Back to Basics: Offline Marketing Tactics That Still Work in Today’s Digital World

What is offline marketing?

Offline marketing is any marketing method that advertises your business outside the digital landscape to generate sales leads, increase sales and boost brand awareness. Examples include traditional media like television, billboard ads, radio and print marketing. 

Linda Orr, a former marketing professor at The University of Akron who now owns and runs the marketing firm Orr Consulting, emphasized that offline marketing encompasses much more than simply operating outside the digital space. 

“It’s about creating meaningful, personal connections that can drive substantial business growth,” Orr explained. “For example, pairing a boat charter service with local hotels or convention centers can create a powerful partnership that increases brand awareness [and] generates high-quality leads. When businesses overlook these offline partnerships, they miss out on efficient, high-impact opportunities that can amplify their overall marketing efforts far beyond what digital channels alone can achieve.”

Alfred Goldberg, president of Absolute Marketing Solutions, noted that offline marketing can provide consumers with sensory experiences that can’t be created online.

“These experiences allow consumers to physically interact with a brand, which can deepen emotional connections and foster brand loyalty,” Goldberg said. “Offline marketing often serves as a bridge between digital and physical experiences, allowing brands to connect with audiences on multiple fronts.”

Top offline marketing strategies

Here are 13 offline marketing tactics that work in today’s digital world.

1. Direct mail and postcards

In a world where technology seems to change by the hour, it may come as a shock that one of the most consistent marketing methods is still a good old-fashioned letter or postcard delivered by the post office. That’s right: Snail mail still works. 

The biggest objection to direct mail tends to be the perceived cost of implementation. However, a closer examination of the data reveals that the investment is well worth the price: According to the 2024 State of Direct Mail report, 84 percent of marketers say direct mail delivers the highest return on investment (ROI) across all channels they use.

There’s no spam filter to get through with direct mail, and no one clicks the “Delete” or “Send to Spam” buttons either. Direct mail campaigns allow marketers to reach their audience directly and personally. Lists can be procured from a broker, or you can mail geographically. If the offer has any interest, it will be placed on the recipient’s refrigerator, corkboard or review pile, where it has a good chance of being repeatedly seen. Your offer gets more exposure without being invasive.

Direct mail marketing postcards and letters can help you effectively blast your ad or offer directly into a targeted market at a low cost. With the post office’s Every Door Direct Mail (EDDM) service, you can take advantage of a bulk rate without a permit while selecting the ZIP codes you want to target.

2. Strategic partnerships 

When businesses form strategic partnerships, they reach new customers and markets. As Orr explained, working with complementary brands on shared events or promotions can improve outcomes for both partners. 

“Offline partnerships with complementary brands can create a mutually beneficial relationship that extends your reach and enhances brand credibility,” Orr explained. “For instance, partnering a local fitness studio with a health food café can provide cross-promotional opportunities that resonate well with both audiences. These collaborations are cost-effective [and] help reinforce brand messaging and build a loyal customer base.”

3. Local and community involvement

Businesses can also partner with local groups and happenings, including sports teams, community organizations and nearby events, to market offerings and create community around their brand. This approach to offline marketing is so impactful that both Orr and Goldberg independently named it as a highly recommended tactic.

“Sponsoring local events, sports teams or community activities … boosts visibility while building goodwill,” Orr noted. “You don’t have to spend several million to put your name on a stadium. Simply sponsoring a local 5K race is a great way to build your reputation. Customers often favor brands that show genuine interest in their community, making this a strong tactic for both brand awareness and customer loyalty.”

Goldberg emphasized that partnering with local events and organizations can help brands build a strong local presence and foster customer loyalty. “By investing in community initiatives, brands show they’re committed to local interests, which can enhance their reputation and create loyalty,” Goldberg explained.

4. Local print media 

Once upon a time, newspaper ads were the bread and butter of reaching new audiences. Although digital marketing has taken over somewhat, Orr said that local print media still plays a role — it remains an effective strategy for local marketing. 

“While digital ads are effective, localized print materials like flyers, community newspapers and door-to-door brochures provide an excellent complement,” Orr said. “They offer a physical, tangible reminder of your brand, especially in regions where digital penetration may be lower or where customers prefer traditional methods of engagement.”

5. Billboards

Billboards are still prime real estate. They are also one of the most misused forms of media, which is why they change constantly. 

The best way to use billboards is to make a no-brainer offer — keep the message simple and direct. For instance, you can make similar offers relevant to your services: buy-one-get-one oil change, two for $10 pizza or free teeth whitening. Even one of the most recognizable brands worldwide — McDonald’s — uses billboards. 

For the safety of drivers, ensure your billboard includes a vanity URL or phone number that is easy to remember. For example, instead of DrBraunsteinDDS.com, use BestDentistInCleveland.com.

6. Telemarketing

According to IBISWorld, 44,792 telemarketing and call center businesses operated in the United States as of 2024, and the industry is showing no signs of slowing. 

The most critical step for making telemarketing work is ensuring proper training or hiring a call center with an excellent reputation. If you hire a telemarketer or service, insist on reviewing random calls to ensure your company is being represented appropriately.

7. Swag

Swag (free stuff or “stuff we all get”) is a tried-and-true tactic for getting others to promote your business. Items like customized T-shirts, cups and pens make excellent giveaways at conferences or events and can also be sent directly to influencers or customers.

If you plan to give swag to industry influencers, do your research first. Find out what they’re interested in and build it around them. This personalized approach increases the likelihood that influencers will wear your gear or promote it through their channels.

8. Experiential marketing

In this trendy form of marketing, companies provide consumers with memorable experiences instead of simply telling them why they need what the brand offers. Goldberg noted that experiential marketing is especially important for offline marketing since it often results in user-generated content about the business.

“[Experiential marketing] involves creating unique, immersive brand experiences, such as pop-up shops or interactive installations, that captivate audiences and foster memorable interactions,” Goldberg explained. “These experiences often inspire social sharing, giving brands online exposure that originates from an offline experience.”

Brand experiences can include opportunities to sample your offerings or try out your products via demos.

“Sampling allows consumers to directly engage with a product, lowering barriers to trial and potentially leading to increased brand recall and future online purchases,” Goldberg said. “Product demos provide hands-on understanding and can be highly persuasive, particularly for complex or experiential products.”

9. TV (cable and broadcast)

Despite the big online video push, traditional TV remains a powerful medium for advertising. Various streaming options have only increased consumers’ attention to televised events, especially for live programming like sporting events. Television is the most expensive option on this list; however, it can still be reasonable once you get past production costs and start generating profits.

10. Radio

According to Nielsen, radio reaches a whopping 91 percent of adults aged 18 and over, the highest percentage of any other platform. What’s more, radio leads all forms of audio outreach in the amount of time listened to daily by adults over 18. However, you don’t have to limit your advertising to traditional FM radio. Podcasts, satellite radio and streaming platforms — including Spotify — are great options for advertisements.

According to the late Fred Catona, who is referred to as the “king of direct response radio,” the trick is to use a maximum of 10 words for your radio campaign. He would recommend repeating these 10 words, which worked for companies like Priceline and FreeCreditReport.com.

Don’t forget to include your company’s phone number and website multiple times in the radio advertisement. Similar to billboards, your phone number and URL address (also known as your domain name) should be easy to remember.

11. Coupon mailers

Using group coupon mailers, such as Valpak, Super Saver, Mega Savings and Money Mailer, has pros and cons. One advantage is that many potential clients are familiar with the envelope, which often leads them to view your offer. These group coupons are often low-cost.

The biggest drawback is that, depending on your business, multiple competitors could be in the same mailer. You don’t want too many options influencing your prospective customers when they are considering a purchase.

Coupons drive engagement and retention and simple offers work best. Be sure to include your company’s website and whether you have an app so you can also benefit from digital advertising.

12. Networking groups

There’s no better way for patrons to be introduced to your product or service than through a personal introduction. A direct referral is the best way to gain new customers for your business, especially from a current or past client. The best referrals come from people who know, like and trust you.

When someone gets to see you in person, it goes much further than a webpage, video or LinkedIn profile. People also love to help others, including reliable service providers. Additionally, networking groups allow you to develop a list of people you can refer to with confidence, which makes you even more valuable in your customers’ eyes. [Related article: How to Network on LinkedIn Like a Pro]

When networking in person, you’ll want to prepare your “elevator pitch.” It should be short, sweet and to the point — ideally 30 to 60 seconds — to grab the listener’s interest and lead them to ask for more. An effective elevator pitch includes a brief introduction of yourself and your company, an explanation of the problem your product or service solves, and why your solution stands out from the competition.

13. Conferences

Conferences offer a great opportunity for marketing your small business offline. Conferences provide a place where you can meet like-minded individuals, distribute print materials, network with other companies, and, in some cases, become an event speaker. Speaking opportunities are one of the best ways to acquire leads and, with conferences having such large audiences, they’re a great place to market and network.

Is offline marketing still effective in the digital age?

An offline marketing strategy ensures you reach your entire target audience because some members may not be online as much as others. In other cases, the products or services you offer have minimal or no online presence and, therefore, are better off being marketed offline.

Although digital marketing has become vital for modern businesses — with the digital advertising market set to reach a value of $697 billion by 2030 — parts of the offline marketing industry are still growing. Statista reports that by 2029, spending on traditional out-of-home advertising is expected to reach $25.4 billion, reflecting a 3.22 percent compound annual growth rate. Those in the know still value offline marketing, even if digital marketing is dominating.

As for cost-effectiveness, you’ll likely find yourself paying a cost per mile (CPM) or cost per thousand advertising impressions, of $10 to $1,300 for offline marketing. The low end of this range reflects the average CPM for newspaper ads, whereas the high end reflects the average CPM for magazine ads and direct mail. By comparison, digital ads may have a CPM ranging from $6.46 to $38.40. As these dollar ranges indicate, sometimes, offline marketing is more effective for your budget than online marketing.

Scott Robertson, president and founder of the marketing firm RobertsonComm, noted that one key factor in effective marketing, both offline and online, is often overlooked. “The most important aspect of marketing online or offline [is] the message,” Robertson emphasized. “You cannot assume the message is good. I’ve found that nine out of 10 times, it’s unclear, self-serving and just poor. It’s like tuning a guitar before you play. You wouldn’t plug an untuned guitar into a massive arena sound system, would you? … Before you [use any marketing] tactics, you must have a clear message that shows how a company or product solves a customer’s problem. Without that, all the tactics in the world will not work.”

How offline marketing tactics support online efforts

Here are the benefits that come from using offline approaches to bolster online campaigns.

Building brand awareness

With so many voices vying for attention online, traditional marketing ventures can stand out and help your company build brand awareness.

“In-person events provide content opportunities for sharing on social media, and attendees often post about their experiences, generating organic online exposure,” Goldberg explained. “Similarly, branded giveaways or unique packaging can be featured on social media by consumers, creating an indirect but impactful online presence.”

With an offline marketing strategy, advertisers can reach users who are not constantly in front of their phones, computers or on social media. It can also help certain brands stand out from competitors by incorporating a multimedia advertising campaign.

Reaching your customers

Your organization’s target audience may not be entirely present in one medium. Some may be on social media, while others may be offline reading the newspaper. 

“Offline channels offer additional touchpoints, creating a more comprehensive customer journey,” Orr explained. “For example, combining a direct mail campaign with an email follow-up significantly increases the likelihood of customer action. These layered strategies help build brand recall and trust, ultimately driving higher conversion rates.”

It’s important for both your business and advertisers to think about your target audience and the most effective ways to reach them. By marketing to audiences through different channels, advertisers have a better chance of reaching their entire intended audience rather than just one portion of it.

Making your business look tangible

Some customers may be skeptical if your business appears to exist solely online. Many want proof that the business they are partnering with is real and capable of delivering the products or services they are purchasing. Establishing a presence outside the digital world helps demonstrate that your company is reputable and trustworthy to prospective customers.

Improving your targeting

Getting more granular with your market segmentation typically leads to a clearer understanding of the many customer groups within your target audience, resulting in more effective marketing. Orr and Goldberg agree that improved targeting stems from offline marketing that complements online efforts.

“While digital tools like Google Ads allow for precise geotargeting, adding a hyperlocal offline component, such as TV spots on local stations, can significantly boost campaign effectiveness,” Orr explained. “In a recent campaign I managed, we ran local television ads in addition to our digital efforts, which provided crucial additional touchpoints and resulted in a notable lift in engagement and conversions. This type of localized offline strategy can enhance brand visibility in a way that purely digital efforts may struggle to achieve.”

Goldberg emphasized the importance of using offline channels to gather customer feedback. “Offline channels allow brands to gather direct feedback and insights [from customers], which can enhance online strategies by tailoring content to resonate more with target audiences,” Goldberg said.

Orr added that your company should develop a marketing mix model (MMM) when using offline and online marketing together for improved targeting. This model, built on sales and marketing data, tells you which tactics yield the greatest marketing ROI. It also helps you forecast future campaigns’ results based on your previous outcomes and identifies the most cost-effective marketing channels.

“Many companies struggle to understand the true impact of their offline efforts because they lack a robust MMM,” Orr said. “With the right MMM, you can accurately attribute the contribution of each channel, including the synergistic effects when offline and online efforts work together. This level of analysis requires expertise, but it’s crucial for understanding the full value of your marketing investments and optimizing your strategy accordingly.”

Offline and online marketing go hand in hand

Even if you’re having success with online marketing, incorporating the above offline marketing tools can further expand your business. With a healthy mix of online and offline approaches, you’ll reach more customers. And given the low cost of some approaches within both the digital and real-life spaces, your sales could quickly outpace your spending, driving the profits you deserve after all your hard work.

Sean Peek and Danielle Fallon-O’Leary contributed to this article.