Whether you’ve got an online presence or not, having an offline marketing strategy that’s financially realistic, easy to apply and doable within a given time frame is a must. While many companies rely on social media campaigns, digital pop-ups ads, mass email sends and web promotions to drive business, there are many things you can do without sitting behind a computer for hours – so here’s how to plan for your offline marketing strategy in 2016.
- Set aside a budget
When it comes to marketing it can be easy to get carried away and overspend. This is why it’s essential to draw up a budget – be it monthly, quarterly or annually – and stick to it to avoid plunging your company into unnecessary event. There are many offline marketing avenues to pursue including flyer printing from Helloprint and business card production, so make a list of everything you want and work out what you can realistically afford. It can be quite the juggling act, but it’s better to price things from the off so you don’t get any surprises along the way.
- Think about your target audience
If you’re working on an online and offline marketing strategy simultaneously, you must know and understand your target audience in order to decide where to spend the most money. If the people who buy your products, for instance, are aged between 18–25 and spend most of their day online, it might be better to plough money into demographically targeted social media campaigns or well-timed pop-up ads and keep offline spend to a minimum – perhaps simply releasing an advert in a relevant magazine once a week.
If, however, you’re targeting parents (half of which are web savvy and the other half who are technophobes), it would seem appropriate to balance your online-offline budget appropriately.
Of course, it’s important to bear in mind that 1,000 printed fliers are likely to cost less than a well-executed and successful PPC campaign that targets the right consumers and so these considerations should be factored in when budgeting.
- Plan your networking activities
Networking is an important part of business, as even if you’re an online-only start-up you can still mingle with like-minded people and promote what you do. There are regular events up and down the country including trade shows, exhibitions, lectures, seminars, breakfast mornings, expat gatherings, roundtable meetings and so on, so it’s well worth checking what’s out there, arming yourself with offline promotional materials like business cards and shaking hands with the right people. After all, it’s often not what you know but who you know! One chance meeting could open up a host of exciting opportunities and you should also get access to fresh information and ideas which can help make your company even better.
Having an offline marketing strategy is crucial to the success of any business, but make sure you plan carefully to avoid common pitfalls like overspending.