Non-internet marketing consists of everything you do related to your business that is not online.
The first of these is your current marketing avenues, print ads, news paper, phone book, radio, TV, promotional events, business cards, and anything else that you would consider as “marketing” efforts. Each of these items should in some manner incorporate your web site address. Adding your web site address to these items should not create a significant expense. In some cases you may want to refocus the content toward directing people to your web site.
Secondly consider everything that leaves your physical location as new marketing material. Stationary and envelopes should have your web site address printed on them. If you ship packages make sure the labels including your web site address and any documentation that might be enclosed. If you invoice customers, invoices and order confirmations should have your web address. If you do not send order confirmations, you may want to start doing so and highlight your web site address. Do you have a customer mailing list? Consider sending them a notice on your new web site and perhaps periodically send notification of any new additions to your site.
The point is that nothing you do should be left un-considered and creativity needs to come into play. Items that you currently my not think of as “marketing” efforts may open new avenues. For example, how much would it cost to include your web site address as an alternative contact method on your voice mail? Can you mention your web site while talking to contacts on the phone… or in person? Or ask them for their email address so you can send it to them. You should scrutinize anything your business does that has contact with other people.
Anything that you do not examine as an instrument of web site marketing can be an opportunity lost. Even though we specifically mention to think about things you are currently doing, in some cases you may find ideas for things to add, such as sending a follow up thank you letter, if you aren’t doing that already.
Your marketing campaign should not be focused in one area. The non-internet aspect should be an integral part of your overall campaign.
Here is a recap of some of the items we mentioned:
- News Paper Ads
- Media ads (news papers, tv, radio)
- Business Cards
- Invoices, Confirmations, Thank you notices
- Voice mail
- Personal contacts
- Postal Mailings
- Cataglogs and newsletters
- Miscellaneous promotional materials
Market on Everything:
Consider everything you are doing as fair game for displaying your web site address. Anything that displays your company name should be considered as a good place for your web address. This includes external signs and automobiles.
If you are in any trade shows, consider setting up a computer with your web site on it. Even if you do not have internet access you should (in most cases) be able to download your site and at least have your home page displayed.
Don’t forget to update your voice mail! The internet is perfect for getting information to people when they want it.