eople “of a certain age” will remember when door-to-door salespeople came to their homes, offering them (or their parents) in-home demonstrations of vacuum cleaners, enticing them with volumes of encyclopedic facts, or even wowing them with a personal facial or makeover. Eventually, the time-consuming and highly personal practice gave way to privacy and security concerns, as well as technology advances. Now, most consumers can’t imagine not being able to find something online, and some apps even let you try on clothes or redecorate your home virtually. Before you eschew all offline marketing methods, however, consider some that have stood the test of time, particularly when part of an integrated marketing strategy.
The key to marketing success is knowing your customer. This is where technology has really given business owners a boost. We now have at our fingertips ways to understand and cater to our target customers and evaluate whether we are targeting the ones most likely to buy. Customer surveys and feedback cards can help you glean customer preferences, as well as help you discover how your customers heard about you. Consistent, cumulative responses can be your biggest weapon in effectively targeting your ideal customer. You can easily conduct this research on your own through online services, as well as in-store feedback cards that offer a discount on their next purchase in exchange for their responses. Zenbusiness shares more methods here.
Go where your customer is
If you can’t get your customer to come to you, go where they are. This is why understanding and utilizing both online and offline marketing methods is important. For example, certain social media platforms are favored by specific demographics. If you are throwing money at paid ad campaigns on one social media platform without understanding how heavily it’s utilized by your target market demographic, you can be throwing away valuable marketing dollars. On the other hand, if you know that many of your prospective customers are commuters or take public transportation each day, billboards, bus and subway ads, and placards can be appropriate openings for you to fill with your marketing budget.
Keep an eye out for popular events in your neighborhood, as well. Does your neighborhood host weekend farmers’ markets? That can be important information if your customer base is health-conscious or socially aware of supporting local farmers, particularly if you have a complementary product or service that you can promote on vehicle flyers, offering a discount on their first purchase. Other possibilities include flea markets frequented by Hispanic families or popular music festivals that appeal to a younger demographic.
Finally, don’t forget the personal touch. Even popular online retailers have retained some offline marketing tactics that remain popular touch-points with their customers, like personalized birthday cards for them or their pets sent via “snail mail.” You can deploy that same tactic with birthday discounts, “we miss you” and “welcome back” special offers, and discount codes for referrals. And yes, in some cases, even good ol’ door-to-door can be the one strategy that sets you apart from the competition.
By utilizing both offline and online marketing methods you increase your chances of reaching your consumer. Both offer you chances to be creative, from eye-catching colors and designs to creative slogans and advertising copy. Online slogan generators can help stimulate ideas, and there are several apps and sites that can help you create your own ads, including video. Email marketing campaigns are now easier than ever to create thanks to easy-to-use software. Most importantly, by integrating “old school” with new, you increase your chances of never being out of date with your marketing strategies.
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