How Traditional Marketing Can Work for Brands in Physical Stores

In today’s world, brands rarely operate in a bubble. Consumers have a variety of ways to interact with companies: online, on social media, and even in person at a brick-and-mortar store.

To survive, companies must adapt to changing customer preferences and evolving technologies. With this in mind, many brands have adopted a strategy known as “mixed media” marketing. This strategy utilizes traditional offline marketing tactics, such as radio ads and billboards, alongside digital campaigns, such as email marketing.

Traditional marketing in physical stores, in other words, isn’t going away; it’s just evolving. With the right approach, brands can still reap the benefits of mass-market penetration while being mindful of their audience and keeping up with the digital shift.

Why Radio Ads And Billboards Work

Traditional marketing in physical stores works because it is cost-effective. Companies can measure the results of their ad campaign in terms of brand recall and customer interest. In addition, companies can target their marketing dollars toward specific demographics and geographies to maximize their ROI.

Radio ads and billboards are two of the most prominent avenues for marketing in physical stores. Not only do they allow brands to target an audience, but they’re also some of the cheapest forms of advertising. A well-targeted radio ad can cost as little as $5 to $10 per day, while a billboard may run you nearer to $100 per day. Plus, you only need to run a radio ad once or twice a week to maintain a noticeable impact.

As a result, many brands use these two mediums to target their audience. In fact, between April 2021 and March 2022, the top five most valuable retail brands globally were all featured on radio stations at some point during the year.

Billboards, Radio, And Other Media Aren’t Going Away

That being said, the role of mass media, such as billboards, radio, and other traditional forms of advertising, isn’t going away. These mediums will always be useful for brands looking to target a broad audience and, as a result, generate brand recall and interest in their products or services.

For example, a brand may choose to advertise on a radio station to capture the attention of the urban population. Or, if they’re looking to target car enthusiasts, they may choose to place an ad on a billboard near a highway exit.

In some cases, a brand may decide their product or service is best suited to a younger audience and, as a result, place an ad on a billboard geared toward teenagers or the college age group. These mediums aren’t going anywhere and, in many cases, may even prove to be more effective than before in reaching your target audience.

Traditional Marketing Still Has Its Place

Even with the growing popularity of digital marketing, especially given the reach of social media platforms, brands must not abandon traditional marketing.

The fact is, not everyone has the time to dedicate to social media marketing. In addition, not all brands are well-suited for social media marketing. For example, a restaurant or a spa may not be able to produce engaging content that attracts and retain customers online.

As a result, these types of businesses are better served by traditional marketing in physical stores. This is especially true considering the shift to online or mobile shopping in recent years. In fact, according to HubSpot Blogs research, 74% of consumers now shop online or on a mobile device before going into a physical store.

These numbers don’t lie. Even in a world driven by technology, consumers still prefer to visit brick-and-mortar stores when shopping for everyday products. This doesn’t mean that brands should ignore the digital sphere, but it does mean that they should use different mediums to reach their audience.

Consider using a combination of tactics, such as SEO, social media marketing, and radio ads or billboards, to reach your target audience. The important thing to keep in mind is that, while these mediums may not be as effective as they were in the past, they are still effective in reaching your chosen demographics. And, as we’ve established, not all businesses are created equal, and not everyone can or should be on social media.

Traditional Marketing Still Has Its Place In The Digital Sphere

Whether you’re a business or an individual looking to make some extra cash, you have tons of opportunities in the digital sphere. If you can find a way to monetize your content, you can earn a decent chunk of change, all without leaving the comfort of your home.

The most effective way to make money in the digital sphere is, unsurprisingly, through online marketing. There are hundreds of methods and strategies for making money online, and many of them are pretty straight forward. You can become a social media influencer and make money off the content you create. Or, you can become a virtual assistant for businesses seeking help with marketing or sales.

In some cases, you may even be able to make money from a simple landing page you create, which leads to a shopping cart where you can sell a product or service. There are dozens of ways to make easy money in the digital sphere, all of which allow you to work remotely, so you don’t need a traditional 9-to-5 job.

Of course, working remotely isn’t for everyone. If you’re looking to build a reputable brand for yourself, creating and maintaining engaging content, gaining valuable web traffic, and converting that traffic into paying customers is the key. You can’t just expect clients to come to you; you have to go out and find them.

In many ways, the digital sphere mimics the world we already know, with some obvious differences. For example, while it’s easy to create content and gain followers, it can be difficult to actually convert those followers into paying customers.

This is where traditional marketing comes in. Since brick-and-mortar stores aren’t going anywhere, brands can utilize physical locations to target audiences online. The key is to find ways to make the experience as convenient and as worthwhile as possible. For example, if you run a store that sells children’s clothing, you can put up signs in your storefront encouraging parents to come in and browse. Or, if you sell home products, you can put up signs in your store advising people to “schedule a time to stop by and visit our home store.”

The Evolving Role Of Marketing

Traditional marketing in physical stores isn’t going anywhere. But, with the right approach, brands can still reap the benefits of mass-market penetration while being mindful of their audience and keeping up with the digital shift.

In the coming months and years, traditional marketing in physical stores will continue to evolve alongside changing customer preferences and emerging technologies.