The 5 Best Offline Marketing Tactics

Without some sort of marketing plan, most businesses are unable to attract new customers and boost their income. Some forms of advertising are more effective than others, depending on a company’s location or industry. Each business has to choose which methods are the most effective attracting customers and producing a high conversion rate to sales. Some of the most effective forms of offline advertising are TV, promotional labels, sign spinners, billboards and direct mail. A combination of methods and testing productivity is the best way to find out what works. Here’s a look at five of the best offline marketing tactics and what they involve.

Direct Mail

The most popular forms of direct mail advertising are postcards, flyers and newsletters. Advertisers use bulk mail rates and zip code targeting for a strong return on investment (ROI). Merchants can include promotional codes and specific discount specials on direct mail advertisements to track effectiveness. Coupon packs shared with several other merchants in the same region are practical for businesses on a tight marketing budget. Barclays Capital projects advertisers will spend about $25 billion on direct mail advertising in 2012.

Sign Spinners

Sign spinning is a one-on-one advertising technique that combines extreme sports with signs and street performing. Individuals do tricks and stunts with lightweight sign boards to attract attention for local businesses and events. Those passing by the sign spinners stop to watch the performers and ideally become customers of the sign spinners’ sponsors. According to AArrow Advertising, sign spinning was introduced into the offline marketing scene by AArrow founder Max Durovic in 1999 as a derivative of sign holding. It is now performed by advertising companies worldwide.


The popularity of TV commercials is no accident. According to Nielsen Media Research, 98 percent of American households own at least one TV. With saturation in nearly every household, the average American will watch at least 2 million TV commercials by age 65. Barclays Capital estimates that TV advertisers will spend $60 billion in 2012.


According to Advent Visual Advertising, more than 66 percent of billboard viewers make their shopping decisions while they’re in a vehicle. Nearly 75 percent of those who view billboards go shopping on their way home from the office. This gives billboard advertisers a chance to appeal to the consumer’s need to make decisions on the go.

Promotional Labels

One cost-effective marketing method that leaves room for creativity is the use of promotional labels. A label can say anything and go anywhere. For example, labels emblazoned with the company’s name, logo, address, phone number and web address are ideal for sticking to the outside of boxes and envelopes for shipping orders. Handouts at trade shows, open houses and catered events might feature a simple message or a logo and web address. Retail businesses often use promotional labels as decorative seals for gift boxes and gift bags. Another option is to print the name and date of a sale or special event on promotional labels and post them on bulletin boards everywhere in town. Or perhaps you just want to give out free samples of your brand new hot sauce.

Some businesses use offline advertising tactics to drive people to their websites, while others use them to attract new customers or sell goods and services directly to clients. Successful companies use a combination of promotional labels, billboards; TV, sign spinners and direct mail deliver their message to a variety of potential customers.