Strategies to Balance Digital and Traditional Media

In a world where digital marketing seems to be the norm, it can be difficult to know where traditional advertising and label printing fits in, let alone how to effectively combine the two. The truth is that traditional advertising is just as powerful as it used to be. In fact, traditional advertising is a great way to get your customers to the digital portion of your digital advertising campaign.

Just like with anything, it’s important to strike a balance between traditional and digital in your advertising campaign. And doing this is as simple as following an age-old marketing principle.

AIDA

The acronym “AIDA” stands for attention, interest, desire and action. It is the blueprint by which most marketers map their strategy. Grabbing the reader’s attention comes first; once attention has been obtained, interest can be generated in a company by focusing on its benefits to the customer. Next, a desire for the product or service by the customer must be generated before they take action by purchasing that product or service.

All AIDA principles can be implemented by combining traditional with print media.

Offline to Online

There are several ways to link offline advertising with its online counterpart. One way is to announce an online promotion or another incentive on offline advertising. So for example, a flyer or leaflet could announce your LinkedIn or Facebook promotion. Both sites require membership in order to view items like promotions. If your reader signs up with these services, you can advertise to them using both types of media.

Using Traditional Ads on Social Media

Another way to bridge the gap between offline and online is to post a scan of your flyer, leaflet or brochure on a social media site. Instruct readers to look for your flyer in designated areas in a city or in a local newspaper where it can be found.

Direct Customers to Your Online and Offline Presence

You can use traditional media like business cards to encourage customers to find you online. Listing your Facebook or Twitter address on your card could garner you more followers. Plus, these individuals will already be pre-qualified, having been interested enough in your business card to learn more about you online.

In contrast, you can direct customers to your offline business by offering things like in-store only promotions. Social media also provides you with a great amount of control over how long to keep your posts active. So for example, you can remove your in-store only promotion post after a certain period of time. This will give customers the exclusive, club-like atmosphere that lets them know they are important to you which can make them more likely to buy from you.

Understanding how to balance your online and offline efforts has several benefits. Not only will it make it easier for you to reach potential customers, but it will also make it easier to engage customers. When a campaign is balanced, ongoing loyalty between customer and brand can be built, resulting in ‘bread and butter’ long-term sales.

Indeed, the combination of online and offline marketing strategies is a powerful tool that can be used to advertise virtually any product or service. The best marketing advice can be obtained from a professional marketer or graphic designer. At the end of the day, the seamlessness of your advertising campaign will have far more value when you speak with a professional. Of course, there is no replacement for the security of having an attractive logo for your product labels and other items.

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