Traditional marketing in a digital age
"Traditional marketing allows you to localize your brand."
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Hi. I’m Tegan Jones for the Wells Fargo Business Insight Series. Today we’re discussing how business owners can effectively use traditional marketing tools in a web-based world. Joining me is Anita Campbell, founder and CEO of smallbiztrends.com. Thanks for joining me, Anita.
Thank you for having me, Tegan.
Anita, I know that many business owners have started to favor online marketing campaigns, leaving many to question whether traditional forms of marketing are still effective for small businesses. How are traditional marketing strategies still relevant in the digital age?
According to one recent study, 45% of consumers said they consider traditional media like newspapers to be the best forms of marketing and advertising. Traditional marketing allows business owners to localize their brands and meet customers in the physical space, and this in turn drives customer loyalty. It builds personal relationships. We tend to remember what we have seen, touched, experienced in a physical way.
So local businesses need local marketing; that makes sense. So to get more specific, can you outline a few traditional cost-effective methods businesses can use in their marketing campaigns?
Direct mail can be extremely effective marketing for any business. In fact, according to a survey conducted in 2011, 50% of U.S. consumers stated they pay more attention to postal mail, in other words snail mail rather than email. Now, this method also presents a cost savings. You can tailor your campaign to fit large and small budgets, depending on the number of pieces you want to send out. You can compile a mailing list of targeted customers. Ask customers to fill out an entry card, for example, with their name and address. You can pass these out to customers as they come into the store or give them out at community events. If you operate a storefront business place a mailing list book right next to your cash register. While people are waiting for you to ring up the sale, they’ll fill it out.
Develop marketing materials. You’ll want to compose a direct mail letter, a newsletter, or simply an update on a new product can work very effectively. Send brochures, postcards, other print materials advertising any new products or services, as well as any upcoming sales or specials that you’re running. And send regular customers reward offers and coupons. They’ll love to receive those from you.
Use your local newspaper to advertise your business and highlight an upcoming promotion, a deal, a special event. Give away free coupon booklets as inserts in your local newspaper. I mean these are very, very effective and you also see coupon books that are mailed out directly through the mail.
Then post indirect advertisements and sales notices in various public places throughout the community. Just be sure you have permission, of course, to post something. You don’t want to post something without permission, but many places invite the community to post things. So hang up fliers, banners, posters in other local businesses such as the grocery store or a movie theater lobby, a restaurant, a fitness club. Attend community events and festivals, and pass out promotional materials such as business cards and merchandise there.
So these are all techniques that you can do to make people aware of your business in your local community in a very physical way. You don’t need the online world to do those types of marketing techniques.
Right, and those strategies all seem pretty simple. Thanks so much for your time today. You really helped us understand how traditional marketing strategies can give business owners a leg up in today’s competitive market.
Thank you very much. My pleasure, Tegan.
And thank you for joining us for this segment of the Wells Fargo Business Insight Series. To learn more about how Wells Fargo Business Banking can help you visit wellsfargo.com/biz. In the meantime we wish you continued success.