What is traditionally thought of as old school marketing is making a comeback, and savvy marketers are looking at new and innovative ways to capitalize on the newest in technology while employing traditional marketing methods that are proven to work well.
As wonderful as online marketing and the digital age is, there are some tenants of business that haven’t changed. Meeting people, building relationships, excellent customer service and client follow-up, and personal touches are just a few of the ways people build a loyal fan base of customers.
But, is it really old school to get out a pen and nice thank-you card and write a note to your customer? Some people would say it is, yet it’s one of those things that take a couple minutes and can have a big impact in terms of staying top of mind. Common courtesies are never out of style, and something like a handwritten card is going to cut through the noise and reach someone with more certainty that an email in a sea of emails.
Direct Mail is on the Rise Again
As we eluded to earlier with hand written notes, direct mail is not dead. In fact, direct mail is undergoing a bit of a resurgence. With online marketing laws budding and people becoming more protective of their digital data, direct mail stands to benefit as GDPR (General Data Protection Regulations) makes its way from Europe to the United States. What does that mean? People are returning to mailing direct pieces to people and other tangible marketing methods that don’t rely on collecting and storing data.
Signage is Key
Google Maps and GPS equipped automobiles are incredibly helpful in finding your way, yet exterior signs and way-finding signage will never be outdated. As people walk, bike, catch an Uber to your location. Friends refer business your way; people unfamiliar with where you’re located. Easy to see signage with consistent branding still matters and helps reassure people that they’ve found their destination. Make sure you keep your logo updated and branding consistent. When is the last time your exterior signage got a makeover?
Networking is Always a Good Idea
Nothing beats face to face interaction with customers and prospects. Nothing has withstood the test of time like talking directly to people and networking. Meeting people at events, networking at conferences, and asking/receiving referrals from people who know, like and trust you continue to be the best source of marketing responsible for better sales conversion rates. Don’t skip your Chamber’s networking event or the invite to your customer’s open house. Get out and take advantage of old school marketing that pays big dividends for the time you invest. Relationships are at the heart of most business transactions.
Similar to the face-to-face- benefits of networking, event marketing can produce great results. When there is a strategy in place to make the most out of events such as trade shows, conferences, live demonstrations, and fundraising events, product launches, etc., organizations can generate buzz and may even measure an ROI. A chance to be interactive, answer questions, and build trust can help you use event marketing to find new customers, donors, members, and partners. Today’s savvy marketers find ways to combine their online and offline marketing efforts for a great customer experience.
Whatever the definition of “old school marketing” is, it has always relied on well informed and equipped sales people. It’s mission-critical that they have the tools and leave-behinds they need when talking with clients and prospects. Sales sheets, brochures, and other printed materials that have a very clear CTA (Call-to-action) that can be acted upon later after the sales meeting is important. When is the last time you reviewed and revised your brochures and other printed materials used by your sales staff? Make sure your branding is current and your CTA is clear in order to maximize your efforts and investments.