Somebody threw a question to me last week:
"You talk a lot about digital marketing for kitchen retailers; is there any point doing anything offline?"
An important question, with an easy answer: "Yes".
Sure, we DO talk a lot about digital and the importance of getting found and looking great online. But our experience tells us that that sort of online marketing is most beneficial to access people in the market right now.
As I often mention, there's a much bigger group who aren't buying right now but will be in the future, and that's where offline marketing comes into its own.
Several of our clients have great success from local and regional lifestyle magazines, leaflet drops, and even newspaper and radio ads. These media can play an important role in their kitchen customers' buying journey.
Offline marketing helps you create a brand, increase awareness and cultivate a bond with tomorrow's customers so that when they're 'in the market', you're recognisable and in the box seat.
Oh, and it can cost a lot less than you'd think.
In 2021, the cost of Facebook Ads went up by 89% and Google Ads by nearly 200%. You can still make them pay, but it's getting harder.
In contrast, print and broadcast advertising costs have declined significantly over the past decade. And while leaflet drop prices have remained stable, they've decreased in popularity, which means less competition in the letterbox and more bang for your buck as a result.
At the end of the day, there's no 'right' media for any KBB business. Still, there is a 'right time' for different media, particularly if your marketing budget effectively extends to additional options.
When you're thinking about reaching people over the long term, the key is to ask these questions:
"Where is the attention of my target audience?"
"How much will it cost me to reach them with that media?"
"What return on investment do I need to make those numbers work?"
Get good answers to those questions, and you're halfway to some great marketing. If you're then able to craft the right message, that's when the fireworks happen.
