Offline marketing methods nowadays are oft overlooked by many online marketers, but it is a great and sometimes also a free and very good marketing method, that can bring very good results.
Just look through this list of offline marketing methods and try to intigrate some of these methods in your marketing efforts.
This is something everyone should be testing in some form or another. It’s great for lead generations. You should still have a strong benefit-driven headline and a clear call to action. Free reports work very well with classifieds. My local paper, the Hartford Courant even has an ongoing deal of 3 lines for 3 days – for free! Even adding more lines only ends up costing a few bucks. With a price like that, there’s no reason anyone with a website should not be testing ways to draw traffic to the site with classifieds.
Nothing beats direct response when it comes to results-driven proven advertising. And messages sent directly to your highly targeted market via direct mail can deliver a terrific return on investment (ROI) when tested properly.
I am too have gotten a direct mail from an experienced online marketer and i though it was a great idea, since you don`t get this often if you work online!
Another great offline marketing resource that is often not or ineffectively used. Yellow page ads are great because when someone sees your ad, they are already in the market for your product or service. Yellow page ads need to be benefits-driven, with your Unique Selling Proposition (USP) stated clearly and boldly (remember, this is the one place where your prospects will see your ad alongside all of your competitors). You want your ad to stand out from the clutter. Use a direct response type of ad, and again, free gifts or premiums work well here.
Who says you can’t hire a high school student to stuff mailboxes or stick ‘em under windshields? Obviously if you are selling a high-priced financial course, it would be better to target the windshields of a fancy hotel than your local Wal-Mart.
You can find people to hand out your flyers at fiverr.com a great marketplace for a lot of things for $5. Not just for offline marketing!
Blimps, Banners, and Billboards
If it’s zoned for advertising and it’s blank, you have an opportunity.
Again, high school students can also help you hand out circulars, post them on community bulletin boards, on telephone poles, wherever. You can make a donation to your local church and ask them if you can leave a stack at their next bake sale or bingo event. And certainly you can arrange to have your circular included in your local newspaper or community paper. For your money, circulars are very inexpensive to print and distribute.
If you’re going to mail out a product or package to a customer anyway, always tuck a sales letter for another product in the package. It won’t cost you any more and is a great form of offline marketing.
When your customer receives that package, he or she will be pleased with the product (assuming your product isn’t junk) and be more favorable towards another purchase from you. You can also joint venture with other companies that target your niche market and get them to include your insert when shipping their product.
A very under-utilized technique. If you have an existing relationship with your customers or prospects, the Do Not Call list does not apply. That sets the stage for a great way to call thousands of your customers simultaneously when they are most likely to be away from home. You simply upload your customer’s phone numbers, record the message you want to leave, and the technology does the rest.
Example: “Hi, this is John Smith. Sorry I missed you, but I wanted to let you know that our firesale is ending tomorrow…”
Voice broadcasts work best when they are part of a sequence.
Example: “Hi, this is John Smith calling, from Smith Publishing. I’m sorry that I missed you, but I wanted to let you know about a valuable letter and free gift we’re sending to your home. You should be getting it in the next day or two. Just look for the bright blue envelope…”
It’s generally known that people will usually spend more than the gift certificate amount. So if you operate a jewelry store, and you mail your customers a free no-obligation $25 gift certificate, it’s usually a very sound investment. Most restaurant owners already know that people generally don’t dine alone, so by giving your customers a free gift certificate, they’re bound to bring in others who will spend more money on food and drinks.
A good variation on this formula is the free birthday dinner. Generally, nobody is going to come in on their birthday and eat their free dinner by themselves. They’re going to bring friends, relatives, you get the idea.
– Here’s a great way to use gift certificates to get referrals:
Send a letter to your customers with three gift certificates. One they can use for themselves, and the other two they can give away to friends or relatives. They keep your customers happy (and happy customers are more likely to speak highly of you to others) and they compound that fact by letting your customers give the certificates to others, to whom they will sing your praises. It’s like a tell-a-friend script on steroids!
Like gift certificates, coupons are also a great way to “touch” your customers with this offline marketing method and bring them back into your store (or website or whatever).
Word of Mouth / Viral Marketing
The key here is create something that people will want to share. Yes, the “tell a friend” scripts are good online. The gift certificate idea mentioned previously is another. But surely there’s something you can think of to really “wow” them. You want to make them say “Wait until Jane sees this!”
One of the keys to making this work (and any sort of lead generation device) is to know your customer’s lifetime value. In other words, what does your average customer in this market (using the type of lead generation you are doing) bring me in profits over their entire lifetime?
Let’s say it’s $25,000. And let’s say your method of gathering leads converts 10% of leads into customers. Do you think it’s wise to spend $100 per lead of that type in your efforts? Seems like a no-brainer to me.
Unusual Places for Ads
I should say “unused places.” Wherever a space is zoned for advertising and it’s blank, there’s an opportunity to get your message out. The side of a van. The side of a dumpster. Wherever.
Or “lumpy mail,” as it’s known is a great way to get your letter opened! They just can’t resist the lumpy package. After it’s opened, however, your sales letter should do its job. If you have a successful sales letter, adding a dimensional object to it will almost always bump response.
Get Your Online List’s Home Address and Phone Number
I spoke about this on the call. One technique Gary Halbert used was to ask his list for their home address, because he wanted to send them something to help them with their marketing. Then he sent them a lumpy mail package. But he got their home address. Now he can send them direct mail pieces and cut through all the email clutter by bypassing it completely (well, actually by supplementing it).
Yanik Silver mentioned this as well. He obtains their home phone number and sends them a voice broadcast (see above). Joe Vitale does this too. So does Bill Glazer. Hmm, if all of these top marketers use this technique, do you think it works?
Creative Business Cards
Besides using both sides of your business cards and putting a compelling benefits-oriented message on it, there are many other creative ways to put your business card to work for you. Of course, odd-shaped and “rolodex-styled” cards stick out from the crowd as well. One real estate agent in California hands an extra three bucks and a business card to the toll collector as he crosses the bridge into San Francisco. He tells the toll collector that he wants to pay for the driver behind him, and asks him to give the driver his business card. Nine out of ten times, the driver calls, at least to say thank you. He’s sold several expensive homes that way as a result.
A litle note at the end
If you make use of some of these offline marketing methods be sure to follow the law. I think in some countries are the laws a little or much differant and need to know what you can do and what not. Please keep that in mind!
if you have some cool insights on offline marketing, let me and the members of traffic-geek know in a comment.