Offline advertising is far from dead. Its basically the same as someone saying print media and newspapers are dead. Well if you look at the majority of people, they read the news online nowadays. This doesn’t mean the print era is dead though. There are millions and millions of people that pickup a newspaper everyday and scrummage through it in search of some story that will kindle their burning desire for knowledge. The newspapers reach people that won’t be reachable in any other fashion. Some people don’t own or believe in computers or gadgets. Others just can’t afford it.
It’s a reality that a lot of people forget about….
According to them, their business website will be seen by everyone all across the world. (Figuratively speaking) That definitely isn’t the case though. Let me give you an example: Charlie’s grandma is looking for a decent design company to create some marketing material for her weekly bake sale. She doesn’t own a computer and her TV is older than dirt. The only way she will find a design company is by picking up her trusty old phone book and flipping through the yellow-pages. Unless you have listed yourself in the yellow-pages or bought some advertising in there, there is noway she is going to find you.
Now if you had some flyer printing done and perhaps bought some advertising space in a couple of magazines, put up a billboard and branded your car, you could perhaps be designing some old ladies bake sale brand identity. Now don’t get me wrong, you aren’t always after the little fish, but this could lead to bigger things. This was merely an example of how some old lady saw a billboard on her way home, called you up and payed you a thousand dollars to create her new simple brand identity because she saw value in your companies billboard.
So now comes the questions: “Why do you want to design old ladies brand identities?” The answer is you don’t. You have to look at the bigger picture here.
You won’t just be making impressions on old ladies. If she was able to notice your billboard, you must have definitely done something right. If you stand out in a unique way, you will garner attention. It’s a fact. You just have to decide weather or not you are ready for it. Soon enough people will be calling you up that you have dreamed of working with.
Why will these people suddenly be interested you might wonder? Well it’s because they see value in your company. A company that is advertising offline and has a growing presence online must be doing well for themselves. The fact that such a successful company is advertising offline to reach a totally different market immediately instills curiosity into a lot of people. A lot of people…
Offline advertising can open new doors for you and your business, you just have to go about it correctly. Depending on your business or product, you are open to a vast range of advertising options, choose wisely and choose correctly. It doesn’t come cheap, but the ROI is great. The reason you see a lot of companies advertising offline is because they are reaching out to those “unreachable” people. I’ve checked out a lot of websites that I’ve seen in magazines that interest me and I can undoubtedly tell you that I’m not the only one.
But I don’t want to advertise offline.
Like I said earlier, it isn’t for everyone. You have to decide if you want to go down this route, but I can assure you that any press is good press. Especially if you want to get your name out there and spread your wings. However, I do understand your point if you don’t want to spend unnecessary money on advertising because the business/product is geared towards a very select audience. The decision is up to you in the end though.
Different forms of offline advertising
There is seriously a lot of different ways to advertise offline. I’m going to name a few below for you.
- Print Media Advertising(Ads in Newspapers, magazines, columns etc)
- Car branding
- Flyers, brochures, booklets
- Bus advertising
- Blimp advertising
- Radio advertising
- Mascot promotions
- Event sponsorships
I only mentioned a few forms above and all of them obviously range in pricing from cheap to very expensive. In the end it’s your decision though. Do you want to make your business a household name or keep it restricted? Spread those wings and get your business seen.
Just remember to ask yourself this question and read the post, it’s worth it. Who Are Your Customers: Elephants, Rabbits or Deer? – ZURB
Disclaimer: This was more of an opinionated post that I just had to get off my chest. It hopefully makes sense to such an extent that you get the message, “It’s pretty important to advertise offline as well.” I’m aware that I’m going to get a lot of people that disagree with me, but it’s opinionated. Have a good weekend.