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Traditional marketing still moves us. Whether it’s an eye-catching billboard, a promotional magazine article, trade show presentation or funny TV commercial, traditional targeted marketing still works. But it’s always been tough to prove its direct impact on the company bottom line.

The Web is changing all of that. Now, traditional marketing strategies and tactics can drive people to your Web site or other data portal, where you can capture valuable information to learn which messages, mediums and strategies work best, how to drive repeat business and have proof that your marketing investment boosted the bottom line.

Ad Campaign Development

Interactive media channels are enhancing the way companies sell to customers and talk to clients. The new technology allows companies to target customers as segments, gather immediate customer feedback, measure results and send personalized messages that demand more attention from customers.

Brand Development

With branding, you differentiate your company or product from your competitors. What makes you better, smarter, more efficient? Why should customers choose you? Is your service or product worth more money, more time or more effort? Developing an effective brand means that perhaps your competitors can copy your products, but they can never duplicate your core brand identity.

Corporate Communications

Advertising and public relations come together under the umbrella of corporate communications. Advertising involves the marketing of a company’s product, and PR involves the marketing of the company itself.

Corporate Identity

It’s the distinctive visual appearance of your organization or brand. Your name and logo speak volumes to the world. And the “look and feel” that flows from your logo should be consistent throughout your entire organization from the architecture of the building down to the most basic marketing communications.

Customer Intelligence Management

Not long ago, the marketing department could create a cool direct mail piece, blast it to the masses and hope the orders roll in. Strategy? Measurable results? Nice, but not necessary.

One-size-fits-all marketing is over. Management expects more accountability and return on their marketing investment. Consumers are weary of telemarketing and how-did-you-get-my-name junk mail. But developing strategic, focused and measurable marketing programs may be easier than you think.

Direct Mail

While it’s maybe not as exciting as TV or Internet advertising, direct mail is the third largest medium behind TV and newspaper for marketing spending. And what it lacks in pizzazz, it makes up for in measurability and the fact that you can personalize a message to a customer. In fact, direct mail gets more attention than any mass media message. People rarely just throw mail away without sorting through it first.

Newspaper and Magazine Campaigns

Although newspaper readership has been on the decline for the past several years, local newspapers still carry 45% of all local advertisements. Newspapers offer three basic types of advertising: classified, display and supplemental ad inserts. You can advertise with a short production lead-time, there are low production costs and newspapers are great at delivering detailed copy and information.

Outdoor Advertising

Outdoor ads such as billboards and signage are great ways to extend the reach and frequency of a campaign and increase results. They provide geographic flexibility for targeting and can attract people with commonalities by for example, placing the advertising around a sports complex, in an airport, or surrounding a retail area.

Public Relations and Publicity

With PR and publicity, you can reach audiences with a message that carries a great deal of credibility, because it’s coming from a trusted news or third-party source. When your company or product gets positive press, it breaks through the communication clutter and captures the interest of your customers and clients. While marketing primarily sells your products, PR sells your company itself.

Sales Promotions

Sales promotions can be one of the best tools for retaining customers and increasing your share of their wallet. The promotions can encourage customers to try your product or company, increase their frequency or quantity of purchases, they can help you build your database, cross-sell and extend and reinforce your brand. Loyalty programs can be an effective sales promotion tool and allow you to track and measure your results.

Trade Show Displays and Communications

Trade shows are second only to personal selling as the most used tool in business-to-business (B to B) marketing. It’s an event where customers in a particular industry gather for training sessions, connect with suppliers, and look for innovative new product offerings. Because trade shows are so important in some industries, companies have been known to spend hundreds of thousands of dollars on the planning and creation of unique trade booth exhibits and displays. In the end, the companies hope to strengthen relationships with customers and suppliers, and to generate qualified leads for new sales.

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