Join Brad Batesole for an in-depth discussion in this video Pros and cons of offline marketing, part of Offline Marketing Foundations.
- Every marketing approach has its pros and cons. So it's only fair that we discuss these in relation to offline marketing, let's start with the pros. For starters, traditional methods may be the only way to reach a particular audience. For example, if you wanna targe folks over 65, that are entering retirement, know that over a third of them are not using the internet. Another pro is the ability for face-to-face interaction. With in person events, demonstrations, or sales calls, you develop a direct connection with your customer.
And many customers prefer to do business with people they've met personally. Next, consider the tangibility of offline marketing. There's a lot of hard copy materials, which provide consumers the opportunity to review details at their leisure. Business cards, flyers, print advertisements and door hangers all make it easy for consumers to interact with your messaging in a format that isn't changing, depending if they're on mobile or desktop devices, how fast their internet is and so on. Offline marketing also resinates really well with consumers.
The United States Postal Service conducted a study and found that while people process information faster with digital content, than they did printed content, they spent more time with physical ads then digital ones. This increased time, leads to a stronger emotional response, and improves their recall of the information. All essential, to triggering a sale. Another pro is that the materials can be kept. The audience can have a hard copy of materials which they can read or browse through, over and over again.
Also, if people place these assets in a drawer, on their desk, or on their fridge, they may stumble upon them later, and revisit that material. Finally, offline marketing is easy to understand and deploy. It's really fairly non-technical. So the skills to deploy effective strategies are often easier to acquire. Now, while offline marketing can be plenty effective, it does have it's drawbacks. The biggest pain point is how expensive offline marketing is. Purchasing TV, radio, or print ads can be cost prohibitive for many businesses.
Hard copy brochures, business cards and post cards all cost money to print and to print them well. Those costs also increase if you're sending them out through the mail. Next, the results can be difficult to track. While there are ways to improve tracking, it's just not the same as online tracking. And this can make it harder to justify your spend, and fully understand your return on investment. You may have to use statistical models and bench marks to isolate the impact of your offline marketing efforts. And that can be tedious, or even require outside help on complex campaigns.
And speaking of outside help, another con is that offline marketing tends to require external resources. You have to design the collateral, buy media, review contracts and often engage an agency for assistance with TV or radio advertisements. And all of these elements add to your cost and workload. And finally, the message is one way. With the exception of in-person selling, there's no interactive component and no exploration. It's all packaged into one touch point. Now, I don't want these cons to be discouraging.
Offline marketing is still incredibly effective, and it can still be done affordably.
- Identify the pros and cons of offline marketing.
- Recognize the fundamentals of audience development in offline marketing.
- Recognize how to break down expenses when setting up an offline marketing budget.
- Explore the elements of using direct mail in offline marketing.
- Examine the use of events such as promotional giveaways and trade shows in offline marketing.
- Identify the pros and cons of using print advertising in offline marketing.
- Break down the benefits of television and radio advertising.
- Explore the fundamentals of using promotions in offline marketing.