Are you looking for new market strategies to increase your company’s revenue in the New Year? Have you tried a few online marketing techniques but you’re not getting the results you’re after?
With everyone advertising online these days, it might be time to think outside the box. The digital space can become saturated depending on how much competition is in your industry.
And many business owners forget that there are proven marketing and advertising opportunities that are offline as well. Offline strategy still holds relevant value and profit potential and shouldn’t be overlooked.
Perhaps it’s time to rethink your offline strategy. Here are five types of offline strategy methods that continue to deliver good returns on your investment.
5 Kinds of Offline Strategy Tactics to Boost Your Business
Follow these offline strategy ideas to grow your business.
1. Support Local Sports Teams and Community Organizations
Not every small business can afford to sponsor a national sports team. However, fortunately, many startups and small companies can afford to sponsor a local sports team.
This is a smart way to reach out to the community and local businesses who reside and do business in the area where you operate your local business.
And often these businesses and companies often support larger events that you can be a part of.
Other opportunities exist to support the community outside of financial donations and sponsorship. Your business can host a group’s gathering or event place for community organizations to hold their meetings.
Offer some of your company’s office space for organizations to hold community meetings. This enables you to build relationships with the businesses and group leaders in your local organizations in your community.
2. Create a Direct Mail Campaign
You might have heard the whispers that direct mail is dead and gone. But honestly, it’s a myth. With hundreds or thousands of online ads, direct mail gives businesses an opportunity to advertise in an unsaturated market.
The return on investment for direct mail has actually increased by 45% reports a DMCA report in 2016.
Today, people often read the mail that arrives in their home mailboxes because they’re not swamped with postcards, envelopes, and direct mail packages.
For a successful direct mail campaign, you need to keep a few things in mind.
Use Relevant Mailing Lists
When implementing a direct mail campaign, use data sets that provide value and relevancy.
First-party data comes customers that are familiar with your brand. They give you their data after they have expressed interest in receiving your marketing communications.
But the downside of using first-party data is that it can become outdated quickly. People move and don’t provide their new address.
If you don’t send your materials out within the mail forwarding period, there’s a good chance they won’t receive your direct mail advertising.
This can waste valuable resources if you’re sending out expensive mail pieces.
Another option is to use a third-party list. But they deliver a lower response rate than direct mail packages sent to first-party mailing lists.
But using introduction-of data-as-a-service can prove to be effective when the data integrates demographics, income level, and other important data to help you personalize your marketing communications.
Create Effective Creative Materials
While data is a key element of your direct mail campaign, it’s essential to know that your company’s creative concepts attract the attention of your direct mail recipients.
Make sure to do A/B testing to learn what marketing ideas prove to be more effective. A/B testing simply means you’re testing two ideas at a time: A against B.
For example, you can test different colors, headlines, a headline vs. a piece without a headline, a postcard vs. an envelope with a letter, etc. A campaign with images of people versus images of the product and different calls-to-action.
A/B testing will enable you to see which creative concepts deliver the best results. Check out the following data from the Direct Mail Association about response rates for a variety of advertising formats:
- Oversized envelopes – 5%
- Postcards – 4.25%
- Catalogs – 3.9%
- Letter-sized envelopes 3.5%
Although these statistics were shown in their survey, they won’t be true for every company.
Some marketing managers claimed they received better response rates when they included a personalized letter inside envelopes. Results of campaigns vary depending on the target audience, so try it out for yourself.
3. Hold Speaking Events
Speaking at industry events provides an excellent opportunity to network, discuss the industry, gain brand recognition and awareness, and get the word out about your products and services.
The best way to approach speaking engagements is to choose a hot topic in your field and offer a well-researched perspective on the topic.
During your speech, provide data from top industry influencers and companies, the news and some of your own insights.
If you’re new to the industry, you can attend an event and learn from your peers. And you’ll be discovering and discussing important topics while building your reputation, generating leads, and networking with important people.
You can find industry professionals in a variety of fields you can meet in person in a business directory.
4. Send Out Cool Promotional Products with Your Logo on Them
Sending unique promotional products to the business contacts you meet can be a great way to keep your business in the mind of your prospects.
When you take the time to get creative in choosing promotional giveaways, it can impress the person who receives your gift.
Choose gift ideas that will be visible to your prospect on a daily basis. A pen that can end up on someone else’s desk just doesn’t do the job. Read more here about some cool giveaway ideas.
5. Create Press Releases
Creating a newsworthy press release is a great way to build brand awareness about your company. If a journalist or editor picks it up and is interested in what you’re providing, you might end up in the local newspaper or a national magazine.
Some tips when writing a press release:
- Keep the focus on the benefit of the reader
- Think about something new you’re doing that isn’t being done in your industry
- Tell a story in your press release
- Don’t make your press release read like a marketing article
Here is an article that will help you learn how to write a press release.
The Takeaway on Offline Strategy Tactics
Try one or all of these offline strategy tactics to grow your business to make a difference in your bottom line.
With a little out-of-the-box thinking, you’ll find local advertising, direct mail, and networking events can prove to be quite effective at increasing your company’s revenue.
At Your Business provides business directories, business articles, and forms and templates. Explore our website to find out more.