While having dinner with a friend of mine who runs a local business that manages rental homes, we struck upon a conversation of how he attracts new clients. This conversation led into some marketing tactics that he uses which may not seem so obvious to the regular small business owner today.
He has a marketing strategy that is slightly skewed towards offline and local advertising, which many businesses shy away from due to various issues. It has worked for him and has proven to be a gateway to acquire high value rental customers for clients who own their homes.
What I understood from this conversation is that Local offline advertising is an integral part of any good offline marketing strategy for small businesses.
Many small business owners are a bit apprehensive about doing this today since they are focussed on digital. The goal of this article is to remove that apprehension and seed some thought on how small businesses can do local offline advertising successfully.
How to advertise a small business locally using offline marketing?
Though historically, businesses have not been able to pin-point the RoI for any offline strategy of advertisements and most initiatives are based on a set of assumptions, there are definite outcomes that should be driven by local offline advertising.
Brand Awareness: Local offline advertising should increase recognition and visibility of your business within the local community. Local community events and promotions within them are a great way to achieve it.
Community Goodwill: It should help build a positive reputation for the small business, that it is invested in and contributes to the local community.
New Customer Acquisition: The local advertisements should attract new customers through compelling calls to action and promotions.
Customer Loyalty: It should also strengthen relationships with existing customers, encouraging repeat business and referrals
With the above outcomes defined for your target audience, you should factor in the following aspects that gets covered the local advertisement campaign that you run as a business.
- Authenticity: Be genuine in your messaging and offerings. Authenticity builds trust with your audience. Call out ‘what is’ and ‘what is not’ included in your offering
- Value Proposition: Clearly communicate what makes your business unique and why customers should choose you over competitors.
- Focus on customers: Prioritise the needs and preferences of your customers in every advertising effort.
- Integration with other marketing efforts: Combine offline advertising with other marketing efforts, such as online marketing and public relations, for a holistic approach
Basics techniques of promoting your shop or services offline locally
There are some evergreen offline marketing techniques that when done along with local advertising, helps promote your business locally in an effective manner.
Build Relationships: Try and make genuine connections with your customers. Personalised service and genuine interactions can turn casual shoppers into loyal patrons
Visibility Through Signage: Effective, eye-catching signage can attract footfalls into your store. Let your signage spark curiosity or raise a concern in the minds of your audience so that they are compelled to walk in
Word-of-Mouth: Shamelessly as your satisfied customers to spread the word. Give them a small gif if they bring in a few additional customers who become regulars.
With the above techniques, you will be able to add a lot of goodness to the marketing efforts you are putting in to get the word out.
Types of offline advertising for local businesses
Some of the most successful forms of local advertising that local businesses can use are intended to pique curiosity or raise a concern in the minds of prospective customers. Small businesses also need to take care that they don’t offend local sentiments while trying to raise a genuine concern in the minds of the target customer.
The best ways to advertise these in a local community are
Distribute flyers and brochures: Strategically distribute flyers and brochures in local neighborhood convinience stores, Gyms or community centers. Offer promotions to attract first-time customers
Leverage local networks: Engage with other local businesses and business networks, community groups, and events. Partnerships and collaborations can expand your reach and strengthen your community presence at a fraction of the cost since you are sharing target audience
Choose a specific type of ad placement – If you choose to advertise, choose a specific type of placement for a given period. For example, if you choose billboard, go with only bill boards for a period or time, then shift entirely to bus-stops, and then move entirely to banners in smaller locations. What this does is that it creates a sense of a much larger business, that is coming into the locality. It builds credibility.
Do business cards, flyers, brochures work today to effectively promote a small business?
Business cards, flyers, and brochures can still be great for promoting your small business! They offer a personal touch that digital ads can’t match. When someone holds a well-designed card or brochure from your business, it can leave a lasting impression. Plus, they’re perfect for targeting your local community directly, especially when placed in popular local spots.
They’re also budget-friendly, which is a big plus for a small business. You don’t need to break the bank to make a bunch of flyers or cards. And the best part? You can get creative with them! Tailor the design and message to fit your business personality and what you’re all about.
Remember, it’s all about how you use these tools. Make sure they look good, have a clear message, and include a call-to-action and integrate with your digital assets like visiting your website or your social media page. Hand them out at local events or networking meet ups. When combined with your online efforts (like adding your social media info), they can really help get the word out about your business.
Out-of-the box ways of designing offline marketing materials for small businesses at low cost
Small businesses are uniquely in an advantageous position to make use of out of the box ideas to design marketing materials for their business. Some ways which may not seem that obvious are often hiding in plain sight.
Seed Paper Flyers: Use seed paper for your flyers. Not only is it eco-friendly, but it’s also interactive – people can plant your flyer and watch flowers or herbs grow! It’s a great way to show your commitment to the environment and leave a lasting impression.
Go to school: Team up with a local art school or community artists. They get a platform to showcase their talent, and you get unique, professional-looking designs at a low cost (or even for free!). It’s a win-win, and it helps build community connections
Scratch-off surprises: Add a scratch-off layer to your flyers or business cards, hiding special promotions or messages underneath. It adds an element of mystery and excitement – everyone loves to reveal a surprise
Edible brochures and cards: Yes, you read that right! If you are a local bakery, create cookies or other treats with your business logo or a short message iced on them. Hand them out at events or in high foot-traffic areas. It’s a delicious way to spread the word about your business. Plus, it’s a sweet surprise that people are likely to talk about with friends and family.
Fortune Teller Flyers: Remember those paper fortune tellers from school days? Design a marketing version of this. Instead of fortunes, each flap could reveal fun facts about your business, services, or special offers. This interactive approach can be a hit, especially in places where people are waiting, like cafes or bus stops, and are looking for something to fiddle with.
Advantages of promoting a small business offline locally through advertising
There are many ways in which offline local advertising provides direct benefits to small businesses implementing them.
- Builds Personal Connections: When you advertise offline in your local community, it’s much easier to build personal relationships with your customers. People get to see and interact with you or your staff, which can create a sense of trust and loyalty. This personal touch is something that online advertising can’t match.
- Targets the Right Audience: By focusing on your local area, you’re targeting the people most likely to visit your business. This means your advertising efforts are more focused and efficient. You’re reaching out to those who can easily stop by your shop, attend your events, or use your services, which increases the likelihood of attracting actual customers.
- Enhances Local Visibility: Offline advertising can significantly boost your visibility in the local community. Whether it’s through flyers, local newspaper ads, or billboards, people in your area will become more aware of your business. This increased visibility can lead to word-of-mouth referrals and a stronger presence in the community.
- Creates Lasting Impressions: Physical advertising materials like brochures, business cards, or banners tend to stay in homes or offices for longer periods, unlike online ads which can be easily overlooked or forgotten. This lingering presence means that potential customers are reminded of your business more regularly.
- Supports Community Engagement: Engaging in local advertising often means participating in community events, sponsoring local sports teams, or collaborating with other local businesses. This not only helps in promoting your business but also establishes you as an active and contributing member of the community. It’s a great way to give back and show that you care about more than just making sales.
Cut through the clutter of social media through catchy local promotions
The pace at which the digital world is evolving makes it difficult to keep pace, but also opens a multitude of opportunities to businesses who can do something offline with digital tools. Offline local promotions often help in cutting through the clutter of ads that small businesses often try to promote on social media.
- Offline promos grabs attention in the real world: People are bombarded with ads and content online, making it hard to stand out. But offline, things like a creative shop window display, a local event, or a cool billboard can grab people’s attention more easily. This real-world interaction can be a refreshing change from the constant stream of digital content.
- Creates a personal touch: Offline promotions allow you to connect with people in a more personal and direct way. Whether it’s handing out flyers, talking to people at a local fair, or hosting a workshop, these face-to-face interactions create a stronger and more memorable impression than a digital ad might.
- Drives Word-of-Mouth: When you do something unique or fun offline, people talk about it. They might share their experience on their social media, tell their friends, or bring family members next time. This word-of-mouth can be more effective and trustworthy than online marketing alone.
- Enhances online presence: When people encounter your business offline and enjoy the experience, they’re likely to look you up online and follow you on social media. This means your offline efforts can actually boost your online presence, creating a loop that draws more attention to your business.
As a small business you have one the best opportunities if you experiment offline, with a much lower budget.
Offline promotion gives you the opportunity to run free ads and get results in days rather than waiting for weeks or months for an online ad to drive your business
Examples of ‘ninja’ offline marketing techniques that small businesses have successfully used to boost business
There is no limit to the creativity that small businesses can use to convey the virtues of their business. There are some really cool ninja tactics that small businesses have used to create some viral marketing stories.
Flash Mobs: Organizing a flash mob in a public space can instantly draw attention. A dance or theatrical performance related to your business theme not only turns heads but also generates social media buzz as spectators share videos and photos.
Guerrilla Gardening: Some businesses have taken to guerrilla gardening, where they plant flowers or small plants in neglected public spaces. It’s a subtle way to beautify a community while attaching a small sign or symbol representing their business.
Mystery Packages: Sending out mysterious, branded packages to local influencers or randomly selected local residents can generate intrigue. Inside, there could be samples of your product or an invitation to a special event at your business.
Reverse Graffiti: Instead of adding paint, reverse graffiti involves cleaning dirt off sidewalks or walls in high-traffic areas to create an image or message. This eco-friendly method can create a clear, creative, and positive image for your business.
Scavenger Hunts: Organizing a scavenger hunt that leads participants through a series of clues around town, ending at your business, can be an adventurous way to engage the community. It’s interactive and creates an exciting narrative around your business.
Chalk Art: Using sidewalk chalk art outside your business or in busy pedestrian areas can be a visually stunning way to capture attention. It’s low-cost, and if the artwork is creative and Instagram-worthy, it can attract a lot of foot traffic and has potential to go viral on social media for free.
As you can see from above examples, thinking out of the box in local advertising can be very cost effective and can also really boost your online presence for free of cost with content that has potential to go viral.
How can a local business effectively use independent marketing strategies to promote and advertise its products or services
There are some strategies that work very well independent of all other marketing initiatives, these are good to stand on their own, but will also boost all existing marketing plans both online and offline that you have put in place.
Tell Your Story: People love to hear the story behind a business – it makes your brand more relatable and memorable. Share your journey, the inspiration behind your business, or stories about your products and services. This can be done through creative window displays, a mural on your store’s wall, or a section in your local newspaper. You could also host a ‘story night’ event where you share these tales and connect with customers on a more personal level
Local Influencer Partnerships: Partner with local influencers or well-known community members. This doesn’t have to mean celebrities – think of local bloggers, social media personalities, or even popular community figures like teachers or coaches. They can promote your products or services to their followers, who are likely within your target local market. This can be a cost-effective way to reach a broader audience within your community
Loyalty Programs: Create a loyalty program tailored to your regular customers. This could be a simple punch card system (like a free coffee after purchasing ten) or a more sophisticated points program. The key is to offer rewards that are both desirable and achievable. This not only encourages repeat business but also makes customers feel valued and appreciated. It may also create a FOMO (fear of missing out) among other customers to get into the program.
Offline marketing ideas that work really well in events
There are some time tested activities that help draw in crowds and keep people engaged at local marketing events organised by small businesses.
- Interactive Booths: Set up a booth that’s not just about handing out brochures. Include interactive elements like a mini-game related to your business, a photo booth with fun props, or a live demonstration of your product. This makes your booth memorable and engaging.
- Branded Merchandise Giveaways: People love free stuff. Give away branded items like t-shirts, pens, or tote bags. Choose items that are useful and likely to be used again, keeping your brand in front of potential customers long after the event.
- Contests and Raffles: Host a contest or raffle at your booth. It could be as simple as a lucky draw for a prize or something more creative like guessing the number of items in a jar. Make sure to collect contact information for future marketing efforts.
- Live Demonstrations: If your product or service allows for it, do live demonstrations. This attracts attention and shows the practical value of what you offer.
- Networking and Personal Connections: Use the event to network. Engage in conversations, not just sales pitches. Building relationships can often lead to more business than just selling on the spot.
As a small business owner puts efforts to implement these offline marketing techniques to advertise locally, the business will steadily see growth over time.