Now that we understand both sides of the coin, let’s take a deeper look at traditional marketing. It can take many forms, but the major types are as follows.
Print Media
Print media uses newspapers, magazines, and other printed materials to market to potential customers. This option is scalable, from locally to globally read publications.
A now-infamous example of an attention-grabbing newspaper ad is Norwegian Airlines’ “Brad is single” campaign, which capitalized on the breakup of a celebrity couple. I’m not one to gossip, but if you’re looking to draw eyes to your low, low prices, that’s a way to do it.
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Broadcasting
This refers to TV and radio commercials and aims to create brand awareness. Broadcasting relies on repetition, as the same ad will play over and over.
An ad that has always stuck with me is for Wendy’s hamburgers – where a woman examines the competitor’s offering and asks, “Where’s the beef?”
Originally aired in 1984, the commercial later became so iconic that I can still call up the woman’s voice in my head — even though I didn’t see the ad when it appeared. Forty years later, I’d say that’s good advertising.
Direct Mail
Direct mail is when marketing materials are sent straight to your door.
These can be letters, postcards, flyers, catalogs, or even gifts, and the point is to connect with an individual directly — unlike with print or broadcast, where the aim is to reach as many people as possible.
An example of a direct mail campaign brazil telegram data where the mailing matched its purpose comes from Ikea. To market one of its side tables, a small pop-up version of the table came encased in the Ikea catalog.
It caught my attention for the perfect parallel between Ikea’s flat-packed furniture and the paper miniature meant to advertise it.
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Phone
Telemarketing, which includes cold-calling, is another traditional method for reaching a prospect directly. Direct phone marketing goes a step further than direct mail in aiming to generate a connection with the prospective customer.
I admit I had to look up an example content creation and delivery for this one, and it’s difficult to find much information since calls are so ephemeral.
But I found a leading telemarketing campaign from Microsoft in 2009 when sales reps were calling to sell the Office Suite software. Sources say the company generated $1 million in revenue from this campaign alone.
Out-of-Home (OOH)
OOH marketing means it occurs outside your home, and the primary examples are static billboards, posters, signs on buses, and painted wallscapes.
This is a form of visual marketing that most often uses images to convey its message. OOH is location-based and aims to market to people passing by a particular spot.
As someone who spent much of my business sale lead life walking around cities as an urban researcher, this type of marketing is the most likely to call my attention.
A smart example that comes to mind is the Coca-Cola billboards that appeared in European cities in 2019. The image takes the brand’s recognizable white ribbon and turns it into an arm, with a hand that points to a recycling bin on the street.
The campaign hints at Coke’s promise to make its bottles fully recyclable. And I personally, love this type of interaction between the ad and the urban environment.
