Offline promotion

There are countless ways to communicate with your target audiences, or in other words, to promote your initiative. Since the advent of the Internet and other online communication tools, this has only increased. There are also more and more opportunities to generate free publicity. Still, you cannot escape communicating through offline avenues as well. Anyway, a mix of different means of communication is very important when it comes to promotion and publicity. A good mix allows you to reach more different people and the chance that people come across it more than once also increases. On this page we will discuss some forms of offline promotion.

Print

The best-known forms of offline promotion are undoubtedly the poster and the flyer. These can be used to announce an initiative or project. You can also put other information on them, for example about ticket sales or to give people a little more clarity about the content. Distribute posters and flyers through cultural institutions, stores, catering establishments and the like. You may not just hang your posters in the streets. There are specific places in every municipality where this is allowed. Always try to estimate how many copies you need because it is a waste of money as well as unsustainable to throw away paper because you have too much.

Offline advertising

In almost every newspaper or magazine you will find advertisements and advertorials. You can buy these to advertise your initiative or project. In some cases this is accompanied by the offer to have editorial content placed by the editors. Another form of advertising is street promotion. For example, you regularly see advertisements along the side of the road or on the facade of a building. There are rules on this per municipality. You cannot just put up a sign anywhere.

Promotion at or around a location

When your initiative or project takes place at a specific location, offline communication can be essential. After all, you have practical information for visitors. For example, you will often have to use signing to show visitors the right way to the location or on the site itself. In addition, it can be useful to inform local residents. The great thing is that you can also use this as promotion. In any case, use your own artwork on each signing or document. You can also, for example, make a banner or a sign that announces your next initiative or project.

Merchandise

Merchandise is also an example of offline advertising and you can find it in many shapes and sizes. Caps, lighters, T-shirts and stickers, as well as other products. The idea is that merchandise reminds you of the concert, show, artist or event the merchandise is from. Of course, it's important that it connects to the event (so "lighters at a children's event" would be weird). Often merchandise has catchy text and a logo to go with it. It can also be a cute or funny saying, or a play on words. In some cases, your target audience may even want to pay for the merchandise so it can be a source of income.

Design

Good promotion stands or falls with the right look of your communication tools. Always think carefully about the design and layout. You can do that yourself or you can hire a graphic designer to do it for you. When designing the so-called artwork, one of the things you try to do is determine the right colors and shapes of your promotional tools. This way you can make sure that it has a unique look that suits your initiative or project. This helps ensure that your target group recognizes it, remembers it and preferably gets a good feeling about it.


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