7 tips for using offline media strategies to benefit your business

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Many entrepreneurs, especially those with a little more experience, remember the time when digital marketing was still in its infancy. Back then, the dream was to place an ad on TV, in a major newspaper or in a magazine.

The most interesting thing is that this type of albania number dataset hasn’t died out; it’s still going strong. We’re talking about offline media, which also includes other forms of advertising, such as billboards, flyers and cards. In this post, we’ll talk a little more about the concept and how to explore it. Come with us!

What is offline media?
A few decades ago, offline media didn't even exist: it was just “media”, really. After all, the internet wasn't that widespread in Brazil, which started to change in the late 1990s . Thus, the concept refers to information vehicles that don't require the use of the internet.

The word “off” comes from offline. For brand promotion, it is still very relevant and can be used in a strategy that is combined with digital marketing . In this way, the reach of the business expands considerably, opening space for the creativity of professionals.

Among the main examples of offline media, we can mention:

television, which still has a large audience, both on cable channels and on open TV;
radio. A 2021 Kantar Ibope survey shows that listeners to this type of media have grown significantly;
magazines and newspapers. Although most Brazilian journalism is now online, some publications have survived for decades, such as Folha de S. Paulo, Veja, Gazeta de Alagoas, Estado de Minas and several local media outlets throughout the country;
billboards;
signs and advertisements on highways;
printed catalogs;
pamphlets;
business cards.
How to use offline media strategies?
Now we will show you some strategies for working with offline media effectively.

1. Outline your goals and objectives
First of all, you need to outline your goals and objectives for each promotion. Remember that you will be complementing your online work to make your company better known , so it is important not to repeat the same language that you use on the internet.

Likewise, make sure that this advertising is not redundant, which happens if you advertise in a media outlet that has the same target audience as your work on social media , for example. In this case, you would be spending twice as much money to reach the same people.

2. Set your budget
It is important to understand that advertising in offline media , especially in renowned media outlets, tends to be more expensive. This is because you will be renting advertising space that is coveted in the Brazilian market and the work will be done by other professionals, outside of your team.

However, since media outlets such as TV shows and newspapers still have a good number of followers, this strategy is important to complement your promotional activities. Contact the media outlets that interest you and research prices, conditions and even other partnership possibilities.

3. Pay attention to the age range
When investing in offline media, you should consider factors that go beyond your target audience, such as age range. For example, if the people you want to reach are older, advertising in newspapers and magazines may be more relevant, since these are the potential customers who still consume these materials.