Nigel Wilkinson
Managing Director of Daneswood. Nigel has been in sales and marketing since the 1980's and run digital marketing agencies since 2000.
Any good campaign uses a mix of resources to achieve a planned outcome. Can you imagine the military planning an invasion and deciding just to use the army, leaving the Navy, RAF, and all the associated agencies and divisions out of it? Unlikely!
Well, a marketing campaign should be no different in that respect; you focus all available resources to achieve the desired result, if somewhat more peacefully!
That means combining online and offline techniques and making sure the appropriate tools for the job are deployed in the correct way, working together in conjunction, not a scattergun approach with disparate objectives.
An example of this might be getting people to order a hard copy catalogue or a product sample on your website that you mail to them. Or using tangible materials like brochures, flyers, and merchandise with web addresses or QR codes to encourage them to visit your website and buy, enquire or join your email marketing list.
According to a study by Marketing Sherpa, integrating offline and online marketing efforts can increase overall campaign effectiveness by 28%. This highlights the importance of a balanced approach that includes both digital and offline marketing tactics.
Whilst face-to-face meetings have become less common in recent years, a good quality business card is still a great tool for networking and sales meetings. Our business cards have a QR code directing you to our website, which is a useful tool.
Physical materials provide a sense of legitimacy and credibility that digital content can sometimes struggle to match. There is this sense that they make you “real” in a way that digital just doesn’t.
Another key factor is the extra sales touch that physical material provides. Research shows that people tend to remember you and buy after at least nine contacts, be it seeing your website, your email, social media posts, remarketing banners, etc. Adding a letter, business card, or brochure is a great way of putting extra steps into the marketing process, leading to a sale!
And, of course, different people react in different ways. Tangible marketing materials engage multiple senses (sight, touch), which can create a more lasting impression compared to digital-only interactions. This is demonstrated in studies which show that people tend to remember and recognise brands better when they have a physical component associated with them.
Offline marketing materials help build trust in potential customers, as they can see that your brand is established and invested in its marketing efforts. And people like to be associated with switched-on and successful companies, which in turn helps your brand stand out in a more personal and unique way.
The strategy of incorporating tangible marketing materials into your marketing means you can amplify your digital presence and create a more well-rounded and impactful marketing campaign.
It’s a great way to engage audiences, build trust, and drive conversions. Offline marketing materials complement digital efforts and provide a tangible, memorable connection with consumers.