The internet and the digital era has had a significant impact on the ways and techniques marketers use to promote products and attract consumers. The abundance of online distribution channels at a marketer’s disposal - social media, online video, and blogging – means consumers can be attracted like never before.
The traditional distribution channels such as TV, radio, newspapers, and trade shows, among others have been the staple for marketers since the beginning and have always been effective. Here are tried and true benefits and advantages of traditional marketing and how they can maximize a marketer’s promotion opportunities and exposure.
Trade fairs and public events
Regardless of the impact of online and social marketing, trade fairs and public events can still attract a significant amount of attention for your business. There are many techniques that can be exploited at a trade fair. Handing out flyers and promotional materials, getting staff to ‘cold call’ clients and approach them throughout the event, and using stylish conference and advertising banners will gain exposure and get your brand noticed.
Attract audience wherever they are
Traditional marketing gives you the opportunity to meet your target audience face to face and use your marketing techniques to interact. These methods allow marketers to target their audience on the go, whether it be in the street, on public transport, or mail to their home address, to name a few. Below are some of the ways that can draw the interests of your target market.
- Cold calling - This is the practice of approaching a prospective clients independently through telephone, email, face to face etc. when they are not necessarily expecting your approach.
- Telecommunications - This is to contact or liaise with clients, customers, new and existing etc. through electronic means. This could be done by using email, telephone, fax, radio, television etc.
- Direct mail - This is the process of sending sales letters or similar materials via mail to prospective consumers.
- Billboard marketing - Using large advertising hoards to grab attention in a wide range of places and are very popular on public transport. A great way to promote your brand in a variety of areas which are constantly moving and being seen.
Traditional marketing techniques, particularly paper form or billboards, give you the opportunity to push boundaries. Techniques such as guerrilla marketing allow you to offer something that your competitors are not. Guerrilla marketing techniques are unique adverts and promotions displayed in a public setting, which are eye catching, revolutionary and innovative, giving a greater insight into a product. Another alternative aspect when attempting to grab your consumer’s attention is including methods like free samples and try outs. This method particularly works within the food and drinks sector.