In a world where digital is everywhere, it’s easy to forget how powerful traditional marketing can still be.

But when you combine both print, posters, local events and digital tools like websites, email, and social media, you can create a much stronger connection with your customers.

Here are five practical ways to blend old-school and online marketing to give your customers a better, more personalised experience.

1. Use online insights to make conversations warmer

Old-fashioned cold calling or random email blasts don’t work like they used to. But if you look at who’s visiting your website, what emails they’re opening, or which products they’re searching for you can see who’s genuinely interested.

Even a basic tool like Google Analytics or your email marketing stats can show:

• Which pages people are reading
• Which products/services they’re most interested in
• If someone’s clicked a link more than once

From there, you can reach out with a message that’s actually relevant not random.

Tip: If you have a CRM (like Hubspot or Mailchimp), make sure it’s tracking who’s doing what, so you can follow up meaningfully.

2. Pair print with smart targeting

Print still works especially in smaller communities like ours. People pick up flyers and notice something in the mailbox more than another email in their inbox.

But print works best when it’s not done blindly. For example:

• Run a short flyer campaign to the people who’ve recently clicked on your website
• Include QR codes that take them to a specific page (like a promo, video or booking form)
• Use simple design with a clear message and one action you want people to take

3. Make the most of events by planning around them

Local events are perfect for face-to-face brand building. But instead of just showing up with a banner, think of the full customer journey:

Before the event: Send an email or post on social media to let people know you’ll be there

During: Offer a competition, demo or chat that adds value

After: Follow up with a personalised email, discount, or invitation to visit in-store or online

4. Match posters & billboards with online targeting

Got a billboard or poster around town? You can now use tech to help you follow up with the people who’ve seen it.

You could even add a short web address or QR code to your poster so people can visit a special landing page or run a special deal just for locals who "saw the sign"

5. Use direct mail to reach people who ignore emails

If a customer has gone quiet (not opening emails or visiting your site) a well-timed postcard, handwritten note, or even a small printed gift can get their attention again.

To make it count:

• Only send mail to people who have interacted with you before (so it's not completely cold)
• Keep it short, friendly, and personal
• Give them a reason to scan a code, redeem a voucher, or reach out

Tip: Use direct mail as a surprise “extra” in your customer journey, it’s great for thank-yous, anniversaries, or special offers.

Final thought

Blending traditional and digital marketing isn’t about doing more, it’s about doing it smarter. 

A little bit of personalisation based on who your customers are and where they’re at can make your efforts go much further.

So whether you’re running a local tourism business, café, trade service, or online store, consider how print, digital, and personal touches can work together to grow your brand in Central Otago.