The evolution of business ideas
Everything and every concept that has ever been created in business began with an idea.
This includes marketing, as well as different business models and strategies – Everything came from somewhere!
In the conception of an initial idea and the years that follow, a path for a products future development is often created. Over time, changes in our environment create change and opportunities which makes idea’s change, grow and evolve into things that were once never thought possible.
Take the internet for example…
Once thought to be nothing short of magic, it has revolutionised the way we do business, made information and resources accessible at the click of a button and given us the ability to connect with more people than ever before.
Magnificent though these developments are, there are some inventions and idea’s that stand the test of time and don’t need technology to function any better.
A good example of this is bricks. Bricks do what they do, they still work and are useful regardless of how much new technology is developed.
If you think of each different business marketing channel as an individual brick, then you can envision how the pile has grown into a hearty stack of wonderful options over recent years.
Now, just because the bricks at the top of the pile are shinier and newer, doesn’t mean that the older channels underneath can’t be used to build the foundations of a strong, reliable business model.
Has digital marketing really taken over?
Like many marketers and business owners alike, over the last decade or so, I have found myself helplessly drawn to the plethora of digital marketing channels that have taken over our homes, social lives and businesses.
WHO CAN BLAME US?!
As of June 2018, 55.1% of the world’s population had internet access and by the end of 2019, Statista estimate that there will be around 2.77 billion social media users around the globe, up from 2.46 billion in 2017.
The online market place is growing at an alarming pace and it’s getting extremely competitive!
Although it’s essential for you to take part in this rat race if you want your business to reach it’s potential, you mustn’t forget, there are other ways to access your audience…
At Arc Angel Advertising, we believe that too many businesses aren’t creating diverse marketing strategies that include the conventional “brick” methods that we all grew up with and it’s resulting in UK businesses missing out big time!
After all, if there’s only 55.1% of the world’s population with internet access*, this means that there’s 44.9% of the global population that you’re not targeting which is quite frankly madness!
This includes people from rural and underdeveloped countries, elderly people, young children and people who choose BT as their provider (jokes, love you BT <3)… But seriously, that’s a lot of people!
So, what can you do to go back to your marketing routes, attract a bigger audience and implements a more well-rounded marketing strategy?
Here’s our list of five offline marketing channels that you’ve forgotten about…
Five old school offline marketing channels
Wait a minute Mr Postman!
After the introduction of GDPR legislation, there has been a bigger movement towards personalised promotional postage. A lot of established brands also choose to communicate through the post so that they can retain customers.
You’ll never get board of this one
Billboards! What a fabulous piece of promotional artwork to keep you entertained on a walk up an unnecessarily long road or accompany you through the rush hour traffic.
This is still a great way to access your audience as there is no better way to target a specific area than to have your name in big shiny letters on location. Let’s not forget that billions of people walk the streets and drive their cars every day – You’re probably one of them!
Come flyer with me, let’s flyer, let’s flyerway
Handing out flyers with details of your products and services is a cheap way of reaching plenty of people either face to face, at events or through their letterbox.
Think this is a waste of time? Think again!
In its response rate report, the Direct Marketing Association (DMA) analyzed some data and found that direct mail achieves a 4.4% response rate, compared to 0.12% for email.
Overall, the DMA found that direct mail’s response rates are actually anywhere from 10 to 30 times higher than that of digital.
Similar to flyers, brochures are nice to look at and cheap to make but they contain a lot more space for you to hammer your messaging home.
Try targeting good places for potential customers to pick them up too, for example, if you’re selling luxury items, why not scope out the Waitrose of your nearest posh little town?
Similar to emails you can target people of a certain income bracket, residential status, household type location and more. The more you can refine this, the better your results will be.
Give it away, give it away now!
Everyone loves free samples, so why not get out into the streets, meet your audience personally and give away some goodies. Marketing your business like this makes you memorable and may even inspire some fantastic social media engagement.
Mixing up your marketing strategy to make it work
As previously stated, it’s not that we recommend that you abandon the internet in a true caveman like manner. We advocate a strong online presence, but we do think that a lot of businesses could be missing opportunities outside of the digital world.
Your business should always evolve, but you should never forget where it all began!
At Arc Angel Advertising, we can help you to create all of the online and offline marketing materials that you need to access potential new customers and make your business stand out from the crowd.
We hope that you’ve enjoyed reading this article!