There are many ways to market your business including networking, internet, social media, print, etc. With changes in the delivery of business marketing messages there is often times a conflict between Digital and Traditional marketing techniques, but they can work hand in hand to drive more customers to your business. Both Digital and Traditional marketing should be an integrated part of your overall business marketing plan.
Marketing History
Before the huge impact of the internet, placing ads in newspapers, sending out flyers, specialty directories or the phone book were the main ways that businesses attracted the attention of their customers. These techniques are considered “Traditional” marketing techniques and in their hay day, they were costly and often times very difficult to determine the return on the investment (ROI). With the growing popularity of the internet and the wide use of mobile devices, Traditional marketing methods are being forgotten.
However, there are still a lot of potential customers that pay attention to Traditional marketing especially printed marketing pieces. A well informed small business owner will discover methods of using print pieces and other Traditional marketing methods along with Digital marketing methods, to increase their brand awareness (their business’s presence), in the eyes of perspective customers.
Define Your Goal
One of the easiest ways to incorporate Traditional marketing into your business is through the use of printed marketing pieces. When creating a print piece, you have to decide what the goal of the piece will be.
If it’s to raise awareness of your business, then a well designed business card with a list of services and most importantly, how to contact your business, will work just fine. Keep in mind that you should always include your website address and a few social media icons on the card to encourage your customers to follow you on the various social media platforms.
Campaign Specific Print Marketing Pieces
If you wish to promote a special price on a particular product or service, then a double-sided postcard would be a good inexpensive option. When our locksmith business encounters people who are just moving into a new to them house, we hand them a “Do you know who has copies of your house keys?” postcard. The card features 10% off rekeying services and two free key copies. When we hand them the card, we also explain that a number of the houses in our area have been master keyed by the local developers and tell them that we will remove the master pins as part of the rekeying service.
The Telephone Book
Years ago the phone book was the go to way for people to find your business. These printed databases, usually cost business owners a lot of money each month for them to maintain their eye catching position by having the biggest ad on the page. Over the past few years the phone book has shrunk in size dramatically and is being replaced by the internet search. In most cases the phone book is only used by older generations or those that are internet “challenged”.
As you can see from the chart to the right, most print advertising is on the decline as a marketing tool. However, used properly, print advertising can be a very valuable tool in the small business marketeer’s toolbox.
If you budget permits though, a modest text only ad in the local phone book might get you a few customers. The one thing to consider in this case is the distribution of the phone book (as far as how many copies are distributed). If there are only a few thousand and most of the people in your area use cell phones, this may not be a good investment.
Other Ways of Using Traditional Marketing Techniques
There are countless ways to market your business you just have to use your imagination and watch what others have done successfully to market their small business. Successful marketing techniques can be very regionalized and what works in one area might not work in another. So before you spend a lot of money, do some research. The internet is a great way to research things about your local market to help you determine what might work for you.
Where to go From Here
If you want to learn more about how to digitally market your business and how to use Traditional marketing techniques to your own advantage, click the button below. I am teaching a Digital Marketing for Locksmith Business at this year’s ALOA convention in Las Vegas and the button offers more information about that course.
For more information click the button below.
I have been in the computer industry in one form or another since the early seventies. I have owned and marketed my own business since the late 1980s with great success. I have watched the internet grow from a loose collection of computers connecting with bullitin board servers to the massive force that it is today. Currently I own Local Locksmith and a marketing company called Up Front Solutions.
I really enjoy helping fellow small business owners market and grow their business. I find that with a little hard work and a lot of persistence your small business can grow like mine have.
Steve Sacco CRL CAI