For years I’ve heard that traditional marketing is dead. While all the buzz is about content marketing, social media, and digital marketing strategies, some of the most comprehensive and traditional marketing strategies are still in play. Just because we are working through a complex world of technology driven marketing strategies does not mean that some of the most tried and true approaches are not valid. In fact, they are, and still work. All strategies work best in combination with each other and depend on your product and audience. Here are a few traditional marketing avenues that are still worth considering in your complete, integrative strategy.
Peer/Family Recommendations/Word of Mouth: This is probably one of the most basic and effective methods of marketing because it still works. There is nothing more powerful than listening to a recommendation from a close friend or family member. Word of mouth implies a level of personal trust that is still very effective for getting the word out.
Websites: Yes, in my line of work, we still classify websites as traditional marketing, even with the advent of social media. So many clients ask me if a website is still necessary and I always say yes. The website is the hub and the social media should be considered the portal and driver. There is so much you can do on a website that you just can’t do on social media.
Radio/TV Ads: It really depends on your audience and community, but radio and TV can still be effective, especially for small businesses looking to promote events or short term deals that are highly targeted. Television can reach a potentially large audience with an array of visuals. Of course, this is one of the most expensive mediums you can budget for, so use wisely.
Events: Whether you are hosting a table at a conference or speaking to a group of professionals, your presence at an event has marketing capital. Having that face-to-face moment to promote your business and share your elevator speech can have a significant impact.
Press Releases/Media Pitching: The press release is still a solid marketing tool if you are looking to connect with local media outlets. Having said that, a stand alone press release is not enough to get your message out. You need to personally communicate with reporters and establish relationships so you can go beyond the press release to pitch events and product information.
Direct Mail: Direct mail still works if you have an effective mailing list. I’ve seen companies waste money on this approach when their mailing list is full of incorrect or old information. Also, you need to stand out in the middle of the mail clutter. What can you do to embrace your potential customer and what kind of benefit can you offer? If the address is correct, you can be assured it will arrive, but it can also be thrown away just as quickly if you aren’t strategic about your message.
Flyers/Other Print Materials: Flyers do still work with the right components. You can’t just give out a flyer to everyone you meet and expect the best result. You must find the right audience that will respond and there must be a call to action or an offer that makes the flyer worth keeping. Also, the design must be attractive to the recipient. This also includes brochures, business cards, and other hard copy methods of promoting your messaging.
Unfortunately, there is no magic marketing plan or one size fits all approach. Using only one channel is not the most effective approach for any marketing campaign. They all have to work cohesively to get you the best result possible. Try different combinations and see what kind of response you can get.
