12 September 2024

Old-School Marketing Techniques for Tomorrow’s World

The comeback kids are taking us back to basics!

The latest buzz in the media world is all about the resurgence of the print magazine. And the surprising thing about it is not the return of its original fanbase, but the youngsters who are increasingly rejecting the digital for the physical. Because Gen Z are wanting a proper dose of something real – a thing they can feel… and own!

And what’s this got to do with marketing? Well, this is where it gets really interesting.

In the not so dim and distant past, Forbes Councils Member Jason Miller wrote an intriguing post praising the retro charm of old-school marketing techniques. Jason outlined why business cards, billboards, and direct mail are no longer marketing has-beens, but the returning methods being used to surprise digital-weary consumers.

These blasts from the past dovetails perfectly with another rising marketing star which recently caught our eye – that neo-brand necessity, the community connection.

We put the spotlight on how this craze allows a brand to beckon its fans inside its physical and digital worlds. The bigger picture, however, also involves Jason’s return to old-school marketing methods. Back to that in a minute, but first, we’ll just give you a quick revision sesh on brand communities.

In an article for ArchDaily, writer and architect Ankitha Gattupalli revealed exactly how instore spaces play a central role in the construction of successful brand communities.

 

In-store retail design is the foundation

Retail design is one side of the story that allows brands to differentiate themselves in competitive markets. This spin on the community marketing method is engaging customers within physical spaces via immersive and personalised experiences that match their values and lifestyles.

Got it? Great! Then, as promised, back we go to Jason Miller and his marketing comeback kids.

The business card returns to centre-stage

Jason insists that a well-crafted business card can be a conversation starter and a memorable keepsake.

A great example is one crafted in metal that doubles up as a bottle opener – first off, it’s less likely to get thrown away while advertising a brand’s presence in the most pleasant of circumstances.

“In a world where virtual connections are made with a click, the humble business card dances to its own tune. It’s a tangible delight that can leave a lasting impression on potential clients and partners.”

 

Blindside with a billboard

Since Eva Herzigova’s bra caused numerous car crashes (allegedly), the billboard hasn’t stopped grabbing people’s attention.

“They’re like the flashy vintage cars that turn heads on the street,” says Jason, “reminding us that the old-school charm is sometimes simply unbeatable. A few years ago, we rented space on a billboard in New York Times Square, and it was a huge hit. That gives you a splash of the digital and old-school billboard feel.”

Exactly!

 

Direct mail with kerb-appeal

Who’s noticed that the one-time, foot-high rainforest of leaflets and direct mail is missing-in-action from your doorstep?

This can only mean one thing – the humble doormat is business-ready.

With our inboxes full of digital clutter, receiving “a beautifully designed postcard or a thoughtfully crafted package in the mail” has once again become a marketing artform, and is gratefully received. When done right, Jason is adamant that “it evokes curiosity and creates a personal connection.”

It’s also a brilliant way to present customers with paper coupons and vouchers – an evergreen method of putting money in their hands.

 

Calling all marketing mindreaders!

Has this got your brain buzzing? Great, because if you know what customers want before they even know it themselves, then we can help you climb the career ladder… fast! Our brilliant mustard MD team is waiting for your call, so pick up your phone and dial our hotline now – the numbers to press are 0117 929 6060.


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