Companies today are hyper-focused on digital marketing, and while it’s crucial to maintain an online presence to remain competitive, real-world brand awareness (offline marketing) has been overlooked in the process.
For many marketing managers, it can be difficult to understand the value of these offline strategies and the power they have to inspire customers to act. But in order to achieve the best business results, it’s all about finding a balance. Here are five ways to build an effective offline marketing strategy to boost your brand.
Establish Trust With Physical Products
Why it matters: It shows your brand exists in the real world.
The phrase “seeing is believing” rings true in marketing. Trust impacts buying, and people trust brands they can see and experience on a daily basis. Now more than ever, consumers around the world buy based on belief, where a brand’s principles are weighed equally against its products or services.
Let’s look at social media as an example. A survey conducted by public relations firm, Edelman, revealed that half of the respondents believed brands are complicit in social media problems regarding inappropriate content concerning privacy, fake information and hate speech.
That perception can reflect poorly on the businesses that advertised on the platforms. Whether brands are responsible for the content near their ads is irrelevant.
While there are ways to improve trust in your brand online, a promising solution is refining your offline marketing strategy at relevant events, trade shows, customer hubs and more. Having people interact with your brand offline and in their everyday lives will solidify trust in your brand. It shows consumers that you exist in the real world.
Why it matters: It strengthens your association with the market.
Offline marketing also allows you to build trust within your community. This approach doesn’t have to be costly or complex. In fact, a local marketing approach can be as simple as leaving branded items like smart business cards, customized USB drives or even phone chargers at popular local businesses.
You could attend speaking engagements or networking events within your industry, or sponsor a local event. Events like these give you an opportunity to boost brand awareness with branded items like the customized flash drives, and allow your company to develop face-to-face connections, which will inspire trust in your brand — especially since people tend to trust other people more than advertisements online.
Build Your Brand and Audience
Why it matters: It helps extend your reach.
Many people, especially professionals, don’t spend a lot of time online. So if your brand awareness strategy focuses solely on digital channels, you could potentially miss out on an audience that would be interested in your product or service.
Utilizing offline marketing strategies to support brand awareness allows you to expand your reach. Even when digital content reaches your audience, there’s usually a need for more visibility as a result of ad budget constraints and secondary markets.
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Practicality, Practicality, Practicality
Why it matters: Useful products have value.
According to a study by PPAI, 81% of people who receive promotional products will use them for at least one year, and 83% are more likely to do business with the brand.
For example, if you use promotional products like custom USB drives or the custom mobile chargers, it’s likely consumers will see your brand regularly. This is why tech promo items are especially effective – not only are they valuable, but they’re also useful.
Moreover, the study revealed that after receiving a promotional product, 79% of people researched the brand afterward. This is huge because if you are using a mix of digital and offline marketing strategies, you’ve enhanced the efficacy of your online marketing as well.
With promotional products, you intentionally insert your brand into people’s lives who may never have come across it online, therefore increasing your chances of a sale.
Why it matters: Have a sense of continuity across all channels.
The name of the game when it comes to multichannel marketing is collaboration. Ideally, we want our offline marketing to support online campaigns and vice versa. Oftentimes, companies think of these as two unrelated tactics, but this line of thought may ultimately hurt your brand.
Successful brands are consistent and adaptive across all channels. If someone interacts with your brand in the real world, then looks you up online, they should experience a sense of continuity. Smart brand managers develop and leverage the interplay between offline and digital marketing strategies.
A One-of-a-Kind Product
Why it matters: Cool products inspire people to act.
A music festival called Tomorrowland in Belgium sent tickets via specialized antique-looking treasure chests. The packaging looked expensive and came with a few bonuses.
Because of its charming and creative vibe, festivalgoers captured and shared images on social media which then allowed Tomorrowland’s offline work trigger a strong online response.
If companies are able to gift consumers with a one-of-a-kind promotional product, consumers are likely to show it off and extend the brand’s reach.
Refining your offline marketing strategy requires a level of engagement that inspires your audience to act, whether through purchases or social media posts. Tech products like customized USB drives, mobile chargers or custom-shaped products, ensure more responses via social media than distributing leaflets.
People are also compelled to post about your brand if you’ve sponsored an inspiring community event or or if someone took a video of a unique product demonstration at a trade show. Investing the time and creative thought into your offline marketing eventually pays off through valuable organic content and buzz around your brand.
Engage Local Publications
Why it matters: Relevant placement boosts brand visibility.
Print media isn’t dead. Building relationships with the press can be useful for brand visibility. Reach out and send press releases to newspapers, magazines or trade publications that showcase your brand’s next event, milestone, etc. You never know who’s paying attention.
If you’re looking to enhance top-of-mind awareness and build a following, it might be time to look at your offline marketing strategies through a different lens.
Digital marketing will always be part of your brand awareness efforts, however, nothing can replace face-to-face interactions. Creative, real-world marketing helps build meaningful relationships with consumers. It beefs up brand awareness, contributes to your bottom line and leads to better organic digital content.
To learn more, browse CustomUSB’s portfolio of promotional tech offerings now.