3 Traditional Marketing Tactics That Boost Your ROI
Businesses must invest in an effective and powerful marketing strategy to stand out in today’s crowded marketplace. That strategy should include traditional marketing tactics to maximize your ROI.
With the advent of the internet, more businesses are focusing their advertising dollars on digital marketing strategies. After all, more than 2 billion people shop online for solutions that meet their needs. However, traditional marketing is still an effective way to increase advertising revenue, grow distribution, and grow page count. Television advertising is responsible for at least 72% of all brand awareness. Traditional marketing tactics are a great way to reach a larger audience, generate leads, and drive sales.
Keep reading to learn three traditional marketing tactics that boost your ROI.
Key Takeaways
- Traditional marketing tactics are methods businesses use to reach their target audience offline.
- Traditional marketing allows businesses to reach a larger pool of prospective customers, stay front of mind, and build deeper relationships with their customer base.
- Direct mail campaigns, targeted billboards, and in-person networking can significantly impact your ROI.
What Exactly Are Traditional Marketing Tactics?
Traditional marketing tactics are ways businesses reach their target market with promotional content that doesn’t involve internet use. Traditional marketing can include such channels as:
- Billboards
- Radio ads
- Television commercials
- Direct mail pieces
- Magazine ads
- Newspaper ads
- Networking
These tried and true methods of advertising have withstood the test of time and, even in a primarily digital world, can deliver impactful results. Whether you’re a small business with a limited budget or a major corporation with plenty to spend, traditional marketing can find a place in your marketing strategy to positively impact your bottom line.
How Is Traditional Marketing Beneficial?
While digital marketing is an efficient and cost-effective way to reach today’s consumers, traditional marketing still brings value. It’s easy to understand and isn’t limited to technologically savvy shoppers. For this reason, traditional marketing can be an optimal way to cast a wider net and capture a larger audience. Digital marketing may deter older consumers who aren’t as current with today’s technology. Lower-income consumers or people who live in rural areas may not have access to the internet. Through traditional marketing, you can hope to reach more people for greater visibility.
Traditional marketing also lasts longer than digital ads. While digital ads can change every day (if not every hour), a billboard or a magazine ad will be in front of audience members for a significant amount of time. This presence helps to generate brand awareness and recognition and allows businesses to build a reputation with their audience. It also helps brands stay front of mind so that when a consumer is ready to purchase a service you provide, yours will be the first one they recall.
With digital marketing, machines and technology handle most consumer contact. Traditional marketing fosters deeper customer relationships, as most interactions happen through physical contact, which builds credibility, trust, and stronger connections that lead to customer loyalty. All of this contributes to increased conversion rates and healthy sales growth.
3 Traditional Marketing Tactics to Boost ROI
In today’s digital world of automation and online interface, going back to basics with traditional marketing can be a refreshing approach. Here are three traditional marketing tactics that will resonate with customers and boost your ROI.
1. Direct Mail
Today’s consumers get a lot of junk mail, so a direct mail campaign may seem unlikely to succeed. However, the key is to avoid delivering junk, but rather, a benefit. Use audience research to create a targeted direct mail campaign that reaches people who have already shown an interest in your business. Rather than asking for something (like most junk mail does), provide a benefit. Offer a coupon or a giveaway. Deliver something of value (even if it’s simply a branded magnet) that the recipient will be more likely to keep. Every time they see that item, they’ll see your logo and remember that yours was the business that gave.
By contacting people who have already shown interest in your brand, you increase the likelihood of conversions. Those people will come to appreciate and look forward to receiving your marketing collateral in the mail. It will generate more brand awareness and keeps your business front of mind.
The following video provides further details about maximizing a direct mail campaign and shares a case study of a successful business using this traditional marketing tactic:
2. Billboards
Only 25% of today’s workers do not commute to their job. That means that of all workers, only a quarter will not see a billboard on their way to work. Billboards are an impactful way to generate brand awareness. While they don’t typically boost instant ROI, they’re an investment that pays off over time. When people see your brand every day (and often while sitting in traffic, where they have a chance to look at it longer), they come to recognize your business and will be more likely to recall you when they need your products and services.
Billboards offer considerable creative freedom. Three-dimensional designs, die-cut overhangs, and vivid colors create eye-catching marketing that is both recognizable and memorable. You can customize your message based on location to relate to and resonate with people in a specific geographic region. Billboards allow you to reach the right people with the right message in a way that helps you stand out from your competitors and drives sales to your business.
3. Networking
In-person networking is a way to connect with people face-to-face and let them put a face on your brand. Consumers can ask you questions firsthand, but more importantly, you can learn more about your audience. Discover more details about their needs, preferences, and pain points. Find out what they need from a business like yours, and uncover how your solutions can benefit them for a lasting relationship that ultimately brings repeat business and referrals. After all, if you can earn customer loyalty that builds brand ambassadors, you’ll lower the cost of doing business as they’ll promote your business.
If you can host a networking event that brings industry experts together with prospective customers (or even other industry peers), you’ll position yourself as a leader in your field. In addition to connecting with your potential customers, you’re connecting with others with similar interests, thus creating a pool of resources for everyone. These resources will earn their respect, appreciation, and trust, which can only benefit your business in the long run.
Create an Effective Traditional Marketing Strategy
BOOM Communications is an advertising and marketing firm that delivers solutions for businesses, offering newspaper and magazine printing services. Our experienced team can help you determine and implement the most effective traditional marketing tactics to reach your goals.
Contact BOOM Communications today to learn how we can help you develop a powerful traditional marketing strategy.