In this world of digital, digital, online, and digital, it may seem to some that there are no other viable options for companies looking to gain exposure for their brand. You might be surprised to know that some Marketing techniques which have been around for decades are still garnering great results for companies around the world. Implement these techniques into your digital campaigns and you just might see significant improvements in your results. Let’s take a look at these four.
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So, I know you already think I’m crazy. How can direct mail be first on this list? Well the fact is direct mail can be very effective for certain companies. According to Direct Marketing News, the average response rate for B2B and B2C campaigns combined was 4.4% in 2012. Combine this with an average cost per lead of around $50, and this method is still very intriguing for some brands.
Since nothing is safe from the digital creep these days, big data and digital marketing is infiltrating the Direct Mail industry at a rapid pace. Marketing departments are using advanced analytics to tailor their campaigns so they only mail to qualified prospects. Many companies are also integrating a multi-pronged approach to accompany their direct mail with social media and other digital touches to maximize exposure to their brand.
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Who doesn’t need another pen right? Well promotional products, or ad specialties, have long since moved beyond the pens and refrigerator magnets of yore. Almost any product can be personalized with a logo or a message these days. The Advertising Specialties Institute boasts a product catalog of nearly half a million products!
So why would you buy promotional products to promote your brand? Well the common sense answer is that you’re giving someone something with your logo to take away and see over and over. The average cost per impression is around half a penny for the entire industry. If you choose the right products, you can actually build a team of brand ambassadors spreading your message while you don’t lift a finger.
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Does anyone ever get business from a trade show? Of course they do. Big brands use trade shows to remind everyone in the industry that they are still going strong, and new brands use trade shows to get the word out about their product or service. There’s no other way to get in front of more qualified prospects in one room than a trade show.
Successful trade show strategies of today involve using data and outreach before the show, engaging prospects during, and following up effectively afterward. Companies that are taking to social media to let their contacts know they will be at a trade show have a better chance of meeting one of their three main goals-brand awareness, lead generation, and relationship building.
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Email is old-school? Well, the first mass email was sent by Gary Thuerk in 1978. Granted, email marketing didn’t gain the mass popularity it sees now until the 1990’s. The surge of unwanted mails led to the implementation of SPAM laws, and subsequently the landscape of highly analytical campaigns we see today.
The abundance of available data can make email marketing for your business a successful venture for many companies. You can tailor your messages to such an extent that recipients are only exposed to the products or services that they are actually interested in purchasing. Build, segment, and reevaluate your lists regularly and your emails will be opened and click-through rates will soar to marketing successes.
While digital marketing is seemingly everywhere now and is only expected to grow, don’t forget that there are other ways to reach your valuable prospects. Combine some of these traditional marketing methods with your social media and content marketing strategies and you will see the results skyrocket! What are some other traditional methods that
work well with digital techniques?