What is Offline Marketing?
Offline marketing is any type of marketing that isn’t on the Internet. This means the Yellow Pages, TV, direct mail, phone, and billboards.
From creating a referral network to sponsoring a hometown youth sports team, offline marketing plays a vital role in reaching local audiences.
This is a form of advertising those of us who are 40+ grew up with. So, older generations are generally easier to reach through offline marketing than online marketing.
The dozens of Brian Urlacher billboards I see when driving to Chicago’s O’Hare Airport are an example of offline marketing.
Just my opinion, but I think he looked better bald.
By examining the billboard more closely, we can better understand the offline marketing campaign’s details and objectives.
Goal: Create awareness of the clinic and new location.
Content: Position Family Foot Care as “the best care” and announce a new clinic location.
Creative: Clean, professional design with a message they are the “best care,” two different foot images but not a phone number or website address.
Intended Audience: Local residents with feet and toes.
Location: N/A but it would make sense for the billboard to be close to their new or old clinic or where their ideal patients live.
Relevance: Billboards are a form of “interruption advertising” and this one has little relevance to most people driving by. Meaning that there’s a low likelihood people who see the billboard are currently looking for foot care.
Cost: If this billboard is located in mid-sized city with decent traffic, the estimated all-in costs for six months would be between $18,000-$30,000.
The main objective of this billboard is to transform strangers into potential patients. The fact that they don’t provide a phone number or website address is a clear indication they are not expecting to immediately create new patients with this billboard.
Is spending $30,000 for a billboard worth it? Chapter 6 will discuss creating a marketing system for your practice and how to estimate the return on investment of your marketing efforts.