How To Reach Out To Target Audience using Offline Advertising?

Offline marketing is a marketing strategy to advertise a product through offline channels like Newspaper advertising, billboards, digital signages, OOH advertising, transit media advertising, direct mails & more. All channels except the online channels are taken into account. Doing effective marketing can help you get more customers offline. It is a traditional way to reach your target audience offline.

Before we dive into how you can reach your target audience offline, let’s have a look at what all offline marketing channels are there:

1. Advertisement in print
2. Contest Prizes
3. Telemarketing
4. Cold calling
5. Business cards
6. Offline Guerrilla marketing
7. Event Speaking
8. Television
9. Direct Mail
10. Door-to-door sales
11. Aerial advertising
12. Networking
13. Associations and trade shows
14. Branded merchandise and equipment
15. Targeted promotions or discounts
16. Billboards
17. Paper cups
18. Sponsoring community event
19. Distributing pamphlets
20. Presenting press releases
21. Organizing Workshops
22. Donation
23. Cross-promotion
24. Collaborating with influencers, brand ambassador

How to reach your target audience offline?

With the advent of so many digital platforms, offline marketing still proves to be crucial for companies as it is more trustworthy. Selection of the right marketing idea considering the target audience and the business type is not an easy task. There are many marketing strategies for you to reach your target audience offline such as:

1. Conduct engaging BTL activities

Due to the dynamic nature of the marketing, below-the-line (BTL) activities are currently showing impressive results in capturing audience attention. BTL activities are an extremely targeted and focused form of communication towards a specific group of customers. In today’s world,  target audiences are using various platforms, BTL activities in these circumstances play a major role in seeking the audience’s awareness, giving greater disclosure to the brand.

BTL activities consist of outdoor advertisements (banner, sandwich boards), direct marketing( SMS, emails), and sponsorship(Events, competitions).

Here are some BTL activities ideas for different industries:

BTL ideas for FMCG brands

Performing roadshows/activities in malls

If you are an FMCG brand looking for marketing strategies to reach your target audience offline, you can try the following activities: Performing roadshows/activities in malls, screening advertisements outside popular malls, arranging stalls in the mall, with some interesting games to involve the participation of customers.

Example: ACT II Popcorns by ConAgra Foods Snack Foods Group organized its stalls along with games to engage with the audience in Pacific mall

As an FMCG brand, you can also try retail displays in strategic locations like in front of a convenience store.

Example – Displays of Sugar-Free, Ashirvaad Atta or any other FMCG goods outside supermarkets or convenience stores.

BTL ideas for Pharmaceutical brands

If you’re a pharmaceutical brand looking to reach your target market offline, paper cup branding is one of the best BTL ideas you can invest in. It’s simple and effective.

BTL ideas for Travel and Leisure brands

Attending Trade Shows

Travel and Leisure brands should attend trade shows with their competitors. Trade shows help in collecting email addresses and contacts that can boost the business.

BTL ideas for Apparel brands

Sponsorships

Sponsoring events proves to be really helpful in reaching target audiences offline. Apparel brands should definitely consider sponsorships as the event guests can spread the word about the brand to an enormous community. Sponsorships also open the window of opportunity for new partnerships of the brand.

Example: Meesho brand sponsoring The Kapil Show.

BTL ideas for Educational institutes, schools, colleges

Paper Cup Branding

In India 90% of the population consumes tea. This fact gave birth to a new marketing idea. The eye-catching design of paper cups including brand logos, taglines, and description is an effective marketing strategy nowadays.

Education institutes should prefer paper cup advertising as it includes the distribution of designed paper cups to schools, colleges, offices, hotels, food courts, and hospitals. This will foster brand awareness on a rapid level.

BTL ideas for Real Estate brand

Hosting regular Open houses

If you are a Real Estate brand trying to get more customers offline, you should hold regular open houses and invite your potential customers.

2. Reach Your Target Audience Offline with Targeted Residential Branding

Residential branding is a marketing strategy to focus on a specific audience. It’s an ideal way to advertise your brand in residential societies and to converse with your potential customers. Broadcasting your brand on hoardings, no-parking announcements and banners at gates of apartments ensure you get supreme viewership.

Residential branding is not only advantageous in creating a powerful brand recall, it shows excellent results for product launches and sampling. Residential branding is the foremost form of hyperlocal marketing.

For example, Ginger Media Group assisted an international educational institute VIBGYOR to increase their enrollments by doing RWA activation, BTL activities, and look-walker advertising.

Just like every other industry VIBGYOR was finding it hard to reach its target audience during the catastrophic times of the pandemic. Ginger Media Group via BTL activities and residential branding aided them to capture their target audience.

The residential branding was done around apartments within the school’s neighbourhood, advertising on no parking boards, look walker advertising and marketing in targeted locations such as parks, lakes and supermarkets helped them to get new enrollments.

3. Use Transit-media Advertising to Reach New Customers Offline

Transit media advertising is advertising through modes of public transportation or in public transportation areas. This type of advertising plays a pivotal part in reaching a targeted audience offline and at the same time to the masses.

The visibility of the advertisement increases exponentially and it becomes impossible for the audience to refrain from viewing. In this method, ads can be displayed from on the sides of buses, trains and taxis, to inside subway cars, inside bus stations and near train, bus or metro platforms.

CONCLUSION

Despite the rising digital era, offline marketing is an essential step that every business whether small scale or large scale has to undertake in order to reach their target audience offline. There are various offline channels available for promotional practices. Brand type is also a significant factor to choose a selected marketing strategy for your business to get more customers offline. In order to have focused communication with a specific audience, one should opt for residential branding. However, brands that are in search of new customers must begin with transit-media advertising.

A study demonstrated that all participants could remember what they saw on the printed paper cups. 98% of the participants could even remember what they read in the message printed.

If you are a budding company aiming to tap your target audience offline, your search here is over. Contact Ginger Media Group to take your business to greater altitudes.

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