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Traditional marketing still moves us. Whether it’s an eye-catching billboard, a promotional magazine article, trade show presentation or funny TV commercial, traditional targeted marketing still works. But it’s always been tough to prove its direct impact on the company bottom line.
The Web is changing all of that. Now, traditional marketing strategies and tactics can drive people to your Web site or other data portal, where you can capture valuable information to learn which messages, mediums and strategies work best, how to drive repeat business and have proof that your marketing investment boosted the bottom line.
Sales promotions can be one of the best tools for retaining customers and increasing your share of their wallet. The promotions can encourage customers to try your product or company, increase their frequency or quantity of purchases, they can help you build your database, cross-sell and extend and reinforce your brand. Loyalty programs can be an effective sales promotion tool and allow you to track and measure your results.
Trade shows are second only to personal selling as the most used tool in business-to-business (B to B) marketing. It’s an event where customers in a particular industry gather for training sessions, connect with suppliers, and look for innovative new product offerings. Because trade shows are so important in some industries, companies have been known to spend hundreds of thousands of dollars on the planning and creation of unique trade booth exhibits and displays. In the end, the companies hope to strengthen relationships with customers and suppliers, and to generate qualified leads for new sales.