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What Is Traditional Advertising?
Offline advertising refers to the advertising tactics carried out using the traditional media such as billboards, television, and even radio ads.
Although digital advertising drives a higher ROI for many brands, traditional offline channels still matter for startups.
According to Oberlo, 10% of the US population says they never use the internet. Besides, only 81% of US adults go online on a daily basis.
Thus, running an offline advertising campaign is the best approach for targeting people who never use the internet, or do not log in on a daily basis.
Offline Advertising Key Takeaways
- Make sure there is a way to convert offline prospects into online sales by including a URL to a landing page or a QR code leading to a form for capturing visitor information.
- Be selective to the type of offline advertising you choose, so that you target your customer base directly.
- Hone in on your sole objective of the ad rather than communicating too many messages
- Use online analytics to track the performance of your offline campaigns
Understanding How Offline Advertising Works
Offline advertising targets consumers through the traditional channels such as:
- Print (magazines or newspapers)
- Flyers & Brochures
- Direct mail
- Banner Ads
- Cold Calling
- Door to Door Sales
How Much Does Offline Advertising Cost?
Some traditional advertising channels require paying for the advertisement slot. The cost of traditional advertising depends on so many variables.
For instance, if you are running an advert just before or during a news bulletin, the cost is relatively higher than an advert airing past midnight, and depending on the target audience.
Likewise, if you choose to place a billboard at times square, expect to pay much more compared to a billboard within rural areas.
Real World Examples: Start an Offline Advertising Campaign
Offline advertising ideas:
1. How Flyers Helped A Junk Removal Company Gain Customers
You Call We Haul is one great example of startups that leveraged flyers to gain their first customers.
According to Sam Evans, founder and CEO at You Call We Haul, flyers and free craigslist posts were really the reason they started to get business.
When the company was launched in 2016, it did not have a website, Facebook page, or Instagram account. They spread the word by taping flyers to mailboxes, free Craigslist posts, and sharing screenshots of our flyers in local Facebook groups which were our biggest source of customers.
It took the company about a week to get the first customers and we were profitable by the end of month one in which we did about $2,000 in sales.
2. Burger King Direct Mail Campaigns Increase Gross Profit on Coupons by 40%
Burger King understood the value of offline advertising and occasionally sends consumer coupon inserts by mail. Besides, Burger King includes inserts in the coupon section of the Sunday paper.
In the age of the smartphone, it is easy for advertisers to assume that digital marketing is more effective when it comes to highlighting discounts and special offers. However, for Burger King, the approach is slightly different, as they combine digital and traditional marketing.
Sending coupons via direct mail helped the company to attain a 40% gross profit increase.
How To Set Up a Successful Traditional Advertising Campaign
- Identify your audience
- Focus on one key message
- Highlight the benefits you know your local audience wants
- Create a custom call-to-action
- Ensure your campaign reflects local features
- Keep the advert short and simple
- Consider better targeting alternatives
Designing your first traditional advert can feel overwhelming.
Luckily, you can use design tools to come up with flyers, brochures for your traditional advertising campaigns. Alternatively, you may hire a designer to come up with an optimized advert.
A graphic design platform, used to create social media graphics, presentations, posters, documents and other visual content. The app already includes templates for users to use. The platform is free to use but offers paid subscriptions like Canva Pro and Canva for Enterprise for additional functionality.
Businesses using Canva:
Strata Design 3D CX
3D modeling solution that helps design/create 3D projects using 3D/2D drawing and visualization tools, special effects and more
- Website: strata.com
Contributors to this article:
- Pat Walls, Founder @ Starter Story
- David Gitonga, Writer @ Starter Story
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