--- title: Traditional Media is Still Tried-and-True description: October 3, 2018 - Traditional media is still around because it works - plain and simple. It helps extend the life of your campaigns, increase awareness, and it closes more communication gaps in the customer journey. From direct mail to POP, traditional media helps drive conversions. image: https://blog.gsmarketing.com/hubfs/Blog%20-%20TraditionalChannels_Header-02.jpg --- [![GSM_Logo_No Tagline](https://blog.gsmarketing.com/hubfs/GSM_Logo_No%20Tagline.png) ![GSM_Lockup_Vertical_White-01](https://blog.gsmarketing.com/hubfs/Logos/GSM_Lockup_Vertical_White-01.png) ![GSM_Logo_No Tagline](https://blog.gsmarketing.com/hubfs/GSM_Logo_No%20Tagline.png) ](https://www.gsmarketing.com) [![Contact Us](https://no-cache.hubspot.com/cta/default/4009182/5d8e5119-2b88-45b2-8a83-c34cb991a098.png)](https://cta-redirect.hubspot.com/cta/redirect/4009182/5d8e5119-2b88-45b2-8a83-c34cb991a098) #### Digital #### Direct #### Data ### Resources With over 30 years of industry experience, we want to share effective marketing practices and actionable insights for your business. #### Case Studies Read our case studies to see how we have helped our partners. 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[![Watch Our Videos](https://no-cache.hubspot.com/cta/default/4009182/a6bf7b2a-24b6-4602-93c2-53411f62e13b.png)](https://cta-redirect.hubspot.com/cta/redirect/4009182/a6bf7b2a-24b6-4602-93c2-53411f62e13b) #### Company #### Partnership #### Careers ## Blog ###### 3 min read # [Traditional Media is Still Tried-and-True](https://blog.gsmarketing.com/blog/traditional-media-is-still-tried-and-true) 10/2/18 12:42 PM - [Tweet](https://twitter.com/share) As it turns out, you *can* teach an old dog new tricks. Advanced printing, targeting, and automated marketing technologies have revolutionized the capabilities of old-fashioned marketing channels like direct mail. With these modern enhancements, traditional channels are now more effective than ever at driving conversions in a digitally saturated market. Nonetheless, it’s important to understand that each communication channel has its own strengths and weaknesses. Channel choice also greatly affects the way consumers respond and engage with your marketing content. As a result, the most effective communication strategy is one that integrates and combines channels to leverage individual strengths, while avoiding or mitigating each channel’s individual weakness. **Offering a new perspective on ‘old’ channels ****Direct Mail **[Direct mail](https://www.gsmarketing.com/direct-mail) packs a punch in terms of its targeting abilities, measurability, and memorability. In fact, the Data & Marketing Association ([DMA](https://thedma.org/)) reports direct mail campaigns that target their CRM database see an average response rate of approximately 5% *and* a 2.9% response rate for a [prospect list](https://blog.gsmarketing.com/blog/pinpointing-prospects-how-to-intelligently-increase-your-market-share). In comparison, digital channels (social media, email lists, paid search, display ads, etc.) have a combined response rate of 2.6%. Direct mail helps to extend the life of more digitally focused campaign(s). [Digital media](https://www.gsmarketing.com/digital-solutions) is great for short-term, top-of-mind awareness. However, the physical interaction consumers have with direct mail helps remind and reinforce messaging from other touchpoints along the customer journey. Combining the two channel types (traditional and digital) creates a well-rounded campaign that stays in your consumers’ short-term and long-term memory. **Promotional Products **Many consumers across the United States own, and keep, promotional items long after they receive them. A lot of promotional products’ value is in their staying power and their appeal – who doesn’t like a free gift? Across all promotional products, consumers keep them for an average of 8 months1. When you include the fact that 63% of consumers who receive promo products typically give them to someone else when they are finished with them, the advertiser’s reach extends even farther2. Outside of paying customers, don’t forget to give promotional products to your employees. They’re the best people to represent your brand outside of the workplace because they know all about it. ![PromoImpressions-01](https://blog.gsmarketing.com/hs-fs/hubfs/PromoImpressions-01.jpg?width=650&name=PromoImpressions-01.jpg) **On-Premise Signage** Did you know something as simple as upgrading your company’s signage can increase sales? In a [study](https://bit.ly/2NdfQod) conducted by The Signage Foundation, sign changes brought an average increase of 5% in weekly sales while lower performing stores saw weekly sales increase by as much as 15%3. Adding directional signage to particular areas of your business, signage before you turn into your business, and signage inside can help consumers quickly find you or know where to go when someone is not available. - **Signage Inside**: Include signs to different departments inside (F&I, Service, Parts etc.) or to different buildings (Collision Center) - **Signage Outside**: Turn here for ABC Dealership!  **Common Ground **When comparing direct mail, promotional materials, and signage you may notice they all share the common trait of a long shelf-life or ‘staying power’. These materials are consumed much slower (especially when compared to digital) and often require physical interaction with the end-user making for a more memorable experience with your brand. Combining digital and traditional media provides the perfect strategy for a far-reaching message that generates both top-of-mind awareness and long-term memory of your content.      1-2 Advertising Specialty Institute, 2016: Global Advertising Specialties Impressions Study 3 The Signage Foundation, Inc. The Economic Value of On-Premise Signage: https://bit.ly/2NdfQod Topics: [Best Practices](https://blog.gsmarketing.com/blog/topic/best-practices) [Omnichannel](https://blog.gsmarketing.com/blog/topic/omnichannel) [Direct Marketing](https://blog.gsmarketing.com/blog/topic/direct-marketing) [Direct Mail](https://blog.gsmarketing.com/blog/topic/direct-mail) [Fixed-Ops Marketing](https://blog.gsmarketing.com/blog/topic/fixed-ops-marketing) [Front-End Marketing](https://blog.gsmarketing.com/blog/topic/front-end-marketing) ![GSM](https://blog.gsmarketing.com/hs-fs/hubfs/GSMG-2-01.png?width=100&height=100&name=GSMG-2-01.png) ##### Written by [GSM](https://blog.gsmarketing.com/blog/author/gsm) ###### [** Previous Post](https://blog.gsmarketing.com/blog/the-direct-mail-checklist-for-success) [![](https://blog.gsmarketing.com/hubfs/Blog%20-%20DM_ChecklistHeader-08.jpg) ](https://blog.gsmarketing.com/blog/the-direct-mail-checklist-for-success) ###### [The Direct Mail Checklist for Success](https://blog.gsmarketing.com/blog/the-direct-mail-checklist-for-success) ###### [Next Post **](https://blog.gsmarketing.com/blog/jersey-day-at-gsm) [![](https://blog.gsmarketing.com/hubfs/Blog%20-%20Jersey%20Day-01.jpg) ](https://blog.gsmarketing.com/blog/jersey-day-at-gsm) ###### [Jersey Day at GSM](https://blog.gsmarketing.com/blog/jersey-day-at-gsm) ### Post a Comment ### Posts by Tag - [Best Practices (51)](https://blog.gsmarketing.com/blog/tag/best-practices) - [Conquest (18)](https://blog.gsmarketing.com/blog/tag/conquest) - [Data (5)](https://blog.gsmarketing.com/blog/tag/data) - [Data Security (2)](https://blog.gsmarketing.com/blog/tag/data-security) - [Digital (39)](https://blog.gsmarketing.com/blog/tag/digital) - [Direct Mail (7)](https://blog.gsmarketing.com/blog/tag/direct-mail) - [Direct Marketing (9)](https://blog.gsmarketing.com/blog/tag/direct-marketing) - [Display Advertising (1)](https://blog.gsmarketing.com/blog/tag/display-advertising) - [Email (5)](https://blog.gsmarketing.com/blog/tag/email) - [Fixed-Ops Marketing (6)](https://blog.gsmarketing.com/blog/tag/fixed-ops-marketing) - [Front-End Marketing (6)](https://blog.gsmarketing.com/blog/tag/front-end-marketing) - [GSM Culture (16)](https://blog.gsmarketing.com/blog/tag/gsm-culture) - [Lifecycle Marketing (11)](https://blog.gsmarketing.com/blog/tag/lifecycle-marketing) - [Mobile (4)](https://blog.gsmarketing.com/blog/tag/mobile) - [Omnichannel (6)](https://blog.gsmarketing.com/blog/tag/omnichannel) - [Paid Search (11)](https://blog.gsmarketing.com/blog/tag/paid-search) - [Recalls (1)](https://blog.gsmarketing.com/blog/tag/recalls) - [Retargeting (5)](https://blog.gsmarketing.com/blog/tag/retargeting) - [Retention (17)](https://blog.gsmarketing.com/blog/tag/retention) - [SEO (2)](https://blog.gsmarketing.com/blog/tag/seo) - [Social (8)](https://blog.gsmarketing.com/blog/tag/social) ### Featured ### Sign up for updates ![](https://blog.gsmarketing.com/hubfs/Logos/WhiteLogo-04.png) We’re an automotive marketing company that helps our clients win with data-driven strategy, technology, and creative—backed by three decades of working with the best brands in the automotive industry. 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