Let’s market like it’s 1999.

Last year, the agency I founded turned 25, I turned 50, and I heard someone refer to things from the 1990s as ‘the late 1900s’. I half expected to turn to dust. Truthfully, though, work keeps me young. Our industry demands you keep up with the trends, from the latest social media influencers to AI.

However, while it is important to move with the times, we shouldn’t throw away all older marketing techniques, as many are just as impactful today – or even more so. Here are six you should keep in mind.

Lumpy mail (direct mail pieces)

Lumpy mail has never been more exciting – seriously! In an age where we don’t receive physical letters as often, lumpy mail can stand out 1000 times more than an email could ever dream. When it’s done well with an intriguing headline, shape or texture, lumpy mail will capture attention and create a tangible connection with your audience.

 

Creative activations

Think of activations as immersive brand experiences that help you foster a direct connection with your audience. Plus, if you create something special, you can gain even more reach and engagement with photos and videos being shared online.

 

Product sampling

If your product is amazing, product sampling is often the best marketing you’ll ever do. Almost everyone likes the chance to ‘try before they buy’ and experiencing the product first-hand can be more effective than any advertisement. With social media, positive product sampling experiences can also spread organically, generating valuable word-of-mouth marketing.

 

Human customer service

In a world filled with chatbots, genuine human customer service has become a rare commodity. By focusing on providing real conversations with real people, businesses can build trust, foster loyalty, and stand out from the competition.

 

Outdoor advertising

Digital ads can be blocked but great outdoor ads are almost impossible to ignore, making them a wonderful way to capture the attention of consumers who might otherwise be hard to reach.

 

Radio advertising

Despite how many people are sharing their “Spotify unwrapped”, traditional radio isn’t dead just yet. Radio can be targeted and cost-effective, and it’s one medium where you often have a captive audience, with people listening on their daily commute.

I like to think these techniques are just like me: older, but as effective as ever. Importantly, when these techniques are combined with digital strategies, businesses can forge deeper connections with their target audiences and achieve outstanding results.

Write a comment