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Marketing John Ritskowitz on 16 Jun 2007 01:25 pm
Offline Marketing in the Internet Age
My wife often asks me what the heck I’m watching when she wakes up late at night to see an infomercial on television.
The truth is, I’ve often watched these types of programs, including home shopping channels like QVC (I actually took a tour of QVC in Philly back in the 90’s, when they were a smaller outlet).
Yes, it makes sense when you think about the fact that we are all in the business of selling. It doesn’t matter whether you’re employed at a company or a self-made entrepreneur. We sell ourselves everywhere we go.
We sell our boss on the fact that he should give us a raise.
We sell ourselves when we’re dating, that we’ll make the perfect mate.
We sell our opinions when we discuss politics, religion, or any other subject, controversial or not.
In short, our lives are one long sell, any time we interact with other people.
And of course, this being a blog about marketing, it would make sense to watch the late night infomercials, from a research and learning standpoint at a minimum. And that’s what I tell my wife.
“Oh, I’m just checking out the takeaway selling technique they’re using,” I’ll tell her. As if that was the only reason.
The truth is, I’ve always liked watching them. Yes, the salesmanship is something I can appreciate. But occasionally I allow myself to be sold and will even buy a product here and there when it appeals to me, and when I think they’ve done a good job in their presentation.
I started reading Joe Sugarman’s book, Television Secrets for Marketing Success again, because I’ve been interested in adapting many of Joe’s infomercial and shopping network selling strategies to online video. In fact, I talked a little about that in a recent post, Seize the Opportunity to “Wow†Your Customers.
And when I come across an infomercial by someone I know and respect as a marketer, my interest level shoots up even more.
Such was the case the other day, when I was flicking through the channels and came across Jeff Paul’s Shortcuts to Internet Millions infomercial.
Here’s a perfect example of how internet marketing products have been pitched offline with increasing frequency. I was just talking about this topic with Andy Catsimanes and Jason Moffat on the phone in separate conversations.
Both of them had also seen Jeff’s infomercial, and we started talking about how smart marketers are advertising these products on the radio, in direct response print ads, and of course in infomercials.
The internet is a crowded noisy place, and when a certain saturation point is reached, it makes sense to go where the action is, in this case back offline.
Consider that in the 15 countries with the highest rate of Internet usage, only 18% have Internet access (in 2004, that is…it’s a little better now–see source and stats). That means over 80% of your market never has a chance to hear your message. And the actual percentage is even higher, since many people use the Internet for email only. Even in the US, which has by far the largest share of Internet users, 37% of the population is not online — that’s over 110 million people!
But…consider this: of that potential 18% that are online and you do have the potential to reach, they are offline the majority of the time, where they won’t see your message.
In other words, your target market is still likely larger in the offline world. By not marketing to them where they “live,” you are missing out on a very big slice of the pie!
Early last year I hosted a teleconference with Yanik Silver, David Garfinkel, Michel Fortin and JP Maroney about offline marketing. Entitled Million Dollar Roundtable, it was a chance for these experts to give out some of their best secrets to getting top results in your offline marketing efforts.
I’m talking about little-known opportunities to set up joint ventures, use package inserts, network and build relationships, host live events, use dimensional “lumpy” mail and grabbers, how to take an online piece and make it a winner offline, and much more.
And out of that call, I created a white paper encapsulating some of the best offline marketing tips we talked about, plus a whole lot more. Entitled 101 Ways to Turn Offline Marketing into Profits, it was ultimately published by author Sallie Stone on Amazon under the name Powerful Offline Marketing in the Internet Age.
But one thing I’ve never released before is the transcript of that call. I recently read through it again, and I was blown away by how much these experts shared on the call.
So I’ve decided to give away 20 copies of the transcripts, plus the actual podcast recording of the call, right here on my blog.
If you’re one of the first 20 people to post a comment in this post, I’ll email you a link to the transcript and the audio.
Offline marketing doesn’t have to be expensive or ineffective. There are some great “guerrilla” marketing techniques that you can use for free or for pennies on the dollar to get great results.
Speaking of guerrilla, a reader emailed me recently to tell me that Jay Conrad Levinson had been giving my book away as part of his Guerrilla Marketing Extreme seminar coming up this July in Malaysia. I think that’s great, because in my book I even point out some offline marketing tactics in Jay’s Guerrilla series that are remarkably effective on a shoestring budget.
The point here, though, is that if you’re thinking of testing the offline waters, one of the best places to start is by doing a direct mail campaign with your own house list. Offer your list an incentive to give you their mailing address. Then you can mail to them without worrying about spam filters or competition in their inbox.
Gary Halbert did an effective version of this approach a while back, when he offered to send his readers something in the mail to help them with their marketing.
It’s a very powerful approach that shouldn’t be underestimated.
So if you want one of the limited copies of the offline marketing call and transcripts, be one of the first 20 to comment here. I’ll send it right to you, and you can start testing your own offline marketing campaigns immediately.
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on 16 Jun 2007 at 1:52 pm 1.Lance said …
Excellent article, John. I have been thinking of doing offline marketing to my online activities, so this article and your bonuses came at just the right time! I think there will be more and more of this in the future.
Lance
on 16 Jun 2007 at 2:07 pm 2.Stephanie said …
Thanks for your insights. I’d love another post on offline guerrilla techniques for little to no cost.
I’ve been marketing offline for my entire career and have only recently (2 years) added the Internet as one of my marketing channels. The two complement each other very effectively when used correctly.
Thanks John!
on 16 Jun 2007 at 2:08 pm 3.Joseph Ratliff said …
John
Your so right about online marketing.
A lot of “noise” to break through before your message reaches its audience. Unless you decide to master online marketing principles, and not just “dabble” in them, you will be forever trapped in the “pit of noise.”
Offline marketing is just the way to do that.
Nicely done on the post John.
Joseph Ratliff
Author of The Profitable Business Edge Blog
http://profitablebusinessedge.blogspot.com
on 16 Jun 2007 at 2:29 pm 4.Alan Saltz said …
Great article… great points John.
You’re reinforcing what I know, but need to act on.
I market almost exclusively online, but have a product that I’m sure a majority of my prospects will never get a chance to see.
Taking it offline is the right move.
No ifs…
ands…
…or buts!
Best,
Alan Saltz
http://www.YellowPagesProfit.com
on 16 Jun 2007 at 2:30 pm 5.Troy White said …
Good stuff John.
I completely agree - and my own offline leads (which I generate from paper and ink magazines and newspapers) generate me up to 650% BETTER sales. The same product and sales letter - just different sources of leads.
For my upcoming seminar at wildwestwealth.com I have used offline techniques VERY successfully. In the day and age where many are canceling their seminars due to poor turnout - mine will be full - and it is the first one of this size I have done.
I got these results using print newsletters (I send a paper and ink 4-8 page newsletter to everyone in my offline database). I use direct mail. I use newspaper advertisements. I use radio spots. I got surprisingly positive results with fax broadcasting. My online efforts also paid off - just not to the same degree.
My thoughts on why?
Everyone is cheaping out on their marketing!
They believe that fallacy that email and websites are the only thing they need to do. Completely wrong. Those are only 2 tools at your disposal.
As you said in your post, while this does work - you completely miss 80% or more of your market). Those of us who use offline marketing in the day of the crowd marketing online are seeing great results and multiple times the return that are generated online.
Great info John. Troy White
on 16 Jun 2007 at 2:30 pm 6.Jason Anderson said …
This subject is something that many “online” marketers completely overlook. I know that I do all the time.
Personally, I think that if you are just starting out , online marketing is the way to go if you are on a shoestring budget. However, as you start to generate an income, don’t forget about the off line business that you are missing.
John, you made a great point when you mentioned that you should give a reason for your online list to give you their physical address. The timing of your request should be considered though…
For example, if you are running a campaign online to build your list, I don’t think that this is the right time to ask for a physical address.
The right time is AFTER you establish some sort of relationship with your list.
There are two reasons why I think you should wait. First, you may lose some potential online subscribers if you ask for too much information from them at the start. They may not even bother to sign up for your list if they need to supply too much info.
Second, if you wait to develop a relationship before you collect physical addresses, they are going to be more likely to open your snail mail when they get it.
By sending physical offers or promotions to your “active” list, you will also cut down on the cost (postage, packaging, etc) of your physical campaigns.
Just a thought.
Jason Anderson
on 16 Jun 2007 at 2:42 pm 7.John Ritskowitz said …
I couldn’t agree more, folks! Offline marketing is a very nice complement to marketing on the internet.
Troy, thanks for sharing those results. It doesn’t surprise me that you get 6 and a half times more offline. That’s some great info you posted.
And good point, Jason. For some products I sell, I get their address when they purchase, but for straight leads, it’s important to build a relationship of trust as you mentioned first.
I emailed you all the links, so let me know if you don’t get them for any reason or have any problems downloading.
John
on 16 Jun 2007 at 2:55 pm 8.Perry Droast said …
John,
Great point. My latest copywriting client is using classified ads, adwords directing traffic to his website, and direct mail all to sell one product.
It’s much more well rounded than just driving traffic to a website.
on 16 Jun 2007 at 3:32 pm 9.Bob Downs said …
John
Sometimes the little simple things work well. I have used the “lumpy Mail” and it worked just great
Thanks for everything
Bob
on 16 Jun 2007 at 3:57 pm 10.Debbi Bressler said …
John,
Good article.
It’s a shame that so many onine marketers don’t realize the potential of offline marketing. In some aspects, it’s a lot more uncluttered than online marketing. And the quality of the prospects is much higher in many cases.
Many of us came from the offline world, so it’s kind of interesting to watch others “discover” it like it’s new territory!
Since you made mention of the Jeff Paul infomercial, I’m curious if you know to what demographic it was aimed. IMHO, it was geared to
testosterone-laced males whose attention was rivited on the silicone-enhanced “co-hosts” who not only had on low-cut tops, but had to maximize the effect by leaning over the whole time!
I’m sure it’s effective since that infomercial has run for quite some time. I just found that aspect of it a little too obvious and very cheesy. I was waiting for one of them to be included as a bonus item.
on 16 Jun 2007 at 4:08 pm 11.Kyle said …
You’re on the ball as usual John. There is so much money to be made doing offline marketing… I’m using online as little more than a testing & fulfillment resource.
on 16 Jun 2007 at 4:27 pm 12.Paul Harris said …
I think one reason more people don’t use offline marketing is because of fear. If someone could eliminate that and show them how to market offline without significant risk, then that would be highly valuable.
on 16 Jun 2007 at 5:53 pm 13.Cy Price said …
Great info, John.
Obviously, offline marketing is not something that online marketers can ignore for long.
I was having a recent discussion about marketing a new product, preferably offline.
Hey, as long as everyone else stays glued to the net, someone’s got to make the bucks offline.
Thanks for the superb info.
on 16 Jun 2007 at 5:59 pm 14.Phil Menz said …
You make a great point on watching infomercials John.
When talking with anyone involved in marketing (especially those who may be new to it) I always suggest that they watch infomercials but stand back and not get enrolled in the process. Instead, look at why they are doing what they’re doing and see how different techniques are in place to lead to the sale.
Same with any other advertising and marketing medium; learn from it and see how the experts operate before applying it to their own marketing.
BTW, I have the recording of the Million Dollar Round Table you did last year. It’s always handy and one of my greatest references for offline marketing.
on 16 Jun 2007 at 9:12 pm 15.Tom Bujnowski said …
John, You are right on target. Offline marketing is really where the profits are. I’m a big believer in targeting the right people and then hitting them hard.
If you’re an online marketer think of going offline - and watch your profits soar.
Thanks for your insights!
on 16 Jun 2007 at 9:46 pm 16.copywriting services said …
Hi John,
An interesting observation on how offline marketing can be included in the marketing mix.
Thanks for your insights.
I’d like to take a look at the audio and the transcripts.
Would you mind emailing it to me?
Thanks,
Edward Santosh
Copywriting Services
on 16 Jun 2007 at 10:04 pm 17.Chris said …
John,
Great offer. I have been doing mostly offline marketing all my career life. Your article will definitely help me a lot.
on 17 Jun 2007 at 2:43 am 18.Fbyrne said …
Great stuff.
A bird never flew on one wing,
Integrated marketing is be increasingly
important…
FB
on 17 Jun 2007 at 6:59 am 19.Karl Barndt said …
The giveaway is a great strategy for soliciting blog comments, John
But seriously, you’re right that marketers should not limit themselves to one marketing or advertising venue. Or even one strategy.
Being lazy or cheap about your marketing will kill your business.
Great post!
–Karl
on 17 Jun 2007 at 10:09 am 20.Meg McNeal said …
Thanks for the offer John.
This looks like something very interesting.
I was reading Gary letters the other day, and found out an interesting thing. His eye doctor and mine was the same one. He went for surgery and I have an eye problem.
I often watch info television also, late at night, it’s amazing what you can learn.
on 17 Jun 2007 at 12:38 pm 21.John Kiel said …
John,
You hit the nail on the head, so many people are going for the so called easy internet money that they
totally forget offline marketing methods.
SHHHHH! we should keep this quiet. That leaves more money on the table for us offline guys…
on 18 Jun 2007 at 8:31 am 22.Anna M said …
Thanks John for giving the final push to finally get off my rump and so something to take advantage of this underused strategy.
There are so many opportunities to get the online word out offline. And there is enough for all of us to go around.
Cheers and great article!
on 19 Jun 2007 at 11:10 am 23.John Ritskowitz said …
Great insight, folks! Thanks for adding your own unique angles, which is what I’d hoped for.
Karl, you’re right about the giveaway strategy. Except…it wasn’t just to get more comments.
You see, everyone knows deep down inside that they should be marketing both online and off, just like everyone knows they should be testing.
But knowing and doing are two different things, of course. It’s good to hear from those of you who have been marketing offline for many years. That’s actually how I got started too.
I wanted to throw the “house list” idea out there as a good way to get started offline if you are not already. Just like I often talk about a simple split testing of headlines to get started in testing.
Thanks to all who participated. You should have received the links I sent out. If not, let me know.
John