Traditional Marketing Methods Still Matter: A MarketingProfs Recap
On Friday, I attended MarketingProfs Virtual Marketing World. The morning session, hosted by Jo Roberts a Product Marketing Manager at MarketingProfs, was entitled, “Five Traditional (Gasp!) Marcom Methods that (Still) Deliver Today.” As a long-time marketer, I was interested to hear what “old-school” techniques have new-found caché.
The program focused on three types of tactics: offline communications such as direct mail; paid media; and in-person encounters such as tradeshows, training and experiential/field marketing.
Direct Mail (DM):
Some marketers forgo direct mail as increasingly expensive, wasteful and hard to measure. However, direct mail has seen a resurgence, particularly with marketers trying to reach a local audience. How are these marketers using DM? Well, 35 percent of marketers use DM for direct sales, 29 percent to encourage Website visits and 14 percent to promote a specific offer or content resource (CMO Council, 2011). Need some additional tips to enhance your DM program and engage your prospects?
- Make them curious
- Give them content that matters, and don’t be generic
- Appeal to their emotions
- Make it personal
- Send fewer, better quality mailings
- Lastly, target them with multiple channels. Follow up on DM with email, events, even a personal call.
Paid media expenditures are up, and B2B advertisers are allocating a greater percentage of their overall budget to paid media in 2012. While traditional advertising vehicles like television and outdoor are anticipating only modest growth this year, mobile advertising and online video are expected to grow by 44 percent and 22 percent respectively in 2012 (MagnaGlobal Advertising Forecast, 2012).
Contrary to popular thinking, tradeshows continue to be popular and represent about 20 percent of the typical B2B marketer’s budget (MarketingProfs, 2010). This makes tradeshows the top line-item for most marketers. The reason? Tradeshows work. Attendees at B2B tradeshows are 34 percent more likely to make a purchase than people who hear about the product through other channels. (Advertising Research Foundation, 2008). But, the devil is in the details for in-person events. The booth, staff and materials you bring all matter. Find ways to stand out, whether you opt for a sponsorship, a VIP reception or an exclusive QR code for event attendees that unlocks a special promotion or content resource.
Experiential and Field Marketing:
Experience is the single biggest factor impacting brand choice. Purchasers point to first-hand product experience (76 percent) and a unique customer experience (72 percent) as the major influences on purchasing decisions (Jack Morton Worldwide, 2009). And it’s not just about brand awareness, in-person experiences/events build better long-term relationships and are the most effective content marketing tactics (78 percent) followed by Webinars (70 percent) and case studies (70 percent) as noted in a 2012 MarketingProfs Content Marketing survey.
Though training is a bit different than the other tactics on this list, staff and reseller training is critical for a company’s go-to-market strategy and a marketer’s best friend. As Jo noted, especially for companies that sell through the channel, “training is a force multiplier that extends brand influence and product reach.”
I’d be interested to hear if anyone else is reinvigorating their marketing plan with a new infusion of traditional tactics. Please share your experiences!
Finally, I wanted to put in a plug for another virtual conference -- the 2012 SmartCMO Virtual Forum, hosted by VivaCreative on March 1. They’re hosting a unique event featuring marketing execs from the NFL and The Recording Academy, speaking about marketing the Super Bowl and Grammy Awards, respectively. In addition, two marketers from SAP will be discussing experiential and content marketing. Should be a great event.
- Katie Hanusik
(photo credit: The Foster-Jones Group)