Strategy

How Offline Marketing Can Support Your Brand

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By Estela Viñarás, on 9 March 2023

Online marketing has become very popular among businesses over the years, but that does not mean you should ignore offline marketing to promote your business.

Offline marketing includes many tried-and-tested forms of marketing that brands have been using for decades to increase their reach and brand awareness. It is very effective in targeting offline audiences and establishing a lasting relationships.

Read on to learn how offline marketing can help you take your brand to the next level!

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Offline marketing

What Is Offline Marketing?

As the name indicates, offline marketing uses offline media channels such as TV, radio, flyers, newspaper ads, and magazine ads to promote products and services. It is also known as traditional marketing.

There are various forms of offline marketing and each has its unique pros and cons. Some of these forms are:

  • TV ads: these are one of the most effective ways to grab people’s attention in a short time span. They allow companies to reach a wider audience and stand out from the crowd. However, TV ads are expensive, and not all brands can afford them.
  • Business cards: these are an affordable form of offline marketing that help brands create a good first impression on others. They mostly have contact information and services written on them. They are handy marketing tools, as it can be more convenient to slip them into your pocket than to grab your phone to save a number.
  • Billboards: want to target a significant chunk of the local audience? Billboards can help you achieve this goal. They are installed alongside busy roads and have attractive graphics to catch people’s attention quickly.
  • Promotional items: you can distribute promotional items with your brand's logo or even its services printed on them to build brand recognition. Commonly used promotion items are calendars, key chains, t-shirts, and writing instruments.

Difference Between Offline Marketing and Online Marketing

The following table highlights the key points that differentiate online and offline marketing.

Category

Online Marketing

Offline Marketing

Definition

Promoting a business using the internet

Promoting a business without internet

Target audience

Online audience

Offline audience

Prospective buyers visibility

Not clearly visible

Direct approach to buyers

Distribution channels

Emails, websites, social media, etc.

Direct mail, billboards, TVs, radios, etc.

Pros

  • Easy to track

  • Comparatively inexpensive

  • Targets desired demographics

  • Builds trust quickly
  • Creates a lasting impression
  • Face-to-face interaction

Cons

  • Worldwide competition
  • Technology dependent
  • Technological issues
  • Limited reach
  • Costly
  • Difficult to track effectiveness

How to Unify Your Offline and Online Marketing Efforts

There is no competition between online and offline marketing because both forms of marketing offer unique advantages that businesses should not ignore. In fact, you should combine them to up your marketing game.

Here are the top ideas you can use to connect your online and offline marketing efforts to take your business to the next level.

Use Same Designs on Both Online and Offline Channels

Want to boost your brand recognition? Use the same fonts, colors, and designs on online and offline channels. When prospective customers see your product advertisement on a billboard, it will be easier for them to recognize it on digital platforms if it has the same design there.

Make Your Offline Audience Interact with Your Online Platforms

One of the most effective ways to connect your online and offline marketing efforts is to attract offline customers to your online platforms.

You can start by distributing flyers with links to your social media profiles or QR codes that bring people straight to your website. When your customers engage with both your online and offline materials, they are more likely to establish a long-lasting relationship with your brand.

Use Your Online Marketing Results to Design the Next Offline Campaign

It is difficult to track your offline marketing results, but since online marketing is easier to track, you can utilize its results to better understand the customer journey and drive offline campaigns.

For instance, if a social media image generates engagement among your online customers, you can use the same image for your print campaign to get the attention of your offline audience.

Get Your Online CTA Printed on Offline Promotional Items

Promotional items are effective in generating leads and increasing customer loyalty. You can improve their value by using your online CTA to make your offline audience take action. They can help you drive your offline audience to your website and gather emails which you can then use for product promotions.

Promote Your Offline Events on Social Media

If you are planning to host an offline event, support it on social media to attract more people and increase interaction.

Encourage your followers to share their pictures from the event on social media. It will make them feel like they are a part of the brand and help you increase customer loyalty.

Record Testimonials to Publish on Your Social Media Profiles

When it comes to making a buying decision, customers usually trust the views of other customers more than the sales pitch of a seller. So, testimonials can be effective in removing potential customers’ doubts and building brand loyalty.

When repeat customers visit your store, ask them if you can record their review and share it on your social media. Most customers will not have any problem with that, so collect testimonials and boost your brand’s credibility.

Summing Up

Marketing plays a crucial role in promoting brand awareness and boosting sales. Both online and offline marketing have their own value, and one marketing form can never replace the other. The method you choose just depends on the goals you have for your brand and the target audience you want to reach.

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Estela Viñarás

Responsable de Relación con los Clientes de Cyberclick

Responsible for Cyberclick Customer Relationship.