Customer Touchpoints: Part Two Covers Offline Marketing Activities.

Branding & Design


In part one of this two-part blog series, we focused on some of the online customer touchpoints. In part two, it is all about offline activities.

Can you remember a time where the internet just didn’t exist? In this part, we focus on the offline customer touchpoints i.e. how businesses caught your attention without help from the web.

Broadcast advertising:

This method is traditionally radio or TV. While TV ad spend has continued to rise; Radio advertising is stagnating. Both are expensive routes to go down. It isn’t only the ‘spot’ price which is usually governed by when you want the ad to go out and how long it is…it is the production of the advert as well.

With that said, radio still plays a central role in people’s lives, and TV is more in demand today than it ever has. All we suggest is that you do your research and sums and maybe try other routes to your customer’s homes before looking at broadcast advertising.

Print Marketing & Promotional Items:

It’s good to give your customers something physical to keep, and it makes your brand easily recognisable and memorable. Business cards, leaflets, print advertising, direct mail or simply promotional items are all a part of print marketing, and it’s what your business needs to leave a lasting effect on your customers.

Things to consider:

Is your business moving office? In a rush to get business cards? If so, perhaps it’s best just to put a phone number on your business cards for now. That way, you can still give them out when you move to your new address!

Who will you be providing print materials with? Are you going to send them to a specific audience or simply hand them out to anyone? Consider the costs of printing before giving them to strangers on the street. You want to spend money to get results. Otherwise, it is a waste of your time and budget.

How many people do you want to reach? It’s good to have a number in mind when going to print, you don’t want to get stuck with a mass of spare leaflets, but you also don’t want to run out of business cards!

Offline PR:

A great PR campaign is one that tells your story, educates the reader, and helps make your brand recognisable as well as generating loyalty and trust.

In part two of our customer touchpoints series we cover the offline activities that any business may consider to get in front of their target audience.

Publicity is an integral part of the sales and marketing process because it can be the most persuasive and often as cost effective as social media or SEO.

Although a lot of people think that ‘print is dead’ the niche magazine industry is still holding its own. Getting your business into relevant industry specialist publications can be just as effective (if not more so) that getting yourself into newspapers.

Human Contact:

Did you know that 1 in 50 deals are struck at that first meeting?

You cannot deny that talking to people is the best way to convey what you can do for them. However, to get to the point where they listen can be tricky. Cold calling is for people with thick skinned, and there is a knack to getting people to commit to a meeting (or a sale) on the first contact. So by building a robust database and emailing those that have opted in or you have the previous contact with is a safer way to invite a conversation.

Presenting at conferences, networking meetings, and business expos are a ‘warmer’ way to get in front of people. Just make sure, whatever contacts you make, you follow them up. We recommended not to leave it longer than five working days if you want to make a lasting impression on someone you have met.

Affiliate Marketing & Joint Ventures:

Getting involved with a complementary business can be a cost-effective way of promoting your business to another brands audience! While we could (and probably will) write a whole blog on how to go about this, the premise is that you work in conjunction with another business to promote each other. Typical examples are:

  • Food or beauty products that are sold as part of a hamper via another business. The hamper business promotes the products in that hampers giving the product extra exposure to a new audience.
  • Competitions are also standard. A shop like Tesco maybe advertising an in-store offer on Nivea sun cream and they incorporate a coupon or discount code for this product. Tesco’s have paid for (the majority) of the advertising campaign, and Nivea would get an indirect endorsement from Tesco’s.

So, there you have it. Hopefully, these two blogs covering customer touchpoints have given you a lot to think about and spurred you on to take action.

Points to consider:

  1. Your team’s expertise V outsourcing to specialists
  2. Resources available
  3. How you want your brand to be perceived
  4. Time available to dedicate to these activities
  5. Your audience and their habits

And whatever you choose to do, make sure it enhances current customer relationships as well as encouraging new ones.

In part two of our customer touchpoints series we cover the offline activities that any business may consider to get in front of their target audience.

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