Chapter 2

Change Your Offline Marketing

Bringing Print to Life

Because I’ve already discussed the basics of UVP and amping up your “–est” in local marketing, in the next two chapters, I will be presenting a few of the tools in your marketing toolbox. First, you’ll be looking at some physical marketing tools (offline), and then you’ll be taking a look at some electronic marketing tools (online).

It’s important to note that traditional offline products (such as signage and business cards) don’t only exist in the physical world. On the contrary, you can—and should—use online tools to help with your offline marketing. Sometimes that means simply looking at online examples or following trends on the web. Other times, it means using online vendors ...

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