As business owners and entrepreneurs, we hear it all the time- “Your business needs to be online.” Search engines and social media dominate the consumer journey, and businesses do whatever they can to show up in this mobile-driven landscape.
When all of the experts are giving their top tips to be found online, it’s easy to forget the necessity of offline marketing.
It’s time to get back to some basics.
What is marketing?
Before we can start to look at offline marketing, we really need to understand what marketing is- and what it isn’t.
To many, the words “marketing” and “advertising” are synonymous. However, there are some key differences we need to know in order to be effective at either.
Advertising is exposing people to your brand, products, and services. Billboards, print ads, online banner ads- these are all advertising.
Marketing is the strategic process of connecting, educating, and building a relationship with your desired audience over time in order to establish trust and loyalty. Marketing is all about relationships.
Marketing is not just throwing up a billboard on the side of the highway and calling it a day. Marketing is not building a fancy website- just because you’ve built it does not mean they’ll come.
Marketing is about giving people a real, human experience.
Here’s a great example...
A young man stands in the check-out at the convenience store. He glances at the cooler of soda on his right, and there it is: a bottle of Coke with her name on it- “Samantha”.
He grabs it from the cooler and hands it to the cashier. This is his ticket.
The young man makes his way to school, and his heart is pounding as he opens the door to the classroom. He pulls the soda out of the grocery bag and sets it on the desk of a bubbly brunette.
She’s blushing as she looks up at him, smiles, and says, “Thanks.” Her heart is pounding now, too.
The sweating bottle of Coke on her desk bearing her name just confirmed what this girl had been hoping for- the boy likes her back.
This beverage just sparked a sweet, innocent meet-cute, and the two teens will always associate “Coke” with that electric moment.
They just created a lasting, emotional connection to the brand.
That is marketing.
Offline marketing strategies often consist of billboards, employee t-shirts, and sponsoring little league teams. While there is nothing inherently wrong with any of these things, if there isn’t a strategy involved, then they will do nothing more than advertise.
Let’s use sponsoring a little league team as an example.
If that is something that makes sense for your business, how can you turn that from advertising into effective offline marketing?
You create an experience.
As I mentioned before, your social media should be a mirror of what you’re doing offline.
What’s so great about these offline strategies is that every single one of them provides the opportunity to create engaging, relevant content online. Facebook events, social media posts, and website content will all naturally flow from these offline efforts.
The Key Takeaway
Hopefully these examples ignite some inspiration for your own strategy.
Just remember- marketing is about investing in the long-term relationships with your target audience. Those real relationships are cultivated both on and offline. They take time, forethought, and patience. Marketing is a marathon, not a sprint.
At the end of the day, people just want a real, authentic, human connection with the companies they use.
If you can create that, you’ll generate loyal customers for life.
by Megan Dyer
Disinfect the right way
Before disinfecting, it’s important to clean up any dirt or grime on the surface to get the most protection from your disinfectant. Follow the guidelines for the disinfectant you choose to eliminate the most germs.
All disinfectants require a certain amount of time on surfaces to be the most effective. Some disinfectants take up to ten minutes to kill common germs and viruses. That means you should keep the surface wet with disinfectant for the duration of the recommended time. To keep surfaces wet long enough, you may have to reapply the disinfectant.
Commonly touched surfaces such as cell phones, door handles, light switches and toilet flush handles should get extra attention. Since it’s uncertain how long the coronavirus can survive on surfaces, disinfecting these areas frequently is recommended.
Daily Disinfecting to Prevent Coronavirus
In the kitchen:
In the bathroom:
Weekly Disinfecting to Kill Coronavirus Germs
In the kitchen:
In the bathroom:
If you need help or don’t have the time to follow a disinfecting routine, try one of our affordable cleaning options? The Maids is the only residential cleaning service to specialize in cleaning for health exclusively.
We clean and disinfect and use commercial-grade vacuums with HEPA filtration that can capture up to 99 percent of dust, allergens and other contaminants. You don’t have to fight the coronavirus alone!
By Andrea Crislip,Owner
The Maids of St. Charles County
Did you know that not only does your appearance affect how people see you, BUT it also affects how you see yourself?
If you’re distracted by your clothing, if you’re worried about how you look, then you won’t be fully present— at work, on a date, with your kids, shopping, church, hanging out with your friends - you get the picture.
So, let’s make sure you aren’t distracted by your appearance and take a look at the clothing in your closet. Grab an item and ask yourself:
If you answered “no” to any of those questions it’s time to donate it and go shopping! Wahoo!!!!
But, before we go shopping, let’s talk about Decision Fatigue.
The average adult makes 35,000 decisions per/day. That’s A FREAKING LOT - It’s partly why we’re exhausted. So let’s not add to that decision fatigue by worrying about our appearance.
Here are my strategies:
For example in my headshot picture you’ll see:
One more quick thing to consider when shopping. Cost Per Wear.
To explain what this means, let’s think about a wedding gown. One can easily cost $2,000 and you only wear it once. So the cost per wear of that wedding gown is $2,000.
How about your designer handbag? Lets say it cost $200 but when you use it every single day for 6 months - it will have cost you $1.10 to wear it each day.
What’s the better value, that $2,000 wedding gown or your $200 purse?
So, when shopping, consider splurging on a $100 pair of jeans especially if they bring you joy and you will wear them 1-2x a week.
That $89 bracelet you’re dying to buy (from the new 2020 Spring Touchstone Crystal by Swarovski line) could be a really good appearance investment, particularly if it’s versatile and you can wear it multiple times a week. WINK
Things to remember
By Amanda Quast, Touchstone Crystal by Swarovski
Recently, the Western St Charles Chamber of Commerce honored Little Black Book with its top award, “Business of the Year.” Here is the acceptance speech that I delivered:
“My name is Angel Magasano and I am the Founder of Little Black Book: Women in Business. Little Black Book originated in October of 2012 as an organization for female professionals to share best practices as we helped one another acquire the knowledge, skills, resources, and confidence necessary to be successful in their personal and professional lives.
The organization still follows that mission, but would not be what it is today without my fellow finalists.
Jamie Gittemeier joined LBB in 2015 when the organization needed direction and leadership. She continues to serve in a leadership capacity to this day inspiring every woman she connects with, starting with me. Alysia Kerkove joined Little Black Book in a pivot point in the organization’s history. It was Alyisa’s collaborative mindset, leadership qualities, and creative critical thinking that helped to propel LBB forward in a dynamic direction. As the 2019 recipient of the LBB Pillar Award, Alysia has proven herself to be one of LBB’s most valuable assets.
I am the lucky woman who has the honor of being the spokesperson who receives the compliments and collects the award. However, the organization is really about the women of Little Black Book. If you are a proud woman of LBB, please stand and be recognized. If you are a LBB Wingman, please stand. These are the people who attribute to the continued success of Little Black Book. We are unstoppable together! Thank you.”
I mentioned Jamie and Alysia by name in my acceptance speech because without them Little Black Book would not exist.
Likewise, LBB would not exist:
LBB would not exist without you. The women of LBB are cut from a unique and wonderful cloth. Together we have created a beautiful community that is a force to be reckoned with…and as a result, the winner is YOU!
What did you want to be when you were a child?
Oh man, I wanted to be an accountant because I loved calculators! Such a ridiculous reason but man I’m fast punching in those numbers!
What called you to your work?
Interesting question. I never went to college but I knew I wanted to be successful and not work “for the man” but be the WOMAN!
Who in the community do you look up to? Do you have a role model?
I look up to so many women in the area. I’ve always wondered how so many working moms balance work and life. I figure if they can do so can I!
Do you have a personal or professional motto?
Work Smart and Play Hard!
Keep Calm and Go Shopping!
Name your greatest success, or what you are most proud of, in your business experiences.
This is a tough one. I would say getting my real estate license in the middle of the holiday season at the mall at the age of 41!
What product/service do you offer?
I’m a Senior Retail Property Manager for Balke Brown Transwestern, where I oversee retail shopping centers. In other words, I shop for a living!
What makes your business unique?
The Meadows is an outdoor lifestyle center that is unique to St. Charles County. We have lots of businesses that are one of a kind to our area.
What is the nicest thing a customer has ever said to you about your products/service?
Don’t help many customers but I do help business owners. I had a current tenant tell me that I was a great communicator and made their leasing process simple, easy to understand and have continued to stay in contact to make sure they are reaching their desired sales/goals.
What are three things you use every day in your job?
1. Cell Phone
2. Debit Card
Tell us about organizations/charities you are passionate about.
I currently work with United Services for Children for their fundraising efforts to bring a museum to the Meadows. In the past two years, I have learned so much about all the services they offer. As a community, we are truly blessed to have this as an option if needed. Truly remarkable the work they do with kids of all abilities.
When you are not working, what do you like to do in your spare time?
If I’m not working then you can find me at the pool or on the golf course!