Online media are now an intrinsic part of marketing, but that doesn’t mean you should disregard offline media! There are compelling reasons why they deserve a place in your marketing mix.

Offline tools drive retention and have a longer life

Using offline media like magazines, catalogues, leaflets, posters and other print tools is the ideal way to present your services or generate more buzz around your products. Print also drives customer retention. And a stronger relationship with customers always holds out the prospect of a higher return on investment (ROI). So you should never underestimate the impact of offline tools, in stores or on high streets. And “out of sight, out of mind” is much less of an issue for offline tools. Print has a much longer life. As a result, your message remains in the minds of your target audience for longer.


Combine with online to increase your impact

So what’s it going to be: offline or online? It depends on how you answer a number of questions. What’s your goal and your target audience? And what’s the best way to reach them?

Only when you have answered these questions, can you decide what’s best for you: online, offline or both. It’s usually a mix of both, as they are mutually reinforcing.

  • People are usually happy to share first-party data with you online, such as an email address or a phone number. Well, as long as they get something in return, such as a catalogue or a brochure.
  • But you can also do it the other way round, of course. A print ad can refer to an online channel where the reader can access more information, videos, photos and so on. A QR code is a simple way to facilitate this.

The holy grail when it comes to a good communication strategy is a harmonious mix of offline and online.

When you find the right balance the two complement each other. It’s a fast track to success.

 

Variety is the spice of marketing

It might surprise you, but the range of marketing tools is just as diverse offline as it is online. There are leaflets, catalogues, posters, brochures, billboards, window stickers and fair stands. And that’s just a small selection of the extensive options. There are simply too many to mention, the choice is endless. And if you approach it properly and communicate creatively, you can win the hearts and minds of your target audience.