Physical Marketing in the Digital Age
Many of us have witnessed the evolution of the digital world and new technology over the last few decades.
Advertising and marketing have seen some of the most significant shifts in many industries. Printed ads, brochures, and information sheets were replaced by digital ads, social media accounts, and company websites.
However, many businesses are beginning to employ a strategy to reduce the noise in crowded digital spaces.
Because of these efforts, physical marketing materials are re-emerging.
Let's discuss how small business owners can blend the two for their benefit and attract customers.
Company "Swag"
No one wants another plastic water bottle with a company logo…right?
Many small businesses have stopped creating company "swag" or merchandise in favor of saving money. But, what if company swag was more intentional?
Employees and customers may not be thrilled to get another water bottle, pen, or magnet, but they may be more interested in an item they can use and enjoy.
High-quality T-shirts with a clever slogan or a vintage logo can be popular. And let's face it, t-shirts are walking advertisements.
Consider specific items that match your business.
For example, you could create bottle openers or kitchen tools with your logo as a food and beverage retailer.
If you are a professional service, you could use office supplies for company swag and go beyond the traditional pens and magnets: think mousepads, cord organizers, wireless chargers, stationery, or legal pads. Your customers will appreciate the utility of these choices.
Business Cards
Nothing beats in-person networking.
No matter how much we evolve in building networks through online platforms, there will always be a magic to in-person meetups. Business cards are still the most popular way to pass contact information to those you meet at networking events.
Try giving your business cards a digital twist by adding social media handles, your website, and even a QR code with a link to your website or portfolio. You may even consider having a digital business card on your phone to text or email new contacts directly.
Print Advertisements
Print advertisements used to be one of the most straightforward ways to get your company or product in front of your audience.
Newspapers, magazines, mailers, inserts, and more held tremendous value—and they still can. Now that the digital advertising landscape is very crowded, some businesses have seen success in putting ads in local newsletters or mailboxes as snail mail becomes "cool" again.
Small businesses can focus their print ads on a local scale and pair these ads with online spots.
Billboards and Signage
Billboards are a hallmark of physical advertising. Driving on the U.S. Interstate Highway system, you'll see billboards everywhere.
Many people assume that billboard advertising is a thing of the past, when over half of the "out of home" advertising market is billboards.
An easy way to blend physical and digital advertising with billboards is to seek out digital billboards. You can simply send a digital file or video to display on the billboard screen.
*Note: Billboard advertisement can be surprisingly expensive. Ensure you do your research to ensure that you will receive a worthwhile ROI
Brochures and Info Sheets
A final form of print media that still holds value is a brochure. Brochures and info sheets can be extremely helpful for both B2B and B2C companies.
Brochures will likely include information already on your website, but the hard copy can be engaging for someone to have right in their hands.
Consider vamping up your designs on brochures or info sheets and using them as " leave behinds" after you visit with a client or a customer.
Work With Cole-Dalton Marketing Services
Over the years, advertising has expanded to include physical and digital media. Even though digital media are largely more popular these days, small business owners can find success when their advertising plan consists of a mix of physical and digital ads.
At the end of the day, well-positioned and engaging advertisements from reputable businesses will rise to the top in whichever form.
Our Cole-Dalton Marketing Services team aims to help small businesses succeed. We focus on marketing management services so you can focus on your business's core.
Need help setting up or managing your online portfolio? Check out our
capabilities and marketing systems, and let's
get in touch to take your business to the next level!
