Digital Marketing is Old Skool – Offline Is Where It’s At…
Marketing has seen a huge shift with the rise of all things online and mobile. Creating a business Facebook page, using LinkedIn to promote good business practice, tweeting about industry news, sending email shots… the channels we use to talk to leads and customers are evolving every day. But what about the more traditional, offline marketing? How do you reach potential customers when they’re not at their computer, laptop or tablet? Do these channels actually work, and if so, which ones are best? Here’s what EverythingBranded has discovered…
When it comes to offline branding, most us automatically think about methods like TV advertising, print and radio. With radio you can reach customers easily, production costs are relatively cheap and it has the largest reach of all, but it gets very low engagement and doesn’t have any form of direct engagement. Television is expensive, but your ad can reach broad audiences - in 2018, the were over 27 million households UK that had televisions, a number that has grown since 2014. Printed media can give you a short exposure, but you may be reaching a more engaged audience.
Could Promotional Products Help?
But what about promotional products? Aren’t they expensive compared to the ROI? Apparently not. Research by The BPMA (British Promotional Merchandise Association) has revealed some pretty interesting findings. Check them out: Also, the average cost-per-impression of a promotional product is £0.003, making it less expensive per impression than nearly any other media. According to Nielsen Media data, the CPI for a national magazine ad is £0.026, a newspaper ad is £0.010, a prime time TV ad is £0.015, a cable TV ad is £0.005 and a spot radio ad is £0.0040. And while promotional products cost less per impression than most forms of advertising, there’s a lot more to it than impressions. An ad on TV or radio may be seen or heard, but not watched or listened to. A newsprint or internet display ad may splash across a page, but not make a meaningful connection. Unless the consumer has a need, want, or desire for the product, impressions alone don’t count for much. That’s why promotional products are so effective. They:
- Offer a high return to cost
- Are affordable to small businesses
- Target specific audiences
- Initiate action in recipients
So if you want to reach out to customers, engage them, and ensure they remember you, consider that online marketing isn’t the be-all and end-all, and that rather than being outdated, promotional products are still the most effective offline marketing tool you can choose. Be sure to visit our full range by clicking here, or if you’d like to get in contact with a member of our team for a quote or advice, give us a call on 0116 3660052.