Offline Marketing Strategies for B2B Brands: The Complete Guide
Wondering how offline marketing can help your business? Check this guide out to learn the benefits of offline marketing and discover effective strategies to leverage this form of marketing for your business.
Last Updated:  November 29, 2021
There has been a huge shift from offline to online marketing in the last few years, but does that mean offline marketing is dead?
Not if we have something to say about it!
While offline marketing might seem like a blast from the past, major B2B marketing brands are getting creative with how they do offline marketing.
In this article, we will look at the benefits, types, and examples of great offline marketing for B2B brands.
The larger your market, the better offline marketing strategies will impress!
So, what are the benefits of offline marketing?
Offline marketing creates opportunities for your brand, and when you support it with online marketing, more avenues for growth will become available for you, including:
While face-to-face networking has changed as we know it, seeing a brand offline is just as good as a pre-pandemic handshake.
It puts a face to your name, creating substance and credibility.
When buyers see this, they’ll want to reach out and connect because they know you’re willing to go the extra mile.
You can also share vCard QR Codes printed on your business cards with prospective customers and clients. These digital business cards let potential customers save your contact details on their smartphones with a single click, providing a seamless offline-to-online connection.
Furthermore, you can print other QR Code types such as URL QR Codes, location QR Codes, app download QR Codes, etc., on your business cards and share them with people. This helps you drive traffic to your website, share your physical business location, or boost app downloads for your company, respectively.
While digital signs aren’t popular on busy intersections just yet, you can find this tech in restaurants, local stores, and major shops.
Next time you’re out, look for them. Start thinking about where your audience hangs out for the best traction.
Brands speaking about other brands, customer referrals, and events are all great ways to get your organization noticed offline.
While a lot of mentions, shares, recommendations, etc., are now online, they do still happen in the real world.
For instance, if a customer of yours is asked a question at an event, they might mention the success they’ve been having using your services – and that’s great offline marketing.
But you don’t have to wait for a customer to praise you in front of an audience; you can go out and speak to get noticed.
Sign up or host events, say yes to interviews, speak at conferences and smaller COVID-friendly meetups.
5. Guerilla marketing
Also known as experiential marketing, guerilla marketing is probably the most exciting type of offline marketing there is, and brands like Gong and The Modern Prospecting Initiative™ are taking full advantage of it.
The idea behind it is to think out of the box. To delight your audience and surprise them in a way that’s so well thought out, it sticks with them for years to come.
This can be anything from a branded Uber or Lift vehicle to a flash mob in the middle of a convention.
The more imaginative your idea, the better.
Examples of great offline marketing by top B2B brands
Let’s dive into some fantastic examples of offline marketing by B2B brands.
1. Salesforce and Gong
Salesforce staged a mock protest by renting a bunch of taxis to give attendees at the Siebel conference a free ride. Each one was filled with Salesforce brochures covered with a ‘no software’ sticker because their platform is web-based.
Udi is famous for thinking out of the box when it comes to offline campaigns. His advice is:
“You need to think about your customer as a person who does day-to-day things and target them while they are doing those things. Not assuming that they are going to visit your website. Look at patterns of where they are going and show up there.”
This is why he thought of everything from wrapped taxis and food delivery robots to his outstanding Gongster billboards. These boards celebrate his team and encourage prospective candidates to apply for open positions.
But his biggest offline marketing moment so far has to be his Super Bowl advert campaign. Not only was Gong one of the first B2B companies to have a Super Bowl ad, but the campaign was also record-breaking, with the most inbound leads ever collected at Gong, as well as the most inbound business opportunities ever accepted.
2. The Modern Prospecting Initiative™
Collin Cadmus, Consultant and LinkedIn thought leader and founder of The Modern Prospecting Initiative™, previously worked for a company that sold phone systems. The company wanted to spread brand awareness by targeting a specific audience as it left the company’s offices.
After mapping them out on physical subway maps, they came up with a plan to advertise on the subway. Because it was pre-COVID, everyone was commuting this way and there were advertisements everywhere, making it too expensive.
Then they realized there were phone booths outside every station, and they were way more affordable. Moreover, because they were selling a phone system, it made much more sense to put ads on the phone booths.
With that said, it’s important to remember to be creative, think about your prospects, and target them where they least expect it for the most memorable marketing.
Effective tips for offline marketing
As you can see, offline marketing can work wonders for your brand’s credibility, awareness, and relationships.
Here are a few tips on how you can leverage offline marketing effectively:
1. Keep innovating
Offline marketing requires innovative thinkers who can look into the future and develop out-of-the-box ideas.
It takes careful planning and flexibility to pull off because plans don’t always work out.
Just look at 2020; none of us expected a worldwide pandemic or to have to start going remote. But some brands used this to their advantage and came up with fantastic innovations to help create some normality in our day-to-day lives.
So start thinking about the future! Is there an innovative offline marketing campaign that comes to your mind?
2. Identify and target the right people
Like with all forms of marketing, you need to ensure you’re targeting the right people.
So be sure to do your research before you start planning.
It won’t do any good if you decide to put a billboard on a truck and then drive it around the suburbs while everyone’s at work. You need to know where your customers are at various times of the day, what they do for fun, how they get to and from work, and so on, to really make an impact.
3. Stay consistent
No matter what you do, make sure your brand image is always consistent.
Stick to the same colors, logos, and the same style of voice in every campaign.
Most importantly, don’t say one thing on your website and another offline.
When people start seeing your brand around, they’ll immediately recognize you as credible and reliable.
For instance, It won’t do any good if your brand colors are purple and white and you suddenly change them to pink and orange. It will only confuse your audience.
4. Know your values
Staying consistent goes hand-in-hand with your company values too.
All your campaigns should stick to your values.
If you support an animal charity and then put up a billboard in a shop window that sells fur, that’s not going to be good for your brand.
But if you do a Pop Up Adoption day for that charity, you’re going to gain support and your audience will stand by you because you’ve shown you stand by your ideals.
The final and most important tip we can give you is from Udi Ledergor:
“Ignore what everyone else is doing and think about how you can do what no one else is doing to stand out.”
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