The importance of offline marketing for an ecommerce website


Although the prospect of offline marketing may seem pointless for online businesses, a study found that 40% of online shoppers are influenced by an offline marketing channel. So what can you do as an e-commerce business to market your products offline?

Organize a launch event

Whether you are a completely new business, or simply have a new line or product range, marking the launch with an event can do wonders to promote your ecommerce business. Not only is it great media coverage – it’s also a chance for you to showcase what your brand is all about. A lot of businesses also hold charity events, which show customers your site is more than just about making money.

Set up your own pop-up store

One trend becoming increasingly popular, particularly among online businesses, is setting up pop-up stores, i.e. stores that exist at a certain location for a limited time period. The pop-up industry has grown to approximately $10 billion in sales, according to PopUp Republic. Although it can be costly, if done properly, it’s a great way to promote your brand and give your customers a chance to touch and see your products up close.

Don’t underestimate the importance of print

Just because your business is online, it doesn’t mean all your marketing needs to be too. Featuring your products in a catalogue is still a great way to sell to customers. Whether you send out your own mail-order catalogue, or supply larger stores with a stock for their customers to pick up free of charge, people are still very much intrigued by a beautifully designed physical catalogue. Print media hasn’t died out just yet!

Drop business cards

This offline marketing strategy is extremely underestimated, and underutilised. Yes, you should share your business card when you meet someone new, but there’s also nothing stopping you from dropping them everywhere. You can leave them in obvious places, like public bulletin boards, in books related to your business at the library, or even with your tip at a restaurant! Think creatively.

Donate gift certificates or products as contest prizes

If you happen to hear about a charity event offering prizes, or even a high school holding a silent auction (depending on your customer base and product range), donating your products or gift certificates is a simple, yet effective way to establish a personal connection with the public, while at the same time, participating in a good cause.

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