In 2023 we’ll be doing more offline marketing for our kitchen clients than ever before.
More leaflets through people’s doors. More signage. More focus on shopfronts and vehicle livery. Billboards and Out of Home. More magazines, and maybe even radio and newspaper advertising.
Why?
Well, here’s a simple fact:
Online advertising has never been more expensive.
As with most other sectors, KBB retailers have flocked online. As a result, the battle for attention is at an all-time high, and that’s driven prices up.
Google’s more expensive. So are Facebook and Instagram. Even email costs more than it did five years ago.
On the flip side, mass offline media costs have never been lower.
As advertisers have shifted their priorities, traditional mass media has had to adapt, forcing prices down.
But here’s the thing: there’s still an audience there, and with far less competition than there is online, it’s become more cost-effective to reach them, make them aware of your brand, and put you in the box seat when they’re ready to buy.
Fair warning though, mass media isn’t a ‘quick win’. You can’t expect to do one magazine ad and have the phone ringing off the hook.
With offline media, you’re playing the long game of brand awareness and reputation, rather than competing in the online auction and hoping a searcher happens to choose your business.
The good news, though? The longer you spend advertising offline, the better it works.
Not only will it bring you customers who have been seeing your ads month after month, but it’ll improve your performance online too. People will increasingly search directly for your business name rather than a generic kitchen search.
We’re not abandoning online next year – far from it – but everything we’ve done this year has highlighted that offline media is a long way from dead.
Instead, it’s very much alive, and if you want to make the most of 2023 - and beyond – I recommend considering it seriously to play a part in your kitchen marketing mix.
