If you want to grow your friend circle, you have to get out there and make the first move. Marketing’s the same way, and the act of making the first move to grow your customer or client base is called outbound marketing. To do outbound marketing successfully, it’s important to have a deep understanding of your target audience and the marketing techniques that work to win them over.
Although the internet and smartphones have transformed how people consume media, the radio and television are still relevant marketing platforms that can provide a significant return on investment. Television and radio marketing studies show that adults watch 13 times as many minutes on television than on the internet, and 23 times more than on their mobile devices. People still listen to the radio too, especially when other media options aren’t available or convenient, such as in the car or while preparing a meal in the kitchen.
If you want your television or radio ad to be successful, you need to make it stand out. Don’t be afraid to be bold and innovative with your ads. Try to come up with concepts that haven’t been used and capture the audience’s attention. For radio ads, keep them short, sweet, and to the point, and always close with a strong call to action. For TV ads, figure out a unique approach to make your ad memorable. There are many ways to do this, including humour, nostalgia, action, emotion, music, and cool graphics. Keep your TV ads consistent so style becomes associated with your brand.
One example of an effective Canadian television ad is Nike’s 2018 "Play Less Nice" campaign. The ad shows the difference between the classic friendly Canadian and their not-so-nice demeanor when it comes to sports competitions. This is a great TV ad because it appeals directly to Canadians, giving them a humorous and even flattering look in the mirror. There are also nine slightly different versions of the same basic 90-second commercial, adding subtle variety to keep viewers interested.
Sometimes, the most effective way to get something is simply to ask. Telemarketing is one of the most stripped-down outbound marketing strategies. You call someone and try to sell them on your product or service. The days of cold calling random lists pf people may be over, but telemarketing can still work if done right. First of all, you don’t want to be the company that bothers people while they’re sitting down for dinner. Be polite with your telemarketing strategy, and only call at appropriate times during the day. You should also build a list of relevant numbers that includes people who have either already done business with your company or would be genuinely interested in your offerings. Be polite and professional, and you may find that telemarketing can work wonders.
Door-to-door sales and street advertising are essentially the in-person version of telemarketing. The major difference is you can use a personal touch to connect with potential customers on a deeper level than telemarketing allows. Marketing door-to-door or in public areas makes it possible to have that human connection with someone, which can really go a long way in convincing them to take interest in your product, service, or brand. A friendly smile and a quick sales pitch, or even just handing someone a flyer, goes a long way in forming a bond that may turn into a conversion. Keep in mind that as of 2018, Ontario restricted door-to-door selling for certain types of business, so it’s a good idea to learn more about the restriction before investing in this marketing approach.
Print marketing is here to stay, even in a digital world. There’s something about holding and even smelling a physical advertisement that solidifies it in a person’s memory more effectively than intangible advertising mediums can offer. Additionally, printed marketing materials give you the opportunity to create something that people genuinely want to display and share with others. Use unique graphics, designs, and topics to create direct mailers that end up hanging on the refrigerator. You can also include personal promotional items that get people excited about your company. For example, if you run a sandwich shop, you could send out loyalty cards with the first few holes already punched and a handwritten note inviting them to stop by. Little details like that can really draw in people in a way that digital advertising can’t touch.
Attending and setting up a booth at trade shows is a fantastic way to gain exposure to a relevant audience and generate sales leads. You already have an advantage, as the majority of attendees most likely fall within your target demographic. Approaching people at a trade show is easy since attendees are there specifically to see what you have to offer. Giving out swag is a classic trade show tradition, but try to take it a step further. Instead of handing out key chains, give out something memorable that people want to save or use, such as USB drives, tote bags, or even branded, reusable bottles of water.
The great thing about outbound marketing is that it drives your company to break out of its shell. Modelling successful outbound campaigns used by other companies and taking a few risks of your own are the best ways to stand out and gather up new customers or clients in the crowded market place.