Seth Goddin, Marketing God, says we should no longer see Digital Marketing as the “new” way; we are simply marketing – building relationships - in a digital world.
Marketing provides a closed loop ecosystem taking our customer journey between online and offline experiences, each gently nudging our customers down the sales funnel towards purchase, delight and referral. The challenge for Marketers remains the same; how can we create cut through and speak with our prospects at a time when they need us? With the massive proliferation of digital channels, there are still ways to connect and engage that deliver business outcomes. Surprisingly, an effective non-digital strategy can yield exceptional results simply because it is a breath of fresh air. It enables us to stand out from the crowd and provides refreshed avenues for brand building and product awareness.
For years we have been shouting 'Print is Dead' however I am here to tell you it is not. Used effectively as part of an o2o strategy it can be a silver bullet for growth. One of our clients recently carried out a local letter box campaign. An unaddressed flyer with a great value proposition and a finely attuned understanding of their target market needs. The trip wire (or reason for engagement) hit the sweet spot of need; an easy way to understand costs. With less than 1000 flyers delivered, we yielded 16+ prequalified prospects of an average value of $350k. Even at a very low conversion rate, our client is over the moon and will most certainly carry out this campaign again. Obviously ROI varies considerably depending on the product value, however I'm here to tell you there is still value in old school approaches.
To learn more about Non-Digital Strategies to grow your business, simply head to V|CMO Resources via the access box in the right hand corner of this page.
Vicky Mann, V|CMO Principal, is an old-school generalist Marketer with a passion for strategic frameworks, digital process automation, and data analytics to drive sales outcomes. V|CMO provides freelance marketing services to companies wanting to move forward. Whether you need to do more with less, or are busy boot-strapping your business, V|CMO can help you deliver your business objectives (without the cost of an FTE).