OPTICAL PRISM | SPECIAL FEATURE
Old-school marketing tactics that still work today
By Trudi Charest , Marketing4ECPs
As of late March , the retail world shut down and much of North America finds itself in the midst of a fullblown pandemic . Suddenly , my little column about old-school marketing tactics that are underemployed by modern businesses just feels … out of place . Surely there are bigger fish to fry .
But the reality of our collective situation is that , when the dust settles and our world begins to return to a sense of normalcy , the need for effective advertising will be front and centre as optical dispensaries and eye care practices across the continent aim to capture as much revenue as possible .
And while your peers are driving up the cost-per-click on Google and Facebook ad platforms , many will be ignoring old-school tactics that , when executed effectively , work really well .
TV Never Did Kill the Radio Star … & YouTube Hasn ’ t Pulled it Off , Either
Let ’ s start with radio . In the SEO space , our team can often identify when a client kicks off a radio ad campaign . How ?
We see a tangible and obvious increase in the amount of direct traffic coming to the website ( direct traffic is when someone types your domain name into their browser , bypassing Google ).
The second indicator is when we see the number of people that search for our client in Google increase .
28 OPTICAL PRISM | November 2020