The constant challenge of trying to increase sales and attract customers, has prompted many consumer based businesses to revert back to traditional marketing strategies.
Ever since 2005, most major companies have been using digital based marketing to increase sales and visibility. This has included video marketing and targeted online ads. Although these digital based strategies have proven to be effective, many of these businesses are going back traditional marketing methods.
It might be hard for some to believe that traditional marketing would still be effective in today’s digital age, especially in light of the fact that so many consumers prefer to make their purchases online. However, there is still a demographic that responds favorably to traditional marketing campaigns — that group is in the 55 to 75 age range. Many of these individuals grew up on traditional marketing, which included printed catalogs and direct mail.
When it comes to catalog marketing, many companies (especially retail businesses) have uploaded their catalogs online. However, there are still some that are hard print copies directly to potential customers. These businesses are not just mailing catalogs at random however, instead they are using targeted mailing lists. These lists are broken down by specific parameters such as income range, age, shopping preferences and location. It takes time to pull these lists together, however the extra effort pays off. The types of businesses that are investing in this type of marketing are beauty salons, jewelry shops, shoe stores and automobile dealerships.
One of the biggest marketing advantages of using a printed catalog, is that they provide a potential customer something they can touch and feel. This is not something that you can do with an online catalog. Print catalogs also have a “visual” advantage, because they are usually placed on tables or desks where they can be constantly seen. Each time a potential customers passes that desk or table, they are reminded of that specific company, product, or service.
In addition to print catalog marketing, a lot of businesses have returned to using direct mail. Just like a print catalog, a direct mail piece is also something you can touch and feel. Studies have shown that the more a person sees and touches a product advertisement, the more likely they are to buy it. Direct mail marketing is expected to be used heavily during this upcoming holiday season. Some of the businesses currently using direct mail are cable companies, fast food chains and cell phone providers.
One of the most oldest forms of traditional marketing (currently used by a large number of businesses today) is customer referrals. The way most customer referral programs work, is a company will award customers a cash bonus or a discount on future service for anyone they refer. The only requirement in most cases is that the referred person has to either make a purchase or sign a contract.
Even in this digital age, traditional marketing is still effective.