“Old School” Marketing Strategies That Still Work

It seems as if every day, we’re hearing about some new gadget or app out there that is pulling our lives further into the digital realm. Sure, most of these technologies are making our lives easier in some way, but they have also led to another change: a rise in digital marketing through channels like social media platforms, emails, and websites.

As important and profitable as digital marketing strategies are, it’s critical to realize that these aren’t the only paths to success. A truly robust and effective marketing plan that reaches all your target audiences still needs to make use of some of the “old school” techniques along with digital techniques. In fact, some traditional marketing techniques are more targeted for strategic groups than digital marketing strategies are, which gives them an extra advantage. For starters, consider whether these top options have a place in your marketing strategy.

Direct Mail

Direct mail is the practice of sending printed marketing, such as a letter, magazine, or postcard, to your audience’s homes or businesses in the mail. Direct mail has long been known to have a good return on investment as long as the correct piece of marketing material is chosen for the appropriate demographic. Like all marketing channels, direct mail requires a thoughtful strategy to get the best return. If done smartly, it can be a terrific way to let local residents know about your business or to alert your current patients about upcoming events and specials.

The key for a smart direct mail marketing strategy is to selectively choose the recipients for your mailers and to make sure your design the mailers to have some sense of urgency, like an expiration date for a sale. It’s even better if you’re able to personalize the mailers in some way to make them more relatable, such as using stock photos of young families when you mail to young adults or photos of seniors when you mail to senior citizens.

Print Publication Ads

You may be surprised to hear that old-fashioned magazine ads still have pretty decent readership numbers, and that these readers span all age groups. Of course, each publication caters to different groups, from parents to young professionals to seniors. Take time to review the publication and see how it represents itself in the community you’re trying to target. Does it speak to your audience? The trick is to research which publications target the same types of consumers that you want to reach, as well as target certain locations and specific habits of the people you’re trying to reach.

Printed Handouts

Flyers and handouts have been around for as long as anyone can remember, and for one simple reason: because they work. One of the top challenges for any marketing medium is to capture consumers at a time when they can pay attention to your message. With handouts, consumers can take them home and get the details when it’s convenient for them, so you skip the challenge of timing. These types of handouts are especially helpful for internal marketing, such as advertising an upcoming event or special offer to your existing patients or customers.

Signage

You may be surprised by how many people learn about a new business or product simply because some signage caught their eye. It could be signage in your business’s windows or near your street or paid signage like a billboard or even an ad at a ballpark. While signage is not targeted toward specific customers in the same way that the other marketing channels on this list are, it’s still effective when it’s done well. However, signage is unique because consumers see it in passing; they usually don’t have time to stop and read it in-depth. For that reason, your signage should have minimal writing. You want just enough detail to intrigue the person so they look for more information.

Keeping the Old While Bringing In the New

New marketing strategies are constantly showing up, offering new ways to target and reach your dream customers. As helpful as they are, though, these new techniques should be considered thoughtfully and should only be a supplement to the trusted and effective techniques of the past, not a replacement for them. Remember, just because something is new it doesn’t necessarily mean it’s the right fit for your demographic. To learn more about how to incorporate the best of every era into your marketing strategy, call McCauley Marketing Services today. Follow us as well on Facebook, Twitter, and Instagram for more marketing tips.