Is non-digital marketing dead?
Think hard for a minute, back to the days before we had an Internet; back to before we had tablets and smart phones and portable digital devices that let us broadcast our marketing messages to thousands of potential customers in a single click. How did we deliver our message? We had to rely more on face-to-face sales and marketing.
Just because we can sell across the Internet, does not mean that face-to-face marketing is no longer effective. Quite the opposite, in fact.
How savvy marketing sold me tires in a Post Office
I told him it was mine. He handed me his business card, and told me that my front tires should be replaced - something of which I was already aware.
"We're just one mile up the road - stop in and we'll take good care of you."
Effective Marketing in Five Easy Steps
- He began prospecting by looking at the tires on the vehicles in the parking lot.
- He identified a qualified prospect by noticing the worn tires on the Chevy Avalanche.
- He approached the prospect by asking who owned it.
- He engaged his prospect by introducing himself, his business, and how they could solve my problem.
- He offered a call-to-action, by telling me where the garage was located, and handing me a business card.
Do you take advantage of the opportunity offered by face-to-face marketing? It may not scale the way digital marketing does, but on a prospect-by-prospect level, it can be more effective for a couple reasons: A face-to-face conversation with a prospect provides more instantaneous and more extensive feedback to help guide the engagement toward qualification and a sale.
And there's another advantage: Since marketing has gone digital and mobile, companies seem to have backed away from this old-school marketing. Therefore, the people that do it, stand out - much like the hand-written thank-you note. Being rare makes it remarkable, and being remarkable, makes it more engaging.
How to get started:
Are you taking advantage of this new comparative power of face-to-face, non-digital marketing? How can you put this work in your business? Answer the following five questions will get you started:
- Where can you find your prospects?
- How can you quickly identify and qualify them?
- How can you effficiently/effectively approach them?
- What can you ask them, to engage them?
- What's your call-to-action?