The Maverick Entrepreneur™ Series

 

Offline Marketing Trends for 2019

Offline marketing may appear to be dead compared with the many ways to market online, but it is still alive and well and thriving in certain areas.

Physical branding

Almost everyone in the world can instantly recognize the golden arches of McDonald’s, the checkmark of Nike, and the mermaid of Starbucks. Branding on every physical item possible is the name of the game. More than 70% of people are visual learners and over 90% of people react to the information they see.

Given that you have a split second to attract attention to your business online, and up to eight seconds in the real world, if you sell physical products and/or have a bricks and mortar presence, make sure you have an instantly recognizable logo and put it on all relevant items – from all your products, to your letter head and business cards. Businesses are even projecting logos on buildings and in the sky, so get creative and see what your business can afford.

Sponsorship

Sponsoring events such as charity events, live events related to your niche or industry, and local community gatherings, are a great way to get your logo and other aspects of your business seen. It may cost less than you think as well.

First, there is the chance to meet with real people in the community – or elsewhere if you are hosting, for example, a conference about internet marketing at a hotel in Las Vegas. People do business with people they like, so don’t underestimate the power of meeting people in person and showing you are “the real deal” – which is another reason for using live video in your business.

Most events have varying levels of sponsorship, from your logo (and those of others) on the t-shirt for the Leukemia Walk, to having your name and company description in the program.

Live events

Whether you have the budget to create a conference yourself, or you just attend a tradeshow as an exhibitor, live events still offer one of the best opportunities to meet, greet and mingle.

If you have a bricks and mortar location, offer talks, demonstrations and special events that are relevant to your target audience. For example, if you own a restaurant, have a special cooking lesson evening with a theme (such as Italian food) and give them recipes to take home with them.

If you are going to run a meeting in a hotel or resort, make sure everything is branded with your logo.

Classified ads

These are still alive and well in local papers, and very affordable. Run a regular ad with a reason for them to come online and connect with you, such as a free download. A QR code loaded with information about your business, and your URL, can also help drive people online.

Digital signage

Digital signs are all around us and attract around 70% more viewers than a banner ad online, yet most marketers don’t even know they exist – let alone use them.

A digital sign on your bricks and mortar location commands attention. Marketing messaging inside on a screen, with your latest videos, also tells prospects more about your business.

If you don’t have the space at your location, chances are a nearby business will. As long as you are not direct competitors, ask about running ads with them to drive traffic to your business.

Google Local listings

Yes, these are online but they get people in the door, such as people out shopping, tourists and so on. Then it is up to you to get them to stay, with an attractive menu (for example), signage, and a customer-centric attitude.

User-generated content

This is also online, but addresses the real world. People check in on Foursquare. They write reviews of your food on Seamless.com. The reviews will encourage people to come in the door. Social proof and testimonials from credible sources can translate into offline opportunities to get an edge on your competition.

Use the best reviews and quotations on screens, your menu and more. Studies have shown that user-generated content gets eight times more attention than anything a business releases. They will even pay attention to content from your employees, so don’t be shy about asking them for feedback as well.

Selling experiences

Older people with higher levels of discretionary income are not just looking to buy products; they want experiences as well. These can be something unique and memorable that they can only get in the real world.

Think of what people need when they are on vacation, for example. A hotel/accommodation, a car, food, water, souvenirs… Package deals are popular because they can get everything for one (low or reasonable) price.

Those searching for experiences will have similar needs. Look at Groupon deals, for example. They offer a package at 50% off the retail price. The retail price can be relatively realistic, but it is not carved in stone. For example, an apple picking day with a wine tasting on the way home may or may not be worth $40, but it certainly looks like a bargain compared with $80 and is a great way to get people in the door.

When they are enjoying themselves at your orchard or vineyard, for example, chances are they will buy items on offer – especially if they can’t get them anywhere else. In the example above, freshly pressed apple cider, apple cider donuts, apple pies, bottles of wine, and homemade jams, jellies and preserves would be good examples of ways to make even more money from experience seekers.

Similarly, those who go to a spa want an experience. If they discover wonderful massage oil or gorgeous scented candles during their experience, chances are they will buy them.

Other Marketing Trends on the Rise

Personalization

One of the reasons Amazon is so successful is that it knows you so well. Their algorithms can deliver personalized recommendations, which are preferred by around 56% of the online shoppers and a reason they say they would remain loyal to a store or brand.

If we look at some of Amazon’s features, we can see the personalized Wishlist is a great way for customers to show their interests and also remind themselves of what should hopefully be future purchases.

Then there are the bundles, which include the item searched for and other items often purchased together. For example, if you are looking for an HP ink cartridge, you will usually be offered the chance to buy the entire set of four for one low price. Those prices may not be the lowest available on the internet, but it does save time and effort not having to look up all four cartridges separately.

Amazon also has “those who bought A also bought B” recommendations. In addition, they send out emails with recommendations to try to further tempt you into shopping with them.

Storing profiles and matching technology is getting more sophisticated, so even small businesses can use them. One example would be remarketing.

Remarketing

If you’ve ever searched for something and then noticed that the item seems to “follow you” around the internet, you’re not imagining things. It’s a process called remarketing.

Remarketing works by dropping a cookie in your browser to track you. Businesses set up the cookies on their product pages. The cookie turns on when you land on the product description page, and will be commanded to turn off on your site at another particular page, such as the order confirmation page. This is a signal that you have purchased that item and you don’t need to see it any more.

If you don’t purchase the item, the cookie is active for about 30 days and will stay active unless you buy the item. Those sites in the ad network running the remarketing campaign will then show you more ads about the item.

Remarketing services can be very expensive, but there is one easy way you can get started for very little cost, and that is through Facebook. In Facebook Ads Manager, create what is called a pixel, which is your own unique tracking cookie. Place it on the product pages you wish to remarket if a person doesn’t buy.

Good choices might be an expensive item, and/or one that is a little complicated and might require more thought that just a snap decision to buy. Chances are that the more the see the item and learn about it, the more likely they will be to buy it.

Automation

The more you can automate your marketing, the better, to save time and work more efficiently. Zapier.com is reasonably priced and offers more than 1,000 automations, with more being added all the time.

Useful examples include transferring the email addresses from Facebook Lead Ads automatically onto a list in your email marketing platform such as AWeber.com, or cross-posting from Twitter to Facebook.

Popular technology

Every new smartphone that comes out these days has even more bells and whistles, and triggers a buying frenzy for the latest and greatest. T-Mobile and other top carriers will be moving to 5G, which might trigger support issues for older phones and lead to a buying frenzy.

Augmented reality (AR) headsets are also on the rise. Smart marketers are looking for ways to take advantage of this trend to get their messaging in front of the right audience.

Final Thoughts…

Both online and offline marketing are alive and well, but as with most things in life, they grow and change to suit the times and adapt to changing circumstances. No marketing predictions will be 100% right, but in general, if you follow what has been happening in the world of marketing recently, and act on it, you stand a much better chance of being ahead of the game compared with your competitors, and should be able to look forward to even more success in 2019.

If you are interested in additional information as outlined in this article, need assistance in applying this information, or just want more resources, contact us for FREE (no obligation) and we will do our best to accommodate you. 

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