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e live in a world that’s all about the next “big thing” and marketing is certainly not immune. We admit we love to look for the next digital marketing technique with a high ROI, BUT we also recognize that sometimes it pays to go back to those proven traditional marketing (i.e. print materials, ads, anything non-digital) tactics.
That being said, we love to have our cake and eat it too. Who said we can’t use traditional and digital marketing? Many traditional marketing tactics are still effective---and even more effective when combined with digital marketing tactics into a successful marketing campaign.
Visuals are a powerful marketing tool, and flyers are an excellent way to provide those visuals. In addition to visuals, these traditional marketing pieces offer product and service information, clarification, exclusive offers, and additional resources (QR codes can make it easy for readers to get more information without using more print space). Print materials provide this valuable information and are there when you want to offer your customers something, such as at a meeting, tradeshow, or industry event. For additional return on your investment, the information from a flyer can be easily integrated into your digital marketing materials or the flyer can be added to your website.
If you want a follow-up after an interaction, printed business cards are still the answer. In addition to making an impression, business cards make it easy for associates and potential customers to contact you. If you want to make a big impression or want to add a QR code so you can offer more information, contact the pros for a business card design that everyone’ll remember.
Face-to-face interactions are still one of the best ways to make a personal, lasting connection. For that reason, meetings and events are a prime opportunity for everyone who wants to network and sell. Industry events, tradeshows, company tours, demos, and other meetings are the way to make a big first impression.
When high attendance at events is important (such as tradeshows or hosted company events for external audiences), both traditional and digital marketing tactics should be employed to boost attendance. These tactics could include phone calls, printed materials with event information and QR codes, social media posts, emails, and ads. (Contact marketing professionals when you need more promotional materials for your next event.)
Advertising has evolved, but it hasn’t died. While digital ads have become the go-to for companies looking to generate leads online, printed ads are still a way to get results. Printed ads have the clear advantage of strategic placement, such as with billboards, signage, magazines, and booklets. Smaller ads can be enhanced with QR codes that make it easy for viewers to take action.
Snail mail separates itself from its digital counterpart(e-mail) because it isn’t in a inbox list with hundreds of other messages. Instead, with the right design, mailing list, and messaging, direct mail pieces can stand out from the crowd and reach the right people at the right time.
Planning an effective marketing plan with traditional and digital marketing requires careful strategizing to ensure that your efforts are targeted and successful.
Ask questions, set goals and strategize. The first step in planning an effective campaign is asking a few key questions: “What is the purpose of the campaign? Who is our campaign targeted at? How long do we need to reach our goals?” Your answers could be to get max attendance at your next event, to promote brand awareness, or to generate leads for a specific service or product. Each final answer leads to setting specific campaign parameters (i.e. goal, timeline, target audience, etc.) that gets results. As you strategize, remember to stay on point with traditional and digital marketing tactics that are targeted at your audience and have a high ROI.
Know Your Audience: Specificity is important when strategizing, especially when it comes to setting a target audience. Don’t just choose an audience, understand them for maximum results. Understand your target audience's demographics, preferences, behaviors, and pain points. If you need, tap into market research that gives key insights you can use to tailor your messaging and choose the most effective marketing channels (i.e. specific social media sites, mail, etc.)
Develop a Unique Selling Proposition (USP): Once you have identified the ‘who,’ now it’s time to identify what sets your product or service apart from the competition. In simpler terms, what is the ‘hook’ that makes your target audience notice your efforts and want to act?
Set a budget and calendar. The best marketing budgets and calendars are set, but with some flexibility. The calendar should include campaign tasks, deadlines, and assigned parties, but with some room for marketing opportunities that could arise along the way. Similarly, the marketing budget should include funds for each item on the marketing calendar, but with some room for additional traditional or digital marketing tasks. If there are tasks that are outside your staff’s purview or time, contact the experts to fill in the gaps.
Establish metrics to judge campaign performance (Key Performance Indicators). Define metrics to track the success of your marketing efforts, such as website traffic, conversion rates, social media engagement, and customer acquisition cost.
Produce materials and content with consistent messaging and design. When executing a campaign, consistency is key---for all traditional and digital marketing materials. Everything---flyers, digital ads, mailers, blog posts, infographics---should have the same design and messaging.
Monitor and Measure Results: Once execution begins, regularly analyze the performance of your marketing campaigns against your KPIs. Regular evaluation can help you make decisions about your next step and allow you to take advantage of marketing opportunities that may arise.
Traditional and digital marketing pieces can be combined to create an effective marketing campaign with a high return-on-investment. Business cards, mailers, flyers, ads, and meetings and events can be utilized to reach and engage potential customers, and can work hand-in-hand with digital marketing materials for maximum results.
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