In today’s blog post I would like to put online marketing and original marketing into contrast. A company example will be addressed and I will elaborate on the why we should not forget about traditional marketing. Since we live in the digital age it sort of seems standard to go for online marketing but I question whether that is always the right choice for a company. Ideally the online marketing strategy is complemented by traditional marketing methods. The example that I will use in this post is to illustrate why a combination of digital and traditional methods are important for event marketing.
How can digital and traditional marketing work together for your brand?
Choosing the right strategy for marketing your product or service depends a lot on the line of business you are in. Some products just don’t sell online and others are best suitable to be marketed online only. I think a company always has to ask themselves the following question: what is most effective for our business? Well there are a few things to consider when deciding whether you should go for traditional or digital:
As you would have guessed digital marketing will win in terms of cost. It is so easy to reach thousands of people with just a single post online. However traditional marketing that pulls focus to your online initiatives can be a great way to expand exposure. The platforms where you will be sending out a message depends on the target audience. You will have to consider whether they can be found more online or offline. Checking the metrics is the easiest when putting out digital campaigns. For example you can measure how your site traffic increased because of a certain Facebook ad that had been running the previous weeks. Obviously it is much harder to track the marketing performance when using traditional methods. The use of smartphones and tablets, and the accessibility those devices offer, have definitely reshaped the way media is consumed.
In the end it’s all about finding the right balance between digital and traditional methods that suits your company’s goals.
Advantages of Traditional Marketing
- Personal communication (face-to-face)
- Direct response
- Reaching a specific audience
Advantages of Online Marketing
- Low costs
- High reach
- Results are better measurable
- Infinite targeting options
- Ability to build direct relationships
Event Marketing – Example: Impericon
Firstly I would like to give you some brief info on the example I chose. Impericon is a webshop that sells band clothing and street wear from top brands such as Vans, Nike, Carhartt, and DC. Besides their online shop they organize lots of music events such as the Impericon fest and the Impericon Never Say Die tour which features world famous bands in the punk and hardcore scene.
So enough about that what I wanted to get into is their way of event marketing which I find a cool example to illustrate that traditional(offline) and digital marketing can be combined in an ideal way. I think Impericon shows how you can connect to the right target audience by means of an online and offline strategy.
Prior to the events that they are organizing a lot of effort goes into the promotion. You can see announcements both on and offline. When for example visiting a similar event there will be a flyer team that promotes the upcoming music events sponsored by Impericon. This is complemented by Social Media expressions and the use promotional banners on their website.
During events you can see banners on the event site, promotional teams, and branded stages. Furthermore Impericon often takes care of the merch stands at concerts. For them this is the ideal way to connect to their target audience.
A cool example is this banner below that was highly visible at the music festival Groezrock in Belgium. The image features a singer of the band Deez Nuts. I think the target audience is really attracted by this image and I think it states a good call to action.
Besides the sponsorship of events, Impericon also endorses world famous artists and regularly puts out videos for them on their own YouTube channel. Below you can see a video that was published after the Never Say Die Tour 2012. You might not like the style of music but it’s just an example of a company that optimizes their media efforts. The video is recorded in quite good quality and it has intro plus outro that states it is from Impericon. Furthermore you can see banners of the brand at the back of the stage.
Why we should not forget about traditional marketing?
Although digital is the way to go nowadays I definitely think that the best solution for a company is to combine both traditional and digital marketing. When looking at event marketing the online communication to your target audience really complements the effort you put in traditional marketing such as the use of banners, promotional teams, branded stages etc. And that is the exact reason why I chose to use Impericon as an example. I think they are doing a pretty good job and a lot of companies can use this as inspiration.