Traditional Business Promotion : Why It Will Never Go out of Style


Dan Radak, World Executives Digest | In some shape or form, promotion is the lifeline of every business. It allows one to reach various goals, including boosting sales, spreading brand awareness, engaging new customers, spurring word of mouth, etc. The overarching objective is to reach customers and make promotional messages count.

The real problems start when it comes to picking promotional tools. According to some, digital promotion is blowing old-school techniques out of the water. While we can find a lot of proof for this claim, we cannot ignore all the indications that old-school is doing just fine. Online businesses can and should ride the crest of the digital wave, but what about everyone else?

The pull of tradition

For years and years, the traditional business promotion was the name of the game. It served the companies well and allowed them to get ahead of the pack. However, in the wake of the digital revolution, many businesspeople are reconsidering their strategies, as they should. The only issue is that the draw of modern technology has made people lose sight of the value that surefire ways of promotion can add.

In the local ecosystem, traditional techniques are not only widely used, but also make much more financial sense for small businesses and startups. What is more, not everyone is eager to jump on the bandwagon and embrace new communication tools. Businesses that target the elderly population, for example, are better off employing printed promotional channels, such as magazines and newspaper.

Attention-grabbing message

It’s quite peculiar how relying on the old-school approach, due to the sheer number of companies using digital tactics, makes your business stand out. Yes, TV and radio commercials cost quite a bit, but those who can afford them can work miracles for their branding and marketing efforts. You have an option to use a trendy song or a popular celebrity to get your message across.

However, you don’t even have to break the bank in order to get the show on the road, or in this case, by the road. Namely, billboards pose a great way to put a standout image and message out there. People tend to engrave them in their heads and the effects spill over. There are many great examples of companies creating simple billboard ads, shrouding them in mystery, and sparking immense attention.

Many tools of the trade

Furthermore, newspaper ads are an affordable option and they still hold potential to reach a wide audience. Also, there are many other ways to boost visibility locally and introduce your brand to the people. For instance, find a service that offers affordable bulk T-shirt printing and hand out free merchandise to people. People love getting stuff, be it a pen, notepad, USB, or a piece of clothing.

They will appreciate your small token and start wondering about what it is that you offer. Likewise, it pays off to invest in spreading your brand insignia across marketing collateral. So, make the most of business cards, letterheads, packaging, and other assets. They can go a long way in boosting your brand recognition.

Multi-layered promotion

Of course, one should be aware of the inherent limitations of traditional advertising and promotion. One of the main hindrances is the moderate reach it has, especially when compared to social media and viral video campaigns. But, note that you can combine the two and offset limitations: Launch a local radio commercial to encourage people to look you up online.

This brings us to the final point: There’s absolutely no need to leave tried and tested methods behind for the sake of being trendy and posh. Ultimately, you have to be where your customers are and do what resonates with them. In general, diversification without spreading yourself too thin tends to be the most prudent approach.

On top of the promotional game

When wanting to be heard, a businessman should not forget to take the good old megaphone from the traditional arsenal. It still does the trick, amplifying your messages and spreading the word far and wide.

So, don’t put all your eggs in one basket. You should make good use of various promotional channels, including the old-school and novelty ones. Tie them in with your overall marketing strategy and build meaningful, lasting relationships.  

Put out convincing promotional messages that draw the audience’s attention and lead them to action. These messages should help the customers recognize your brand.

Dan Radak is a marketing professional with eleven years of experience. He is a coauthor on several websites and regular contributor to BizzMark Blog. Currently, he is working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies.