by Donovan Dillon Contributor
Posted on December 12, 2014 01:02 AM
Although online shopping has grown significantly over the past few years, traditional advertising is still an important part of any small business' marketing efforts. The fact is consumers still respond to traditional methods of marketing, especially during the Christmas season. This may be because many businesses have stopped using things like direct mail, print advertising and radio or television commercials, instead focusing more on digital methods. By incorporating traditional advertising along with digital marketing, your holiday campaigns will stand out among your competition.
Direct mail is still a viable method for small business advertising. In fact, 73 percent of consumers prefer receiving direct mail to other advertising methods, and 70 percent say that direct mail is more personal than electronic contact. There are many people who still enjoy receiving holiday cards, so consider sending out cards to current and potential customers with a discount coupon inserted. Better still, consider sending a Thanksgiving card with an offer that is only good on Black Friday or Cyber Monday. A New Year’s card is another great way to reach customers, offering them discounts after the holiday when many businesses feel the post-holiday slump. Develop a catchy holiday tagline and create a rubber stamp with the phrase on it. Stamp everything that leaves your office from invoices to checks to outgoing mail.
Magazine, Newspaper, Television and Radio
There is no question that traditional advertising for small businesses in magazines and newspapers or on television and radio can be expensive. When social media is free, it is sometimes difficult to justify those costs. However, it is critical to remember that not all your customers are on social media, and some may not be on the Internet at all. In fact, newspaper advertising is proving to be one of the best ways to reach customers. A recent survey found that 79 percent of adults have made a purchase after seeing a news advertisement. Radio and television, expensive as they may be, still have a place in traditional small business marketing. Local stations often offer significantly lower rates than larger market stations. In addition, with good planning, radio and television advertising can be very effective even when advertising budgets are tight. If you developed a holiday tagline for the rubber stamp for direct mail, continue that tagline in all other advertising as well. This connects your advertising throughout all media and helps the customer remember your company.
Connect Social Media
The most important part of using traditional advertising for small business is to connect your online presence with your offline presence. Promote social media contests in your print, radio and television advertising. Post special codes in a print ad or in your store that customers enter on social media to earn a special discount. Include social media links on all advertising, whether direct mail, newspaper or magazine advertising, and be sure that social media is mentioned in all radio or television ads. Consider offering incentives, such as discounts or gifts, in print advertising when a customer “likes” or “tweets” your social media posts.
Traditional advertising for small businesses is still alive and well, but it is important to connect your offline presence with your online presence. In addition, small touches, such as holiday cards with discounts, go a long way toward building a strong relationship with customers. To learn more about how MODsocket can help take your small business marketing efforts to the next level, visit us online at www.modsocket.com.