Complement your online and offline media strategies to ensure that your business is not cut off from the market and is not using only one channel to market. Make sure you are not missing out on valuable sales and capturing potential leads.

1. >> THE ORIGINAL AND BEST INTERNET MARKETING MAGAZINE
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PHIL LEAHY
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june 2013
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2. 13internet marketing magazine
june 2013
HOW TO COMPLEMENT YOUR ONLINE
STRATEGY WITH OFFLINE MEDIA
> USABILITY TESTING
By the end of 2015 it’s expected that there will be
more than 3,400,000,000 global internet users (e-
consultancy, 2013). In 2012 e-commerce sales grew
to top $1 trillion for the first time and global mobile
data traffic grew 70 percent. Over 144 billion emails
are sent daily and users spend an average of 3.2
hours a day on social networking sites. (Cisco, 2013)
Clearly the future of marketing on all fronts is to
ride the digital wave right?
Or is it that simple?
I see so many businesses and marketers today that
seem to be solely focused on using digital for all
their marketing. They have become so focused that
they’ve cut themselves off from what’s actually go-
ing on in the market and forget they are in reality
marketing to only just one channel – online.
Think about it, whatever industry you’re in and
whatever product or service you sell, it’s likely that
despite the recent growth in online there’s still a
similar or even bigger potential customer base con-
suming media offline.
Potential customers who are looking for solutions
to their problems that aren’t jumping onto Google
or Facebook every day - BUT, still read posted mail,
still watch TV four to five hours per day, still listen
to the radio 1-2 hours a day and still read magazines
and newspapers.
And, if you’re still not convinced here’s also another
key point to mention.
What if not integrating offline media was costing
you online traffic and conversions as well?
Even if people are consuming your online advertis-
ing, there’s plenty of evidence that offline direct
response marketing not only generates returns in its
own right, but also boosts online traffic, revenue
per click, even social media & affiliate activity in-
creases.
In a recent iprospect study about this ‘halo effect’,
consumers were asked what prompted them to
search online for a company, campaign, product, or
service. The results were:
• Television advertisement: 44%
• Word of Mouth: 41%
• Magazine/Newspaper Advertisement: 35%
• Radio: 23%
• Billboard: 13%
Just looking at one path to market for most busi-
nesses, without looking at offline options to en-
hance your online strategy to me just doesn’t
make business sense over the long term – and in
my opinion is akin to playing a game of football
and leaving half your team sitting on the bench!
So, whether or not you’ve considered moving for-
ward with integrating your online strategy with
your offline efforts like TV, print, radio, direct
mail, etc, I believe going through the process of
continually looking at and analysing what’s hap-
pening in the wider market, what message your
target market is exposed to and benchmarking
the results you’re getting online versus what is
likely offline is important.
By Andrew Benikos

3. 14 internet marketing magazine
june 2013
And the good news is, despite the seeming com-
plexity of integrating offline and online media and
changing consumer behaviour, if you’ve been suc-
cessfully marketing online already (especially using
paid campaigns) you’ll probably be able to imple-
ment direct response offline campaigns using skills
you already have.
Like anything, success starts with asking the right
questions. Here are four key questions to ask be-
fore you make the investment.
1. Do you know your definition for success?
Any offline direct response campaign starts and
finishes with knowing your numbers. Data needs
to be your best friend. Without understanding
how much you can spend on customer acquisition,
you’ll have a difficult time defining what success
means for your particular campaign. When those
first results come in, you’ll need to know immedi-
ately whether or not it was a success. Fortunate-
ly, the great thing about having a fully developed
online strategy in place is you should know some
of the key metrics which you can use as a starting
point, such as:
- Average cost per lead
- Average cost per acquisition
- Average lifetime value
- Average ROI of your campaigns
Not only will these numbers guide your decisions
they will also let you know how much you can/
should spend on direct response offline advertis-
ing.
On a side note, in my experience lead quality for
offline can be substantially higher than online
leads. So, while the cost of advertising may seem
higher, your conversion rates can often times
double or triple (especially using longer form
print and TV). Testing your offline campaigns will
tell you the full story of course, but it’s an over-
looked point that you should look out for when
starting out.
2. Are you ready to test?
Many companies try offline advertising once, and
if they don’t get the results their after straight
away they often blame the medium itself rather
than looking at all of the variables. It’s essential
to test different methods (offers, executions,
calls to action, etc) with several trials first in or-
der to find out what works best. There can be
many variables involved in direct response offline
advertising, you have to approach it with a test-
ing – rather than a one-time-mindset.
Two other key points to remember:
I. Make sure you have a quantifiable test bud-
get in place. Unlike online where campaigns can
be switched off with a moment’s notice, most of-
fline campaigns require a commitment for ad space
over a period of spots or time as an example (even
for a test) so have this budget in place before com-
mencing.
II. Offline advertising can be very effective very
quickly, but you have to be ready for the amount of
leads and orders that could come your way. Proj-
ect your cost per lead and cost per order and then
work backwards. Can your business handle this
much volume? Run the numbers first before you
spend. It would be a shame to lose out on those
leads due to a lack of planning.
3. Where can I get the best “message to mar-
ket to media” match?
Is your campaign fishing where the fish are? The
great thing about mass offline advertising (i.e.
TV, print, radio, etc) is that you have the poten-
tial for massive reach. But, your customers often
consume media in very specific channels and spe-
cific places.
While testing will play a large role in ultimately
determining the right media to advertise in, hav-
ing a strong knowledge about your target custom-
er and in particular which media they’ll likely be
consuming is critical. Once again, analysing on-
line metrics and surveying your database will give
you a great guide to begin with.

4. 15internet marketing magazine
june 2013
Test small in publications that offer low cost/high
reach and are either very specific to your product
(i.e. if you’re promoting a weight loss pill advertise
in a ‘women’s fitness’ publication) or very specific
to your demographic (i.e. using the weight loss pill
example again, women’s ‘gossip’ magazines or en-
tertainment channels could be good choices). Read-
ing the media kits of each publication/channel/list
or using direct response focused agencies can help
further define your best target media for testing.
Once this is in place, enhance the integration of the
campaign by:
1. Making sure you create a unique & compel-
ling call to action that is backed by a sense of
urgency will be one of the key reasons for suc-
cess and help you cut through the mainly branded
competitor advertising.
2. Using multiple response mechanisms to en-
hance the performance of the campaign (includ-
ing phone numbers, URLs in TV and radio ads, or
placing a QR code in your print ads or sales let-
ters).
4. Is the online campaign funnel set up to op-
timise your offline campaign results?
This is where I often see offline campaigns fall down
and one of the first things I look for when consulting
with clients. I’ve seen it many times where a cam-
paign is generating a positive response, but is let
down by ‘gaps’ in the campaign funnel (ultimately
leading to your advertising dollars sending custom-
ers to your competitors); a lack of proper tracking
put in place; and a clear definition on which cam-
paign source you attribute the lead to. Here’s an
overview on how to approach each of these issues:
I. You need to be able to track where the lead
is coming from – Each potential customer calling
you, filling out a form online, etc needs to be
able to be tracked back to the advertising source.
The bare minimums to put in place are:
a. unique phone numbers for each campaign
b. a unique url (preferably to unique landing
page also featuring the same offer advertised)
c. if testing multiple campaigns in a particular
medium use promo codes on your advertising
which customers supply to you over the phone
or lead capture form when making their inqui-
ry.
d. it is essential that Google analytics goals are
set up for all of your key campaigns sources.
If you’re expecting large volumes, feeding all
of this information into a central sales results
dashboard is ideal and can be facilitated by
several software options such as dynamic num-
bering and the like.
II. Optimise your online funnel - If consumers
don’t respond straight away to the call to action
in your offline advertising, it is likely they’ll end
up online to do further research. In fact, in a re-
cent survey Nielsen reported that 40% of televi-
sion viewers are now watching with a tablet or
Smartphone and researching in real time. But,
only 12% of marketers simultaneously integrate
and optimize their search campaigns.
So, it makes sense then that two particular ar-
eas be addressed when your media planning and
buying: -1. Your advertising must follow your con-
sumers journey to your website and 2. All of your
advertising communication is kept consistent.

5. 16 internet marketing magazine
june 2013
It is essential to optimise both your SEO and PPC campaigns (and even
your social platforms) to ensure that when customers are searching
they’ll be able to effortlessly find their way to your website and
that your don’t open yourself up to your competitor siphoning off
your paid for traffic. Think of online as a ‘capture’ channel for your
offline efforts. Matching the offer or style of offline advertising in
your online executions will also further prompt potential customers
to take the action you want them to.
III. Define where you will attribute the sale – A challenging area
of online and offline integration is exactly which advertising source
you’ll attribute the final acquisition of a customer to. There are
many rationales for either the ‘first click/contact’ or ‘last click/
contact’ attribution approaches and beyond the scope of this ar-
ticle. My suggestion though is start small by choosing one or the
other in your reporting and use the data you collect from your initial
campaigns (like assisted conversion in Google Analytics) to guide
your final decision. Over time, understanding the consumer journey
will be an important distinction to make, especially if you’re doing
serious volume.
Summary.
Even though online lead generation offers affordable access to a near
limitless number of prospects, traditional offline techniques deserve
their place as part of your advertising profile as well. Not only can
these strategies generate strong returns in their own right, they can
dramatically boost traffic and conversion to your web and social me-
dia sites. Taking a synergistic approach and finding the offline/online
advertising sweet spot can create the pipeline of customers every
business needs to sustain its growth.
Andrew Benikos
is an online and offline consultant specialising in
customer lead generation strategies, customer
conversion strategies and strategic internet marketing.
He is also the founder of web design and marketing firm
The Conversion Company. You can contact him directly
at andrew@theconversioncompany.com.au