Offline marketing

Direct mail
post a job

Tradeshows and other events
post a job

Direct marketing

post a job

Door to door sales
post a job

Marketing tools

Brochures / pamphlets / flyer handouts
post a job

Signs / banners / posters
post a job

Direct marketer

If you are looking at performing offline and direct marketing you need to determine the best form for your business. You should conduct market research to determine where to best reach your audience. If you are looking at offline marketing generally, the best thing to do is determine which demographic your audience is in and which form of offline media serves that demographic. If you are looking at direct marketing you will need to build a database of contacts to send material to, whether it is mailing addresses, emails or phone numbers.

What offline and direct marketing options are available to me?

If you are looking to create an offline campaign, you should consider utilising multiple media options. There are many options available to you, which include:

  • Television advertising
  • Radio advertising
  • Newspaper advertising
  • Signs
  • Brochures
  • Flyers
  • Banners
  • Pamphlets
  • Posters
  • Direct marketing

There are positives and negatives to every avenue available to you. Television advertising, for example, has huge reach but is costly to book and even more costly to produce to a high quality. Radio advertising is fantastic for reaching commuters and local audiences, but lacks a visual element which can disadvantage businesses with attractive products or brands. Direct marketing is powerful, but requires a strong database to connect with which means significant market research requirements. The best strategies integrate online and offline marketing to leverage the power of both methods.

Which professionals can help me build a strong offline or direct marketing campaign?

The specialists you need will depend on the medium you choose to use. In almost all cases, the first step is market research and marketing strategy - this helps you define your current position and construct a strategy to achieve the results you’re seeing. If you are looking at running a print and sign campaign, you will need graphic designers and copywriters to craft the ads themselves, which will need to be prepared for production (sometimes called ‘print-prepping’) and passed to the media outlets and signwriters. Alternatively, a television and radio campaign will need copywriters, cinematographers, editors, sound engineers, actors and voice talent.

If you don’t want to organise a team yourself, you can involve an advertising agency who are experts in bringing together the right people to bring your campaign to life. They will work with you to establish a tight creative brief based on your brand, the results of your market research and your marketing strategy. The agency will assign the necessary specialists to your project and utilise the creative brief to guide them in producing effective material to acquire new customers for your business.

What are the common pitfalls in creating a marketing campaign?

  • Failing to do proper market research prior to creating a marketing strategy
  • Proceeding without a marketing strategy
  • Trying to do it all yourself without professional assistance
  • Creating ads to your tastes rather than the tastes of your audience
  • Failing to track the response to your marketing campaign to inform future marketing efforts
  • Not building a database of respondents to market to in the future