Traditional Marketing – Why It Still Proves to Be Effective

What is Traditional Marketing?

Traditional marketing are all the promotional strategies that have been around for years. It includes all offline types of media such as billboards, newspapers, magazines, television, radio, outdoor, telemarketing, direct mail, transit and more. These advertising channels have been around for years and can still be proven to be effective methods for brand awareness today.

Traditional Marketing and Digital Marketing

Digital marketing has grown increasingly popular over the last few years, and it can be an effective way to narrow in on target demographics. However, utilizing both digital and traditional can really elevate your campaign and maximize your reach. A great example of this is Nikon: The Golden Billboard. This campaign is a mix of both social media and OOH (Billboards). Nikon set up the Golden Billboard during the Photopia Fair and turned a traditional outdoor space into a photo studio. The billboard was the perfect backdrop to create the perfect lighting and allow people to take photos and interact with the advertisement. The pictures were then shared all over the internet, reaching 130,000 people with the hashtag #betterwithnikon.

Advantages of Traditional Marketing

1. Connecting with your local audience– Through traditional marketing, advertisers can connect with their local audiences. Local television, newspaper ads and billboards are 3 different traditional techniques that can target specific groups
2. Establishes credibility– Most consumers believe traditional ads are more trustworthy to their digital counterparts. Psychologically, most people associate traditional ads with bigger budgets and financial stability.
3. Physical marketing materials can be easier to process– Printed ads can be easier to process and the physical presence enhances the possibility of brand recall. Due to this, target audiences are spending longer reviewing ads.
4. Strong impact and longevity– Attention-grabbing billboards or unforgettable television commercials, can leave a long-term impression. Unlike digital content that can easily be forgotten inside the chaos of the internet, traditional marketing materials have a longer shelf life that allows for continuous impact.
5. It is everywhere – Whether you realize it or not, traditional marketing is still all around us. Printed materials are all around us at sports stadiums, doctor’s offices, restaurants, and even on the side of the road.

Billboard Advertising

Billboard advertising is location-based and can offer constant visibility and geographic targeting. Placement is key when using billboard advertising. Companies such as Coca-Cola, Apple and a lot of small businesses have great success with billboard advertising.

Print: Newspapers and Magazines

Newspapers are a great way to reach local and national audiences. Local newspapers are a successful marketing tool for community markets. Newspaper advertising works best for local retailers to drive foot traffic with promotions and sales. It is also very successful for event advertising because you can reach a wide audience quickly and effectively.

Magazines cater to lifestyles and different interests. Consumers usually keep and read magazines for weeks or even months. The pages’ high-quality feel allows the consumer to view the ad as premium, enhancing brand perception. Newspaper advertising works best for high-end fashion brands and automotive advertising as it allows you to descriptively showcase the products in a visually rich environment.

Broadcast: Television and Radio

Television advertising is creative and attention-grabbing. These ads reach many consumers quickly and efficiently. Advertising during prime time can significantly increase your brand’s visibility, although it comes at a higher cost. They have a large audience containing people of all ages. Successful advertisements include Superbowl commercials and informercials. Informercials convey detailed insight into product benefits during demonstrations.

Radio advertising reaches a local audience. An effective ad can be engaging and memorable as well as provide frequency. Specialty radio stations cater to specific interests, allowing businesses to target niche markets. Successful advertisements include local business advertising and niche markets.

Outdoor and Transit

Outdoor and transit advertising includes ads on buses, trains, taxis, benches, and in transit stations. These advertisements reach a broad audience in public spaces. Like billboards, they can be seen 24/7 and have high visibility due to the number of people that use public transportation every day. These campaigns are usually budget friendly while reaching a variety of demographics. Successful campaigns include local businesses, tourism initiatives, local attractions, and events because they reach both residents and visitors.

Market Your Business Through Traditional Marketing

Access to Media is ready to help you achieve your marketing goals. We would love to partner with you to fully understand your advertising needs and work to deliver results that allow your business to thrive. We are your one stop shop for all things advertising. Our amazing team can create an individualized plan for your business.

Contact us today to get a customized advertising plan!

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