Offline marketing has always been a vital aspect of business growth, even before the emergence of the internet and digital marketing.
Although digital marketing plays an important role in today’s marketing strategy, offline marketing is still heavily applied to boost business growth, especially for start-ups and small-scale businesses.
No matter how important and influential, digital marketing may be, — it still won’t be able to totally cancel out the role of the traditional offline marketing practices.
In this post, we’ll be looking at the top 15 effective offline marketing ideas for startups in Africa. But before we jump into the business of the day, let’s take a look at what offline marketing is and why it is still relevant.
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What is offline marketing?
Offline marketing is any type of marketing or promotional method that does not require the use of the internet. This advertising practice only leverages traditional offline media and formats. — Such as television and radio commercials, billboards, print, and in-person events. In today’s world, offline marketing practices are designed to supplement online efforts.
There are several strategies you can apply for your offline marketing, and each of them has its advantages and disadvantages.
Read also: Direct Advertising vs Programmatic Media Buying Ads
Why offline marketing is still relevant
Although, lots of businesses have adopted just online and digital marketing as their primary marketing strategy. It is important to note that, — the best marketing strategy is one that combines both offline and online campaigns. Since it helps provide more visibility for your business — by making sure that your message goes out and reaches the targeted audience. Whether they are online or offline.
Believe it or not, there are people who are not yet online, and there are people who just pip the internet world. These sets of people are heavily offline. And if you are not utilizing the offline marketing method, you will be missing these people.
15 effective offline marketing ideas for your startups in Africa
1. Make use of printed marketing material
This is a great way to market your business offline, especially if you are just starting out. Print materials like flyers and pamphlets may look obsolete, but they still get results. You can use them to grow your brand and get your business out there to even the local market women – if your target audience includes them.
There are various creative ways you can utilize printed materials like flyers and pamphlets to reach your target audience. Most importantly, always make sure your printed material is of great quality and is worth reading, and keeping. This way, it keeps gaining traction.
2. Get a business card
Another great offline marketing strategy that works is using a business card. Getting a quality business card for your brand is very effective if you want to get your business out there and reach more offline clients.
To make this more effective, ensure you use a unique design that sets your brand apart, the band reflects your brand values and creativity.
And try to produce as much as possible to make sure everyone who works with you gets the business card and is able to give them away to prospective clients.
Your business card should reflect your brand, — be consistent in your design. Use the same logo, fonts, and color that is on your website and any other marketing material.
3. Make use of billboards
If you can afford to make use of billboards, this will be a great boost for your business. Businesses that use billboards as part of their offline marketing strategy will always get more visibility and reach out to more clients/customers.
Billboard visibility creates a whole new level of ads for your small business. Since it is so much you can do and achieve with your outdoor advertising, — especially if it is located in a high-traffic area.
Although this may be expensive, especially for startups, the exposure it gives to your business may be worth every penny. Always ensure your designs stand out and the billboard is located in a high-traffic area.
Use a clear call to action and ensure your message is digestible at a glance.
4. Radio Publicity/Commercial
Radio publicity and commercials are other great offline marketing ideas you can consider. There are several methods of doing this and each comes with different pricing. This includes live reads, sponsorships, jingles, testimonials, personified radio ads, etc.
Radio advertising has come a long way and is still very relevant in today’s adverting. — With this method of offline marketing, you can reach out to those customers who are radio lovers.
To make the best out of this strategy, you need to contact your local radio stations to find out their charges. And most importantly, find out their peak periods if you want to maximize your audience and get more sales.
5. Participate in trade fair shows
Trade shows help you build relationships with other brands in your niche and customers as well. It helps you gain more exposure by displaying your products to both those looking to buy and others who came to the fair. With trade fair shows, you are able to generate quality leads in a few days.
While participating in trade fair shows, always make your promotional materials stand out and are suited for your target audience. Easy to read and straight on point, so you don’t miss the objective. And most importantly, be prepared to showcase your products or business accordingly during the fair. Remember, people are not here to waste precious time, they are here to find what they love and make a purchase.
6. Utilize newspaper ads
Have you tried using newspaper ads before? If not, then you should consider it as an option for your offline marketing. There are several local newspapers in your area you could start with — if your business only covers that area. However, if you intend to have a wider reach, you can consider some widely read newspapers — to get more visibility.
When utilizing newspaper ads, it is important to make your message clear, simple, and on point. This will let your readers know what you are saying and be able to relate to your products.
There are three main types of newspaper advertising – this includes text classified ads, classified display ads, and display ads. They all depend on your choice and what you are willing to pay.
7. Have unique packaging for your products.
Packaging is very vital if you want to stand out. If your products are physical goods with lots of competitors, you need to think of a way to beat your competitors. One way to do that is through packaging.
With unique product packaging, you can boost your brand exposure, create more visibility and even have good referrers. Don’t forget that packaging also includes your brand label. Ensure your product labels are great, and your info is clearly written on them because you never know who is seeing it.
As a way of having a unique package, you can even give away stickers or branded novelty with every purchase of your product — this will even help your fans spread the word.
Read also: The Top 7 Most Affordable Email Marketing Software and Platforms for Your Business
8. Offer free workshops
If you are an expert, you could offer free workshops in your area of expertise. There are ways to help people using your knowledge and at the same time get an opportunity to expose your business.
You could use an NGO, local radio show, or TV show to offer some advice related to your brand, business, or industry. This way, you have an opportunity to give your business more visibility.
Tip: See if you can get a regular column in your local newspaper, magazines, or other relevant publication. Use this medium to get more exposure while you offer that valuable information.
9. Use a branded outfit
Branded outfits are also great if you want to maximize your offline marketing strategy. Using a branded outfit within your community is a great way to help people recognize your brand and associate with it.
Try to get an outfit that features your brand for you and your team. This may include a branded shirt, face cap, wristband, keyholders, etc. This is a great investment and a good advertising strategy for your business.
10. Community engagement/ event sponsors
Getting involved in the community and sponsoring events in your area – is another great offline marketing strategy that helps boost business growth.
When you get the opportunity to sponsor events, you will be given the opportunity to also promote your business or brand — this helps create more brand awareness and engage with the people in your area.
You could also get involved with your community by sponsoring a nonprofit, donating, doing volunteer work, and joining organizations that support local people and businesses. All of this engagement will help spread your brand and the knowledge of your business across your area. Plus, you’ll be doing good for your community as well.
11. TV advertising/broadcasting
Earlier, I mentioned radio publicity and commercial. This strategy is about using TV publicity, and broadcasting.
There are several types of TV ads you can utilize, however, you need to find the one that best suits your business and is also cost-effective.
That’s not all, you also need to find out how TV ads work, the peak and off-peak periods, plus the programs that really draw people’s attention. This will help you maximize your ad time and ad spent.
If you are an expert, you could also host TV shows and use that medium to promote your brand. Another way to promote your brand through TV broadcasting is by sponsoring or partnering with known television programs.
12. Holiday celebrations and Birthdays.
Don’t underestimate the power of celebrating holidays with your clients. This strategy is even being utilized by online marketing methods.
You see people celebrating holidays, wishing their loyal customers a wonderful celebration.
You can also use this strategy — by sending your clients a season greeting card, calendars, holiday packages, etc. Always ensure your brand is visible on each item you are gifting. Most importantly, your gifts should be outstanding and worth keeping. You don’t have to spend a lot of money to achieve this.
You could also have a special moment of celebration for your clients celebrating their birthdays. All of this adds a special effect to your business and makes you unique. Remember, these little things are what really make your customers love and appreciate you.
13. Media giveaways
Want to get more visibility on your brand, gain more exposure, and reach buying customers? Then try media giveaways. You can include radio and television stations in this strategy. There are some shows where they are looking for free products they can use for giveaways during the show. These items are given to their listeners or viewers, who would also appreciate the gift.
You can connect with such programs, and make a free donation of your products in exchange for advertisements and publicity about your company.
14. Endorsements
The endorsement strategy works really well — if you know how to apply it, and attract the right people for endorsement.
This strategy will require you to give your products to people within your area. This may include local, and international individuals whom you believe will be of great influence to your brand.
If you are selling high-ticket products, you could give out something related, else, ensure it’s your product, and it’s a genuine one.
If they like your product, they will use it, and trust me, they will tell other people about it, especially their friends and colleagues — they maybe even endorse it formally.
15. Networking
No man is an island, and trust me, your business may not go far if you want to stand alone. As a business owner, it’s time to network with other businesses and make new friends within your business sphere.
Join clubs, associations, and business groups, that attract prominent business leaders. This will help you grow in your business and also meet people who may know potential customers of your business. It will help you get more offline referrers as well.
Read also: Top 5 reasons why your online advertising strategy is failing and how to fix it
Final Note
Every offline marketing strategy is unique and designed to suit a particular purpose. This is why it is important to ensure a marketing strategy suites and supports your business model and will help in the overall growth of the business before making use of it.
Also, while using a particular method, always collate your advertising data and keep track of all performance as you progress. This will help you know if the marketing plan is doing well for your business — and if not, you can quickly switch to what’s working.
It is very important to note that your offline marketing will always need an online boost if you want to have more reach and make more sales. So, look for an offline marketing method that will work well for you and complement your online marketing plan.
