Overview
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Beginner About Offline Marketing Training Course
While the impact of the internet on marketing is undeniable, it’s often exaggerated to a point to prove that it’s the only form of branding these days. But according to research data aggregator Internet World Stats, about 78% of the US population is online and nearly 73% access Facebook at least once every month. That leaves almost 70 million Americans who are beyond the reach of online marketing. Also, while 92% of US citizens know about Twitter, only about 8% actually use it. This gives a world of opportunity for marketers and advertises to reach out to customers via offline media channels.
The arrival of internet was much touted as the end of print and other “dated” marketing mediums. But far from it, marketing campaigns that use offline channels are very much a fundamental tool in the marketing mix of various companies. A recent research by Google and Ipsos MediCT claims that traditional media like radio, TV, newspaper, and others still play a major role in the online search of products and services.
What is offline marketing?
Marketers today, given the burgeoning rise in popularity of the internet, refer to media channels not connected to the World Wide Web as “offline”. So an offline marketing strategy utilizes these channels for creating awareness about the products and services of some company or organization. These campaigns usually include print and airwave advertising like billboards, pamphlets, signs, TV commercials, telemarketing and similar other channels. Outdoor publicity is an important component of offline marketing.
Who employs offline marketing?
Companies, regardless of their size, use offline marketing to generate a buzz about their products and services. It includes several profiles that include the following.
“Mom and pop” businesses: Small businesses, wanting to establish goodwill and a name in the local community, opt for offline advertising. These could be family restaurants, beauty parlors, photography studios, small boutiques etc. They place advertisements on community newspapers, distribute pamphlets or send targeted mails to establish their services within a limited area.
Mid-sized or regional businesses: Companies that have a fairly large customer base, and looking to reach out to more prospective buyers in a metropolitan or geographical area, usually resort to offline advertising. Automobile dealers, construction companies, grocery stores and similar other businesses that can forge a familiarity with customers, prefer to take the offline route. Regional TV commercials, billboards, and radio airtime can be used to spread the word about the company and build its credibility.
National and international companies: Big multinational companies (MNCs) with immense brand value, also take the offline route to attract and retain customers. Companies like Ford, Levi’s, Citibank, GoDaddy, are some of the few that have a large presence in the national-level marketing campaigns using offline media. The campaigns feature high frequency placement along with a focus on brand awareness.
Common offline marketing avenues
The best marketing strategy for your company will depend on several factors that include the type of your business, and of course, the products and services that you offer. Promoting the latter, through offline media, may get more results than the online route. But if your company is engaged in a business like providing content solutions, online marketing would be a far better option. So it’s essential to carefully consider the strategies and techniques that would be more suitable for proper marketing of your products or services for your target audience.
Offline marketing has proved to be successful to expand your brand exposure by attracting customer attention to your online strategy. It’s just about finding the right mix between the digital and traditional methods to adapt to your marketing goals.
Here are some common offline marketing channels.
Local media advertising: Advertising on both radio and TV is still a very effective method to generate brand awareness. Promoting your products or services through unique and entertaining advertisements that can leave behind an impression on the minds of your target audience, and at the same time position your brand strategically. It often delivers more value than many online methods. This is usually achieved by including a slogan, a catchy jingle, or an image that identify your brand. Mobile phone networks, these days, have been very successful to create attention grabbing advertisements for their services that get people to discuss their brand.
Cold calling: Plain sales calls to potential customers are still a common method to generate brand awareness for many businesses. The advantage in this case is that you can target the right person to sell your products and services. It eliminates the time spend on people who may not be interested in your business and lets you target those who are.
Networking: There’s really no alternative to build a genuine long-lasting relationship with probable and current customers than a personal interaction. This could happen at conferences, networking events, trade shows, customer evenings and similar events. It’s one of the most effective ways to build brand loyalty. A networking event also gives the opportunity to exchange business cards and distribute branded items line key chains, t-shirts, pens etc.
Print and visual marketing: For any company, regardless of the size, it’s important to remain visible both offline and online. Use of print marketing in magazines and newspapers, as a result, can give your target audience a physical reminder of your brand. If you’re adopting a mix of both offline and online marketing, include contact information in both methods to extend an opportunity to your audience for interacting with you via a medium that suits them best. Use of vehicle wrapping and banners is another form of outdoor publicity. It produces a visual recall for your brand.
Course description
The offline media training course description is as follows.
Introduction: You are introduced to offline marketing in this section.
History: The history of offline marketing is taught in this section by studying the production and sales orientation eras.
Chronological history: Divided into five parts, you learn about the marketing orientation era, magazines and posters, TV and radio advertisements, and SMS and telemarketing in this section.
Importance: The importance of offline marketing is taught in this section. You learn how everyone can use offline marketing, the touch and feel factor, and no waiting. You also get to know how offline marketing makes branding easier.
Channels: Here you get to know about the various channels of offline marketing. These include TV, newspaper, telemarketing, pamphlets and standees, and banners.
Advantages of offline marketing: This section is divided into 14 parts. The points covered include an introduction, billboards and how you just can’t miss them, a day which never starts without a newspaper, how we all want free samples, how to promote a business offline, mobile billboards, banners, special discounts, product prize, business to business tie ups, participation in trade shows, unique business cards, and making customers feel special.
Career benefits
Notwithstanding the explosive growth of internet, offline marketing careers would always be in high demand in the foreseeable future. This is because internet is still not available to far-flung places in the world where offline marketing can be easily reached. Marketing companies, as well as organizations having internal marketing and communications teams, would need personnel across all levels. These professionals have to understand leveraging the beneficial points of offline marketing media.
Marketing manager: Like managers in other industries, a marketing manager has to be well acquainted with general managerial skills. Their responsibilities include managing staff, distributing and coordinating work schedules, controlling project workflow for the team, and similar activities. Marketing managers are expected to be familiar with the offline marketing strategies, besides suggesting ideas to brainstorm with colleagues and team.
Marketing communications director: Such a person provides executive leadership to all marketing and communication efforts in offline marketing strategies. The core responsibilities of a marketing communications director includes assembling team members, set a project vision, and guide the team towards a final decision on the marketing and branding tactics to employ.
Research analyst: Those interested to research consumer behavior and sales trends can pursue a career in market research, following the offline market training course. Analysts have to collect information about buying activities, demographics, sales, product demand etc. through polls, questionnaire, surveys and similar other methods. They have to compile the collected data and generate reports for companies to refer while developing new products and services or marketing strategies.
Marketing research director: Involved with running the market research department of a company, the research director monitors the marketing objectives, policies, and initiatives of an organization. They lead teams that review changes in the industry and the marketplace, and adjust marketing plans as and when required. Organizations often depend on the judgment and experience of market research directors to attain offline marketing goals.
Public Relations (MR) manager: PR management is another lucrative career option after undergoing the offline marketing training course. PR managers usually perform the same duties as a marketing manager. But their main focus is to market an organizational or personal image before the public. They get a thorough understanding of the public image and design a campaign for the target audience.
Training Requirements
Offline marketing jobs typically require a bachelor’s degree in business administration or marketing. But many employers prefer a master’s degree, besides an in-depth experience in advertising, marketing, sales, brand management and similar fields. Membership to a professional organization can also bolster job prospects via job boards, seminars and networking opportunities.
An offline marketing manager is expected to have strong sales, presentation, and communication skills. They have to be goal driven, flexible and deliver under pressure. They often have to work simultaneously on several projects. Advanced knowledge of the current multimedia platforms and marketing trends are essential skills. They should also have strong leadership skills and ability to recruit, train, and motivate the team members. A marketing manager must have strong computer, internet, and budgeting skills.
Target audience
- The offline marketing training course is mainly targeted at sales managers, marketing managers, business development managers, public relations managers, advertising managers, media relations managers, customer relationship managers, market research managers, product managers, management consultants, and entrepreneurs.
- Other professionals, students, and anyone who wants to know and make a career in offline marketing can join the course.
FAQs: Some general questions
- I am a working executive? Can I join the course with my team?
Sure you can. In fact it’s highly recommended. By attending the course with your staff, you show support for their career advancement and help forge a stronger team.
- Can international students join the course?
The course is open to all interested persons from anywhere in the world. It comprises more than six hours of HD videos and over 31 lectures by expert faculty.
- How will the course help me in my career?
Few fields can match a career in marketing. There are hundreds of job openings in brand and product management, advertising, customer service, logistics/supply chain management, marketing research, public relations, and similar fields.
- What are the skills required to succeed in offline marketing?
Working as a team, communicating effectively, problem solving abilities, and analytical and creative thinking, are some of the core skills required to shine in the offline marketing domain.
Testimonials
Stefanie Brown
“This is a great program to develop offline marketing tools for your career. The courseware is very thorough and helped me get a different view on marketing management. I would highly recommend the course to all and even entrepreneurs.”
Christina Powers
“With a clear and concise faculty, EduCba is one of the best in imparting offline marketing training. We could interact with marketing professionals from all over the world. It was a wonderful experience to take the course.”
David Abbey
“The offline marketing course was extremely “real world” in approach and content. I could immediately apply it in my daily work. The program was beyond all my expectations. Not to mention of the world class faculty.”
Robin Washington
“The course was immensely helpful to further my career objectives. I joined it with some work experience, and after finishing, there has been no stopping me. I am juggling multiple job offers.”
| Where do our learners come from? |
| Professionals from around the world have benefited from eduCBA’s Offline Marketing courses. Some of the top places that our learners come from include New York, Dubai, San Francisco, Bay Area, New Jersey, Houston, Seattle, Toronto, London, Berlin, UAE, Chicago, UK, Hong Kong, Singapore, Australia, New Zealand, India, Bangalore, New Delhi, Mumbai, Pune, Kolkata, Hyderabad and Gurgaon among many. |
