Strengths of Traditional
Marketing Tactics Traditional tactics such as print ads, catalogs and brochures have dominated the advertising market for decades for good reason. A recent survey by Marketing Sherpa found that the top five most trusted advertising formats were all forms of traditional marketing. In addition, the survey reported that 82 percent of customers trust print advertising, compared to only 43 percent who trust social media ads. Traditional marketing methods continue to have proven success in building brand recognition and trust within the foodservice equipment and supplies industry. Trade shows, for example, allow face-to-face interactions and hands-on demonstrations of equipment and products. However, adding in other marketing materials can further boost that impact. Trade shows bring heightened enthusiasm, but that can quickly dissipate, making it difficult to harness. Having printed materials available for customers to learn more helps boost brand awareness and leave a lasting impression. That’s because print media, such as high- quality product catalogs, resonate with customers’ emotions and deliver a tangible, physical source that they can browse through and connect with, even after the show has ended.
Rise of Digital Marketing Strategies
Developing a digital strategy is an essential ingredient in any successful marketing plan. It allows businesses to reach a larger audience in a shorter period than traditional marketing and target precise groups of consumers with relatable products and information. Digital marketing offers real-time analytics that allow businesses to determine what works and what doesn’t. This ability to sample marketing strategies presents cost-effective solutions not available with traditional marketing, such as creating online
advertisements that target specific demographics interested in upgrading their kitchen equipment. When deployed effectively, digital marketing gives dealers a greater opportunity to discover entirely new customer segments. The reach and immediacy of digital marketing is its greatest strength. Posting on social media enables real- time customer engagement, allowing dealers to offer limited-time promotions and drive traffic to their websites or stores. As an example, information about a special sales event or customer appreciation day posted to LinkedIn can grab an operator’s attention and make them consider whether it’s time to purchase new dinnerware or make a long overdue equipment upgrade. While social media is an effective avenue for digital marketing, dealers should take care not to neglect improvements to their own websites. One significant improvement businesses can implement is to follow search engine optimization (SEO) practices to ensure that pages include keywords and links that attract visitors, drive traffic and increase sales. When used with content marketing, such as expert blogs, SEO can be a valuable tool for broadening the customer base. Another cost-effective yet successful strategy is to create an email campaign that targets current and former customers with product updates and promotions. Data from Forbes Advisor shows that the return on investment (ROI) on email marketing can average $36 to $44 on every dollar spent.
Synergy Between Traditional and
Digital Marketing It’s clear that traditional and digital marketing each have their own strengths, so companies that diversify their marketing strategies are the ones that will build the most trust, brand awareness and customer engagement. The great thing about merging marketing strategies is there are a lot
of practical ways to move forward. Take, for instance, direct mail. One strategy businesses can use is to send a postcard touting products, services and differentiators to a list of potential customers, and then retarget the same customers with digital ads that repeat that messaging. This approach ensures potential customers see the intended message in multiple ways. Another solution is to use social media posts or email campaigns to build excitement about a new product launch or an upcoming catalog release. As a follow up to those initial messages, sales professionals can hand-deliver the product catalog to a prospective customer then the marketing team can follow up with a targeted email campaign personalized for that prospect.
Beyond the sales interaction, digital interactions with customers convey new insights into their unique behaviors and needs. These can, in turn, be used to enhance traditional marketing strategies, such as analyzing website traffic to identify the most popular products so they can be featured in the next catalog.
As digital technology continues to expand, it’s clear that a combined approach to marketing is the best strategy in today’s market. Integrating traditional tactics and digital initiatives will ensure a new level of convenience and increased confidence for customers. The key is to find what approach works best for each business.
About the Author Jamie Bell is the president of CFI Marketing, a FEDA business services member that brings more than 40 years of dedicated experience to the foodservice equipment and supplies industry. CFI emphasizes an omnichannel approach to marketing by integrating digital, advertising and print strategies that distinguish and elevate brands. Learn more at
www.cfimkt.com.
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