Are you wasting valuable marketing efforts? Patricia Berry talks about how to get the most from your promotional efforts, both online and offline.
Affiliate marketing, viral marketing, banner ads, contests, and search-engine optimization — all of these Web-based promotional strategies can help drive traffic to your Web site. But with nearly as many sites on the Web as there are stars in the sky, don’t forget that there’s a whole marketing universe outside of the Internet. In an effort to maintain a balanced marketing attack, many online entrepreneurs are going into the physical world to promote their businesses. Similarly, traditional brick and mortar enterprises are using retail space to promote cyberspace.
As online marketing becomes more intriguing, remember that a well-balanced marketing campaign pays dividends. Offline, you can entice visitors to come to your Web site — especially if you offer incentives such as reduced costs on particular items. You can still demonstrate the convenience and benefits of being online. You just need to find an innovative means that’s consistent with your overall marketing plan.
Such conventional media as television, radio, print, and billboards are all effective — just look at a bus in any major city. But if you don’t have this kind of budget, get creative and find other ways to get your message across. Use press releases to back up your campaign. If you only have the budget to put your logo on t-shirts, create a plan to distribute them in a way that draws maximum attention to your company.
Promote your electronic storefront from your agency, and get both channels to collaborate. One way to establish online clout from a physical location is to create Internet-like banners or promotional signs that highlight your Web presence. Post your address and offer promotions that emphasize how new online services can improve customer convenience and service. Some stores have even set up Internet kiosks, allowing customers to try out their Web site and shop from an expanded inventory list.
Such traditional marketing methods as direct mailing can also promote your online business. If you already send out mailings, brochures, or newsletters, call attention to your Web address and give customers an incentive to order something online.
For maximum impact, make sure that your online and offline advertising efforts maintain a coordinated agenda. Make sure that your offline advertising is consistent with what the customer finds on your Web site. Keep your e-storefront updated and consistent with your current offline promotions. Consider launching a campaign that publicizes your wide spectrum of integrated e-services. Or launch an offline contest that sends customers online for answers, details, or information.
Have you noticed that every movie has its own Web site? The lesson: Promoting traditional and Internet storefronts in a creative, collaborative effort will give you a marketing synergy that can enhance the impact of both commercial angles.