like a charity. You can be the host or you can also be a guest. By showing yourself to people, your target customers, it’s easy to establish trust among them and it’s easier to convince them to go for your product or service. You’ll also be given the chance to explain to them what your business is all aboutanswer their questions, hear their comments personally, and see their reaction, something that is not possible with online marketing.
Giving Away Freebies
Everybody loves freebies, and you can use this to market your site. Give out stuffs that contain your site URL, from bumper stickers to caps and similar items. Like giving out flyers and leaflets, the benefit with giving away freebies is that you can decide just how many people you can reach
All these offline marketing methods are available for you to choose from. When employed properly, they are powerful methods to promoting your site and business.
In the olden days, products were sold personally. They were marketed through cajoling, persuasion, and to some extent even manipulation. This is somehow humiliating on the part of the seller, especially if he is not born as a natural salesperson. This is also annoying to the targeted customer. Such marketing strategy wastes a lot of time and effort, both on the part of the seller and the buyer. With the advent of new technologies, new products and services were developed and invented. This gives rise to the evolution of offline marketing.
Today, there are already different forms of media used in marketing:
Newspapers, magazines, radios, and televisions are now deluged with advertisements.
Posters, leaflets, flyers, and banners are also used as advertising tools.
Business cards and brochures are handed personally to people or sent through snail mail.
A Little History Of Marketing
During the industrial age, mass production became very efficient. More products were produced at a lesser cost and with lesser man hours used. This gave rise to more product variants such as several variants of goods like toothpaste and shampoo, as well as more models of machines like automobiles. More luxury products were also developed such as facial wash, nail crme, hair colorant, foot moisturizer, and many others.
To market these non-basic or not-so-essential products, the psychological psyche of the individual was targeted. Specifically targeted was the self esteem of a person, which was identified by Abraham Maslow, a renowned psychologist, as one of the needs of individuals. Very popular celebrities in the field of entertainment and sports were employed as commercial models.
The ads were very costly, although very effective, because the customers liked to be identified with their favorite celebrities, though indirectly, by using the products that they were endorsing. This part in the evolution of offline marketing is responsible for making the products and services very expensive.
Today, some more sensible businessmen use other forms of marketing strategies that are more cost efficient, such as the following:
Giving product samples, free trials of products and services, price discounts, and product giveaways.
Hiring staff to promote products through demos in supermarkets, schools, and other places where there are a greater number of potential customers.
Showing testimonies of satisfied product users on TV, newspapers, and magazines.
Providing before- and after-sale services like free deliveries and installation, warranties and free spare parts replacement, and toll-free twenty-four hour call center services that accommodate customer inquiries and requests.
All these methods effectively attract buyers, and even discriminating customers. More importantly, they have specific appeal to practical individuals.
In today’s modern time, advertisements are becoming subliminal. Articles are written by regular columnists in tabloids, newspapers, and magazines discretely, mentioning a particular brand of a product. Photos of popular celebrities wearing a particular product, in which brands are conspicuously shown, are seen in tabloids and magazines. These are effective to customers because many have the tendency to think that the product is really good, believing that the photograph and its publication is just incidental.
The creative evolution of offline marketing strategies provides a great relief to both the customer and the seller. For one, the buyer no longer needs to be directly pressured by persistent salesmen to buy a product or service, no longer wasting time and energy. And more importantly, it liberalizes the marketing process.
Online Vs. Offline Marketing: The Best Method For Your Business
Wondering which marketing method is best for your business? There are two ways you can go: the traditional way or the contemporary way. The traditional way is offline marketing, the use of methods and tools like print, television, radio, seminar, and others. Meanwhile, the contemporary way is online marketing, the use of the internet and cyber technology. Online vs. offline marketing: which is better and which provides the best result? Let’s take a look at the following:
Both types of marketing involve cheap and expensive methods alike.
a. Online marketing
Cheap: Putting up a blog, joining forums, and commenting in others’ blogs to spread the word about your site or business.
Expensive: Paying for a domain, plus engaging in search engine optimization programs like Pay-Per-Click, link building, and others.
b. Offline marketing
Cheap: The use and distribution of flyers and leaflets.
Expensive: Paying ad space for newspapers and magazines, as well as air time for television and radio networks.
There is much argument between the offline marketing and the online marketing side when it comes to audience or customer coverage. But, offline vs. online marketingwhich marketing type really provides a business or site more exposure? Well, take a look at the advantages of both:
a. Online marketing
There’s a lot of free space in the cyber world for business exposure, and millions of people browse the internet everyday. By advertising online through banners and other marketing means, as well as by putting up an online site, you reach people on a global level.
b. Offline marketing
Marketing offline may not reach a global level as much as online marketing, but it is advantageous in such a way that it covers more number of people in a particular targeted area. Why? Well, the biggest reason is that it is accessed by a wider group of people compared to the internet, which is usually accessed more only by the younger generations.
When it comes to dealing with customers, there is a great mark of difference between online and offline marketing, as follows:
a. Online marketing
Everything about the company or the product is presented in a website and online catalog. However, many customers are doubly cautious when it comes to doing transactions and shopping in online sites because of the many cases of fraud and identity theft that are happening in the internet. This causes people to doubt the authenticity of online businesses, even those that are legal in reality.
b. Offline marketing
This type of marketing provides a great advantage when it comes to establishing a good relationship with customers. More people trust advertisements found in newspapers or television stations that they rely on. And when you market your site or business through such offline marketing methods as seminars and workshops, you’ll be able to show your expertise in your field among the participants. And, the word of mouth that results can be a very good asset to boost your business.
So, online vs. offline marketingwhich is better? The best way is to actually combine both, picking the most effective methods from the two to get the most benefits.
In this age of information technology, a business should take advantage of the technological benefits of sending messages at an instant to any part of the world. Timing is very critical in marketing, especially now that the world is bombarded by myriads of different products and brands to choose from. For a business to be sustainable, it should actively counter the many threats from competitors. Therefore, it would be better to explore the benefits of a combined online and offline marketing.
The traditional offline marketing, which involves the different media such as the broadcast media, the print, and other methods, still works because the mentioned marketing means are the most convenient sources of news and entertainment for the masses. However, with the advent of the internet where advertisements can be posted in numerous websites in an instant, a faster option is now available. The emergence of several social networking sites such as Yahoo Messenger, Friendster, Facebook, My Space, and others is a boon to advertising. These sites are very popular not only among youth and yuppies but also among career executives, housewives, and business operators. Therefore, ads posted on these sites have the advantage of a constant and a wide range of exposure.
Compared to the traditional networking and multi-level marketing, online advertisements can reach more potential customers than the personal selling employed by multi-level marketing. But although online marketing saves a lot of time and energy, marketing offline is still effective in terms of the following:
Actual testimonies on the product’s benefits
Soliciting of feedbacks from customers so that products can further be improved
Making follow-ups for a return purchase
However, customers’ demographic profiles, preferences, and lifestyles do vary. So, employing offline or online marketing alone may fail to attract other potential customers. There are customers who prefer to physically touch, smell, and inspect the merchandise before buying it. In this case, a dealer or a sales agent would be helpful. However, there are also customers who would not want to waste time, energy, and privacy, so they rather scrutinize the products in the internet and purchase it online. This method particularly appeals to busy executives and celebrities who prefer shopping from the comfort of their homes. Therefore, it would be better to employ both online and offline marketing to cater to a wider range of customer class.
A business should still adopt the traditional ways of marketing such as promoting the products through seminars and product demonstrations to the target market segment and yet complement this with sending promotional emails, brochures, and business cards online to maximize the customers’ continued awareness of the products’ features and benefits. Inquiries and processing of orders should also be done both online and offline to accommodate the different preferences of the customers.
Since both have their own advantages and disadvantages, it would be better to integrate online and offline marketing for a more synergistic result. This way, the advantages of offline marketing will complement the shortcomings of online marketing and vice versa, thus producing an optimum outcome in terms of an increase in sales, increase in returning customers, attracting more potential buyers, and sustained product interest.
While most people nowadays prefer the internet over the newspaper to get their daily news, marketing your business using newspaper ads is still far from being obsolete. In fact, the gigantic amount of traffic on the internet sometimes makes it harder for a business advertisement to get noticed. Online marketing plays an essential part in promoting your business, but if you want to get the best of both worlds, don’t ever ignore the merits of newspaper advertising. There are still some people out there who would choose the newspaper over the internet when they want to be informed. A newspaper is still your best company on a Sunday morning with a coffee in hand.
PICK THE RIGHT PUBLICATIONS. There are still thousands of newspapers out there that you can choose from. The trick is to choose the ones that publish at a high volume and don’t charge a high fee in exchange for publishing your ad. You can browse the internet and pore over the list of publications and make your choice according to the potential ROI (return of investment) in relation to the rates, volume of circulation and special offers being rolled out by each newspaper publication.
Special offers are not hard to find these days considering the heavy loss the newspaper industry has suffered in the market, so you would do well to take advantage. You can also contact the local newspaper if you want to start small. After all, your local community is the best starting point if you are on a tight budget. Keep in mind that it takes 2-5 days for an ad to be published at the point of transaction, so always remember to plan ahead. Sunday is the day when readership is at its peak, so it’s always wise to have your ad published in the Sunday papers.
KEEP ADS SHORT AND INTERESTING. The preferred way to attract costumers is to come up with a byline that sparks interest. Be concise, but keep the words that can pull the reader in. A catchy but meaningful slogan leaves an impression on the mind of readers. So be creative! If that’s not your suit, you can always brainstorm with friends that have a lot of experience in advertising. It’s also important not to give out all information.
Remember, these ads are only meant to evoke interest and incite costumers to look for more information. So make sure to leave your website address and 800 number. Your 800 number can provide the lead the means to leave their contact information. A transaction is more likely to proceed if both parties have open lines of communication.
PERSISTENCE IS THE KEY. Now don’t expect immediate results in the early stages of your newspaper ad publishing. It’s a process that pays dividends through long exposure, so keep rolling out those ads and keep tabs on which ones lead to success and the ones that lead to failure. Have a keen eye for detail and look for trends that can give you a consensus of what works best. Weed out the ones that fail, and add newspapers that are more or less identical to the ones that produce good results.
If you keep in mind this three pronged formula for your newspaper advertising, I can guarantee that your business is on the right path to success.
Cost effective marketing plays a vital role in the success of a business enterprise. You can put your product out there without depleting your financial resources but still make a big impact in increasing awareness for your products. Most businesses are now dubious about the merits of traditional marketing because of the Internet Age. We beg to disagree. I am going to discuss the key points on why offline marketing is just as important as before.
ITS A TRIED AND TESTED FORMULA
One good trick is to put ads in places more frequented by people. Handing out flyers and business cards in public places, or putting stickers on public transportation vehicles, creating bookmarks that show your product information and handing them out to your local library are all great ideas to increase your range. Doing freelance work also provides an opportunity to plug into your ad.
If you are a writer, you can write articles for magazine publications and newspapers and use the opportunity to include your website’s information. Using the art of sublimation to promote your URL is also a great trick to increase awareness. Printing your URL on birthday and holiday cards before you send them out is one good way of “sneaking in” your website information via casual correspondence. Overall, the trick is being receptive to avenues that can make the most impact upon marketing your products and services.
MARKET TARGETING IS EASY
Promoting your product to a wrong demographic is a waste of time and resources. It’s like parking your hotdog stand in a vegetarian convention. Your products and services should spark interest to certain clubs and organizations, so know your target market and assimilate yourself into them. A great deal of interaction with these groups can open up a world of opportunities to spread product information like a viral effect SUPPLEMENTING COVERAGE Even with the amount of internet users today, there are still people who would rather do their business in the real world.
That’s where offline marketing plays a major role – to make sure that your information is accessible to everybody. When you make sure that no leaves are unturned, your influence becomes more far reaching, and should spread like wildfire into all types of demographics.
OFFLINE ADS ARE PERPETUAL
The driving tool of what makes offline marketing work is its perpetuity. Your printed ad can be taken home, and rediscovered without the customer’s intent. They don’t have to sit in front of a computer and visit a website to be reminded of your product. An ad sticker will never be ignored when you put them in public bathrooms. Ads are all around you even when you just go through the normal routine of the day, so there’s no shortage of people that will take notice if you roll out ads in frequently visited locations.
IT’S THE REAL THING
Let’s admit it, online marketing is very efficient and has a broader reach in the whole spectrum of the market, but let’s not forget that people still go for things that are more tangible and personalized. After all, what you see on the computer screen are just light particles, and nothing beats the simple pleasure of getting convinced by an advertisement material in its purest form.
Offline Marketing Resources: Key To A Successful Offline Business Promotion
Contrary to what online marketers say, offline marketing is a very powerful marketing style that is still employed today even by the biggest companies. After all, this type of marketing is the foundation of marketing (including online). Besides, it wouldn’t have stayed this long if it isn’t effective, right? To get the most out of offline marketing and the different methods used in this type of marketing, you have to be well familiar with this and you have to learn the different offline marketing strategies and tips. You need the right offline marketing resources.
What are some of the resources that you can turn to for all your needed knowledge and skills in offline marketing? Take a look at the following:
Sure, most of the books that you will find in the marketing section of bookstores today will most probably deal with online marketing. However, you can still find books whose discussion is focused on offline marketing. There are books that focus on marketing an offline business using offline methods, and even books that discuss ways to market online businesses using offline techniques.
Seminars and Workshops
Of course, if you want knowledge straight from the horses’ mouth, so to speak, attend events that discuss offline marketing strategies, methods, pointers, and tips. The speakers will surely be people who are experts in the field, those with first-hand experience who can tell you how difficult or how easy the process is. The good thing with workshops is that there are real persons, real speakers, who can clear all your confusions, answer all your questions, and address all your concerns. You won’t have to find your own way because there’ll be people who will help you, people who specialize in the subject.
Talk to Other Offline Marketers
To get a wider perspective on offline marketing, you should not stick to attending seminarsyou should also get the advice of those who are into offline marketing themselves. There may be things that are not known to experts in the field but are used by small and big offline marketers, tailored to their specific needs. And who knows, these personal techniques may apply to you business as well.
Although offline marketing is the exact opposite of marketing online, you’ll be surprised to find that there are still offline marketing resources found in online sites. You can browse these sites to find ways and information regarding the subject. You can also join online forums that discuss similar topics.
Ebooks and Downloadable Files
Other than directly visiting online sites, you can find ebooks and downloadable files that can guide you in your offline marketing ventures. The good thing about these ebooks and files, aside from being written by offline marketing experts, is that many of them are free. All you need is download them and save them in your desktop, to be your reference anytime you need a guide.
Offline marketing could be challenging, what with the emerging popularity of cyber technology. But with all the various offline marketing resources available, you should have no problem learning all that you need to know how to succeed in your venture.
In this day and age of cyber technology, everything is done in the internetfrom simple activities like shopping to major ones like conducting business. The internet has become one of the most advanced and most beneficial tools used by entrepreneurs to promote their businessesputting up websites, advertising in online pages, and many other techniques. However, behind all these advancements in technology, theres one business promotion method that remains effectiveoffline marketing. This is the foundation of business promotion, the mother of online marketing. And despite the latters rise, the popularity of the former remains.
Offline Marketing Basics
What is this type of marketing and how does it differ from the ever-popular online marketing? Well, marketing your business offline is done using traditional methods like the following:
Business promotion in radios and televisions. You can have a commercial about your business created and advertised using these media. To do this, you may have to spend a lot of money, depending on the company or station you are advertising with. Another cheaper alternative is by appearing as guests in television and radio shows. If you are an expert in your field and theres a particular station that is discussing an issue in your field, you can serve as a guest and speaker. After the event, you can plug your business.
Advertising in newspapers and magazines. Similar to television and radio business promotion, advertising in newspapers and magazines can be done in two ways. The first is to pay for a certain amount of space in the paper where you can insert an ad promoting your business, and the second is to contribute a write-up and then promote your business at the end of the write-up. The second is cheaper and may not even cost you money.
Giving out business cards. You can start doing this among friends, and then slowly expand to improve the exposure of your business.
Posting of flyers, leaflets, and posters. These should contain information about your businessan overview of the service or product youre offering, rates, business address, and contact number.
Sending printed newsletter to people through snail mail. Once you have already built a network of customers offline, you can strengthen your business relationship with them by sending out newsletters to keep them updated of your business, as well as possible new products and services.
Giving out items with your business name, address, logo, and other important information. These giveaways can include simple things like stickers with your company logo to stuff like key chains, pens, and shirts.
All these marketing techniques are contrary to the methods used in online marketing, which is basically marketing using the internet. Practically any marketing method that is not done in the internet can be considered offline marketing. This is marketing the old fashioned way, and many businessmen still employ this type of marketing until this day. If you want increased business exposure, it will be helpful if you use the two types of marketing side by side each other.
One disadvantage of internet marketing is that not all people go to the internet. And the fact that those who don’t have the potential to take notice of your products and services is one main reason why offline marketing is still being used today. Those who do have internet but don’t use it that much due to time constraints or lack of inclination could make use of a hard copy of what they see online, even for the short while that they got connected.
So what particular medium can they use? It’s pretty easy to remember – PDF. Now before your mind starts to wander, PDF is the short abbreviation for Portable Document Format. The word ‘Portable’ pretty much tells you everything, but the benefits of what a PDF document can is not limited to portability. We’ll get into that as we move along.
What is a PDF Document?
A PDF Document is a file format created by Adobe Systems that can be downloaded off the internet. This file can be shared for distribution as hard copies of the original file after being printed but still remain self-contained – packing text, graphics, even hyperlinks into a single file. You can use Adobe Acrobat for creating PDF files and view them through the use of the Adobe Reader.
How does it translate to Offline Marketing?
Once a PDF file has been downloaded off the internet, a client can print multiple copies for offline use. It gets distributed into many hands and can be perused at the handlers’ own convenient time. These files can often be left unattended and fall into the hands of the curious – and if found useful, get reprinted and redistributed again. The best thing about PDF files is you automatically integrate online and offline marketing.
The time you spend creating the document and uploading it on your website is a small price to pay in exchange for the limitless possibilities the distribution of the hard copies can achieve. You won’t be spending a single cent for the fact that the prospective clients themselves are the ones who have to pay for distribution. You can achieve so much without your wallet taking a big hit!
Why not use MS Word instead?
Using MS Word cannot guarantee that your document is protected. Other online marketers can simply alter an MS document for their own purposes, and worse, use the edited version as a means to ruin your reputation. Employing a read only password is no guarantee either because it can easily be saved under another file name after some alterations. Adobe Acrobat does give options to configure some security settings for editing, password, copying and printing – then you can encapsulate those settings into your PDF document.
Your PDF file can be Googled!
Files with a .pdf extension are now compatible with search engines, making it easier for the website containing your PDF file to get hits! People have a particular thing in mind when they type the key words on a search engine box, so make use of your knowledge in SEO (Search Engine Optimization) upon uploading your PDF Document on your website.