Most businesses that succeed, do so because their marketing strategy uses a mixture of online and offline marketing ideas. This is usually called multi-channel marketing. But offline marketing ideas seem to be going the way of the dinosaur–extinct.
Email marketing and content marketing – are some of the most effective and affordable ways to attract customers to your business. Intuitive interfaces coupled with complex algorithms allow you to narrow your prospects with just a few clicks of the mouse.
For many marketers, this convenience comes at a steep price. Competition is fierce online, leaving most advertisers priced out in the bidding war for prospective customers’ attention.
Whenever there’s a rush to a new channel of media, it creates an opportunity for the savvy marketer. With less competition, a dollar will stretch much further, and there’s less of a struggle to grab your prospects’ already overloaded attention.
Top offline marketing strategies
1. Business Cards
This isn’t just one of the great offline marketing ideas; it’s more or less essential for any business. Business cards allow you to quickly and efficiently give someone a compact way to get in touch—not just with you, but with your business as a whole.
In the modern age, fewer people are relying on business cards. They assume that, because they have an online presence, a business card is superfluous. This couldn’t be more wrong. People remember you because of what’s on your business card. This includes details like your website URL.
Get business cards made, and start handing them out wherever you go!
2. Create Pamphlets
Great looking pamphlets can be tough to design, but it’s a great offering in the list of offline marketing ideas. Like any advertisement, the presentation is important; the importance is doubled for pamphlets. The first impression of this item can make or break its effectiveness.
Get a good set of pamphlets done, and then make sure you can leave them in places where they’ll be seen. And not just any place–you want them located places that your customers might go. Other places of business, public parks, washrooms–get creative here!
3. Hold a Contest
Contests have a lot of draw to them. Many of us are compelled to compete, especially when it’s something we know that we’re good at. And if there’s a good prize being offered? Oh yes–people will show up in droves.
Figure out what sort of contest would be interesting for your intended customer base. What sort of skill set would they have? What sort of prizes would they be willing to fight for?
This can be one of the more fun offline marketing ideas on the list, if done right. Have a good time while hosting the event, and you (and your business) will be the shining stars folks remember.
4. Head to a Trade Show
Even if you’re afraid that your business can’t spring for a booth, go to those vendor trade shows. Even if you’re nervous that your product won’t shine when compared with others, get to the trade show. No matter what sort of excuses spring up: Be. At. Trade. Shows.
This one of my offline marketing ideas can be costly and time consuming, but it’s worth the investment. You’ll never know how you’ll fare until you get to the show, but most people see a modest amount of success at minimum. At most, you’ll be wildly popular.
And, hey–if price is really a concern, find another small business who wouldn’t be able to afford the booth on their own and consider splitting a booth with a product that appeals to the same audience. It’s a win-win!
5. Send Seasonal Cards
Here’s a great on of my offline marketing ideas for those of you who love to send out seasonal cards every year. Seasonal cards can build a lot of rapport between the giver and receiver.
People love to give them, and they love to get them. Consider how surprised they’ll be when they open their mailbox to find a card from your business!
More businesses used to send out seasonal cards, but it’s becoming less and less common as the years go on. Let your business be one of those that sticks with tradition! A great many people love receiving seasonal cards, and they’ll graciously accept one from you.
6. Community Engagement
How much are you involved in your community, as an individual? Depending on the type of person you are, you might be involved a lot, a little, or not at all.
On an individual level, community engagement is one of those things that is a choice. As a business, however, that choice becomes a crucial part of your marketing campaign.
Of all my offline marketing ideas, this one is pretty critical. People love to support local businesses. It’s become the “thing” to do these days.
People feel a lot of pride knowing that a successful business runs out of their area. If you can properly engage with your community, that pride will skyrocket. Harness that pride, and turn those people into customers.
7. Put Out Press Releases
Press releases are one of my top offline marketing ideas, due to how well they can spread the word about your business or product.
A good press release can spark curiosity in your business. It can provide you with shareable content that can be spread easily. There’s no real downside to putting out regular press releases.
A press release is a one-page summary of something newsworthy that’s going on with your business.
It will have your contact information, website, business name, and some basic details on your news. These press releases can be sent directly to any media publication, and they’ll consider publishing it.
Don’t think you have anything newsworthy? A newly released website or product is good material for a press release. Also consider things like events you are hosting, contests, public speaking events, and more. You can make something newsworthy out of just about anything.
8. Leave Branded Items at Key Locations
Ever seen a business name emblazoned on the side of a pen? Or a frisbee? How about a coffee cup? Of course you have!
One of the most traditional offline marketing ideas to ever exist is branded items. It’s done so frequently, it’s become commonplace for people to use these branded items in their own homes.
Done the right way, these items can be fantastic advertisements. Make sure that, along with a fantastic logo, you have ways potential customers can find you. In modern days, a link to your website should be included on the item, along with your logo.
Don’t forget to include a line that describes what it is your business offers. People can’t be interested if they don’t know what it is you’re selling!
9. Speak at Events
Practice warming up your voice, because for this one you’re headed to the stage. Speaking in front of groups can really boost your visibility, as well as the visibility of your company. It’s one of the more effective offline marketing ideas, due to it’s relative usefulness to everyone involved.
If you head to an event and speak on topics you know a lot about, chances are you’ll get a lot of people who are willing to listen. Not just willing–excited.
It’s easy to harness that excitement and funnel it towards your business. Hand out those business cards or pamphlets at the end of the presentation!
The key to this one of my offline marketing ideas is to find a good location to speak at. Find events where you can speak about the topics you know, and you won’t feel out of place.
10. Workshops
Educational workshops can be a place to learn, but they can also be a place to be seen. Head to a workshop, and make sure to bring your business cards.
Networking, as I’m sure you’re aware, is a big part of marketing. Being around like-minded individuals can give you a chance to connect with smart, useful people.
Better yet, host your own workshop! Many of my offline marketing ideas involve hosting events, and there’s a good reason for it.
People love events, and they love the companies that instigate them. An educational workshop about a relevant topic can boost the visibility of your business.
11. Direct Mail
In a world where technology seems to be changing by the hour, it may come as a shock that one of the most consistent methods of marketing is still a good old-fashioned letter delivered by the post office.
That’s right, snail mail still works. The biggest objection with using physical letters tends to be the perceived cost of implementation. A closer examination of the data reveals the investment is well worth the price.
A recent study by the ANA/DMA showed that direct mail’s response rate is at least five times higher than that of any digital marketing medium. There’s no spam filter to get through, and no one clicks the Delete or Send to Spam buttons, either.
Lists can be procured from a broker, or you can just mail geographically. If the offer has any interest, it will be placed on the refrigerator, corkboard or review pile, and has a good chance of being repeatedly seen.
This gives your offer more exposure, without being invasive, since email and text offers can easily get lost in the recipients’ inboxes.
Remember the first goal of direct mail is to get your piece read. Test envelope color and size; handwrite the address and use a real stamp (no meters) for a more personal touch.
12. Postcards
Piggybacking off the sales letter, postcard marketing is an effective way to blast your advertisement directly into a targeted market, and at a low cost to boot.
With the post office’s Every Door Direct Mail (EDDM) service, you can take advantage of a bulk rate without a permit, while selecting the ZIP codes you want to target.
Predator Nutrition, a U.K.-based supplement company, ran a campaign by mailing holiday cards with exclusive discount codes. It leveraged its existing customer base and received three times the return on its investment.
If you go the EDDM route, do it the co-op way by using a 9 x 12 oversized card while sharing the costs with other businesses.
Mailing rates are the same, and the cost to produce them will easily be offset if enough business owners get involved. You can easily share a card with nine other companies, and still have plenty of room to make your business stand out.
13. Billboards
Billboards are still prime real estate. They are also one of the most misused forms of media, which is why you see constant turnover on them. The best way to use billboards is to make a no-brainer offer.
For instance, you can make similar offers that are relevant to your services: buy one get one oil change, two for $10 pizza, or free teeth whitening. Even one of the most recognizable brands worldwide – McDonald’s – uses billboards. Keep it simple.
For the safety of drivers, get a vanity URL and phone number that are easy to remember. For example, instead of DrBraunsteinDDS.com, use BestDentistInCleveland.com.
14. Telemarketing
There are roughly 2,500 telemarketing firms in the United States alone. This is because they are still effective today. The most critical step for making telemarketing work is getting trained on how to do it correctly, or outsourcing it to a company that knows what it’s doing.
Insist on reviewing random calls that the marketing group is making, to ensure they are not misrepresenting your company.
15. Swag
Swag (free stuff, or “stuff we all get”) is a tried-and-true tactic to get others to promote your business for you. Swag like customized T-shirts, cups and pens are not only great giveaways at conferences or events, but are great to send directly to influencers.
In 2016, UberButtons created custom buttons with the phrase “Make America SEO great again” and gave them away at a conference. These buttons went viral on social media, which created leads for the business.
If you plan to give swag to industry influencers, do your research first. Find out what they’re interested in and build it around them. This is the best way to get others to actually wear your gear or promote it through their channels.
16. TV (cable and broadcast)
Despite the big online video push, TV isn’t going anywhere soon. Various streaming options only ensure consumers’ attention – especially for sporting events.
Television is the most expensive option on this list; however, it can still be reasonable once you get past production costs and start making profits.
Producing your own commercials today is easier than ever, because equipment has become more affordable over the years.What’s even easier? Hiring someone else to do it. There is a high level of competition for filming commercials, so the investment will be reasonably priced.
17. Radio
According to a study by Nielsen, radio advertising reaches 88% of users 18 years and older.
According to the late Fred Catona, who is referred to as the “king of direct response radio,” the trick is to use a maximum of 10 words for your radio campaign. He would recommend repeating these 10 words, which worked for companies like Priceline and FreeCreditReport.com.
Don’t forget to include your company’s phone number and website multiple times in the radio advertisement. Similar to billboards, your phone number and URL address should be easy to remember.
You don’t have to advertise on traditional FM radio alone. Podcasts, satellite radio and streaming platforms – including Spotify – are great options for advertisements.
