Nowadays, everything is focused towards a digital approach. That goes for marketing as well. Many marketers believe that old-school marketing techniques or simply traditional marketing methods are outdated and even dead.
That’s why many marketers are only using digital marketing methods to achieve their goals. It’s only logical though, especially since a lot of people are active online and therefore, the best way to approach them is via digital marketing.
However, traditional marketing still works its charm quite well and it’s more than effective at capturing people’s attention, as well as getting them interested. Simply put, old-school marketing isn’t dead nor will it be anytime soon.
Still, each marketing approach has its unique qualities, which means you shouldn’t utterly disregard one for the other. Here are a few old-school marketing techniques that are worth a try.
Contrary to popular belief, direct mail hasn’t been replaced by email. As a matter of fact, the majority of U.S. citizens disregard 80% of their emails, but open 80% of regular mail. But, why should you decide to opt for direct mail instead of email, which, by the way, proved to be quite effective in capturing leads?
The main reason is that an average person receives well over 120 emails each day, not including the other 49% that consists of promo emails and spam mail. In other words, email inboxes have become over saturated and it’s increasingly difficult to break through all the digital noise.
On the other hand, fewer companies use direct mail, which means there’s less competition. In addition, 70% of people believe that direct mail is more personalized than online promotions.
Moreover, back in 2016, 100.7 million people in the U.S. made catalog purchases and 42% of them actually read catalogs received via direct mail. What’s more, the response rate from direct mail is 10 to 30 times higher than from digital methods. That being said, direct mail is definitely a technique that’s worth a try.
Branded merchandise is considered to be one of the oldest means of advertising. Yet again, in the U.S. alone, businesses spend well over $20 billion each year on branded merchandise. What is it that makes promotional branded items so highly sought after? In fact, 79% of consumers claim that they’re more likely to do business with a brand that gives them a promotional gift.
Not only that, but branded merchandise is one of the best ways to build brand awareness, where 84% of people state that branded items help improve their awareness about a brand.
Furthermore, from an investment point of view, branded merchandise is a low-cost-high-impact strategy. That means that you won’t spend nearly as much as on digital marketing, but you’ll get a high response rate in return.
However, it’s better that your promotional items are useful and practical to begin with.
Items such as promotional pens, T-shirts, coffee mugs and flash drives generally sit well with the majority of the audience. That being said, 89% of people will keep the branded gift, as long as it’s practical to use.
Flyers and pamphlets are a great way to build awareness about your company, especially if you’re running a local business. What’s more, they are easy and cheap to make, but they can have a major impact on both awareness and response rate.
Simply put, you won’t strain your budget to create flyers, and you can easily gain a considerable return on investment. It’s even more effective if someone is handing out flyers in person, because people generally prefer a personal touch.
Moreover, you can use flyers to promote sales, special promotions and events. You can also include free coupons or discounts to improve engagement from your audience.
Needless to say, many flyers end up in the trash. However, if the design is right, flyers are more likely to capture someone’s attention. In addition, you should focus on the quantity of the flyers alongside the quality.
The more you hand out, the more likely that people will actually see your promotion and become interested.
Even though many marketers have moved past outdoor advertisement, you can still see plenty of billboards pretty much everywhere. One of the main reasons billboards are still quite effective means of marketing is that they often remind consumers about a brand and they influence purchasing decisions.
The fact of the matter is that 96% of people are exposed to out-of-home (OOH) advertising while in a vehicle every week. Billboards are an effective way to capture people’s attention, while they’re away from home and away from the digital world. In addition, billboards are 80% less expensive than television ads.
What’s more interesting is that 71% of people remember the ads they saw on a billboard. This outdoor technique of advertisement works exceptionally well at influencing people’s behavior when it comes to making purchases.
That being said, 72% of billboard viewers shop on their way home from work. Also, 24% of people claim they were motivated to visit a store the same day they saw a billboard.
More importantly, a billboard is up displaying your ads 24/7, as long as you want it there. That means that your investment can generate a lot of awareness and exposure for your businesses.
Old-school marketing techniques are still effective and powerful means of advertising. Even though there’s much focus on the digital world and digital marketing, traditional means are still able to capture the attention of audiences who aren’t as active online as others.
As mentioned before, each marketing method is unique in its own way. However, just because digital marketing is more popular, it doesn’t mean that old-school marketing methods don’t deserve a shot anymore.