Top Non-Digital Marketing Tactics

Everyone's chasing digital, but the best marketing might be the stuff you can hold in your hand. Charles shares his top non-digital marketing tactics, starting with promotional products, plus direct mail, print, and showing up in your community. Then the conversation turns to referrals and word-of-mouth: how and when to ask, and why every team member should think like a marketer.

👉 Put tactic #1 into action, order custom branded promotional products at https://www.cubicpromote.com.au

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Transcript

The Challenge Of Non Digital Tactics

SPEAKER_00 0:00

Let's talk about something that's non-digital marketing for a second. I'm going to pop you an impromptu question. What are your top five non-digital marketing tactics? Assuming that your budget is unlimited.

Charles Picks His Top Offline Plays

SPEAKER_00 0:12

Now I'm going to go first, but so you get some time to steal with that question because I know it's impromptu. Surprise, surprise. My top five at number one, I'm sticking promotional products. Oh wow. Surprise. Simply because it's not pay as you go. So if you do an ad word campaign on LinkedIn or take a choice of digital format or even a banner, it's pay as you go. If you have a banner and the subway station, it's pay as you go, pay by the day, pay by the week. And it adds up. The moment you don't pay is the moment you become invisible. And in my mind, if I'm able to give a relevant customer, in my case, a B2B corporate, if I could identify an event where I know there's going to be a lot of marketers, and I'm going to give them a free t-shirt, free cap, free bottle, free noble. Take a pick with my branding on it, I know that they're going to take it away and I don't need to repay constantly in order to get our eyeballs in front of them. There's one thing that is a weak point, though, it's not all roses, which is knowing when to display your brand in front of them when they're ready to buy. That's always been a conundrum. But in saying that, I have found an online piece of software to address that. But because this is an offline conversation, I'm going to continue to buy list. Nice. List number two, direct mail. Oh, yes. Using a handwritten letter. But make the handwritten letter, you can't write so much, but you can use nifty printing techniques to look like a letter at being handwritten. And then if you use Is that is that digital? It is, but the format is physical. Yep, yep. Along it. And then if you use AI to really hyper-personalize them, you could really speak to the person, easy, but also speak to their industry and also speak to potentially some of the hurdles that they may overcome. So you can vocalize them. And so each of your letters reads differently. Yep. And then direct mail it. You won't be gatekeeped, unlike a telemarketing hall where you might have a receptionist telling you to go away. This is a letter addressed to a person with a name. That's my number two. My number three would be I feel the world because everything's digital, digital is a lot of people are reverting back to tactile things. Vinyl sales are up, CD sales are up. And I feel that the next the next thing that people are going to talk about would be magazines, catalogs, and newspapers. Now they haven't talked about it a lot. I have no doubt in the coming months and years that the uptake of people buying a magazine is going to go up because every other physical format has gone up. People are now talking about analog firms with physical buttons as opposed to students' touch screens.

SPEAKER_01 2:40

Yep.

SPEAKER_00 2:40

And so I feel that's going to be an untapped potential. And so if you have your marketing media message to put through, put it through your catalog or magazine. My last one would be simply offline marketing, just being a good citizen in your community. Just reaching out to the clubs around you, the community organizations, rogue clubs, Lions Clubs, supporting. Do support. Sponsor their events, be present at their events, and have genuine conversations.

SPEAKER_01 3:07

I like it. I didn't expect that one. That's great.

SPEAKER_00 3:09

Yeah, yeah. So those would be my top list for offline marketing.

A Quick Sponsor Plug From Charles

SPEAKER_00 3:14

That's hard to beat, Charles. Tactics. That's hard to beat. A very quick word. My name is Charles. I run an agency called Cubic Promote. We are the leading supplier of promotional products and uniforms in Australia and also in New Zealand. We supply it to 3,000 organizations on any given year. If you're looking for a reliable partner to supply you with merchandise for your office or uniforms for your organization, trust us, Cubic Promote. And now back to the show.

Building A Referral System That Feels Natural

SPEAKER_00 3:41

How about you just give one then? I'll give you one. You don't need it need a list. Just one.

SPEAKER_01 3:44

Offline tactics. I think the best offline tactic is word of mouth referrals.

SPEAKER_00 3:48

I think that is the how would you achieve that though? Would you ask for it?

SPEAKER_01 3:51

You absolutely have to ask for it. Yep. You're going to get some and and some people have hesitation around asking for it because they they they think it's a bit awkward or might come across a bit desperate. Yeah. I think the timing of when you ask for it and the words you use to frame it'll basically is very important. Um and one of the things that I I'd recommend to my clients and what they do is when they are just bringing a new client on board or a new customer on board that they have a relationship with, um, to flag at that point that when and only when that you have delivered what you said you're gonna deliver, you will ask for referrals. So you're not asking them directly at that point in time, but you're flagging it in their mind to think this person wants more business. Um I can refer my family, friends, colleagues to them because they're gonna do a great job for me as well. So planting that seed in the mind at the start, again, you're not asking for the referral at the start, you're saying when and only when I deliver great results for you, whatever that may be, whatever industry you're in, um, that makes a big difference.

SPEAKER_00 4:45

Do you feel you need to do reminders? Because like a lot of messages, you say it once, whatever. Yep. But that's the hard bit then, because saying it the first time is very, very intimidating and awkward already. Yeah. How would you possibly find a second chance to bring it up again?

SPEAKER_01 5:01

Yeah. So you've got to find those points of highest satisfaction. So if your team are the ones that are talking to the clients, they need to be receptive and have the finger on the poles to know when is the client at their highest point of satisfaction. It might be when they repeat purchase. Something like that. Hey John, if you know anyone else that would be interested, or if you know of any other businesses that are similar to yours or that are having this frustration that you're having, please let us know. Send us an email, connect us online via email. Great way to introduce specialists.

Getting The Whole Team To Market

SPEAKER_00 5:28

So you've just opened a Pandora's box here where it comes to work list responsibilities. Um, now I'm of the view that every single team member in a company is a marketeur. However, most people don't think like that. In fact, I dare say 95% of the people in a business won't think like that. They will be thinking, I've signed on to this role, whether it's a junior or senior, it doesn't matter. And my uh obligations are set out here. In this case, talking about accounting once again, it is to provide great accounting service and advice in a tiny manner, um, in an accurate sense to my customers to ensure high customer satisfaction. That's it, right? So, how would you convince, or what are some of the tactics or conversations that you could have you would have to a team member who says, Oh, that's right, my job description. Yep. You're the marketer, you work it out.

SPEAKER_01 6:17

Yeah. I think it's it's it's obviously more difficult to try and retrospectively change someone's behavior. So when you bring on a new staff member, they're going to be thinking to themselves, well, you know, what's in it for me? What can I get out of this particular role? Um, you know, is it gonna advance my career in a certain way? Is it a new challenge for me to overcome? I get a chance to contribute and see the fruits of what I'm able to do, and of course take a salary in the process. What other incentives can you provide for them to be a marketer and actually talk to customers and try and be in that business development position? Well, at the end of the day, if the company is doing well, then that helps them on their career proof progression. It helps shore up their role. So it opens windows for them because if you're adding value beyond just what your role says in terms of the job description, then you know, instantly become a lot more valuable to the employer. So I think as long as as long as they're understanding the reasons why, you know, what are the upsides of doing this particular task that might be framed as above and beyond, um, you can definitely incentivize people and and get them to I feel as a marketing department that is the least that you could do to encourage the team to start thinking about their role as marketing doesn't finish and end with the marketing department. Yeah.

SPEAKER_00 7:27

Um and that it's basically a conversation that everyone needs to have. I I used to work with this person um a long time ago when I was working in the bank, where she would um she's not in a in a marketer, she wasn't a business development person, but she was good at her role and she did lending. Yeah. Um, she wasn't um you know, uh one of the tr people transacting at the at the back end, or she was just processing, so she wasn't actively selling. And she was just very communicative. And at her local sports club, she spoke to a gentleman, and that gentleman was needing um finance uh to lend money, and she was able to refer him into the system simply because it was just natural.

SPEAKER_01 8:07

Her personality lend itself.

SPEAKER_00 8:09

Yeah, so so it's definitely a personality thing as well. Yeah, and makes it very, very hard.

SPEAKER_01 8:13

Yeah, yeah. I think it's a bit of a skill, you know. If people can if people can learn that skill, um they're gonna go a lot further.

SPEAKER_00 8:19

It's true, it is true.

SPEAKER_01 8:20

Um, so yeah, that would that would definitely be my number one. So it's referrals and making sure that there's a systematic process around it. That is my absolute number one favourite, particularly for professional services, but for because you know how you were talking about your top five.

Turning Tactics Into A Case Study

SPEAKER_01 8:32

Why don't you why don't we do a case study where you actually map out what it looks like? So a marketer or a business owner who's listening to the podcast goes, or who could listen to the podcast goes, oh, actually that's how I put into action what Charles is talking about. What do you think about something like that? Oh, I just wonder Yeah, yeah. As a as as a as a video. Yeah, yeah, do it from this one, though. Yeah, yeah, yeah. Yeah, yeah, yeah, no, no. That needs planning. I reckon something like that'll be cool.

SPEAKER_00 9:00

Yeah, yeah, I totally agree. I totally agree.

SPEAKER_01 9:03

Oh, I can actually pick this up and and implement that. I'm thinking how to go. Sounds good. I can I can send promotional products. Where do I get them from? You're the advisor. And you can put it, you can put a good plug in there for you as well.

SPEAKER_00 9:16

Yeah, yeah, yeah.

SPEAKER_01 9:16

Hey, if this resonates with you, order your promotional products from us, we'll help you with this, that, and the other. Cool. Other businesses as well, it makes a huge difference. Absolutely. Yeah, yeah.