Offline marketing is still in the game

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While ecommerce companies naturally turn to online channels to promote their products and services, using offline marketing tactics to increase brand awareness, user acquisition, retention, satisfaction, and conversions certainly hasn’t died off. Good entrepreneurs understand that online and offline marketing help boost each other.

How is offline marketing integral to a startup? The simple answer: it’s the best method to start and maintain a local presence.

Here are some strategies on how to manage the marketing mix.

Have a storefront

It doesn’t have to be permanent. A pop-up shop at conventions, conferences, or trade shows at your school, local mall, or even at farmers markets can be a good introduction and provide first-hand experience for prospective customers. This might convince people, who otherwise wouldn’t be interested, to start using your product or service.

Along the way, depending on the nature of your business, you could offer meet-ups, workshops, and promotional events to get your loyal customers to participate while gaining new users.

There are plenty of locations you can work with, but you can also utilize services like Appear Here or Storefront that pairs temporary retail spaces with brands.

Have a geographic focus

Concentrate your offline marketing efforts on one or a few key cities. Distribute flyers, postcards, or brochures in those areas to get your startup noticed. This will also create a good amount of initial buzz to support your go-to-market strategy in other geographies.

Determine where your loyal customers will be and the areas that are important to your acquisition efforts. It’s easiest to start locally to involve your community and to let them know what’s going on in their backyard.

Reinforce your brand

Marketing promotions that take place in real life do provide high-touch interactions with your product and an opportunity to build relationships. However, you must also use your physical presence to point to your online activities.

For example, turn your satisfied customers into brand ambassadors by giving away stickers that prominently feature your website and tagline. Make them attractive enough so people would love to place them on their laptops, notebooks, or cars.

Integrate offline marketing with your online efforts

Social media is the most cost-effective bridge between your offline and online efforts. Every business is trying to go viral, and the best way to do that is to continue offline buzz online.

Social media is the most cost-effective bridge between your offline and online efforts.

For example, if you’re having a launch party, let your followers know through social media or email newsletters. Include a digital record of your brand’s offline presence to bridge customers back to your online activities.

Measure ROI

Keep the conversation going