5 Classic Marketing Mediums That Still Work in 2017

Life has changed drastically over the last several years, yet human beings have stayed inherently the same as they were thousands of years ago. The same things stimulate and excite our brain as they did when we were cavemen.

In a time where we have 24/7 news websites and free information literally at our fingertips, why do a lot of people still go out and buy magazines and newspapers? When every company’s information can be Googled and thoroughly researched online, why do we often peruse brochures, hold onto cards or attach flyers to our fridge?

We do this because, just as we always have, we bond and respond to physical stimuli.

1. Branded Products

The easiest way to to place your brand directly into people’s hands is through promotional items. There are an infinite number of product choices and designs you can use to advertise your company, so think carefully about the demographic of your customers and what items they are most likely to appreciate and utilise for many years.

There are quality products such as mouse pads, usb sticks, mugs and many more that are not only practical but double as great advertising. There are products you can use around your own and your clients offices, products suitable for tradesmen, chefs and more. Whoever your target clients are, there’s a product you can brand to suit them.

2. Competitions

Nothing rounds up enthusiasm like a good competition.

Asking people to share your company website for example, or to refer a friend, are great ways to drum up more business whilst creating positive hype for your brand. If you think carefully about the marketing of your competitions and incorporate a sales pitch for the product you’re presenting, you’ll not only draw in new customers, you’ll create a desire for the product or service you’re offering.

3. Direct mail

Traditional forms of advertising like business cards, banners, stickers and brochures are the staples of advertising. They can be as informative as you like and targeted directly into your client’s hands. People are more likely to peruse information that is presented to them on paper so it’s still a valuable marketing tool.

Direct mail has proven easier to mentally process, and companies test better for brand recall when handed a paper copy as opposed to online. The reader has a hard copy they can keep, share, and browse over and over again.

4. Sales

Using marketing techniques such as sales, rewards programs, discounts for bulk orders and coupons will not only draw in more clients immediately, they are a great way to create lasting impressions and form business relationships. Creating a sense of urgency is a common marketing tool to draw in attention, because psychologically it works.

5. Self Expression

Use your own knowledge, skills and enthusiasm to sell your company.

Offer workshops on business, cross sell with other services, attend trade shows to promote your business or offer to talk on radio about your area of expertise. Not only will this create an opportunity for you to discuss your business, it is also an opportunity to learn.

Depending on your style of business and marketability, things like company logos, slogans, advertising jingles, even company mascots are a great way of endearing customers to your brand.

Whatever field you’re in there’s many styles of marketing to best promote your business. Taking a multi faceted approach and employing as many tactics as you can afford to, will ensure your name imprints on the customer’s mind. With a bit of creativity, passion and carefully targeted campaigns you can snowball your brand name into something that grows for many years to come.

Rebecca Harris is a writer living in Melbourne with expertise in creating witty, insightful and engaging content.  Her articles have been published widely and she is a prolific contributor on social media platforms.

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Are you doing something remarkable?

Loyal customers provide repeat business.  Do something remarkable, and they will spread the word

CUSTOMER loyalty is an important asset for any business for two reasons. Firstly, loyal customers will give you repeat business, to quote Tom Peters “all business success rests on something labelled a sale”. Secondly, and more importantly, loyal customers are the people who spread the good news about your business. Loyal customers are the passionate and unpaid marketers who provide authentic testimony to the quality of your goods and services. Walt Disney captured this idea of customer loyalty when he said, “Do what you do so well that they will want to see it again and bring their friends.

If a business can create something remarkable (e.g. beautifully designed products, superior service, or an uplifting experience) then its loyal customers will spread the word. In today’s competitive marketplace, a business that “does everything right” is a business that is merely “meeting expectations”, and Seth Godin identifies a number of reasons why word of mouth sometimes just doesn’t happen. If you can exceed expectations, dazzle and delight your customers with how much you really care then this will be worth talking about.

Speaking of the need to be remarkable, the McKinsey Quarterly recently sent me an email which is worth mentioning. Apparently, there has been a security breach at the The Quarterly and some customer details have been compromised.  While this could be a source of major embarrassment, McKinsey have turned the security breach into an opportunity to build customer loyalty.  The Quarterly’s email (set out below in full) demonstrates 3 things:

  1. McKinsey places the interests of its readers ahead of their own reputation;
  2. McKinsey takes confidentiality very seriously (much-needed marketing after the Rajat Gupta scandal); and
  3. McKinsey will apologise if it has made a mistake.

Here are the contents of the email I received from Rik Kirkland, Senior Managing Editor of McKinsey & Company:

Important information from McKinsey Quarterly

We have been informed by our e-mail service provider, Epsilon, that your e-mail address was exposed by unauthorized entry into their system. Epsilon sends e-mails on our behalf to McKinsey Quarterly users who have opted to receive e-mail communications from us.

We have been assured by Epsilon that the only information that was obtained was your first name, last name and e-mail address and that the files that were accessed did not include any other information. We are actively working to confirm this. We do not store any credit card numbers, social security numbers, or other personally identifiable information of our users, so we can assure you that no such information was accessed.

Please note, it is possible you may receive spam e-mail messages as a result. We want to urge you to be cautious when opening links or attachments from unknown third parties. Also know that McKinsey Quarterly will not send you e-mails asking for your credit card number, social security number or other personally identifiable information. So if you are ever asked for this information, you can be confident it is not from McKinsey.

We regret this has taken place and apologize for any inconvenience this may have caused you. We take your privacy very seriously, and we will continue to work diligently to protect your personal information.

If you have any questions or concerns, please contact McKinsey Quarterly at [email protected] For any media inquiries, please contact Humphrey Rolleston at +1-212-415-5321.

Rik Kirkland
Senior Managing Editor
McKinsey & Company