Ten ways to reach ‘offline’ customers during COVID-19

Much emphasis has been placed on connecting with customers digitally in the era of COVID-19 but what about those customers and potentials who are offline? How do you connect with and support them in this time?  Here are ten simple suggestions:

1.       Make a phone call – It may seem old fashioned but picking up the phone and calling a customer with an offer is an act of service.  The customer will be pleasantly surprised and reward your small business with referrals and future purchases.

2.       Text messages – This is quite possibly the quickest and easiest way to reach customers en masse.  Additionally, most mobile phones today have some smart feature that can facilitate high quality image messages.

3.       Send a direct mail – Believe it or not, the post office still works.  Use of other delivery services have also become popular.

4.       Place ads in traditional media – Although traditional advertising placement can cost a pretty penny, prominent ad placements still have the ability to attract the right clients.  Identify the right platforms, days and times so that the media spend targets the right audience.

5.       Talk to the Media – A radio or TV interview or a ‘write-up’ in the newspaper is still a great way to gain visibility and attract new clients.  Despite the emphasis on digital, there are still a significant number of persons who buy and read newspapers and magazines and tune into their favourite radio station.

6.       Run a competition – Competitions have a unique capacity to attract customers in droves especially if it is something they are good at.  Use traditional media outlets and make the competition exclusive for offline customers. Measure its success based on the number of responses, reach and the increased interaction with your business’s product or service.

7.       Offer printed coupons – Whether in-store, through a print advertisement or a flyer/coupon distribution, your business is certain to benefit from the take-up on the discount coupons at this time.

8.       Cross promote – Not only will you reach your offline customers, your business will benefit from and provide support to another, similar or complementary business.  Think of it as double-tapping, doing better together than apart.

9.       Give out business cards – A business card is usually the first piece of printed material that a business generates and it should be one of the primary points of contact with offline customers. Give one to every potential customer your meet, leave them in doctor’s offices and on community noticeboards.

10.   Invest in outdoor advertising – This doesn’t necessarily mean an expensive billboard.  It could be a ‘small’ sign on the signboard of the business complex within which your business operates or maybe a foam/stickie sign on the entrance door of your business establishment. Whatever you choose, ensure it identifies your business so that potential ‘offliners’ will see and act on.

How are you connecting with offline clients today?