Old School Marketing
Thinking outside the internet
We got the inside scoop from long time marketing expert Jack
Q: Jack, everyone loves marketing on the internet. Are there any reasons in today’s world a business should do any old fashion marketing?
A: I believe that if you rely only on your computer to do marketing, you are making a mistake. What internet marketing can do for sure is spend a lot of money. This is even true for a so called “online” business. You have invested thousands of dollars on your computer system, your Internet connection and all the online tools that are necessary to launch your online marketing campaign. You’ve heard all the talk about the viral effect the Internet has on online marketing. It’s the twenty-first century and so you have trashed any ideas of ever employing offline marketing. After all, traditional marketing is a thing of the past, right? In order to succeed, we need to go with the times, right?
Well, sorry to burst your bubble, but if that’s what you believe you are setting yourself up for a big downfall. A major one, if I may add. Even though you see a long line of Dumbos lining up for the latest I-thing, you need to remember a simple fact: technology changes, but people stay the same. Successful marketing strategies work in both the on-line world and offline world.
The truth of the matter is, offline marketing is as essential today as it was before Al Gore invented the internet. While it’s true that the Internet has revolutionized the way marketing is being done today – partly due to the steady increase of online users over the last several years – its reach hasn’t penetrated all types of demographics yet.
I’ll even go so far to say that offline marketing has increased the impact of traditional marketing. As an online user, how many times have you been annoyed by pop up ads that seem to spring out of nowhere every time you’re online? Another reason is desensitization. We got so used to seeing online ads everywhere that we’ve become accustomed to ignoring them.
Offline advertisements have that genuine impact that online advertisements cannot match. When you see a striking billboard explaining how a brand of cologne can make you irresistible to the ladies, you can’t help but pay attention. Again, people don’t change, technology does. A brochure that tells you in a few words how this brand of shampoo can make your hair smooth as silk, we at least consider the thought of giving it a try. And we feel that the companies that produced these offline advertisements are easily held accountable for any complaints that we might have in their products.
Don’t get me wrong. Online marketing is definitely here to stay; you’d do well to use it to your advantage. My point here is to realize how offline marketing, especially when integrated with online marketing, can catapult your online business to greater heights.
So keep doing your SEO’s; maintain your business website; write your business proposals; spread the word about your products using your Facebook Webpage. Do all that, but don’t forget to contact the newspaper companies for a chance to have them display your ads, or use the radio stations to “air” your advertisements.
The problem with all types of marketing is that you spend money and hope that they work. Since everyone under 18 spends their life on the net, we assume that this is the best way to reach everybody. I don’t think my grandson has ever read a newspaper. But that’s simply not true. A lot of people just don’t do the internet. Who would you rather connect with me or my grandson? Well, it depends what you are selling a luxury car or a skateboard.
Administer marketing tasks just like how the businessmen of yore did it, on top of the online marketing tricks you’ve learned on the Internet.
Remember, your goal is to reach as many people as possible. The Internet cannot do it alone, and if there’s one thing that can fill all the gaps, that would be offline marketing. So don’t be too eager to throw your money into the internet or the latest I-thing.
Q Thanks Jack, I guess you are not shy about sharing your opinion.
Jack Yea that illustrates my point. If you are marketing your business, you are marketing yourself. You cannot be shy about getting your point across. I see my younger colleges “venting” on facebook on their so called smart phones. I drive sales to businesses. I don’t have time to have a facebook webpage on the internet. Whatever it costs, it’s too much. And I won’t rent the movie.
Q When was the last time you rented a movie Jack? Do you vhs or beta.
Jack Very funny. Both were good systems and my machine still works. That’s why I wanted to tell all of you about the opportunities beyond your computer screens.
Q Jack, could you tell us more about why today’s business should focus on offline marketing.
Well, remember that most so-called online businesses do the same thing as brick-and-mortar businesses have been doing for a hundred years. Letting people know what’s available and selling it to them. Have you ever heard of the Sears Catalog?
Online business owners seem to have forgotten the revenue that could be gained by tapping on the largest pool of potential clients – the offline world. Most online businesses focus the bulk of their marketing and advertising campaigns online that the less virtual world has been given very little thought. Let’s look at what you on-liners are focusing on, ant what you are forgetting.
Online marketing strategies like search engine optimization or SEO are very effective but they take a lot of effort to succeed. If you are on page 5 of the search results, you might as well be in Alaska. Look at the costs of getting top ranked results; strategies like SEO are a lagging behind. It takes weeks, even months, before SEO efforts start getting results. It could take a long time before search engines identify a website and put it up on its high-ranking list. And if you are in a business like mortgage sales, good luck. There are thousands of other guys doing the exact same thing.
The same is true with banner adverts. Although a bit outdated already, many online companies are still using banner ads to divert traffic to their websites.
These strategies, along with a few fresh ones, drive results. However, the results are not often guaranteed to be created within a short span of time. Offline marketing and advertising, on the other hand, tend to have stronger impacts than their online counterparts. These result stem from direct contact with real people called your consumers. You actually have to build a relationship with them. Perhaps consumers have a higher trust level on advertisements that they get to see and touch personally. There are many factors why consumers prefer offline marketing. Whatever the reason, one thing remains true – old-school marketing strategies have been dishing out good, concrete results long before online marketing entered the scene.
If there’s one thing that is sure to happen to your online marketing strategies, it is that these will change over time. Whatever work you have invested on your website, banner ads, and SEO, these will surely change as websites and web pages come and go. Remember a few years back all the young people said Myspace was the big thing, now everyone is talking about the Facebook. On top of these, search engine results aren’t permanent. These fluctuate overtime. Whatever ranking you had last week may be changed this week. Nobody I talk to can explain exactly how these things work. As the old saying goes, “nothing is permanent except change.” That is truer in the virtual world than it is in the real world, though.
An online entrepreneur using offline marketing, however, doesn’t have to worry about that matter. Offline marketing strategies are more or less permanent than their online counterparts. At the very least, they are far more predictable. If you place advertisements on a billboard, you can expect to have that advertisement for as long as that billboard is up. If you have sent out direct mail to your customers and potential customers, you can expect to have those mails delivered to their mail boxes. If you’re paying for radio or TV ads, you can expect nothing less than having some people hear or see your ads. That much cannot be said about online marketing strategies.
Make no mistake, online marketing has its many uses and advantages. It is just that in some areas, offline marketing seems to have the edge over its virtual counterpart. You have to be smart about it though. Things also change in the real world. For instance, in my building when the new phone books are placed at every door, they all seem to end up in the recycle bin by the next morning.
Q: Jack, what mistake do you think that most businesses make regarding their marketing strategy?
A: That’s an easy question to answer. Most businesses don’t have a marketing strategy. It’s something they just do. So they spend what’s left over on marketing. That’s ass-backwards. They go out of business because they have wasted money on stuff that customers don’t care much about like fancy office space, the latest computer system, or having a pretty girl answer the phone. So they under-spend on marketing, and you they can see the results.
The second mistake businesses make is that the forget sales is about personal relationships. It’s not about clicks on a mouse. Personal relationships last a lifetime, but a mouse click lasts a second. Your “internet friends” will dump you if they can save a nickle some where else. So meet your customers. Talk to them. Figure out what they want.
Jack’s business book recommendations
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