Even as we boldly move forward in the digital age, some things seem to remain the same. Marketing methods are an excellent example of this dichotomy. In one way, they are more advanced than ever before, based on an increasing body of study, science, and technological advances. However in other ways, technique hasn’t changed much in hundreds of years – if not longer.
Now everybody knows a successful, revenue-generating marketer, advertiser, etc. is a happy marketer, advertiser, etc. Well fashion designer Lily Pulitzer once said “Being happy never goes out of style.” And Pharell Williams tells us to “clap along if you feel like happiness is the truth.”
And while these methods below may not have the same allure or sexiness of those in vogue today such as, oh, I don’t know, anything with the word “mobile” in front of it — they will never go out of style and while I can’t guarantee marketers will be clapping if they utilize these methods, they are absolutely worth never losing sight of, either.
- Promotional Gifts – Promotional gifts are a fantastic example of a marketing technique that has likely been around since not too much longer after the discovery of the concept of trade. You can bet some enterprising neanderthal was offering an extra sabre-tooth tiger fang with every purchase of one of his warm wooly mammoth coats. “Promotional gifts are one of the most cost-effective ways to make a lasting impression on a potential customer,” says Gareth Parking from GoPromotional, one of the United Kingdom’s leading providers of promotional gifts. “A tiny investment in a promotional gift can literally buy you years of attention from some clients.”
- Mailing Lists/Lead Buying – While we are seeing mailing lists somewhat evolve in the context of email marketing campaigns, traditional direct mailing and lead buying efforts are alive and well also. “Buying qualified leads for direct mailing campaigns remains one of our most reliable revenue channels,” says Tommy Mello from A1 Garage Nation, a multi-location garage door repair service that depends on drumming up local business. “Nothing else we have tried, including PPC advertising, has been able to match the ROI we receive from purchasing pre-qualified leads.”
- Coupons/Mailers — The ability to send mailers to very specific locations, down to the zip code or neighborhood, allows many service companies to identify and target their best potential customers. “We know many homeowners don’t do the recommended garage door maintenance. With that knowledge, we can target our mailers to neighborhoods that are between 5 – 10 years old – about the typical life of a garage door. Or, we can target wealthier neighborhoods with custom, high-end garage door designs,” says Mello. “Understanding the local demographics is crucial when we expand into a new city. While PPC and local SEO helps users find us easily on-line, using mailers to increase brand awareness is vital in helping us build trust with consumers. Consumer trust increases sales calls.”
- Sign Spinning – Last but not least, don’t underestimate the power of theatricality. In cities across the nation, you’ll see the most crowded commercial strips often boast a few sign spinners quite literally making a spectacle of themselves during prime hours. While it may seem difficult to believe, many studies have proven the efficacy these sorts of marketing techniques have in grabbing the wandering eyes of passerby. Considering the incredibly low cost, sign spinning can be an incredibly effective investment indeed.
- Jingles/Pitches/Slogans – The power of jingles, pitches, and slogans hasn’t diminished over time because they rely on human psychology and our shared capacity for language, rather than some fancy marketing trick. Catchy, memorable phrases have a way of sticking in peoples’ minds. I catch myself singing jingles all the time and not just current ones, either. The other day I could not get the old Armour Hot Dogs jingle out of my head for some unknown reason
So while marketing is most definitely changing and adapting with the times, there are certainly elements and individual techniques which don’t seem likely to change in the foreseeable future. Many of these core essentials, such as the theatricality associated with sign spinning or the psychological hooks associated with crafting engaging slogans or jingles may very well be with us permanently, as they depend much more on human nature than any type of technology or marketing technique.
This post was originally featured on Forbes and has been shared with permission of the Author. Article can be found here.
