During the last 10 years or so, marketing campaigns have been focused on the digital, rather than the print medium. But savvy marketers are starting to realise that optimising content is about using all the available channels, not those solely online. Although online and offline marketing goals may not be the same, by combining both techniques in an multi-channel marketing strategy marketers can make sure both campaigns work together for maximum brand engagement and improved ROI.
What is offline marketing?
Offline marketing encompasses strategies which can’t/aren’t done online, including more traditional marketing techniques, for example:
· Point-of-Sale graphics (POS)
· Posters
· Print advertising (including large format like hoardings and bus stops)
· Direct mail
· Flyers/printed brochures
These can be used to target those customers who may not want to buy online: those who don’t have up-to-date technology; or those who are not au fait with the latest gizmos and gadgets. What’s more, traditional print campaigns cut through the ‘noise’ of digital campaigns and the bombardment of consumers with online adverts and promotions.
At Gecko, we know the power of the printed word and good visuals in an offline marketing campaign. That’s why we love working with our clients to make their digital print and direct mail campaigns more responsive, cost-effective, and most of all, profitable. If you would like our help with data, strategy, creative, production and implementation of your offline campaign, why not speak to us today?
Why does offline marketing work?
If you think about it, customers still go into shops to collect orders, try on clothes, and look at products in the ‘real world’. These experiences cannot be replicated online. Offline marketing, therefore, offers something online marketing cannot because it is tangible, for example, a flyer, brochure, or card, or a personalised letter taken out from its envelope.
Direct mail campaigns can be extremely useful in building brand recognition because marketing materials go straight into people’s homes. It is a very personal way your brand can communicate with and engage customers via physical contact with your print media. Something social media cannot offer. Direct mail was chosen by the UK Government to communicate with its citizens during the Covid-19 pandemic, simply because it is a tried and trusted two-way process of getting attention and communicating information.
How many people will see advertising hoardings, bus stop adverts, or vehicle livery while they are driving? People cannot be on the internet and driving at the same time, so these are very effective marketing tools for building brand recognition and engagement, but they can also be used to generate more online traffic too.
How offline marketing can boost traffic to your website
Include digital information on printed materials: The first thing is to make sure that digital channels are included on printed marketing materials. Businesses can drive more traffic to a website simply by including it on adverts, mailshots, brochures and flyers.
Add specific web addresses and/or QR codes: Taking this one step further, printed materials can include a QR code that will take customers to a specific landing or sales page on a website. This page could be a sign-up page for a lead magnet or offer code, whereby useful information about customers is captured to use in other campaigns - email marketing for example. Alternatively, it could offer a specific discount code for a customer’s next online order, booking or even tickets to a real-life event. The advantage to your business is that your marketing team can track the metrics from this page to calculate the effectiveness of the offline campaign. It enables you to see how many people visit your website as a direct result of the flyer/brochure/mailshot, allowing you to calculate an accurate ROI.
Partially Addressed Mail
For a more personal touch, you can talk directly to customer groups within a specific geographical area through a Partially Addressed Mail (PAM) campaign. You can read more about how Gecko’s targeted acquisition mail tool can help your business through Partially Addressed Mail campaigns here. The mailer pack/graphics can include a QR code with an embedded url or purl (personalised uniform resource locator). This is especially useful when business has physical locations with their own microsites, for example individual garden centres owned by one umbrella company.
· The PAM campaign targets people within a geographical location
· The QR code on the printed material sends them to a landing page or microsite
· The landing page or microsite gives them a discount code for an online shop or to use in a local store, (or both!)
The example used above has the added benefit to your marketing team of being trackable and accountable at every stage of the campaign, giving you accurate reporting information about the campaign. To find out how Gecko’s targeted acquisition mail tool can increase customer response rates and improve engagement with online channels using our Partially Addressed Mail services, call us now on 0113 391 0704 or email us at hello@gecko.co.uk.
POS
If your business has physical premises, we can add QR codes and hashtags on to printed POS graphics, whether hoardings, posters, or giveaway flyers. In addition to landing pages, QR codes can link directly to social media platforms, inviting people to follow by including statements like ‘tag and follow us on Instagram/Facebook for offers and giveaways’. Printed POS materials can also encourage social media engagement by including hashtags so customers can join the conversation or post their own experiences or purchases.
We were thrilled when @MIND got in touch with us to produce offline marketing collateral for their garden at the Chelsea Flower Show. We produced QR paddle boards for people to pick up and scan a QR code. The address on the graphics pointed visitors to their gold medal-winning garden to their informative garden webpage on the @MIND website.
QR codes on printed materials can also be used to make online events accessible, to promote hybrid in-store/online events, or even to advertise contests or giveaways both offline and online, for example, ‘apply online or in-store for your free giveaway’.
The @MIND campaign we described above is just one example of how offline marketing can be incorporated into an multi-channel marketing strategy to help to drive more traffic to websites, social media channels, online promotions, campaigns, or events. At Gecko, we are experts in digital printing and direct mail services, so if you would like to learn how to get more online response from your digital print and direct mail campaigns, email or chat to our experts today.