Offline Marketing: Why You Should Integrate This With Your Online Advertising

You’ve learned how to advertise and sell online. Shiny. But are you perhaps forgetting the 73 million Americans (potential clients) who don’t have access to or don’t bother shopping online? That is one huge untapped market, my friends. So here are a few online examples of established fellow artists marketing offline to inspire you to get in line with success.

  • Coca-Cola personalized name bottles. This worked because it got people (potential customers) sorting through bottles in displays to find their name. Even if they don’t find their name, they might choose someone else’s, for fun. TAKE HOME: interactive, personalized offline marketing works.
  • McDonald’s installing a light pole with the light being a coffee urn and the pole the stream of coffee, of course with their brand on the pot.
  • A roving tableau of pamphlets about your business (books, etc)
  • Truck billboard: Amazon provides customizable text decals. Advertise every time you drive
  • Hat billboard: Unameitcustom offers customizable caps. I bought one through affiliate marketing on Amazon, and was pleasantly surprised. Comfortable, solid embroidery, and cost-effective, only 22 bucks, which includes an extra $2 fee for the flames. That is a conversation piece. ‘Wow, that’s a unique hat. What’s Iconocop?‘ Well, it’s the title of the first book in my urban fantasy series, the Mythcorp Archives. Iconocops are the policing force for Mythcorp.’ Wow, tell me more, etc’

iconocop cap

  • Leave your branded products in key locations (wherever you think your customers might go). Brand pens or other small cost-effective products for this.

This is all about (1) Discoverability and (2) Being Unique. When done well, both should serve to make your product—and brand—memorable.

Simply by packaging or displaying your physical (paperback) books can enhance your selling point. This is why I designed and built these wood displays. My brother offered to sell my books at his Rest and Revive Float Center; I didn’t want to just have a pile of paperbacks lounging on a counter, so I researched single book displays.

Nothing came up! Apparently all that’s available are those metal wire el cheapo displays and the plastic jobbies, both of which look chincy. Since they come in only one size they don’t even properly support larger books; you’ll see the front cover and first 50 pages or so hanging down the front, twisting the spine. Not a good way to display your books. That forced me to get creative. If you’re not a carpenter and don’t wish to learn, commission custom work from a local cabinetmaker. We love customizing stuff.

Stand out.

B2B provides a relevant post HERE, listing 5 different offline marketing strategies for us. I hope this helps to guide you in the right direction. Let this be the year your book selling takes off. Own it!