With everything being online these days it can be hard to see the value in starting an offline marketing business. However, the main downside to this can also be your greatest asset. If everything is solely online, it dilutes the marketplace and can overwhelm consumers.
It’s important not to forget the value of offline techniques that have been effective for so many years. Here are your pointers to start your own offline marketing business.
What is offline marketing?
Simply put, it is any sort of marketing that isn’t online. This includes print media like newspapers or magazines, word of mouth, cold/warm calling, direct mail, trade shows, coupons and flyers.
Often, a good offline strategy will compliment the online strategy. It’s impossible to be successful without the online presence that is for sure. So for many businesses applying an offline element will boost sales or brand awareness.
Have established contacts
In order to hit the ground running, you’ll want to already have contacts ready to go. These can either be buyers, suppliers or other specific agencies that will help streamline your business.
For example, developing a relationship with a magazine company so when you secure a fashion label you are ready to approach them for print. Or getting to know websites like Vistaprint where you can easily print flyers or business cards for your client.
It’s also worthwhile to know people in even management. If they work in the industry of your client, they can update and organise trade shows for your clients. This is a great way for them to expand their own connections, or potentially be featured there.
There are also trade shows that you can attend to develop your connections for the purpose of your business. Attend a few before you register a company so that you can get a taste of the industry you wish to start a company.
Provide a comprehensive strategy
Making your intended offline marketing strategy very clear to your client is very important. They want to know exactly what they are paying for your services and how effective you are for them.
Set everything out nice and plainly to be agreed upon first. This will keep you professional and make them feel comfortable that you are working in their best interests.
Perfect your phone manner
Cold calling is a tactic used by many companies, and something you should consider too. It can be time consuming trying to call many different prospects, and entail a lot of follow up calls before you see success.
Usually the make or break of the call will depend on your phone manner. You need to be cheerful but not pushy. Respectful yet also get your point across. It’s a fine line you must walk to see success here, but it can definitely yield great results.
Warm calling on the other hand is typically more successful. This is because you are making contact with people you’ve previously worked with and it is more friendly. If there is an established customer base, it’s great to use that to do all your warm calling.
The good thing about you making contact on behalf of your client is that you can add a certain level of professionalism. If you are the unbiased middleman, it can give the customer a level of comfort with the situation.
Registering your offline marketing business
After you’ve considered the ins and outs of this new business, it’s time to register it legally. Find out whether you are eligible for GST and decide your company structure.
This is your main administrative requirements and usually can be boring. However, if not done correctly, you are facing tremendous legal consequences. Therefore, it’s essential you really ensure it’s done right from the beginning.
Outsourcing
Between calls, emails, printing and networking, you could feel defeated before you’ve even started. If you only have a handful of customers you may be okay on your own. However, once you start to make a name for yourself you will need some good backup.
You can outsource certain jobs to other agencies to lighten your load. Things like cold calling can easily be done by another agency, and often cheaper overseas. You could outsource certain jobs to graphic designers who can design flyers and brochures for you. Meaning all you have to do is send that copy away to be printed in bulk.
Conclusion
To conclude, the offline marketing industry is very different to its online counterpart. However, business need both elements in order to really make their mark. If you can find the right clients and address the above mentioned areas you are well on your way to having a successful offline marketing business.
