I have used offline marketing as much as online marketing and it's been very effective. I have an online marketing consultancy and many of my clients want to do their own Internet Marketing. So I offer to do a training session with their employees and as part of the training, I teach them how to use SEO and linkbuilding tools that I have affiliate relationships with.
I always tailor the tools and training to the needs of the firm. The biggest mistake you can make is to try and shove a software package down someone's throat if they just don't want to do that type of marketing or they feel uncomfortable with it.
I also do SEO and linkbuilding presentations at a local business college to their "fastrack" marketing class people who are mostly existing business owners testing the online marketing waters.
Lastly, I give presentations to local Chambers of Commerce. I find most business people haven't a clue about how to market their business online or use social marketing. "Done for you" tools like SEOPressor, which help them SEO their blog posts or CommentHut, which will find related blogs for them to post comments on, are a life-saver for these people. (Both of these tools are reviewed on my website).
Offline marketing is an opportunity to both make a little affiliate money AND help local business owners market online without getting taken to the cleaners.