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Offline Promotion Matters Too
By Elena Fawkner Copyright: © 2002 jan@ahbbo.com
Sunday, February 02, 2003
With all the talk of the importance of search engine positioning, online directories, keyword metatags and publishing your own ezine, you might be forgiven for thinking that the online world is the only one that matters when it comes to promoting your online business. Only occasionally will you see something like "and don't forget about offline promotion too".
Why do I need to engage in offline promotion when I'm promoting an online business? The reason is simple. The concept of a paperless office is all very well, but your potential customers live in an offline world. To get their attention, you need to reach them where they live.
Here's how:
STATIONERY
Every item of stationery that leaves your office is an opportunity
to promote your website. Make sure your website address (URL)
appears on every single piece of stationery including:
=> business cards
=> letterheads
=> envelopes
=> address labels
=> fax cover sheets
=> checks
=> invoices
=> receipts, and
=> reorder forms.
PROMOTIONAL ITEMS
Tangible promotional items that people see or use every day are
a great way of keeping your name in front of your customers and
prospective customers. Make sure your URL appears prominently
and it will be a constant reminder to visit your website.
Promotional items that lend themselves well to this concept
include:
=> coffee mugs
=> paper weights
=> pens
=> t-shirts
=> calendars
=> key chains
=> magnets
=> bumper stickers, and
=> car license plate frames.
PRINTED MATERIALS
Printed materials are a great way to generate (especially) repeat
business when included with product orders. After all, your
existing customers are already predisposed to deal with you so
make sure you take the opportunity to promote your entire line
of products and/or services to give them a reason to return. Here's
a few ways:
=> Coupons
Coupons are great to use as incentives for future purchases.
Offer a range of coupons including percentage off orders (for
example, "10% off your next order of $20 or more"), free shipping
or free items (for example, "buy one, get one free" type offers).
Coupons can also be used to generate new business by making
them freely available around the traps. For example, if your
business is educational software, make arrangements to have a
supply of "30 day free trial" coupons made available at your
local school.
=> Gift Certificates
Gift certificates are good because they allow your customer to
share their discovery of your products and services with friends,
family and colleagues. To be effective, especially in connection
with services, a gift certificate needs to have a tangible dollar
value
to the recipient rather than merely offering to redeem the
certificate
for a particular service. This is because the referral customer
probably has no conception of the dollar value of your service. The
potential customer can, however, readily appreciate the value of a
"$30 toward your purchase of $60 or more" gift certificate.
=> Product Sheets
Product sheets are a way for you to make your existing customer
aware of what *other* products and services you offer in addition
to those they have recently purchased. This need not be any more
elaborate than a one page price list but it can be as extravagant as
a glossy product page replete with photos if your budget permits.
=> Brochures
Brochures are an effective way to create a professional image and
promote your products and services at the same time. Give them
to prospective customers for a quick overview of your business
and to give them a reason to visit your website for more information.
Distribute your brochure whenever you get the chance: carry them
with you wherever you go and hand them out whenever you hand
out your business card. Mail your brochure to current clients to
inform them of additional products and services that they may be
unaware you offer and to prospective clients sourced from rented
mailing lists.
Also, get permission to leave a small stack of your brochures in
places where potential customers are likely to congregate such as
doctors' and dentists' waiting rooms, local schools etc..
Another good idea is to send your brochure to the editors of your
local and regional newspapers together with a letter advising of
your availability for interview as a local expert in your field.
ADVERTISING
Advertising can be as simple as placing classified ads in your
local newspaper or as grand as purchasing television advertising
slots. Here's a few ideas:
=> Classified Ads
Place small classified ads in your local and city newspapers and
include the URL of your website.
=> Yellow Pages
If you purchase display advertising in the Yellow Pages, be sure
to include your URL.
=> Flyers
One page flyers advertising your product or service and including
your URL can be printed cheaply and left on car windshields or
distributed via letterbox drops in your local area.
=> Local TV Guide
Your local TV guide can be a good place to advertise cheaply if
your product or service is of particular interest to a local
geographic target audience. Again, be sure to include your URL.
=> Radio Advertising
Radio advertising can be an excellent buy for many small
businesses. Call the sales department of several radio stations
that target your demographic. Be sure to ask about rates for
different times of day and package deals.
=> Television Advertising
You're not going to be able to afford the high price advertising
exposure that's offered by the likes of ABC or NBC but you
may be surprised at how affordable advertising on your local
cable channel can be. Contact the sales department of your
cable provider for details. This type of advertising is particularly
effective if your product or services is oriented toward a specific
geographic target market.
=> Direct Mail
Mailing lists of various sizes are available for rent or purchase
for direct mailing your offer to prospective customers.
=> Press Releases
Press releases can act as a form of de facto advertising. Send
your press release to the editors of print periodicals.
NETWORKING
Any local community offers ample opportunity for networking.
Each networking function you attend is an opportunity to
publicize your business and your website. Consider the following:
=> local Chamber of Commerce
=> local industry groups
=> school functions
=> social events
=> charitable organizations
=> community functions, and
=> public speaking.
EVERY CHANCE YOU GET
Last but not least, getting the word out should be a daily habit.
=> Telephone
Every time you answer your business phone be sure to give the
caller your website address so they can find out more information
about you and your business. Make sure your website address
is included in the message recorded on your answering machine.
=> Mail Inserts
Include a small insert promoting your business and your website
in every piece of mail that leaves your home or office.
=> Word of Mouth
Finally, perhaps the most effective and under-appreciated tool of
them all word of mouth. Talk about your business and your
website at every opportunity and encourage your customers,
friends, family and colleagues to do the same. You would be
surprised at just how many businesses out there owe their
success to little more than word of mouth referrals.
Successfully promoting an online business requires a sound
understanding and methodical application of the principles of
online marketing and promotion.
But to focus on online methods to the exclusion of offline does
only half the job. Give due attention to offline methods of
promotion in conjunction with your online promotional efforts to
ensure the widest possible coverage of ALL of your potential
markets.
Elena Fawkner is editor of A Home-Based Business Online ... practical
business ideas, opportunities and solutions for the work-from-home
entrepreneur.
http://www.ahbbo.com
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