When it comes to marketing, it is easy to get lost and confused in all the different strategies and tactics that are at ones disposal. Like a moth to a light, marketers and entrepreneurs alike flock to the more flashy digital tactics; abandoning the classic, more traditional tactics. Well today, this article pays homage to the 7 old school tactics that still have their special place in many marketing campaigns.
1. Promotional Gifts
A promotional gift is a great way to put your brand out there and into the hands of potential customers. Promotional gifts provide huge benefits to a company’s brand image. 52% of people’s impression of a company become more positive after receiving a promotional product and nearly 50% use those products daily. Having your brand in your potential clients hand on a daily basis provides substantial benefits such as having your brand continually in their conscious. A branded key ring for example is a great promotional gift as it lasts and it is always with your customer. Other benefits of promotional gifts include:
> Gift Creates Brand Awareness
> Turns Your Existing Customers into Brand Ambassadors
> Use Promotional Items to Add Value
> Customers Interact With Your Brand Daily
2. Mail Outs
Mail outs or direct mail marketing is another old school goodie. With a recent ACRS Omnibus Survey stating that up to 90% of Australians will continue to shop using a physical catalogue over the next 12 months, this is a great option for retail B2C businesses. As you are going to be going directly to your customers home or place of business, it’s important to make sure your campaign creates value and leave a lasting impression. When you find a mailing service that works best for your business, ensure that you utilise their expertise when it comes to direct mail. In order to do so you need to consider the following;
Direct mail cannot stand alone: Companies that see the highest response rate from their direct mail campaigns are those that integrate it with other marketing efforts. Also, one single mailing does not make a campaign. Be prepared to send out a series of mailings to create a better response rate — consistency is key.
Continually update your mailing list: As you gain new customers, you might also loose a couple on the way. In ensuring your sales team keeps in contact with your customers and updates the list consistently, your mailing list will target your most avid customers and those likely to be potential clients. By updating your mailing lists, you save money by targeting those who want to see your content and don’t throw it away as soon as they get it.
Ensure you test your mail out campaign before sending it out: This includes ensuring promotional material is up to standards and that coupon codes work and are valid.
Personalisation: Making your promotional material personalised makes a substantial difference. This shouldn’t just be limited to their name, with all the data available you have you can create specific messages. Using this data you can create highly targeted direct mail pieces based upon gender, geo location, past purchases and much more depending on how big your dataset is.
Follow up: As the majority of customers actually commit to purchase on the 4th- 6th time of contact, it is crucial to follow up. Each firm has its own unique set of clients and how they prefer to be contacted. Telemarketing is popular as it is a quick, engaging and effective way to assess responses.
Standing the test of time, direct mail is still used today as it is a powerful marketing tool.
3. Word of Mouth
Probably the oldest form of marketing, word of mouth is the underlying principle of social media; People within a customer’s social network providing opinions and influencing each other. Despite the concept of word of mouth changing, it is still the most authoritative and trustworthy form of branding a company can get.
> 84% of consumers say they either completely or somewhat trust recommendations from family, colleagues, and friends about products and services – making these recommendations the highest ranked source for trustworthiness.
> 74% of consumers identify word-of-mouth as a key influencer in their purchasing decision.
With the introduction of technology, even strangers who don’t have an immediate connection with your customer has a huge impact on their final decision, with
> 92% of consumers now read online reviews
> 40% of consumers form an opinion by reading just 1-3 reviews
> Star rating has become the #1 factor used by consumers to judge a business
> 68% say positive reviews make them trust a local business more
Technology has made it easier for companies to amplify and generate discussions about their brand by using incentives for your customers to leave reviews such as competitions and gifts.
4. Refer a Friend
Refer a friend is a variance of Word of Mouth, but instead of waiting for customers to create the conversation, the company does. This tactic is not for all businesses and industries but through seeing how much customers value the opinions of their peers, it is a great tactic for B2C entities. With people being 4 times more likely to buy when referred by a friend, it provides an opportunity for an existing customer to be the brand evangelist; convincing their friend to join them.
With 65% of new business now comes from referrals, the “Refer a Friend” tactic is one to be consider.
Samples provide a great opportunity to introduce a new product offering into the market or a completely new brand. In providing the chance for your customer to experience your product, you are able to not only demonstrate the quality of your product, but also establish good will.
Providing samples may yield positive result for your firm with,
> 81% of people stated that they will try a product after they receive a free sample. 61% said product samples are the most effective way for a brand to get them to try a product.
> 65% said they would prefer to have samples mailed to their home.
> 72% said they would prefer receiving multiple samples in a single sample box.
When considering using samples, ensure that there is a thorough and effective campaign in place ensuring the highest return on investment
6. Networking with Professionals
With 65% of new business now comes from referrals, networking is a great way get new customers. With scientific proof that the decision-making parts of peoples brains often shut down when given expert advice, these clients already have a positive view of the brand and are more likely to commit to a purchase. Besides from gaining more clients, there is a wealth of benefits that come through networking which includes,
> Get new and fresh ideas
> Becoming a more prominent figure within and industry
> Access to more opportunities such as business ventures
> Access to new information
> A support system to receive advice & support
About as old school as they get, expos and trade fairs originated in the medieval times. These provide a great opportunity for companies to interact directly with their customers. As participants are usually interested in the type of product offering, businesses can gain a substantial amount of new customers. A wedding DJ targeting several wedding expos could see a return on investment of up to 10 times. In these type of events, the aim is to collect warm leads contact details. In order to do so it is a good idea to offer an incentive in exchange for their email address, i.e. special discount for expo clients or a promotional competition.
When considering which expo to enter, consider the following;
> Is there an admission charge?
> Is the entrance fee reasonable?
> How much time is needed to invest?
> Is there a probability of recouping your costs?
> The reputation of the event?
> The foot traffic it generates and the type of demographic?