These days, when someone says “marketing”, it’s easy to immediately assume that they mean digital marketing. Surely, digital marketing has totally revolutionized the way modern companies get their name out there, and has made it easier than ever for entrepreneurs to turn their ideas into a reality. While this has certainly been a good thing for business, there are various traditional marketing materials which really don’t get enough attention.
With a good balance of both traditional and modern marketing tactics, you’ll have a much more well-rounded strategy overall. If you’ve been leaning too far towards the digital side of things, here are some of the traditional marketing materials you should consider using.
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First of all, the humble business card is a useful tool. As a marketing material, business cards have been overlooked for a long time, and this is even more true now in 2016. Far too many inexperienced business owners totally ignore them, and invest their marketing budget entirely on SEO, social media and other modern techniques. Then, there are many other CEOs who invest in business cards, but don’t make sure that they meet their full potential.
One of the most common mistakes that people make when having business cards commissioned is failing to use a clean or creative design. Some will go with the cheapest possible option and leave their contact information somewhat unclear. Others will have a fairly clear and concise design, but use a poor quality paper or card. Just because a marketing material is printed doesn’t mean that you should scrimp on it! With high-quality business cards like these: https://www.solopress.com/ you’ll be able to give your brand a lasting air of professionalism, and a powerful marketing tool for all kinds of situations.
Direct mail campaigns are another grossly overlooked traditional marketing material which you should really be considering. For people who are only used to digital marketing techniques, then this might sound like a more archaic version of spam email. While I can see how this kind of assumption comes about, it’s certainly not true, especially in the context of B2B business. We’re all used to seeing the odd piece of spam in our inboxes during this digital age. A letter, on the other hand, will give your marketing a slightly more personal touch.
When you see an email from a brand you don’t recognize, no matter how great the subject line is, it’s pretty easy to move it over to the trash or spam folder. When you receive a letter though, it’s somewhat different. For many people, it doesn’t take much to tickle their curiosity and get them to open a letter. This can be true even if they already know a lot about the brand. Of course, there’s a fine art to successful mail campaigns, and you can’t just send out a lot of plain letters with your logo printed in the corner. However, when it’s executed properly, a direct mail campaign can have a huge impact on your bottom line.
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These days, promotional products are among the most powerful examples of traditional marketing materials you can use. While relatively cheap, they can give your brand a potent air of professionalism, and keep bringing in business year after year. For starters, keyrings, USB sticks, or even pens like these: https://www.banner-pens.com/ will give you better brand recognition. Your customers are going to see countless banner ads every day, whenever they use a web browser. However, they aren’t going to see nearly as many printed promotional items.
The cost-effectiveness of promotional products is another big reason to consider them as a marketing investment. When you take a step back, high-quality promotional items will give your business a massive bang for your buck. You make a one-off payment so you know exactly where you stand, and from there it will have a significant, lasting impact. When it’s designed and distributed in the right way, these kinds of promotional materials can also be extremely tactile. Ask any successful marketer, and they’ll tell you that the best kind of marketing materials are the ones which your customers see over and over again. You can’t underestimate the power of having your brand always in front of someone’s eyes. All you have to do is make the right choices.
If you’re running a bar, for example, give out free bottle openers that people will want to keep. If you’re running a health spa, give out appointment cards which your customers will have to keep! Aside from these, promotional items can do a little something to improve customer loyalty. We all like getting free stuff, even if it’s nothing more than a cheaply made pen!
Finally, set yourself up with a good exhibition stand. Any marketer worth their salt will testify that this is still an extremely effective way of getting your brand message out there. Although it’s a lot of work, and has no guaranteed results, getting your brand seen at exhibitions is always a good idea. Even if you don’t get a single lead from it, that first expo can be the first step in a long and profitable journey.
After nailing that first exhibition set-up, you’ll have a powerful tool which you’ll be able to use again and again at any trade show that’s worth it. Of course, you may have to tweak certain things about the way you present your company and materials. After that first trade show though, future exhibitions will become a breeze in comparison. It’s one thing to have a brief glance over a website, read a page on a company history and a couple of press releases…it’s something else entirely to speak to a person in the flesh, look at a business’s unique marketing materials, and maybe even handle its products. Of all the traditional marketing materials out there, these really stand out in terms of value.
If you thought all traditional marketing materials were relics of the past, I hope this post has turned things around. If your marketing has been a little too modern, then it’s time to change things up.