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Many businesses feel like they have to choose between the newest marketing techniques and traditional ad models that have always worked, but the most successful businesses find ways to do both. Doing a mixture of traditional and modern local marketing helps broaden your net by appealing to a wider proportion of your region’s population.
In this article, we discuss key ways for your business to enhance tradition with modern marketing techniques as well as platforms that naturally combine tradition and modern marketing.
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Enhancing Tradition with Modern Marketing
The most straightforward way to blend traditional advertising with modern marketing is to somehow attach or mention online content as part of old-fashioned materials. This way, you can advertise your local service business in a way that reaches a much wider audience.
Print Ads with Digital Components
Print ads can be transformed through the inclusion of various digital components. For example, a local business could put up flyers, brochures, or business cards around town that have the handles of the business’ various social media accounts as well as basic website links that prospective customers can type into their phones or computers.
Radio Ads and Social Media
Radio ads are often thought of as very old-fashioned, but they can be very effective at the local level. Local service businesses can blend this traditional form of marketing with modern models by using radio ads to encourage listeners to interact with their social media accounts through a hashtag or a contest. This blending provides brand awareness as well as social media engagement that will hopefully generate leads.
QR Codes
QR codes are square-shaped barcodes that allow smartphone cameras to access digital content. These unique codes can be generated and then printed on any physical media so that prospective customers are directed to a brand’s website, social media, or promo page. For example, a tent rental business could have a physical flyer about their long-term rentals and heated tent rentals with QR codes that lead them to get a custom quote.
Retargeting Ads
Retargeting ads is another option that blends traditional marketing with modern marketing techniques. This system works by first showing a prospective customer a print ad or a TV ad with a wave of online ads. You obviously cannot track who has seen what, but your business can place physical ads somewhere that your target audience will frequent and then do basic brand awareness strategies online so that the online ads also find your target audience.
Platforms that Combine Traditional and Digital Marketing
There are also platforms that naturally combine elements of both traditional marketing and more modern marketing techniques. These kinds of platforms will be more or less common depending on the area in which a local service business is placed.
Digital Billboards
Digital billboards are large LED displays or electronic screens that showcase digital images and video as part of outdoor advertising campaigns. These systems allow advertising on highways and other major roads in a way that many local businesses can actually afford. The average slot for a digital billboard is flexible, rotating, and costs anywhere from $250 to $3,000 per month.
Based on where the digital billboard is located and how long you think you will need that advertisement, digital billboards might be well within budget for your local business without the steep costs of traditional billboard advertising.
Digital Magazines
Local magazines with online components are another example of a platform that uses both traditional and digital marketing. Some print magazines still have loyal readerships and have ones with unique interests that attract concentrations of highly engaged readers. Find a local magazine whose readership overlaps enough with your customer base to be fruitful for marketing.
Advertising opportunities in digital magazines will typically combine cross-platform bundles where you could get a physical display pad in their physical magazine as well as website display ads, newsletter sponsorships, and/or shoutout on their social media pages. Every magazine operates differently, so local service businesses need to research each publication before pursuing ad space.
Online Newspapers
Local newspapers with online components work similarly to digital magazines. You can typically take out quarter-page ads in papers for anywhere from a few hundred dollars to over $1,000, which is a reasonable amount for even smaller businesses with modest marketing budgets. Check in with your local newspapers for exact pricing models, though.
You can also integrate digital content into these systems by adding QR codes or finding ways to get the person viewing your ad to otherwise engage in your online content. Just as with digital magazines, online newspapers allow you to both measure traditional reach and online brand awareness.
Video Advertisements
Video ads sit at the edge between tradition and modern marketing. The most classic video ads were ones shot for television, and you can now create video advertisements that run online as well as on television. You can actually shoot photos and/or video for your specific business and run it in a variety of locations, ranging from your local television station to local movie theatres to personalized online ads that are geotargeted to appear only for prospective customers that are located in areas near your local service business.
Influencer Marketing
If you think about it, influencer marketing is really a combination of traditional word-of-mouth marketing and modern social media trends. The most classic way to advertise any business is for someone you know to positively recommend a business, and local influencers will often market products or entire businesses because their followers trust their taste. You could even hire local influencers to act as brand ambassadors for your business.
Summary
Restate the need for combining traditional advertising with modern marketing models and technologies There are platforms that naturally combine both traditional and modern marketing, such as digital billboard, digital magazines, online newspapers, and influencer marketing. There are also ways to enhance traditional marketing with digital techniques, such as print ads with digital components, radio ads with social media engagement, retargeting ads, and the use of QR codes in physical media. If you can find a way to blend tradition with modern marketing, you can make a real splash in your local market.
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Cintia Gazola Metallinos
Cintia Gazola Metallinos is a Business Operations and Marketing Leader at All Occasions Tents, a company she has helped grow and modernize for more than ten years. She is the central driver for operational excellence, overseeing critical functions like client proposals, contracts, billing, and database management. Additionally, Cintia directs the company’s entire digital presence, including website development, Google Ads, and social media strategy. With her background in law and court administration, she keeps everything organized and follows all the rules in the tent rental business. She speaks English, Spanish, and Portuguese, and is committed to providing excellent customer service and delivering strong results.
