To integrate your online and offline marketing, one can be used to support the other. For example, you can use a coupon campaign to drive traffic to your Facebook page. It’s a great way to build client and prospect engagement. It can also bring your customers into your online marketing community.
Let’s take a look at a few examples of how businesses have used offline promotion to drive online interaction.
Bed Bath and Beyond – In an effort to build their email list, this retail company decided to give away a free product. They advertised the promotion in their stores, in their print media, and online. To obtain the free product prospects and customers had to go online, visit an opt-in page, and sign up for emails. Once they signed up and gave the retailer their email address, they were emailed a coupon. They could then take that coupon into the store to retrieve their free product.
Beauty Salon – Another example of using offline promotion to drive online interaction involved a salon that offered a free makeover when prospects added the salon’s logo to a photo and used that photo as their Facebook profile picture.
Book Authors – Authors often embrace the power of offline promotion to drive online interaction and vice versa. They hold contests which are announced both online and offline including events such as book signings. To enter the contest readers may review a book written by the author, follow on social media, or subscribe to their email newsletter.
There are many ways to use offline promotions to drive online activity. Determine your goals for the online activity and consider what type of promotions your audience will respond to. Next time, we’ll take a look at simple ways to begin building your social media community.
Co-founder, Apple Pie Business Consulting
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