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After 3 years I break my Silence and hope to share my Wisdom of the "Offline World"

Discussion in 'Offline Marketing' started by SirMadrigal, Apr 12, 2013.

  1. SirMadrigal

    SirMadrigal Newbie

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    Hello friends,

    I accidentally came upon the section of the forum and I am loving it!! I can't believe I never looked into this, I was always so obsessed and stuck with reading and learning so much about the Online SEO side of things that it didn't occur to me that the people here would be smart enough to realize that offline marketing has a significant value still.

    So I have decided to chime in and add my $0.02 about the values of learning, understanding and marrying Online with Offline marketing. I hope some of you get some use out of this because to be honest I am extremely excited to actually be able to contribute to the forum finally! I am going to make this a long one but I hope it becomes a "Go To" post for people wanting to familiarize themselves with offline marketing.

    Ok, before I get started I will preface this post with the fact that I am a business man in the United States and so the vast majority of the things I will be able to share with you will pertain to US clientele and how to market in the US. That being said however, many of these principals should work in many countries, the costs of implementation will simply vary and may not be as profitable in less developed markets.

    About me: Straight out of High School I realized that a "40 hours a week for 40 years" career path was not going to be for me and I quickly came to the realization that a college degree was not going to help me achieve my desires (disclaimer: I am NOT saying going to college is a bad idea) therefore I started my own business. Therefore when it comes to my real world on the job experience I have over 17 years in business now and am going strong.

    My Business: I will not put my company name, contact info or URL in this post due to the fact of how few posts I have on my account and I do not want to risk being accused of spamming my business therefore I will simply explain what it is we do here.

    I own a national Printing company that produces the following products:
    • Digital 4-Color Printing
    • 4-Color Offset Printing
    • Grand Format Printing (Billboards and Signs)
    • Silk Screening (T-Shirts and Embroidered Garments)
    • Graphic Design and Layout services

    We have locations in Southern California, Central Kentucky, Central Florida and South Florida with many partner printing companies that trade work back and forth at wholesale pricing between "Trade Members".


    Ok, now that you have an Idea of who I am and what I do let's talk about how valuable Offline Marketing if done right truly is, and how you can integrate both.

    The Printing industry is the largest industry in the United States of America, I know, it's hard to believe but it is absolutely true. The print industry in the USA is over $162Billion Dollars a year and it employs over 1million people (PM Me for a Reference URL to a study, I am not allowed to include a URL as I guess I have too few posts.), less than $1Bil USD of that is in ONLINE BUSINESS (PM Me for a Reference URL to a study, I am not allowed to include a URL as I guess I have too few posts.)

    Now that you know the size of the industry let's reflect on its customers, virtually all of the $162B spent every year is by Businesses, not retail consumers. This means that a massive amount of every business' marketing budget is still directed towards print. Essentially if you are in the printing business every business that is in business is a potential customer as they are all using some form of the product you produce.

    Now you have an idea of the scale of the industry and its reach, let's focus on how you could potentially capitalize on learning about it...

    I want you to stop and think about how many businesses you have frequented on a regular basis as a consumer, really do it. How many small businesses have you gone to in the last 5 years that have no website at all, no online presence and hell some don't even have a single yelp review!


    • Restaurants
    • Bicycle Shops
    • CPA's
    • Doctor's
    • Lawyers
    • Auto Repair Shops
    • Lawn Care Services
    • Maid Services
    The list goes on and on and it is actually quite shocking in reality how many of these business owners either have the most god awful POS website or no website at all. I listed the above references because I personally know several in the above category that have no presence online at all, but boy do they PRINT!

    Are your savvy marketing brains starting to see what I am getting at?? :cool: How can you possibly sell your Online Marketing Nijitsu skills to a business owner that doesn't even have a website! Many of these business owners don't even realize the value of having a website in today's world, it is a fact, it is shocking and many are afraid to "Change".

    Let's face it, the majority of successful small business owners in America are still in the Baby Boomer generation (in their 50's and 60's) or just barely missed it by a few years and are in their mid to late 40's right now. These are people that grew up without cell phones, without computers, most of them graduated college before a computer was even available to the general public. Hell, most of these people were already in business before pagers even really became a fad.

    This means there is a whole giant metric out there of potential customers for you Web Gurus that are still out of reach if you are not marketing offline, this is because they are not tech savvy and they do not know the first thing about where to go to even get started. These are older people that are set in their ways and they are also often afraid of online purchases due to urban legends of Fraud and plain ignorance.

    I saw another post here on the forum where someone is trying the time tested tactic of the "Personal Response Letter", by crafting a targeted personal letter, hand signing it and sending it first class Forever Stamped direct to the potential client as an attempt to reach out to them and create a personal dialog between the two. I have done this for years and I find it to be very effective, especially with Doctor's and Lawyers as they are used to official methods of communication in their daily careers and tend to be much more receptive to this manner of solicitation. I am subscribed to the thread now and am eagerly awaiting an update to his success with it, I love mailings as a form of marketing, it is kind of exciting for me and I wish him well.

    Direct mail marketing has worked for over a century and continues to work to this day, there is more direct mail hitting mailboxes across America now than ever before with the introduction of EDDM (Every Door Direct Mailing, (PM Me for links to EDDM information on the USPS site). This is a new way to deliver to every single mailbox in a specific zipcode and zone for a drastically reduced price $0.14 per piece as opposed to the standard bulk mail rate of $0.39 per piece for pieces larger than 4"x6" (note, standard postcards must mail first class and do not receive a discounted rate).

    If done right EDDM can be amazingly effective and it gives you a chance to design a marketing piece advertising your SEO, PPC, Website Design and Graphic Design by delivering a beautifully printed tangible piece of marketing into the customers hands. Tangible is really a big deal, in today's world of so many things going digital we have lost out on the tactile response our bodies still crave, the sense of touch gets more and more repressed each time technology takes a massive leap forward. Trust me friends, even if a customer doesn't consciously realize it, they love seeing and touching a piece of print advertising much more than seeing and ad on the web.

    This also let's them see first hand the quality of "Product" you can produce, they may not be able to touch your websites or backlinks but they can touch that marketing piece and they are SOLD! You know, printing also smells pretty great too, hah. Don't think so? Well...who doesn't love the smell of money and it is printed!

    There are many ways printing can assist you in offline marketing, I am going to list a few ideas below for you:


    • Printed Vehicle Magnets (to place on your car advertising Web Design and SEO services, this can also provide potential tax write-offs, ask a CPA)
    • Vehicle Wraps (full blown vehicle graphics for your car)
    • Flyers (left behind at coffee shops, posted on bulletin boards or even left on windshields of cars)
    • Direct Mailers (delivered in a blanketed EDDM mailing fashion or mailed to a custom targeted list you have selected)
    • Business Cards (an absolute must for anyone in business and for the love of God don't hand out FREE Vista Print cards)
    • Stickers and Bumper stickers (ask your pals to place an ad for you on their car in the form of a sticker)
    • Holiday Greeting Cards and Birthday cards (you would be AMAZED at the personal touch this gives you with clients, they will love you and it builds loyalty)
    • Calendars (Old School I know but people still use them)

    These are just a few ideas as to how to harness the power of Offline Advertising, I chose to elaborate on print media as I have extensive experience, own a printing company have almost 2 decades under my belt.
    That being said I also have excellent knowledge in Radio and Television advertising as I have done both and if you would like pointers I would be happy to share with you (or Possibly I will make another thread)


    Now for My new Venture Idea!


    After speaking with one of my partners it is my intent and idea to create a hybrid marketing agency that marries all formats together, we want to be a proverbial one stop shop for small businesses but provide them with the services they need, the quality they expect and the value they are looking for.

    As I write this post my business partner is in Delhi India, has been there for two weeks now working on a software project we are developing and we are looking to form some relationships with master SEO people, Affiliate marketers and like-minded entrepreneurs. Unlike most people that would take a chance, blow some money on an Elancer and hope for the best we tested a couple groups, decided they may be worth a shot and I sent someone to India to directly oversee the project ensuring quality and speed of production.

    I envision being able to offer customers the following:


    • Website Design
    • World Class Ad Copy (in many different languages)
    • Graphic Design
    • Printing (Digital, Grand Format, Offset and Silk Screening)
    • Android and Iphone Application Development
    • Direct mail marketing campaigns
    • SEO marketing plans (short term and long term)
    • PPC marketing plans (to compliment SEO)
    • Affiliate marketing plans (when applicable)
    • Voice Over (we already have a nice catalog of talent)
    • Telephony (available through my current PBX provider and I have come to a very attractive wholesale deal with him)

    I have relationships with potential partners now in India, Ukraine, Denmark and the Philippines (we do not have any USA firms as of yet but I am not opposed to it), I open the opportunity for us to communicate and see what we can do together. I have currently hired two people from BHW to do some things as a test, one has exceeded my expectations thus far and one has disappointed me greatly.

    I have identified a good friend of mine as a test subject with his business as well as my own website (we have a live web2print website that has been online for years, we accept orders from our customers on it and use it more as a business tool and foolishly have never really marketed it).

    This is where all of you can provide me with valuable feedback as to your thoughts on how to go about this.
    Are your creative offline marketing juices flowing yet? Are you smelling the buckets of cash you can potentially make by pioneering an offline marketing campaign to capture this new client-base that is ripe for the picking?
    Well, I am always here to help you bounce ideas off of, share some tips and tricks to maximize your ROI potentials and develop a good offline marketing strategy.

    I only ask you help me do the same with my online marketing Ideas and endeavors, I have had the good fortune of being successful and traveling the world, I have been many places and met a lot of cool and interesting people, I intend to a lot more very soon and I would like for many of you to be my new friends.


    I look forward to your responses and and excited to get to know all of you.

    ~M
     
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  2. CosmicSoundz

    CosmicSoundz BANNED BANNED

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    I am actually ready for some business cards. Do you have a price list I can look at?
     
  3. SirMadrigal

    SirMadrigal Newbie

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    I do but unfortunately I can not even PM until I have 15 posts under my belt.
    I cant include my URL either to my website.

    If you want to PM me your skype or contact details I will message you that way until I have sufficient posts.
     
  4. Untouchable

    Untouchable Supreme Member

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    Hit me up if you ever want to work with me.
    I do the following:
    Online Reputation Management
    Web Design
    Social Media Marketing
    Search Engine Optimization
    Android Apps
    iOS Apps
    Media Buys (Pay Per Click, Banner Advertising, Pay Per View,etc)
    Internet Marketing Consultation
    Wordpress Training
    However, I strictly do not take small campaigns (Not Worth The Hassle) Minimum campaigns are around 200-300/month.
     
  5. sashablack

    sashablack Elite Member

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    I also need some printing done, catalog?
     
  6. srb888

    srb888 Elite Member

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    +19 Rep & Thanks for this greatly informative thread, OP! Wishing you all the success!

    Offline marketers (I'm one of them too :)), this thread should give you some great ideas...
     
  7. SirMadrigal

    SirMadrigal Newbie

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    Yes of course I can help you with that, I didn't realize that so many people would actually be interested in printing for themselves, I was thinking it would be more for clients and a potential sales tool!
    Anyway as I mentioned earlier I am not to the point where I can PM yet so if you want me to contact you I will need your skype or contact details via PM.

    I am not going to spam the forum just so I can get to a level where I can PM, I don't want to be banned.
     
  8. SirMadrigal

    SirMadrigal Newbie

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    If there is more genuine interest in the Print Industry from more members I can make some other posts that elaborate and what each format of printing is, how it is different and how it works.
    I can even post a marketing video of one of our production facilities.

    Let me know if anyone is interested.
     
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  9. nanavlad

    nanavlad Jr. VIP Jr. VIP

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    As one of the oldest members on this forum. 61 years young, I can identify with what SirMadrigal has to say. I have owned and run many business. . In fact it never entered my head to have a website, until I started a real estate agency..
    That was 10 years ago and I did'nt even own a computer.

    Anyway my manager convinced me we had to have a website. After 6 weeks I was wondering why we werent getting any clients from it.. Anyway my business partner hired SEO guys and whoever could tell a good story.

    Anyway both the website and the business faiked, But i had got interested in the idea of intenet marketing. About 4 years ago, I was starting anew business and decided we would go with the internet as our way of marketing. I was a lot wiser this time and less patient and one day after meeting our webdevelper, I told him, he was shit and that even an idiot like me could do better,

    Anyway I'm gone off point. but its true, the majority of small business owners, know nothing about the internet and are afraid of it.

    Most only have a computer because its the thing to have, but rarely use it.

    There is no point in approaching them with long winded sales pitches, or sending them unsolicited emails. You need to grab their attention with something tangible. Even though I now mske my living. I am still wary of paung for things online.

    Instead of spamming businesses all over the world, Look at the businesses in your own town. Drop into the places you buy your stuff from, talk to the owner, and no need to sell. tell him what you do for a living. Complain that you are making all these business owners rich, and they have no appreciation of the amount of work involved.
    As has happened to me, one client fired me because he was getting too many clients and he had to turn them away, Hed asked me to only get so many a week..After I told him the only way to do that was to make the site look shit. so we would have less conversions.

    Anyway good luck with your business, I think you understand your market, That is the mistake most of the guys here dont understand, Computers for them are a way of life., For 70% of small business owners its an ornament,
     
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  10. SirMadrigal

    SirMadrigal Newbie

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    My point exactly, 90% of my customers are from offline marketing, I have been sniffing about the world of SEO for years now and have yet to fully make up my mind if it is worth it or not.

    I ask my customers often why they don't do something better with their websites, or why they don't even have one! Their general response is "I don't know anything about web design and so I can't tell if I am being ripped off or not"

    That is the true hurdle to overcome is the fear factor of being ignorant to the product, that is where the salesmanship comes in to be successful, but you also have to perform. Also not understanding SEO they will not be happy with the initial results taking so long so customer education is very important.

    I would say the average age of my clientbase is 52 years old (the owners of the company, not necessarily the employees I sell to), Offline marketing has been the bread and butter of my business for over a decade and the formulas work just as well now as they ever did. I am hoping to marry the online aspect to it (and hope she doesn't leave me and take the dog and the house in a nasty divorce hahaha)


    Nice to meet you nanavlad.

     
  11. Alinea

    Alinea Junior Member

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    I'd be interested in the post(s) about print. Did you open all of those locations in just 3 years?!
     
  12. SirMadrigal

    SirMadrigal Newbie

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    Oh no, I have been at this selling print since 1998, definitely not in 3 years haha.
     
  13. LQ Beatz

    LQ Beatz Newbie

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    You're doing a good job man!
     
  14. SirMadrigal

    SirMadrigal Newbie

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    спасибо большое и приветик lq :)
    ты где в Москве?
     
  15. krzysiekz

    krzysiekz Senior Member

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    So, you actually do take small campaigns? :p
     
  16. SirMadrigal

    SirMadrigal Newbie

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    Hah, Small is relative, I will do small print jobs in hopes to get bigger ones. Some people on here soliciting for $50.00 a month SEO.

     
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  17. Yizrael

    Yizrael Newbie

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    Awesome tips Sir Madrigal, I for one am DEFINITELY interested in learning all you have to share with us.
     
  18. SirMadrigal

    SirMadrigal Newbie

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    Thank you Yizrael, I am planning on making another post sometime today with some tips on how to maximize the EDDM tool the USPS uses, if you are clever you can maximize the amount of Business addresses you can reach and still only pay $0.14US per piece delivered.

    EDDM currently does not allow you to target only businesses but we use it all the time and are able to reach an average of 85% businesses.
     
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  19. blackouts

    blackouts Regular Member

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    OP you are absolutely right!! Print is still a very big offline business, and especially in develloping countries! Thanks + rep given!
     
  20. ehinoze

    ehinoze Power Member

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    hey op.i love this posts of yours.i want us to chat.i think i got serious business for you.since you cant p.m yet.meet me on skype.skype name is in my profile.
    thank you.