Smart marketers know that traditional advertising still has a powerful role to play in marketing strategies. Here’s what they know that you should too.
Traditions are things we think of fondly; those activities that punctuate our life that make us smile and feel all warm and fuzzy. Some are cultural (dressing in a particular way during religious holidays); some have been passed down through generations (names shared by family members); and some can be real head-scratchers (who came up with the idea of trifle at Christmas, and what even is trifle?).
Yet, we can all agree that traditions, while sweet, are pretty useless things. In marketing, though, nothing could be further from the truth.
Smart marketers know that traditional advertising still has a powerful role to play in marketing strategies. Here’s what they know that you should too.
What is traditional advertising?
In marketing terms, the term traditional advertising refers to all the advertising techniques that were used before digital marketing became a thing.
For a long time, traditional advertising took the form of flyers and posters and newspaper and magazine ads, but with the advent of radio and then television, marketers took advantage of the opportunity to reach consumers in their home and traditional advertising really took off.
While sometimes considered a relic of a bygone era, traditional advertising, when combined with digital advertising, can be a powerful marketing tool.
What are the differences between traditional advertising and digital advertising?
Traditional advertising is more visceral than digital advertising. We put flyers on our fridges, and magazines on our coffee tables, and postcards hold our places in the books we read. Billboards dot our daily commute, while we listen to radio ads on the same journey.
While digital advertising on search and social media platforms can be cheaper and reach a greater number of people, traditional advertising is more local and more personal, and has the potential for deeper, more meaningful engagement.
What are the common types of traditional advertising?
Print products, including magazines, flyers, brochures and coupons, are popular types of traditional advertising, as are radio ads that take the form of conventional paid ad slots, as well as advertisements read out by popular broadcasters.
Television advertisements are the most expensive traditional marketing tactic but are one of the most effective forms of traditional advertising.
Traditional advertising also includes billboards and other forms of outdoor advertising including banners and signage at events and festivals, sandwich boards outside stores, as well as shop signage and retail window displays.
Face-to-face marketing is an often-overlooked form of traditional advertising and can include product demonstrations and shopping centre booths.
What are the benefits of traditional advertising?
Print products, including magazines, flyers, brochures and coupons, are effective because of their long shelf-life. They sit on our desks and coffee tables, in our wallets and on our fridges, much longer than digital advertising stays on our screens.
Traditional advertising is valued because it penetrates into people’s lives, living in their homes and workplaces.
Traditional advertising appeals to consumers because it is local and feels more relevant to them. The signage on the local footy ground, the flyer in the mailbox, and the ad in the local rag, all tell consumers that a business is part of their community.
A great benefit of traditional advertising is that it allows you to have a presence pretty much everywhere people are throughout the day, not just when they are on their devices. It can reach potential customers when they’re at home on their couch, commuting on public transport, walking down the street, or at a local sporting event or festival.
Traditional advertising also allows you to target a very specific demographic. If marketers assume that all consumers are digitally savvy or glued to their devices, they run the risk of alienating people who prefer to seek out products and services the traditional way.
And we’re not just talking about older folk. Many consumers looking for products and services for their home, for example, tend towards local companies and respond well to flyers and magnets they find in their mailboxes.
On a logistical level, traditional marketing can be effective for smaller companies with limited marketing expertise – it’s tried and true.
Speak to the advertising experts
The most effective marketing campaigns include a combination of traditional and digital advertising techniques, with both types building on the strengths of the other.
Assemblo is a full-service marketing agency based in Melbourne, and we understand how traditional and digital advertising best work together to achieve brand growth and an increase in the bottom line.
To find out how we can help your business, give us a call on (03) 9079 2555 or send us a note via the contact form below.