Offline Marketing includes all those strategies that are used to promote a company’s products or services through instruments that do not make use of digital technologies. For example, there are advertising media made of paper such as leaflets, leaflets, letters, advertising pages in magazines and daily newspapers, catalogs and posters, but also live events and commercials on the radio or television.
Since the advent of digital technologies, the key to a successful advertising campaign has been a cross-media strategy that knows how to combine online tools with more traditional means, but analog media are sometimes also irreplaceable and will never go out of style.
Offline marketing is particularly interesting for local businesses – restaurants, cinemas, theaters, shops, fitness studios, and beauty salons that increase their visibility at the local level and thus attract more customers want. In this article, we look at the most important advantages of analog marketing and how you can use them for your own communication initiatives.
Print advertising triggers emotions
Emotions triggered by a poster or an illuminated display can be much stronger than those triggered by an advertising banner or a website. Even a catalog printed on paper, despite its smaller format, can be attractive to customers by giving them a sensory experience offers: The sense of smell and touch are stimulated by the scent of the cellulose and the selected paper finish, while the eye can enjoy the bright colors of the high-resolution images.
Offline marketing is versatile
In contrast to digital marketing, offline marketing can make use of cross-media communication strategies and thus increase the visibility of every online advertising campaign by using flyers, different posters, and other printed products Direct target groups to the company’s website or social media platform.
A lasting memory
Some traditional means of communication have another undeniable advantage: They leave a lasting memory of the prospectus. At a time when all the media is bombarding you, a potential customer will remember you after your print has been delivered and the time is right to make a purchase. For example, if you distribute a promotional flyer with a discount code that is valid for 1 month, that person can keep it in a convenient place as a useful memo and use it when they want to redeem it.
Let’s take a just-opened restaurant as an example and see to what extent traditional marketing can meet the different needs of an operator of a newly opened restaurant. In principle, the following advice can be given to any local company that wants to get acquainted with some offline marketing strategies by combining them with other initiatives on the Internet.
Owners should make the name of the restaurant known and explain which kitchen it is, introduce the premises and any additional services such as receptions, take-away service or Clarify delivery service. The two most used offline marketing tools are flyers and posters, which help the owners to improve their visibility – if, in addition to classic online advertising, they put up some posters in strategic locations in the city and distribute leaflets in mailboxes, you can use it to increase the effectiveness of the first marketing activities.
Increase your visitor numbers
To generate immediate profit and avoid having to close again in the first few months after opening, restaurant owners should give their first guests a good reason to keep coming back and to eat with them. It goes without saying that the quality of the food and the service plays a fundamentally important role – giving guests a discount coupon for their next visit will certainly give you a small advantage.
Build a good reputation
After the first few months of sowing, it’s time to harvest – the promotional initiatives are now bearing fruit and you should earn a reputation for being a good restaurant, both through word of mouth and positive online reviews. To facilitate this, you can give your most satisfied guests your business card.
Set yourself higher goals
As you know, the competition never sleeps in the catering industry, which is why a good entrepreneur should know how to always innovate marketing strategies and continuously expand the customer base. Organizing themed evenings, cooking classes, or tastings can be helpful if these initiatives are adequately promoted using digital media and some printed matter such as invitations and posters. Another idea is to make your restaurant available to other companies and associations for events and to increase your visibility through their advertising activities.