Recently, most moving businesses have shifted their advertising campaigns online to keep up with the changing times. But this has come at the expense of offline marketing strategies.
While their decisions are rightly driven by modern-day marketing strategies, it doesn’t mean offline tactics are over and done with. Matter of fact, some offline marketing techniques have proved to be effective even in today’s dynamic marketing space.
In this article, we share some tried-and-tested offline advertising techniques that moving companies can implement to gain a competitive edge.
Guerilla advertising campaigns
It’s hard not to draw comparisons to guerilla warfare when you hear of guerilla marketing. This is understandable as it’s where this advertising approach derives its name from.
Guerilla warfare is all about employing unconventional strategies that rely on the element of surprise – ambush, sabotage, raids and such.
Similarly, guerilla marketing refers to ad campaigns that rely on the element of surprise. These unconventional tactics are designed to catch and retain people’s attention as they go about their business.
Guerilla ad campaigns come in different forms, including:
- Outdoor guerrilla marketing
- Indoor guerilla marketing
- Event ambush guerilla marketing
- Experiential guerilla marketing campaigns
Implementing a guerilla marketing campaign for your moving business calls for out-of-the-box strategies designed to pique the interest of customers using the element of surprise; campaigns that make you stand out.
Signage, flyers and billboards
These old school techniques grab the attention of prospective customers when they’re out and about, whether they’re walking, driving, or using public transport.
Eye-catching designs are the lifeline of every moving business and you can use them to your advantage.
For instance, you can include a marketing message on either or all of these outdoor platforms with the aim of driving the readers of this message to your website. Or even use them to give directions to your physical store.
Even in this age, signage, billboards and other such offline platforms are still effective mediums of advertising.
With the growth of digital marketing, most moving businesses have increasingly transitioned from physical mail campaigns to email marketing.
Our emails are more often than not flooded with numerous marketing messages from companies we barely knew existed. So accustomed have we become to this “spam” mail that we tend to overlook or just give it a cold shoulder.
Think about it, when was the last time you received a direct mail from a mover? Truth is, the culture of sending direct mail to customers is slowly dying out, if it’s not dead already.
But why not become the exception?
A properly crafted direct mail campaign sent to potential clients can mean the difference between your business gaining or losing a client.
Coupons and postcards targeted at niche groups also have the potential to yield great results due to their exclusive nature. This exclusivity creates an emotional connection that makes customers feel valued and important to the business.
Speaking engagements and networking
Speaking in local industry events positions your moving business as an authority or industry leader. This creates awareness about your company and in a subtle way works to bring new clients your way.
The networks gained through these local events also go some way towards growing your moving business.
Consider some local business associations you could join and industry events you could grace. Have business cards on hand to share with potential strategic partners like realtors and real estate agents in what can be a formidable mutually beneficial relationship.
While there is certainly some truth in saying these offline advertising techniques can be quite fruitful if used well, you should always maintain brand consistency across all marketing channels.
That means combining your offline and online marketing strategies to complement each other without overlooking either.
To be successful in the moving business, it is important to keep finding innovative ways to connect your audience with your business.