The new technology savvy ways of marketing are exciting and hold an element of mystery when determining how well they will work. It becomes easy for companies; especially small businesses with low marketing budgets, to say, let’s put all of the marketing eggs in the digital basket.
Most of the time digital can cost less, take less time, and is perceived, as is the company using it, as cutting edge.
Regardless, there are still many benefits that can be accrued from using more traditional marketing methods.
Yellow Page Advertising
In the Small Talk column in The Wall Street Journal (WSJ, Monday, September, 28, 2009) a reader asked for suggestions on improving their advertising, which to that point was primarily running an ad in the yellow pages.
The WSJ suggested that the reader not dismiss the advantages of listing in the yellow pages, “First off, don’t dismiss the yellow pages. Even in the time of Twitter, the old-fashioned approach can still be quite effective, especially if you are trying to reach an older or home-owning demographic.”
Traditional Marketing Methods
There are so many other traditional ways to market- that cost little to nothing to implement- small businesses need to look at all options before going completely digital.
While all companies do need to have a dynamic, effective web site right from the start, other ways to market can be:
- Using coupons
- Buy one, get one free campaigns
- Giving first time buyer discounts
- Referral programs offering discounts
- Advertising in local community newsletters, or in a church bulletin – these ads generally cost less than newspapers and can have a wide distribution
- Partnering with other area companies to form a marketing alliance
- Sponsoring a charity event or local ball team
Face to Face Networking
While online social networking has been the focus of many marketers, using the traditional face-to-face networking still offers larger benefits. Examples include:
- Attend local chamber of commerce events
- Participate in local charitable events
- Speak up at local city council meetings, or take a stand and talk openly about a local issue.
Getting involved in local school issues is another great way to get out into the community and show that a company is there to make a difference as well as provide products and services.
Direct Mail Still Works
So many companies these days believe that email marketing is the only way to achieve good results. While email marketing can make a valuable contribution to generating sales, a printed direct mail campaign can still carry its weight and pay for itself many times over.
Printed mail pieces generate a longer lasting impression than email. If the email recipient is not interested at the exact time when they read the email, they delete it. Where when someone receives a printed, mailed piece, chances are they will hold onto it for a short time. Printed materials can also provide a longer message; show the product or service being used, and can give the recipient a feel for the personality of the company.
Press Releases
Press releases can be printed, digital, or broadcast. The power of the press to generate interest in a company, product, or service surprises many companies. Find interesting facts and news about the company, write it up in an email press release or fax over a printed release to local newspapers and radio. It costs little and returns a lot of interest.
Advertising is Everywhere
Advertising can be found everywhere these days; on the lunch menu, on the gas pump, in the electric bill, and stuck on the front page of many local newspapers. The best answer to the advertising question is to take the time to find exactly what fits with the company profile. Then, mix it up using traditional and digital, and it will all make a difference to the bottom line.
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