Brick & Mortar Marketing Tactics Worth Keeping:

Brick and Mortar Marketing might seem like a thing of the past. Direct mail? We all know that lives in the recycling bin… But, are there some techniques from decades past that are worth sticking with in our modern world?

What is Brick and Mortar Marketing?

Brick and Mortar refers to “a physical presence of an organization or business in a building or other structure”. Picture a high street, riddled with businesses and overrun by foot traffic. Before the internet boom, this is how virtually all business had to run. Now, however, thanks to digitalization and the rise of SAAS and service based businesses, there’s little for a physical location. In some cases even, there’s little need for a physical product!

So, what techniques used to work, in the Brick and Mortar days?

In-Store Events:

  • In store events used to be the way to get customers through the doors. Whether it was a mall hosting a Britney Spears concert in her earliest days – or a department store setting up “Santa’s Grotto” to attract holiday shoppers, there was always something more to do than just shop. Brands had to focus on the customer experience. The longer they kept shoppers in their store, the better their chances were for selling something.

Printed Media:

  • While you might still get catalogs in the mail today, I’d bet that it’s pretty rare for you to sit at the kitchen table and actually thumb through them. These days, we don’t even need to go looking for the products that we might want to buy. Sophisticated (and sometimes creepy) social media algorithms will fill our feeds with them instantaneously.

Loyalty Programs:

  • What if I told you 20 years ago your wallet would be twice as thick as it is now, but with stamp cards rather than cash? The concept of loyalty programs is nothing new, and has been a staple for brick and mortar businesses for decades. Technology has certainly made this more simple, though. Now, all we often need to do is share our phone number at the cash register to accumulate points. You might have a stamp card at your favorite frozen yogurt joint, but it’s unlikely that your wallet is filled with many others.

What about Brick and Mortar Marketing Today?

While you might not have a physical store or physical product, it’s likely that many of these techniques (if tweaked a little) can help generate more sales for your business. Let’s take a look at how you might alter these for the modern, digital world:

In-Store Events:

  • Alright, this sounds tricky because you may not even have a store. But, remember this wasn’t so much about the physical location as it was about the customer experience. Consider alternative ways to keep your customers on your site for longer, in the same way that Brick and Mortar stores have in the past. Try offering product demonstrations, or a try-before-you-buy experience to get customers comfortable with your offering and ready to purchase. Additionally, powerful customer testimony videos may be what they need to see to feel ready to buy!

Printed Media:

  • Printed media can be both expensive and time consuming in this modern world, and it’s likely that it’ll end up in the trash. However, there are lessons to be learned from printed media campaigns of the past, such as location-specific targeting. If your business is located in a particular city, how about running an ad campaign unique to that area with a message to support local business? Supporting locally owned businesses is a growing trend, so this one simple strategy may win you some local, loyal customers.

Loyalty Programs:

  • Sure, giving your phone number now is much easier than carrying around a stack of loyalty cards. But, what if I told you there are some far more creative and fun ways to engage your loyal customers? Whether you’re offering a cash-back prize for referrals, free product for a certain number of points, or simply a coupon after each sale to get customers back in the “door”, there are so many unique ways to approach the loyalty programs of today.

Lessons from the past:

If there’s one thing we’ve learned this year, it’s that online business is paramount to modern success. In the UK, physical stores have been closed for months at a time, and while customers will likely return once CoVID fades, it’s unlikely that our online consumer habits will die fast. Part of innovating for the future involves taking what worked in the past, and adding some modern flare. Brick and Mortar isn’t quite dead, it’s just changing.

Harness the power of YouTube Shorts with Cloud Campaign

As marketers, we’ve looked at YouTube as the 800-pound gorilla for video content. But when TikTok challenged the old silverback’s hold on the video jungle with its success using short-form video content, other platforms quickly shifted to follow suit. This means social media marketers and managers must also consider how video content impacts their services…

Continue reading

7 Reel Templates for B2B Marketers

With Instagram announcing its prioritization of video content, the pressure for creators to produce short-form video has increased. And if we’re being reel *pun intended*, creating this kind of content is intimidating!  What if the content isn’t ‘hip enough’ or “What if we misunderstood this trend?” Those doubts cross all our minds as we begin…

Continue reading

Instagram Reels Strategies for 2022

Developing and implementing Instagram Reels strategies can be overwhelming. Especially if you aren’t up to speed on Meta’s video best practices. If you haven’t heard, as of July 2022, all video posts under 15 minutes will be posted as Reels. For better or worse, you may have noticed recently that your feed is full of…

Continue reading

Introducing Pixel Perfect Preview & Instagram Account/Location Tagging!

Creating social media content on third-party platforms doesn’t always turn out how you’d expect. That’s why we created Pixel Perfect Preview – our built-in tool showing exactly how your Facebook and Instagram posts will look out in the wild. Pixel Perfect Preview will automagically appear when editing an item in your Content Library. But wait,…

Continue reading

Holiday Posting: Is It Worth It?

As avid social media users, I’m sure you’ve seen a few holiday posts that caught your eye over the years. Did it catch your eye because the content was well done? Or was it so bad that you thought, “Wow, who approved that?”  I’ve seen both and wondered if posting about the holidays is even…

Continue reading

Leave a Reply

Your email address will not be published. Required fields are marked *