Offline vs Online – like wine and cheese, they go best together
By Deirdre Campbell
Tuesday, August 15 2017
Remember those days when an article would run in an influential media outlet and your client’s phone would ring off the hook?
In tourism PR, a client’s 1-800 number and caliber of potential clients making the call, was the best measure of success for offline media efforts.
Even five years ago we were still getting requests from clients to “get more ink” and circulation was used as the benchmark. Oh, how things have changed. And for the better.
Now we turn to online analytics to show engagement, and work hard on creating dynamic content to encourage conversion. The growth of digital marketing has put so many more tools in our hands that are cost effective and trackable.
While Beattie Tartan is encouraging all our clients to spend more time and funds on online marketing, it doesn’t mean we ignore offline marketing channels.
Which is why we are excited to sponsor the Adventure Travel Trade Association’s recent report on Cost Effective Offline Marketing Tactics. These tactics should not be ignored. And they work really well if integrated with digital and include a strong call to action.
So, check out this helpful study and learn how we got national engagement (online and offline) for Tofino’s Straws Suck campaign.