How to Seize Your Target Audience with Integrated Marketing

Quick Links:

• TIP: Top Ways to Get Attention in Digital Marketing [Infographic Download]
• Episode Overview – The Revival of Offline Marketing
• Personal Note from Jenn Neal: Running the Show Behind the Scenes
• Episode audio [Podcast on Spotify]
• Blog Post – Turning Physical Events Virtual and Virtual Events Physical
• Similar Posts

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TIP: How to Get Attention Online: The Advantages of Offline Marketing

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What’s In This Episode

Understand integrated marketing communication and why it is important. Find out how to use the elements of IMC to capture the attention of your target audience. Learn from integrated marketing expert, Jennifer Neal, how to cast a wider net and undercut the competition. Compared to oversaturated digital marketing, the advantages of offline marketing will get you noticed and remembered. Discover specific integrated marketing communication tools that you can apply to your business.

I look for ways to stand out – be unique – have a fresh take.

-Jenn “running the show” Neal

Ever attended a play or live performance of any kind?

If so, have you ever turned around to look behind you at the tech booth?

These are the people literally behind the scenes who are calling the show.

It’s all super technical and stuff but every lighting change, music fade, actor que – they are all controlled by the stage management team.

When I was in college I was a stage manager and I loved pulling the strings and running the show.

As an agency owner, I often equated myself to still being a stage manager, running the business show for other companies.

However, now that we’re shifting into more done with you and group coaching work I’ve found I had to get myself out from behind the scenes and into the spotlight.

This used to be a truly terrifying thought.

Not sure if you relate or have ever felt the same…

But now I look for ways to stand out – be unique – have a fresh take.

And one of those ways?

NOT doing everything digital.

In fact, this entire episode is about things we’re doing in offline marketing.

Huh? Pretty cool stuff, I promise.

If you want to stand out in a digital world and still use the great systems you have in place check out this episode on how an integrated marketing plan can work for you.

Jenn “running the show” Neal

Using the Advantages of Offline Marketing to Win Hearts & Minds

Integrated Marketing

With an integrated marketing strategy, you are essentially trying to reach all of your customers on every platform they spend time on. Digital marketing was borne out of this desire to engage current and potential clients across several domains, each one catering to a different type of content.

Digital marketing was easy, flexible, and inexpensive. In short, digital marketing was a huge success. Now, much like Google Ads and Facebook Group, the digital marketing realm is saturated with competing content.

Advantages Of Offline Marketing

One of the biggest advantages of offline marketing is the relatively small number of people currently using this technique. As one of a relatively small number of marketers sending out tangible items you will get noticed.
Offline marketing will also allow you to reach out to potential customers on the periphery of your existing customer base. Imagine your potential customers are all traveling around on the internet superhighway. The road is packed with competing content but most of it is going by so fast that people don’t even see it.

There is a second group of people orbiting your hub that is not connected to the internet superhighway, they are travelling on a remote rural country road instead. They are cruising around. and now we have sent out mail that is also going to take the lazy, slow route. It’s still going to reach them. However, there is so much less traffic happening out there that the engagement is going to mean so much more and leave a lasting impression.

Offline Marketing Strategies

For digital marketers wanting to use offline methods, you’re probably going to be looking at things that you can send in the mail, or delivery, because that is where you are going to be able to get the best outreach. As for products, you can create books, coffee mugs, keychains, t-shirts, or create your own custom boxes of branded goodies.

If we have optimized our offline marketing we are going to be able to engage this outlier traffic in a visceral way. Seeing, smelling, touching, tasting, all of the tactile senses are not being engaged very much right now. Your open rate will soar because you’re sending a handwritten letter or box or something like that. People love to get stuff.

Tracking Elements Of IMC

Finally, we need to make sure that the message we are sending out is connecting at an emotional level, getting us noticed. To do that, we are going to track all of the metrics from our sales site. We will watch our engagement from what’s been purchased, to how many hits our content received. We want to track all this information and we’re going to use it to continue optimizing.

If we have optimized our offline marketing we are going to be able to engage this outlier traffic in a visceral way. Seeing, smelling, touching, tasting, all of the tactile senses are not being engaged very much right now

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Now that you know traditional marketing isn’t dead, how will you incorporate offline marketing in 2021?