Traditional Marketing in 2021 – Yes or No?

Digital marketing is a must-have weapon in any business warchest – but does that mean traditional marketing is obsolete?

We take a look at the effectiveness, use case and application of traditional marketing in our digital world.

Traditional marketing refers to any marketing that isn’t online – simple right? This includes things like:

• Print
• Radio
• TV
• Flyers
• Billboards
• Direct mail
• Face-to-face activations

Digital marketing, on the other hand, refers to anything online that uses the internet or digital technologies. This includes things such as:

• Pay Per Click (PPC) / Search Engine Marketing (SEM)
• Search Engine Optimisation (SEO)
• Social media
• Email
• Content
• Mobile

But they can go hand in hand too.

QR codes on print material (flyers, posters, signage), and radio advertisements directing listeners to websites are some examples.

In short
Keep them in limited numbers to allow for regular updates. Brochures work well in addition to other physical paperwork.

How to make the most of flyers and brochures
The idea of handing out flyers to passersby might not suit the taste of many business owners but offering something physical to take home can elicit emotional reactions more so than words flashing on a screen.

The larger size and clearer layouts compared to viewing everything on a phone screen also helps.

In the world of finance, smart and professional physical brochures showcasing expertise and offerings, can work well at events – they can also be used as a handout for any face to face meetings. It also provides an opportunity for that client to pass it on to someone else.

Ideally, limiting the number of copies helps keep costs down and allows you to revise / edit brochures regularly as information changes.

In short
Billboards and clean, professional signage can increase the feeling of legitimacy and professionalism but it can be costly. Signage located at a business is often a necessity.

How to make the most of signage and billboards
Billboards are accustomed to large renown companies, however that’s not to say there isn’t a fit for a larger pool of businesses. For a brokerage or dealership, the benefits might not equal the costs of billboard advertising, however if building credibility and trust is a key business objective, billboards shouldn’t be overlooked.

When it comes to physical signs, the costs can be much easier to justify. Assuming your business operates in a brick and mortar premise, displaying signage to passersby and visiting clients, promotes a well established business. Non-existent or faded / deteriorated signage in front of a business can have adverse effects.

In short
Printed advertisements might not seem suitable for brokers and dealerships, however with most publications now complemented with an online version, the potential reach can be far reaching in comparison to print ads of the bygone era.

How to make the most of print ads
The idea of paying to have a printed advertisement appear in a newspaper or magazine is a cliche example of traditional marketing.

Chances are that those looking for finance options will look online rather than in newspapers or printed media. According to Transaction, 81% of shoppers research their product online before purchasing.

However, these printed media sources are going digital. Most newspapers and magazines have digital versions of their publications which attract huge readership.

Utilising this kind of advertising strategically aimed at the right demographic and within the right publication or blog post can yield results.

In short
Cold calling is an extremely difficult way to generate clients, but warm calling can get significant results.

How to make the most of telemarketing
Cold calling has not been looked upon favourably by consumers over the years. With the influx of scam phone calls, most people aren’t too keen on receiving random phone calls regarding finance.

However, calling leads generated by other means of advertising is still an effective approach.

Directing clients from traditional and digital channels to a website, encouraging them to leave a name, number and / or email address – on the premise of receiving further information – is a great way to generate warm call leads. A call to prospective clients who understand your service offering, is a much easier conversation to have as opposed to those who have limited knowledge of your business.

The somewhat forgotten world of traditional marketing is evolving, offering benefits that can be hard to achieve with digital marketing.

Consumer behaviour suggests that well delivered print marketing can deliver a greater level of credibility and trust in contrast to its digital marketing counterpart. However, it should be viewed as a complementary option as opposed to one that replaces digital marketing.

The best approach is to identify the best solutions that fit your business and clientele.