Types of Offline Marketing

In today’s world of non-stop online marketing, it’s important to remember that offline marketing campaigns are still an effective part of the marketing puzzle. In fact, these days, offline marketing is refreshing for the public. Let’s remind ourselves by looking at some examples.

Types of Offline Marketing

Billboard Ads

For the movie Deadpool, the marketing team successfully used a number of billboards to repeatedly spell Deadpool in different ways. In this example, the marketing team chose confusion to create intrigue. The billboard ads were then linked into the online campaign where they went viral on social media pages.

Guerilla Marketing

Burger King used billboards and a print ad in the New York Times for a guerrilla marketing campaign to get a jump on McDonald’s. Burker King chose to locate the billboards next to McDonald’s outlets. On the billboards and in print advertisements, Burker King wrote an open letter to McDonald’s, offering to collaborate with them on a non-profit cause. However, McDonald’s chose to decline the offer. As a result of this marketing campaign, Burger King was able to leverage the market leader’s brand to reach their target audience and promote their own brand.

Live-Action

To promote attendance at the 2014 Winter Olympics, marketers put a special train ticketing machine at the Vystavochnaya train station in Moscow. Free tickets were given to passengers upon the completion of 30 squats. This offline advertising campaign was also a great way to promote health through exercise. The campaign was unique in that customers had to be active participants. In return, the machine would give them something for free, making it a memorable brand experience.

Public Challenges

The cola wars have been all the rage for many years, with Coca-Cola always enjoying the greater of the market share. To spark public debate, PepsiCo held a nationwide blind taste test. Most tasters chose Pepsi correctly and PepsiCo was able to flaunt the results in follow-up campaigns. As a result, PepsiCo was able to gain market share as well as increase brand awareness.

Public Giveaways

Each year Montreal informally dedicates a day to people moving houses. To capitalize on this day, furniture giant IKEA gives away free moving boxes. One year, they built on this idea by giving away boxes that were designed to look like actual size pieces of their furniture products. This gave customers an opportunity to place virtual furniture in their new homes, see what it would look like, and then order online. This marketing method shows that reinvigorating old campaigns can sometimes be as effective as new ideas, which come with no guarantee of success.

Interactive Posters

The Fox TV marketing team chose to decorate lampposts in Los Angeles, California with interactive posters to promote their new TV show called The F Word, featuring host celebrity chef Gordon Ramsey. Inside the posters were microphones and video cameras. The poster would then greet people passing by. This gave pedestrians a real-time opportunity to meet and interact with Gordon Ramsey. As a result, the campaign became a news item on Fox News for its novelty value and use of digital technology. For the cost of the posters and Ramsey’s time, the marketing team was able to achieve tremendous exposure and generate interest in the TV show.

Gamification

Gamifying a brand has the ability to deliver great offline and online marketing exposure. What once was a weekly highlight for older generations, Bingo, has become trendy in traditional marketing campaigns. At the Minnesota State Fair, bingo-style cards were handed out to encourage cardholders to visit and complete an action at many of the stalls. The stall keeper would then mark their stall on the bingo card. When their cards were full, cardholders became eligible to enter a prize drawing. Turning a visit to the state fair into a game got maximum foot traffic for the stall keepers that chose to participate in the campaign.

No Bad Ideas

In marketing, the saying “no news is good news” simply isn’t true. However, “bad publicity is good publicity” isn’t true either. Marketing starts with an idea, even if it sounds crazy or stupid. There is no such thing as a bad idea in marketing because bad ideas spark good ideas, both online and offline.

Additional Reading: Multitouch Attribution in the Customer Purchase Journey (American Marketing Association)

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