In this article you will read how to use offline advertising methods in your target group as a power channel, and which mistakes should be avoided.
Recently I saw another whole page of advertising in a newspaper and asked myself the question: Does anyone read that at all? Does something like that still work offline?
I would like to know what this offline advertising is. Why do I need it, how does it actually work and how do I get the connection to the online channels in?
Especially in times when every provider markets his products and services almost exclusively online, it makes sense to swim against the current. In return, potential customers are not only online on their Customer Journey, but also on the move and receptive away from the Internet. This potential must be exploited and the company’s own online strategy supplemented by offline components.
In former times, in the “old” advertising world, the watering can was unpacked in this channel and the principle was “spray and pray”. With the connection to the online world, however, we have the opportunity to demonstrably convert potential customers.
The pure tactics from the offline world are only slightly adapted. Thus business cards, advertisements in the newspaper, flyers, perimeter advertising etc. are still used. Only with the twist that the success of the measure can be measured by fixed key figures.
More than half of all respondents said they tend to buy when they first learn about a product or service in an offline channel.
In the entire marketing funnel, the activities you carry out with offline advertising are usually located between the top of the funnel and the middle range.
The focus here is on measures that (potential) customers first become aware of you and your solutions and want to learn more about you.
Offline advertising typically does not have a strong immediate impulse to buy compared to sales.
The reverberation is strongly increasing over time due to the influence on other channels as soon as your content becomes understandable in a larger context.
When you compile your portfolio of channels and actions, offline advertising actions will typically have the function of acting as seeds in the minds of potential customers.
This channel therefore works best in combination with the extremely targeted spears and the networks to be ejected. Classification in the channel portfolio.
The former watering can marketing in the offline area is over. If you want to complement your marketing portfolio in a meaningful way, because your target group is also regularly away from the Internet, then take a look at possible actions offline.
Don’t forget to embed the offline elements into your overall marketing strategy.
And now: Find out the media and consumer preferences of your target group outside the web, add to your strategy and get started.
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