Getting More Out of Offline Marketing For many in today’s modern business world, online marketing is the one of only effective marketing strategies they employ. This is because online marketing is astoundingly effective for small business owners and large corporations alike, and it can be relatively cheap and easy to operate for the company enacting an online marketing campaign. But often times, too often in many cases, small businesses especially fall into the trap of spending their entire marketing budget on online strategies. This trend of small companies expending their full advertising budget on online marketing campaigns is especially true of construction companies.
Traditional Marketing Still Has a Place Small, medium, and sometimes even large scale construction companies and organizations can get caught up in the online marketing strategy and in so doing leave themselves open to losing great opportunities for marketing offline. While no one can argue with the effectiveness of online construction marketing strategies, since these online construction marketing campaigns are often very successful, it is still important for construction companies to take advantage of offline marketing opportunities. Offline construction marketing will be especially vital for smaller or independent contractors, and even more important for those independent contractors who specialize in a phase of construction such as plumbers and electricians. These specific contractors who labor within a specialization can see great success from advertising locally using offline techniques, but again, all contractors and construction business can benefit from expanding beyond, or perhaps back from, the internet in their marketing strategies. One such way that a construction company can use offline marketing to their advantage is by implementing a seldom used service of the United States Post Office. The USPS offers discounted rates for mail being delivered to every home or mail stop in a carrier’s route.
Advantages of Traditional Marketing This means that small business construction owners can pay a relatively low cost to mail advertisements and flyers to all the homes and businesses in a mail carriers route. This direct advertisement to a specific area can be greatly effective in bringing in new work in certain areas.
When used in conjunction with projects already underway, the advantages of a direct mail marketing strategy can be made even more effective. To do this while working in an area once can send out ads offering similar services to the homeowners of the local route. For example, if the business deals with plumbing and is working a construction site as a sub-contractor, the business owner may wish to send out an ad offering their plumbing services to local residence. Other similar techniques that can be used in this fashion include hanging door hangers on the neighborhood homes or even going door to door knocking and informing residence that the professional services of the company are available to them. Another good offline marketing strategy that is more passive than the local flyers and door hangers is to get a large decal offering the service and contact information on any vehicles owned by the construction company. This is a one-time investment that can generate leads, and when working in conjunction with other offline marketing strategies a construction company can find more business than if they remain focused on online strategies alone. Photo Credit: Arturo de Albornoz, Chase Elliott Clark, magro_kr