Offline Marketing Still Works

I used to think offline marketing doesn't work anymore.

Billboards, banners, public announcements, pamphlets, etc are irrelevant

And this seemed rational because everyone today is on social media. It's as important as oxygen. Take the phone away, and most people will start shaking.

Sadly, many marketers say the same. But in the next minute, you'll realise how they are far from the truth.

In the past, I went on a meeting with a Solar client. Was having problems with meta ads due to attracting a lot of unqualified leads, time wasters and overall being irresponsive.

Presented the marketing solution, and got paid.

As we were having the meeting, he had got 2 people looking for a system

TWO. DIFFERENT. PEOPLE.

We are talking about solar industry. High ticket. You just can't have 3 serious people walk in the same minute

As I was thinking about this, he said, "Yes, we have been here for two months and doing a minimum of one installation a day."

So you have been here for just two months? How did you establish yourself this fast?

He smiled, took out his smart phone and started showing me images of what he has been doing

A wall painted with their name, what they do, and contact no.

Okay, so he painted a wall.

But he doesn't stop

*swipe *swipe *swipe *swipe *swipe *swipe *swipe *swipe....

Image after image of walls painted by his branding

Turns out, he placed his contact details on 50 walls across 50 km radius measuring from their office

If you went out to buy something, you'd come across their name at least once.

They made the people in their market aware of their presence using a physical medium.

He said how this has been so much effective that they are now installing one system a day.

Now, I can go into why this worked from a technical lens

But, they played on an important principle without even realising

You were there before they needed your service

Today, digital marketing primarily works by coming in front of people looking for your service,

This, however, works by being there BEFORE they even started to look for someone. And appear again, and again, and again with you making a one time investment

This is hard to do with social media ads. You scroll through 100 videos per phone session and hardly remember any of it. Less likely you are going to remember something you don't even need.

When you do this level of marketing, you are being talked about. You are being remembered. When people see you, they are not distracted by other advertisements. You are much more likely to remember generic local offline advertisements then high-dopamine social media videos.

At the same time, it can cost a lot, might take months before you start seeing results. (i.e people being ready to buy)

On the contrary, social media can connect you with people looking to buy now, and hand over their money.

So there is positives and negatives to both mediums.

As for this solar client, I helped them generate more quality leads using meta ads. You can checkout the case study.

I am not here to shoot myself in the foot, as other marketers would say.

But, I now realise that offline marketing still works. You just have to know what you are doing, and pick the right medium based on your situation, budget, client type, etc.

It's mostly never the medium, but how YOU execute on that medium.

Everything works.

You just have to make it work.

More Clients Guaranteed.

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