Integrating Offline and Online Branding

11 May 2010 4,613 views No Comment

Are there offline opportunities to explore when promoting your hunting business?

Jack Daniels Nascar

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Image courtesy of pocketwiley

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These days there is a lot of focus going towards branding and growing a business via online methods: PPC, Affiliates, SEO, Blogger Outreach, Social Channels (Twitter, Facebook, etc.), and many others. These methods all make great sense. The Internet has allowed people and business to connect and communicate in ways that have added value to relationships. Information is spread with little barrier. People are more connected and better educated. The Internet has been good for both business and consumer.

But are offline branding strategies being overlooked when it comes to marketing?

Offline Branding

Creating offline branding strategies can be a great way to enhance your online strategies or the offline branding you work towards can do fine on its own.

The world is moving toward a more connected, more online way of business. Smart business folks will want to stay on the cutting edge of information when it comes to new, online ways of connecting with customers and building trust.

However, there are still ways to connect and acquire customers offline that provide more return on investment than the current online methods.

An example of offline branding that reaches to a specific audience is the Native Hunt Racecar Sponsorship

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effort.

The Native Hunt Team is focusing on building awareness for their brand of outfitting while building business relationships that can lead to acquiring new customers while building trust to maintain their current customers. Native Hunt realizes that there is a significant portion of their target audience that is responding more to offline branding than to online. Native Hunt does a good job of integrating the two (their website URL on the car), but more on that below.

Some other examples of offline branding that may work for your business include:

  • Catalogs
  • Package Inserts
  • Postcards
  • TV
  • Radio
  • Fliers or other Printed Handouts

Industry Shows (These are still huge and great for connecting with customers and businesses)

Online Branding

The Web has allowed companies to do great things in their branding efforts with consumers.

Larger companies and companies focused on growth have ventured into many of the paid opportunities available on the Web. Services like Google AdWords

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offers targeted paid advertising that offers high return on investment. Companies looking for a variety of results (sales, branding, awareness, etc.) can find success with the paid branding opportunities available online.

Sponsorships, contest participation, and product reviews are just a few of the other ways companies have successfully taken advantage of the online branding opportunities. With the increase in available communication channels such as Facebook, Twitter, LinkedIn, etc., there are an ever increasing number of resources available for increasing branding online.

Integrating Offline and Online Branding

When it comes to branding, companies often separate online and offline activities. This is usually a mistake since there is more benefit and return to be had by those that plan and integrate all branding initiatives.

Back to the Native Hunt example mentioned above. Native Hunt used their resources to sponsor a racecar. This was a great way to share the branding message of Native Hunt: Guided Hunts & Wildlife Tours. However, Native Hunt didn’t stop at simply including their logo and brand message. Native Hunt included their Website URL. This is an often used method for businesses that have more information and chances for engagement on their Website to increase the awareness of the Website.

Being seen more frequently today are TV ads for Twitter and Facebook pages. Large and small companies are going to where their customers are and building networks of followers. With these followers, companies are increasing the value of the connection and increasing sales. Companies are understanding that to penetrate an existing audience like the one on Facebook, they need to increase their clout on their Facebook page by gaining followers and then work to move those followers off the site to purchase (perhaps in the future customers will be able to purchase right on Facebook).

Integrating isn’t just for large companies.

Companies of all sizes can integrate their branding activities to increase awareness of communication channels. You can even integrate offline efforts with other offline efforts (postcard and catalog) and online with online (Facebook with Email).

If you have fans on Facebook, try to capture their attention for an email newsletter. Perhaps the email newsletter is a better driver for sales at your business. Most folks are apt to use email and once you have a fan captured on Facebook you want to continue adding value to their lives via your Facebook page while working to convert that fan to a customer via your channels that convert well.

Summary

Integrating is an important part of a successful company.

Find where you customers are spending their time, work to capture their attention on those channels by adding value, and then capture their attention via high converting channels. By increasing your clout across all communication channels – offline and online – you can increase the brand awareness for your company while increasing sales.

What are your thoughts on branding and integration?

Have you done anything of this sort with your company already? Please share in the comments.

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