In today’s market, the Internet might seem to be the dominant force when it comes to marketing. However, according to a report in AdWeek, small businesses only spend three percent of their budgets on digital marketing. While the online advertising market is expected to grow 11.54 percent over the next few years, much of this market share is expected to be used by larger corporations. With companies still willing to pay millions for a 30-second ad spot during the Super Bowl, there’s no question that traditional marketing techniques still have value.
The AdWeek report also indicates that many small-business owners are still using more traditional methods such as newspaper ads and direct mailers. It’s obvious that many small businesses will never be able to afford any kind of television ad spot but there are ways to integrate traditional and contemporary marketing techniques.
Be consistent. One of the most important ways to integrate more traditional marketing assets into your online presence is to ensure brand consistency across all media. From your tagline and logo to your color pallet and social media profiles, make sure the look and feel of your brand creates a memorable and coherent experience.
Give it some swag. For businesses that host events or frequently attend trade shows, branded products—aka “swag”—are pretty standard fare. While you want to keep your brand consistent, it can also be beneficial to find ways to include your website or social media profiles on your vanity assets. Even if you don’t find yourself frequenting events, investing in something as simple as T-shirts could be a great way to turn customers into walking billboards.
Give them incentive. While direct mailers and weekly circulars might still be favored among local small businesses, it’s important to take it a step further. Give prospects a reason to check out your website or latest promotion. Gamify your latest campaign by offering points toward a product discount. Create a dedicated landing page; use the print assets to pique interest and drive customers to the landing page for more details.
Include a QR code. Some might argue that QR codes are dead. However, according to marketing analytics firm KISSmetrics, QR codes work well when included in a direct mailer to provide customers with discounts or send them to your latest Facebook promotion. You can also use a QR code to send customers to a landing page with detailed information on the product that they wouldn’t see in the print advertisement.
Include your social media profiles. Including social media profile information on your direct mailers, print ads and even business cards could be a simple way to incorporate your digital profiles into traditional advertising assets. Consider this: according to a recent report, a Facebook Fan could be worth up to $174. This kind of return on investment could make leveraging ad real estate to drive prospects to your Facebook profile a worthwhile expense.
Invite a visit. For retailers, getting customers into stores is crucial. According to an article from Social Media Today, a 2010 campaign by Estee Lauder provides a great example of integrated marketing techniques. The beauty retailer used a social media campaign to offer in-store makeovers and professional headshots. Customers were given a new, glamorous look and pictures were taken right at the counter. These pictures were loaded to the social media profiles with the Estee Lauder logo in the background, putting the retailer right at the heart of the customers’ social network.
Ultimately, the idea is to consider every customer touch point—whether traditional or digital—and use every avenue to draw the customer or prospect into your brand experience. With smart application and a little media savvy, the integration of new and traditional media into cohesive advertising campaigns can be accomplished with a few simple strategies.
AdWeek -- “spend three percent of their budgets”
Research and Markets -- “expected to grow”
AdAge -- “QR codes are dead”
KISSMetrics Blog -- “QR codes work well”
Mashable -- “Facebook Fan could be worth up to $174”
Social Media Today -- “great example of integrated marketing techniques”
Special thanks to our guest blogger, Sara Collins.
Sara Collins is a writer for NerdWallet. She works hard to keep business owners and entrepreneurs informed about the best marketing strategies, from coupon codes to social media involvement.