Brandon Levy first opened his storefront after moving his decorated-apparel business out of his garage. At that time, he offered his local community a one-week-only coupon for one free monogram on any item they brought to his shop. The Denver, NC-based business ended up having a great turnout, in part because Levy used Facebook’s paid ads to promote his offer. “People loved the idea of something free—who doesn’t, right—and the majority of people who came in for their monograms also purchased another product or service,” says Levy, president and owner of Digitize4u.
Levy’s strategy was a great example of what’s often called hybrid marketing. This marriage of online and offline marketing allows marketers and business owners to combine two effective concepts, into one streamlined campaign. Plus, with the power behind hybrid marketing, you’re more likely to see better ROI on your advertising dollars, via better conversion or expanded market reach. “It’s a bricks-and-clicks approach,” says Luke Webster, a digital marketing analyst with San Diego, CA-based Miva. “Your company most likely already has some type of physical location, along with a digital presence.”
Focus Is Key
In the current multichannel browsing-and-buying climate, you can’t just focus on one or two marketing channels to get your message out to prospects and customers. Instead, it’s vital that your company crafts a marketing strategy using varied platforms and mediums to connect with the appropriate audience.
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