Okay, so you’re developing
a killer offline marketing strategy...

 

This infographic gives you a comprehensive

overview* of all the different actions you can take when designing your campaigns.

*Some information (such as costs etc.) is unavailable due to varying contexts.

publications

 

From the local parish journal to prestigious national newspapers, you can find a way to reach your target audience.

List of outlets

  cost factors

  • Local parish (cheapest)
  • Local magazines
  • Local newspapers
  • Regional publications
  • Trade journals
  • Niche magazines
  • National newspapers (most expensive)
  • Circulation
  • Prestige
  • Design and copywriting
  • Space
  • Duration of campaign

Typical cost of full page colour ad*:

National newspaper: £12,000 - £60,000

Local newspaper: £500+

 

*production costs not included

Advertising

This is perhaps the most ubiquitous offline marketing option. There are many avenues. The best one depends on your particular business strategy.

Avenues for advertising...

the definitive guide to:
OFFLINE MARKETING

for any business

broadcast

 

From the local parish journal to prestigious national newspapers, you can find a way to reach your target audience.

  • Ratings
  • Prestige
  • Time of day
  • Length of slot
  • Production
  • Duration of campaign

radio

  Cost Factors

National: £10,000 +

Regional: £2,500+

Local : £500 +

Typical cost for a single 30 second slot during early peak-time*:

National: £4,000

 

*production costs not included

  • Ratings
  • Prestige
  • Production
  • Time of day
  • Season
  • Length of slot
  • Duration of campaign
  • Region

TV

  Cost Factors

Typical cost for a single 30 second slot*:

billboards

 

Millions of people go about their business everyday. So why not grab their attention with a well-crafted poster?

  Cost Factors

 

  • Location
  • Production
  • Duration of campaign
  • Size

Typical cost for a 48 sheet billboard*:

Outdoors: £200 a week

*production costs not included

Public transport

 

With billions of passenger journeys taken each year, advertising on public transport is a worthwhile option if you have the budget.

  Cost Factors

 

  • Bus route
  • Number of buses
  • Production
  • Duration of campaign
  • Region

£75,000

 

= Approx. cost of advert on side of 500 London buses for two week campaign

*production costs not included

sponsorship

 

The possibilities range from sponsoring popular TV shows to sponsoring local events. However, we’re going to look at it in terms of sponsoring football shirts.

football sponsorship

 

  Cost Factors

 

  • Size and stature of club
  • Duration of sponsorship

Typical cost of annual football shirt sponsorship

Premier: £750,000+

Non-league: £200+

 

*production costs not included

on company vehicles

 

Turn blank space on company vehicles into effective marketing communication.

  Cost Factors

 

  • Number of company vehicles
  • Production (design / application)

 

  Pros

 

  • No continual advertising costs
  • Can help to raise your profile in local area
  • Can gain thousands of impressions a week

  Cons

 

  • Your vehicle(s) will have down time
  • Can be quite costly if you have a massive fleet
  • Can become out of date if you change contact details

local shop window

 

This budget option is ideal for sole traders, freelancers and other micro-businesses.

Typical cost per week:

£0 – £10

press releases

 

This is great way to garner publicity

  Cost Factors

 

  • Professional writer to craft press release
  • Agency to distribute press release

 

  You can mitigate these costs by doing it yourself. Though you’ll spend time:

 

  • Finding out what editors are looking for
  • Learning how to write an effective press release
  • Researching and pitching relevant publications

  Things to consider

 

  • Make sure you have a newsworthy story relevant to the publication
  • The ideal press release is no more than 300 words long

public relations (PR)

Use offline PR to cultivate an outstanding reputation and give your business a competitive advantage. There are different ways to implement PR.

Avenues for PR...

press conferences

 

This is a bigger, more sophisticated relative of the press release. Assuming you’re already high profile enough to get journalists and reporters interested, press conferences are a great way to get publicity.

  Cost Factors

 

  • Professional writer to craft press release
  • Agency to distribute press release

 

  Pros

 

  • Can convey more information
  • Can answer questions and highlight key points
  • Helps you counteract negative publicity

  Cons

 

  • You might get asked unwanted questions
  • What if you say something you regret?
  • Some journalists might put a negative spin
    on it

The cost of the following PR activities is hard to generalise. However, they all involve careful planning, preparation, and plenty of hard work.

Get involved in local charities

 

This shows that you’re part of the community and share common ground with the locals. It’s an excellent way to raise your local profile.

Be a guest on a  local radio show

This shows that you’re part of the community and share common ground with the locals. It’s an excellent way to raise your local profile.

public speaking

 

Use your expertise to educate, inform and entertain. You’ll build an audience and gain an excellent reputation.

do something that garners
good publicity

It could be something humanitarian, heartwarming orromantic. The sort of thing people love to
hear about.

mass mail

 

A well-planned and well-crafted direct mail campaign can generate leads and win you more customers.

  Cost Factors

 

  • Mailing list
  • Design and copywriting
  • Postage and packaging

 

  Pros

 

  • Can generate many sales
  • Communicates brand message to a huge audience

  Cons

 

  • A poorly executed campaign can annoy people and damage your reputation
  • All your hard work could end up in the recycling bin with the rest of the junk mail
  • Can become out of date if you change contact details

direct mail

A well-planned and well-crafted direct mail campaign can generate leads and win you more customers.

Lumpy mail

 

A tailored campaign. Target small list with a personally written sales-letter containing relevant messages and a free gift.

  Why's it called lumpy?

 

  • The free gift makes the package lumpy. Curiosity leads the recipient to open it.

 

  Cost Factors?

 

  • Postage and packaging
  • Print materials
  • Free gift
  • Professional copywriting

 

  You can mitigate some of these costs
by writing it yourself. You’ll need to learn:

 

  • How to craft an effective sales-letter

 

  Pros

 

  • Can generate high-quality leads
  • Can win customers back
  • Establishes a more personal link
    between you and the prospect

 

  Cons

 

  • Not good for huge sales targets

local leaflet drop

 

A cost-effective way for local businesses to generate sales and raise brand awareness.

  Cost Factors?

 

  • Delivery
  • Design and copywriting
  • Print

 

  You can mitigate some of these costs by writing it yourself. You’ll need to learn:

 

 

 

telemarketing

Out of all the possible marketing actions this has the worst reputation. But done wisely it can yield good results.

  Cost Factors:

  • Phone calls
  • Telesales team (outsourced or in-house)

warm telemarketing

 

An easier sell. Contact existing customers or prospects who have already been introduced to your company.

  Benefits:

  • Can make the sales process smoother

cold telemarketing

 

A hard sell. People generally dislike cold callers.

So you have to work hard to gain their trust.

  Benefits:

  • If done well, can create sales out of nothing

 

  Tips:

  • Use phone calls as part of a power-of-three campaign

word-of-mouth

This is the oldest form of marketing. Some people regard it as the most important.

Provide a great service or product

 

It’s a simple formula but works every time. Do everything you can to do an excellent job. Look after your customers and they will reward you with positive word-of-mouth.

Incentivise referrals

 

Reward existing customers by offering incentives for every new customer they send your way.

Guerilla marketing

Unconventional. Innovative. Surprising. It’s about being in unexpected places. A good option for young, trendy businesses operating on a shoestring budget.

5 well known examples

directski.com

 

The skiing company placed little pop-up skiers on snowy windscreens to suprise and delight the public.

Bláfjöll ski resort

The ski resort in Iceland simply put a pile of snow next to a busy road and stuck a sign in it.

vijay barbecue

 

The local barbecue seller turned a normal drain into an innovative marketing opportunity.

96.3 FM rock radio

A rock station made the public smile by offering free air guitars.

samaritans

 

The Samaritans reached out to unhappy people by placing powerful card cut-outs between alcoholic drinks.

field marketing

This is a traditional approach to marketing. It means getting out there and shaking hands with the audience.

door-to-door

 

Believe it or not, traditional direct sales is still around. You can put together a team of sales people or go it alone if you’re a micro-business.


  Pros

  • Can generate sales out of nothing
  • Cost-effective if you go it alone
  • Can combine it with leaflet drop. So if no one answers, slip a leaflet through their door

 

  Cons

  • Lot’s of rejection can leave you feeling depressed
  • Means walking around in all weathers
  • Bad team members can give your brand a negative reputation

 

 

attend trade shows
and conferences

 

Having a stand at one of these events is a great way to mingle with the target audience and drum up some business.


  Things to consider when developing
your event marketing plan:

  • Choose the right event
  • Analyse the competition
  • Invest in quality signage for your stand or booth
  • Take a good camera for quality shots
    (to be used in other marketing material)
  • Be sure to mingle and talk about your business

real market

 

If you sell products online and want to grow your business, why not take your products to a real market: raise brand awareness and make some sales.

  Benefits

  • Choose the right type of market for your wares. If you sell toy cars, a farmers market might not be the best place
  • Be Prepared. Make sure you have enough of stock on the day
  • Practice setting up. This is essential if it’s your first time going to market. Measure your stall and make sure you have enough space
  • Take a good float. You want to have plenty of change for the punters
  • Keep track of sales as they happen.
  • Present yourself in a good light. Be friendly. The person might not buy from you this week, but they may reach into their pockets next week

invite locals

 

People love free food and drink. If you’re a local business, invite local residents for a little soiree. It’s a great way to build bridges.

Give away loads of free samples so people can see how good your product is.

  Pros:

  • Can help you penetrate the market quicker
  • Costs a fraction of national advertising campaigns
  • Easy to execute as everyone loves freebies

 

   Cons:

  • You can become a magnet for freebie hunters

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  • click here to see sources

     

    • www.themediabriefing.com/article/how-much-do-newspapers-think-their-audiences-are-worth
    • www.radioadvertising.co.uk/costs
    • www.workspace.co.uk/community/homework/marketing/guide-to-radio-advertising
    • www.tvadvertising.co.uk/tv-advertising-costs
    • www.guerillascope.co.uk/tv-advertising-costs/commercial-tv-channels/entertainment/channel-4
    • www.marketingdonut.co.uk/marketing/advertising/billboards-and-outdoor-advertising/outdoor-advertising-making-a-big-impact
    • www.ons.gov.uk/ons/rel/mro/news-release/travel-to-work/census-reveals-details-of-how-we-travel-to-work-in-england-and-wales.html
    • www.transportmedia.co.uk/bus-advertising/buses-advertising-media
    • www.exterionmedia.com/uk/what-we-do/our-media/bus-advertising
    • inagorillacostume.com/2011/direct-ski-guerrilla-marketing-tiny-skiier-cars
    • www.creativeguerrillamarketing.com/guerrilla-marketing/122-must-see-guerilla-marketing-examples
    • www.marketingminefield.co.uk/print-advertising-costs
    • www.skipedia.co.uk/2013/02/how-to-turn-a-pile-of-snow-into-guerrilla-marketing
    • www.creativeguerrillamarketing.com/guerrilla-marketing/18-of-the-most-memorable-guerrilla-marketing-campaigns
    • www.creativeguerrillamarketing.com/guerrilla-marketing/some-of-the-most-powerful-advertisement-campaigns-of-2015
    • www.creativeguerrillamarketing.com/advertising/10-brilliant-marketing-tactics-you-must-try-in-2015
    • www.wordstream.com/blog/ws/2014/09/22/guerrilla-marketing-examples
    • www.slideshare.net/arts118/guerilla-marketing-from-100-outstanding-examples
    • www.ctb.ku.edu/en/table-of-contents/participation/promoting-interest/press-conference/checklist
    • www.fpb.org/business-support/how-promote-your-business-locally
    • www.tweakyourbiz.com/markeing/2012/08/08/100-guerilla-marketing-ideas-grow-sales-with-zero-budget
    • www.creativeguerrillamarketing.com/guerrilla-marketing/the-80-best-guerilla-markeing-ideas-ive-ever-seen
    • www.mirror.co.uk/sport/football/news/premier-league-shirt-sponsorship---6100527

free sample marketing

Tried and tested, this method puts your product directly in the hands of the target market. The proof of the pudding, as they say.