Offline startup strategies may not be the first thing you think of for modern business. Today, there is a wild emphasis on digital marketing, and it has its place. Digital marketing through email, SEO and content is indeed powerful.
But let’s not forget where it all came from.
You may not even notice, but digital marketing is actually based on offline marketing or traditional marketing, let’s say. It might be more involved, but it is potentially more powerful. From direct mail strategies to print and media marketing, here are some tactics to consider.
Good Old Business Cards
Even digital-only companies are visiting offline methods of marketing and engagement, as it opens access to a whole new audience segment. Offline channels are also a powerful way to earn trust, expand brand presence and enhance the customer experience.
Popular online printing services offer classic business cards that can make an impression. Imagine the subtle-off white colouring. The tasteful thickness, and oh God, it could even have a watermark!
Direct Mail Offline Startup Strategies
Email is a powerful marketing method with an excellent ROI. However, direct mail is just as powerful, if not more so. According to PostGrid UK, direct mail has a substantially high response rate at around 60%. Here are some further reasons to consider classic direct mail marketing:
- Targeted mailing is suitable for B2C and B2B as it allows for personalised messaging.
- Mail segmentation can be used to focus on specific customer demographics.
- Direct mail reinforces online and digital marketing strategies with a tangible reminder.
Direct mail offers many benefits alongside a digital campaign. These include increased engagement, targeted messaging and tangible communication that customers enjoy.
Issued Media Press Releases
Getting the word out there about your disruptive and game-changing product or service can be one of the most challenging parts of starting a new business. There are numerous outlets you can reach out to, but there is no guarantee that any will respond.
However, from the many letters and press releases you send, one or two may get back to you. But it doesn’t matter because all it takes is one. One respected outlet within your niche can open everything up.
Industry and Niche Trade Shows
Like press releases, people need to know what your product or service is and what your company is all about. People, especially partners, investors and buyers, love nothing more than getting up close and personal with new products they are interested in.
Attending industry trade shows gives you the golden opportunity you have been waiting for. Through these shows, you have the chance to entice and wow the right people who can make a difference in your startup.
Hosting Organisational Events
Events are becoming more popular with brands these days. For instance, most video game developers hold live gameplay demonstrations with Q and A sessions. This level of engagement presents the opportunity to show off the product.
As an offline strategy, you can hold workshops at the business, host networking sessions or even offer tours of the facility. Engaging on a personal level like this provides a level of transparency that companies don’t usually bother with.
Offline Startup Strategies through Sponsors
Probably the most common way to raise funds is with investors, but believe it or not, raising money without investors is possible. According to data from Fundable, only around 0.91% of startups receive funds from angel investors, so something like a sponsorship might be better.
Research potential sponsors
Look for companies whose values and goals align with your own. Usually, there will be an overlap in audience demographics, making a sponsorship deal mutually beneficial.
Create a sponsorship proposal
Outline your mission and statement clearly, and ensure it comes across in a powerful yet concise manner. Use genuine data to backup claims and highlight how a deal is beneficial.
Reach out to potential sponsors
Craft letters tailored to each potential sponsor and forward it to the person who can make a decision. Answer questions on the outreach letter but be prepared for any follow ups.
Sponsors can be a game-changer for a new business because you can partner with recognised industry leaders. They can also offer the kind of funding needed to scale a company, find talent, and bring new products to the market. Further, your startup will begin to appear more credible.
Attending Community Events
Visibility within specific communities can be a powerful catalyst for growth for a startup. Theranos made waves by being everywhere within the medical tech field. Maybe the wrong kind of waves, but still, it was valued at billions before it all came crashing down!
The point is that community events, either within the local community, a niche or industry community, or a private investor community, are powerful ways to get noticed by the people who can assist with growth.
Sponsoring Charitable Causes
Most modern companies have a mission statement that outlines a set of goals and values that guide the business. Many also include moral and ethical issues within these statements, such as working with sustainable partners, or sourcing from fair trade suppliers.
Many of these issues are highlighted by charities and you can support these, and get noticed, as a part of the business model. This shows commitment for a cause that can attract positive attention.
Early Adopter Discounts
Whether your startup is B2C or B2B, customer focus is a game-changer. Business customers love a discount just as much as the everyday consumer, and either way, you can attract positive attention with early adopter discounts.
This is a common practice with crowdfunded products, where early investors have access to ongoing product versions and money off upon release. You can also combine this with FOMO marketing as a powerful way to maximise early sales.
Offline Startup Strategies for Marketing
Marketing is a major part of modern business, both digital and traditional. However, a report by Penn State University found that, shockingly, 50% of startups don’t engage in any marketing at all. That means there’s a lot of competition you can easily beat with classic offline marketing:
- Billboards and banners placed in high-traffic areas are as effective as a digital campaign.
- Radio and TV advertising is helpful for reaching a whole other wider audience.
- Physical branding is critical for recognition and catching a consumer's eye early on.
Offline marketing is valuable for reaching a wider audience, as believe it or not, not everyone is online! You can also target specific demographics and make a lasting impression with branding.
Product Sample Distribution
Maybe you have the next big thing that’s going to change an industry. Heck, the iPod was shelved for almost a decade before it was rediscovered and marketed by Steve Jobs.
Of course, you are not Steve Jobs, but you get the idea! Sending out samples of a product to customers most likely to be interested is a powerful way to drum up excitement. All it takes is one person or company to begin spreading word-of-mouth positivity to launch a product.
So, there are offline business methods that can help promote products and services that don’t involve digital marketing. Digital marketing is a powerful method that must also be considered, but it’s not the only tool available for connecting with customers and building a reputation.
Something like a classic business card should be part of any affine startup strategies for growth and marketing. If finding investors is challenging, you can also source funds from sponsorships. You can also launch positive talk about a product by sending samples to interested parties.
