How to Choose & Optimise the Top 8 Offline Marketing Tactics. Offline Marketing can be expensive so it pays to choose wisely.

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o Choose only those that ideal buyers attend
o Define clear goals & measure cost vs benefit to choose
those that are worthwhile
o Focus your stand, promotion & emails on problems you
know they have
o Don’t attend because you ‘have to be there’ (you don’t)

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Trade shows, industry conferences & investor events can be:
• Essential for profile-building
• Great for new product launches
• Useful for reaching new contacts

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You control who attends so:
• Invite contacts who fit your ideal buyer personas
• Focus on solving their specific problems
• Co-host to double exposure & halve costs

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• Focus on business benefits
(technology strengths, advances,
strong management team, growth
potential, value and ROI)
• Link to/hand out technical details
(don’t elaborate on the day)

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 Popular in IT
 Invite existing users + prospects
 Update both on technology advances
 Let users tell your story to prospects in their own words
 Encourage questions (vet in advance)
 Break into separate groups for specific actions

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 Nothing more powerful
 Nurture customers so referral is natural
 Show them extra value or new functions
 Invite them to customer-only events
 Don’t ignore them once they’ve signed
 Don’t focus all attention on prospects

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• Choose a network with similar interests & industries
• Ask open questions (don’t begin talking about you)
• Listen to their answers (and they’ll remember you)
• Keep talk about you brief & impactful (elevator pitch)
• Give them your business card (if there is resonance)
• Follow up (if appropriate)

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With email overload, post has made a comeback:
I. Use for ‘peer to peer’ cold calling
II. Follow meetings with a useful printed resource
Post is unusual these days; at least you'll stand out

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 Very difficult to reach targets
 Very expensive to build lists
 High opt out rates
 Not effective in B2B hi-tech except
for people you know
 Use for surveys, event confirmation

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Advertising in print media:
• Higher cost
• Fewer use it
• Difficult to measure ROI
• Best if part of online campaign

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• Be really selective
• Make your message super-specific to the audience
• For best results, back it up with online marketing

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Get the details in our post
Offline: How To Get the Most out of Traditional Marketing
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