It’s easy to fall into the trap of thinking that everything which is happening in terms of marketing is all about digital marketing. What about physical marketing? You mean you’ve not heard of physical marketing? Our lesson store is packed with examples. Let me continue . . .
Physical marketing is what marketing was prior to the digital age, and exploits tried and tested methods of marketing and marketing communications. Believe it or not some people do not live in the digital world either through choice or through necessity. Physical marketing avoids social media and generally doesn’t use the Internet. Physical marketing is marketing without the use of digital technologies.
In the morning I pick up my mail from my doormat. Okay my letters and bills have been produced electronically but they are still made of paper and contain photographs made from ink. We might instantly use Google or Bing to search for a plumber when we have a leak, although people still reach for paper-based directories such as the Yellow Pages. Physical marketing recognises that there are still opportunities and money to be made from non-digital marketing, or good old-fashioned marketing.
Let’s examine examples of physical marketing. The promotions mix includes advertising, sales promotion, publicity (public relations), and direct marketing. Others might include personal selling and sponsorship. Advertising in a non-digital world means outdoor advertising such as ambient and transport media as well as posters and even balloons.
Your sales promotion will include buy one get one free offers, money off coupons, or special offers of any variety in fact. Publicity could be anything from standing on the red carpet at a film premiere to fake brawls that often pre-empt boxing matches.
Direct marketing is any marketing where the manufacturer sells direct to the user, and this obviously includes mailshots as well as some personal selling etc. Personal selling in itself is still hugely popular; remember that people buy from people! In fact personal selling is a really good example of physical marketing since you are not digital! Physical marketing examples of sponsorship would include logos and company brands on Formula One racing cars, or any similar activity.
Let’s face it, pick up any marketing article or textbook prior to 2000 and you have everything you need to know about physical marketing.