When looking at how to spread the brand, increase awareness, build referrals, and drive conversions, it’s easy to follow the modern focus on spending all your time online. It’s easy to measure the data there, to reach more people, and to achieve results. Real-world materials cost more, they reach fewer people, and you’re not always certain they work until some time after. However, if you neglect the real world, you’re neglecting a sizeable portion of your market that might not be in the right online spaces to encounter your brand. Here are a few ways to make sure you still catch those valuable potential customers.
Paper’s still relevant
We keep hearing that print is a dying medium, but that’s not true for print of all kinds. Physical mail marketing still offers one of the highest return on investments, even when compared to social media, emails, and other online strategies. Never neglect the sheer influence you can have by placing your brand in the right place, either. Flyers and other paper marketing methods are easy to distribute and cover plenty of ground with. When it comes to capturing attention, however, few work as well as renting out some space on a billboard. They are an easy way to immediately establish some legitimacy and visibility in the business and they’re not interruptive like most online marketing methods, so their message tends to sink in a little more.
Driving your brand
You can take that slowly infiltrating essence of the billboard and make it much more effective by taking it on the road, too. Some businesses drive from place to place, so you could be making better use of an asset you already have by applying some marketing to it. If you’re willing to find cheap vans for sale, you can even maximise the amount of space you have to provide your details and show off your brand across the whole town. In terms of cost-effectiveness, it’s some of the easiest marketing out there. Discounting the cost of the vehicle, which you likely already have, it’s just a single application that keeps doing its work for as long as you keep driving around. It’s particularly effective for tradespeople, of course.
Do you think that, given the opportunity, you could convince most of your target market in person? Then why aren’t you taking that opportunity? It depends on the industry you’re in, of course, but attending trade shows and other networking events can be some of your best shots at getting a face-to-face with the people interested in your industry, i.e. the people most likely to convert and become customers. Trade shows take preparation, of course. You need speaking material at the ready, your best salespeople with you, and a booth set-up that’s going to compete with the other attendants. If you get it right, however, there are few public displays better for you brand.
You don’t have to give up online marketing to share some focus on the real world, nor do you have to go vice-versa. Find your balance and make sure you’re covering all your bases.