In a relatively short space of time, the internet has entirely changed the way businesses operate and communicate with their customers. Younger employees may laugh at how things were done prior to the internet while employees that grew up without the internet have had to learn many new skills such as:

• Content creation
• Data analysis
• Search engine optimization
• Social media management
• Basic design skills

Not all of the old ways should be consigned to the history books. There is still a place for the more traditional communication techniques.

Outdoor advertising

Outdoor advertising. From old-school billboards and posters to new-age digital screens and third-party vehicle advertising, outdoor advertising is an effective way of communicating your message in a way that will be seen by a large number of people. Unfortunately, it can also be the most expensive and wasteful form of communication if not managed carefully.

To avoid wastage:

1. Make sure your message is short and sweet! If people can’t get the gist of your message from 15m away, they aren’t going to get it when they drive up close…
2. Ensure you have enough budget for all elements (billboard, public transport vehicles, poster stands, etc.)
3. Direct customers to a dedicated telephone number or online landing page to measure direct returns.
4. Know your location and where your target audience is likely to be so that you can place your adverts where they will gain the most exposure with your target audience.

Vehicle fleets

Vehicle fleets are a great method of advertising because it reaches so many people. Whether you have a single vehicle or a larger fleet, a good vehicle wrap will help promote your business wherever the vehicle travels. The Sign Man in Birmingham can advise businesses on the most effective manner to promote their business using physical signs and vehicle wraps.

Local magazines

Unlike national publications, local magazines don’t charge big bucks for advertising space. While their readership will be far smaller, local magazines are highly targeted to a local area. For businesses offering a local service, these local/neighborhood magazines can offer a relatively cheap way to target a specific location.

Local newspapers

Much like local magazines, advertising in the local paper is relatively inexpensive. In addition, many local papers have specific days for specific ad types. For example, property listings and job ads may be published on specific days.  Readers are likely to pick up a copy most relevant to them.

Leaflet drops

Leaflet drops can be a great way to spread your message. If done right, a leaflet drop can reach a lot of people at once and therefore should be used as part of an integrated marketing campaign rather than as a measure in isolation. The key with leaflets is consistency, most are likely to end up in the bin. As long as your service or product is relevant to a local market and of value, you should have a conversation rate that makes this an effective route to market.

Sponsorship

Sponsoring a national team may be out of your budget. However, that doesn’t mean that sponsorship isn’t a good fit for your business. Sponsoring a local team or individual can bring a number of benefits.

Brand awareness

If you are sponsoring something that people are passionate about then the visibility of your brand is likely to get a boost. People will start to associate your brand with their team/person/cause.

Enhanced reputation

Sponsoring done at a local level can help a business to either build a reputation or help to repair its reputation. It is a great way to show that a business is willing to give a little extra to a community.

Stand out from the Crowd

Many sponsorship opportunities provide businesses with exclusive advertising at an event. For example, many large events only allow official sponsors to use brand names and logos associated with the event. 

Traditional routes aren’t as flexible

When it comes to making changes, unlike online advertising, the above opportunities aren’t as flexible to changes such as new telephone numbers or email addresses. When considering these channels a long-term view on messaging needs to be adopted to avoid information being outdated and costly production costs being incurred.

The internet has definitely changed the way businesses conduct their business and it has provided small businesses with the opportunity to reach markets never dreamed of before. However, many cost-effective opportunities would be overlooked and potential customers lost if small businesses ignore the traditional advertising opportunities.