The Resilience of Billboards & Brochures in Modern Marketing:: Embracing tradition while adapting to the online world

In a fast-paced world dominated by digital trends, it’s time to slow down and appreciate the good old-fashioned charm of billboards and brochures. These classic marketing methods may not be as flashy as their digital counterparts, but they still pack a punch when it comes to grabbing attention and making a lasting impression. Billboards proudly stand tall, commanding attention with their vibrant colors and bold messages, while brochures offer a tangible experience that engages the senses in a way that digital ads simply can't replicate.  

Traditional marketing strategies continue to deliver a powerful impact on customers today. But before we discuss integrating offline and online marketing, let’s rewind and look at how marketing has evolved over the centuries. 

The history of marketing 

Back in the day, traditional marketing was all about creativity and resourcefulness. We're talking about ancient times when advertising meant relying on basic yet ingenious methods like signage and simple word-of-mouth. Picture bustling marketplaces where merchants would shout out their wares or display colorful signs to catch the eye of passersby.  

Fast forward to the invention of the printing press, and suddenly, a whole new world of marketing possibilities opened up. With the ability to mass-produce materials, businesses could now distribute printed advertisements far and wide. Newspapers and flyers became the go-to mediums for spreading the word about products and services, marking the formalization of marketing as we know it today.  

The role of billboards in contemporary advertising 

Transforming the marketing scene in the 1800s, billboards increased brand visibility by providing outdoor space for companies to showcase their products and services to a wide audience. While they quickly became a popular advertising standard after they emerged, billboards aren't always a company's first choice anymore, as the demand for digital marketing often overshadows them. But we assure you they still have their place! According to the Out of Home Advertising Association of America (OAAA), 88% of adults notice billboards and nearly 80% of those viewers are motivated to take action. Unlike their online counterparts, you can’t switch off billboards; they’re a constant presence in the physical landscape, offering a persistent platform for advertising messages. 

Billboards of the 21st century are all about discovery, repetition and awareness. Whether it’s a resounding display highlighting a new product or a thought-provoking message boosting a cause, billboards are designed to be noticed and remembered. They allow us to stumble into new opportunities and encourage engagement with the world around us.  

With strategic placement along highways and cityscapes, billboards are especially effective for promoting physical locations such as restaurants and retail stores. Serving as landmarks on our daily commutes, billboards beckon us to our favorite local spots and entice us with the promise of new adventures yet to be had. These towering advertisements are classic constants in our ever-changing lives, providing a more physical presence in an increasingly online world.

The tactile power of brochures in the modern era 

Billboards aren’t the only icons of the marketing world that have stood the test of time—enter brochures! These trusty little companions always seem to magically appear whenever you’re in need of some handy information. Whether it’s a glossy pamphlet at your favorite café or a funky leaflet tucked inside a magazine, brochures have a way of sneaking into your hands and sparking your curiosity.  

From showcasing the latest product offerings to highlighting the must-visit destinations, brochures are trusted guides in our quest for information and inspiration. The bite-sized content featured in brochures offers a little taste of a brand, product or destination, urging people to investigate further. As individuals flip through the pages, each element—the choice of imagery, the clarity of information, the overall aesthetic and even the selection of paper—contributes to an immersive experience. A print brochure is a tangible masterpiece that individuals can take with them, creating a lasting impact.  

Other print pieces to explore 

Traditional advertising extends far beyond billboards and brochures. Consider incorporating these print options into your marketing mix and watch your strategy flourish: 

• Print ads: Having long been a classic staple, print ads in magazines and newspapers continue to captivate audiences with targeted messaging and eye-catching visuals, making them ideal for reaching specific demographics and local communities. 
• Flyers: From promoting sales, specials or new business openings, flyers are versatile marketing tools that can be distributed in high-traffic areas such as shopping centers and events. 
• Mailers: Direct mail marketing, including postcards, letters and catalogs, can reach consumers directly in their homes and drive response rates for various campaigns such as product launches and promotions. 
• Branded merchandise: Whether it's a branded pen or a stylish tote bag, branded merchandise is the swag that keeps on giving, serving as tangible reminders of a brand's presence long after initial interactions. 

Challenges and criticisms of offline marketing strategies 

Despite their enduring presence in the advertising landscape, even our trusty billboards and brochures have their own quirks and challenges. While they do offer a nice break from the ads on our screens, there is no denying that billboards and brochures struggle to compete with online marketing.  

Billboards may be great at grabbing attention, but measuring their return on investment and targeting specific demographics can sometimes feel like trying to find a needle in a haystack. Without accurate data on who is seeing the billboard and how it influences their behavior, assessing its return on investment is a difficult task. 

As for brochures, they battle against being perceived as outdated. Most consumers turn to online resources to get their information, leaving brochures to seem obsolete. Diminishing attention spans don’t help either, as quick, digital interactions are often favored over more traditional forms of engagement.

Integrating traditional and digital advertising methods 

While they do present some challenges, don’t rule out the potential of utilizing traditional marketing strategies! With a little revamping and incorporating some digital upgrades, these classic techniques can prove to be effective marketing forms.  

We’ve got some tips to help you breathe some new life into your physical ads: 

• Enhance print pieces with QR codes to direct viewers to online content or promotions. 
• Experiment with implementing augmented reality into brochures to create a more captivating interaction. 
• Employ digital billboards with bright colors and intentional graphics to draw extra attention to your messaging. 
• Use social media platforms to amplify the reach of traditional marketing efforts by sharing images or videos of billboards or brochures with targeted audiences. 
• Create billboards and brochures to be artistic pieces that entice consumers into searching for your brand online to learn more.

Ultimately, it all comes down to cultivating a comprehensive approach, combining the strengths of traditional and digital marketing to create a campaign that maximizes reach, engagement and conversion. 

The future of offline marketing 

Moving ahead, let’s not forget to tip our hats to these tried-and-true methods! Whether it’s the thrill of spotting a larger-than-life billboard on your morning drive or the joy of encountering a beautifully designed brochure, there’s something special about the timeless appeal of these classic advertising methods. And as we venture further into the depths of the digital unknown, people continue to pine for simpler times and crave nostalgic experiences. Integrating classic marketing techniques with our online environment can provide a pleasant balance of tradition and modernity. 

We think there’s some wisdom behind the old saying: classics are classic for a reason. If you’re interested in blending more traditional methods into your current strategy or exploring the potential of offline advertising, contact us!