The rise of the online world has meant that companies are focusing more of their attention on digital marketing. Social media, content marketing, and pay-per-click advertising have allowed even small businesses, with limited budgets, to reach out successfully to their target audience.
While this has brought considerable benefits to many businesses it should be remembered that more traditional forms of advertising still have their part to play. Print, radio, and billboard advertising remain effective and are within the reach of many companies, whilst television advertising is usually reserved for large corporate brands.
Why Consider Non-Digital Advertising?
There are many reasons to support your digital campaigns with offline advertising.
· First, because it points people back to your online presence. For example, you can take out a smaller newspaper advert or short radio promo and then as long as you mention your website address, or Facebook page, people can head there to learn more.
· Second, it gives you the ability to reach a larger demographic. Much as it seems sometimes as though the whole world is online, there are still sections of the community who spend little or no time browsing the internet. Therefore, offline advertising allows you to reach these people and you may often experience less competition while doing so, as everyone else is focusing on their online efforts.
· Third, you can communicate offline in a different way which may appeal more to some sections of your target audience. For example, if you are a local business, a listener continually hearing your advert on the radio when they are at work may be prompted to drop into your store or business during one of their lunch breaks.
Explore Further Options
When you are considering non-digital advertising options it is worth seeing how print, radio, and billboard advertising can be made more applicable to your business. Speaking to a reputable agency specific to your line of business can help with this. For instance, if you are a pest control company, consulting with a pest control advertising service such as Scorpion can be beneficial as they will help you to tailor an advertising campaign that will work best for your particular needs.
Physical Advertising
Billboard advertising is something that many companies rule out because they feel they are limited by the position of the advert and they view it as a one-time deal, so once the advert comes down they will lose any long-term benefit. However, some companies have taken the billboard idea and evolved it further. Scaffold banners are a great alternative as they allow you to choose the size and placement; they are quick to produce; and effective because of their visibility and the huge numbers of people they can reach daily. In addition, they are reusable, so once printed they can be used on numerous buildings which offer a great return on investment.
Print Advertising
When many companies consider print advertising they often turn first to local or national newspapers. However, there is a wealth of magazines, trade journals, and periodicals on offer which may well be a better fit with your target audience. Because these publications also experience lower readership numbers, albeit more highly targeted, space can often be booked at far lower rates.
Out-of-the-Box Advertising
As we have seen in recent years, adverts can be added to almost anything from tattoos on the faces of your most ardent fans to eggs, video games, and clothing and they even appeared in outer space. While some of these may not be the best choice for your business it shows it is possible to get highly creative about where your logo appears. Every item you provide your clients with should include branding so you have the potential to gain more visibility. Naturally, carrier bags are one direct example of this but it can also include your packaging, client gifts, stationery, and many more items we all come into contact with every day.
The digital element of your advertising campaigns remains important, and this shows little likelihood of diminishing in the near future. However, don’t discount offline methods as they can reinforce your ability to communicate and combine with your online activities to create an unforgettable brand message.
