Jason Miller helps influential brands and celebrities create generational wealth with their businesses | CEO, Strategic Advisor Board.
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I have found that using old-school marketing techniques can set your business apart from competitors who are solely focused on digital tactics. Let's bring back the power of tangible goods, personal connections and other techniques that will stand out.
In an era dominated by social media, influencers and viral videos, it's easy to assume that traditional marketing methods have been left in the dust. But conventional marketing tactics still have the power to captivate and convert in this digital age. In fact, many of these old-school methods have a certain retro charm that can help businesses stand out from the crowd and the busy online space. Let's discuss the traditional marketing methods I use that can still make a splash in today's digital landscape.
The Power Of Tangible Delights
1. The Business Card Ballet
In a world where virtual connections are made with a click, the humble business card dances to its own tune. It's a tangible delight that can leave a lasting impression on potential clients and partners. Ensure you employ creative designs, high-quality paper (or possibly a unique shape) and a dash of wit in your business card.
A well-crafted business card can be a conversation starter and a memorable keepsake if it holds value for the receiver. For example, a metal business card that also works as a bottle opener is less likely to get thrown out at the end of the day—that's what I have in my card arsenal. So, don't underestimate the power of this little piece of paper—or for me, metal—to make a big impression.
2. The Billboard Showstopper
In an era of banner blindness and ad blockers, the billboard continues to shine as an attention-grabbing spectacle. Picture this: You're driving down the highway, and suddenly a witty, eye-catching billboard demands your attention. It's impossible to resist.
Billboards have the power to reach a wide audience, leave a lasting impression and drive brand recognition. They're like the flashy vintage cars that turn heads on the street, reminding us that the old-school charm is sometimes simply unbeatable. A few years ago, we rented space on a billboard in New York Times Square, and it was a huge hit. That gives you a splash of the digital and old-school billboard feel.
The Art Of Personal Connection
1. The Direct Mail Surprise
In a sea of promotional emails flooding our inboxes, the art of direct mail can become a delightful surprise. I execute this exact model exclusively in one of my other companies.
Imagine receiving a beautifully designed postcard or a thoughtfully crafted package in the mail. It's a tangible experience that evokes curiosity and creates a personal connection. By adding a touch of personalization and creativity, direct mail campaigns can cut through the digital clutter and leave a lasting impression on recipients.
Receiving offers like coupons and discounts through direct mail still works for me and many of my companies. People will always like deals. For example, in my company, we use direct mail and give a discount code that can only be used in our online merchandise store. We are merging the real world with the online world. And depending on your target market, direct mail still may be the best approach to reach them.
2. The Magic of Branded Merchandise
Everyone loves a freebie. From quirky t-shirts and stylish tote bags to pens and unique USB drives, branded merchandise can be an effortless way to keep your brand top of mind. When customers use these items daily, they become walking billboards for your brand by spreading your message in a way digital ads can never replicate. So, don't underestimate the power of well-designed merchandise to win the hearts and minds of your audience.
The Timeless Power Of Word-Of-Mouth
1. The Secret Society Of Referrals
In this digital age, where reviews and ratings reign supreme, word-of-mouth marketing remains the secret society of influence. Happy customers sharing their positive experiences with friends, family and colleagues can profoundly impact brand reputation and customer acquisition.
By delivering exceptional products and services, you can unleash the power of your own loyal customer army, spreading the word and driving organic growth. Raving fans can build third-party trust in a way you wouldn’t be able to.
2. The Community Connection
Building strong relationships with local communities is a timeless marketing strategy that still holds immense value in the digital age. It's at least 85% of my current approach to building my companies.
By sponsoring local events, supporting charities and participating in community initiatives, businesses can forge authentic connections and build trust among their target audience. This grassroots approach creates a positive brand image and generates local buzz and loyalty. There’s nothing like the feeling of a neighborhood block party, where everyone feels a sense of belonging and shared connection.
The in-person connection can also be fostered through trade shows, collaborating with different stores or restaurants and going to networking events. An in-person, face-to-face connection is still a strong way for your audience to trust and like you. That’s why people will still go to concerts in person or go to book signings and meet their favorite authors; they want to have that real connection, and in knowing that, you can use that as an advantage and set your business apart.
While the digital world may have stolen the limelight, traditional marketing methods still have a place in today's marketing strategy. And with fewer businesses focusing on traditional methods, I think now is the perfect time to use these strategies and do something unique. Business cards, billboards, direct mail, branded merchandise, raving fans and community connections all work together to create a holistic marketing approach. This can help you engage customers on multiple levels and in different parts of their lives.
So, let's embrace the retro charm and unleash the power of traditional marketing methods in this digital age. By finding the perfect harmony between the past and the present, your business can thrive in an increasingly digital world.
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