In the digital age that we are living in, where Internet-based solutions are widely sought after, businesses are somehow driven to cultivate an inaccurate idea that traditional marketing is already obsolete. However, contrary to these ideas, traditional advertising and promotional means are still effective nowadays for boosting sales growth and increasing business visibility.
Traditional advertising is a range of strategies communicated through paid mass media with the purpose of delivering key commercial messages to a defined audience. Some examples of traditional mass media are broadcast (television and radio), out-of-home (outdoor billboards), and print media (newspapers and magazines).
Below, we’ll explore three traditional strategies in marketing and advertising that still evidently deliver desirable outcomes:
Setting up signage
According to Founder’s Guide, it’s still important to put up signs in front of business locations as these will help guide customers. In cities, urbanization and structural development also continue to surge, making buildings similar and almost indistinct.
Thus, having digital displays, vinyl banners, posters, or other forms of passive advertising can serve as a locator for your company. For example, if a passerby is in need of a dental clinic, seeing a sign that indicates your business provides dental services can draw them in.
Constantly being exposed to your signs on a daily basis will also have an influence on your prospects. For instance, if you have a hardware store and people who walk by your establishment always see your signs, once they need building materials, your business may be the first one to pop in their mind.
Direct mail marketing
Although e-mail marketing is highly utilized these days, direct mail marketing still has charms that its digital counterpart cannot replace. For instance, when email users receive advertisements, they usually don’t read them, considering that ads come in huge volumes. Most of these are simply moved to the trash bin while many are filtered into the spam inbox.
Indeed, many people find bursts of ads in their emails very annoying. However, individuals nowadays don’t get as much paper mail, so you don’t have to compete for their attention.
Dorit Sasson of HuffPost affirms that it can be fruitful if businesses try to complement their digital promotional efforts by buying mailing lists and conducting mail campaigns with printed literature such as catalogs, brochures, and postcards. This works well, especially if the purpose is providing promotional merchandise like business cards and discount coupons.
Today, it’s also relatively easier to send out printed promotional items since a lot of companies provide handy print and mailing solutions. All you have to do is send an online order with soft copies of your design, submit the mailing list, and the company will take care of the rest — from printing to delivery.
Word of Mouth
According to USA Today Classifieds Blog, about 80% of Americans still consider actual referrals from people they know before finalizing their purchasing decisions.
Of course, in this modern era, all it takes is a few clicks and scrolls, and consumers can find ranked businesses with customer reviews. However, people are still more comfortable with the advice and recommendations of individuals they are acquainted with — family, friends, colleagues, etc.
Keep the consistency of your branding and develop good relationships with your customers. Remember, each of them has a network of prospects. It’s also indispensable to hone your employees to become real-life ambassadors of your brand.
As a popular adage says, it’s okay to make new friends but it’s essential to keep the old. This applies to marketing. Digital solutions are indeed helpful, but you shouldn’t disregard the benefits that traditional strategies can provide as well.