Marketing is amazing in its all forms. Even some traditional marketing tactics can give great benefits if you use it efficaciously and in this article, I will share some interesting detail about ‘Wait Marketing’ which is in existence since 2012 and can benefit you even now.
Wait marketing is a marketing tactic that can be used in both forms of marketing
- Traditional Marketing
- Digital Marketing
It is one of the best modes of marketing to increase your brand visibility and popularity. As we all know, branding helps in increasing new leads, customer retention ratio and business growth. Thus, all of us must use it.
What is Wait Marketing?
The wait marketing is a smart technique of advertising your product / service / company while your possible target audience is waiting for something. Here the wait time is undefined and that’s why your audience can’t do anything else to utilize that time. If you put forward your marketing material within this (wait) time, it is more likely they consume the information you share.
Examples of Wait Marketing for Better Understanding
The most traditional example of the wait marketing is when you watch the ads in the hoardings, nearby shop names, etc. while waiting for the traffic signals to go green.
Another example is watching an ad to see a YouTube video which you can’t skip. Here, you are waiting to watch the video that you want to. This is an example of digital wait marketing.
How You Can Use Wait Marketing Without Big Investments?
There are many ways and you can choose the one based on your business nature.
- Put company profile / brochure hard copy in the waiting room / lobby. This is my favorite and I suggest this to all customers of mine as it really works. If someone visits your office for a meeting, an interview, etc., it is pretty obvious the concern person might not rush to meet the visitor immediately. It takes 5 to 15 minutes to meet the person. This time is the time to educate the visitor about your company. To pass this (Wait) time, the visitor is more likely to pick what he sees on the desk and feed his brain consciously / subconsciously with the information in it. You can also stick banners on the wall of the messages that you want to convey for your brand.
- Put ‘tips / strengths / etc.’ while it is loading. It can be your webpage, mobile app, etc. The visitor would read the lines you put while he is waiting for your page to get loaded.
- Wear the company t-shirt or shirt. The people around you will definitely notice the logo and the name of the company. The trick is both of these must be clearly visible without much effort.
- Add watermarks on your documentations.
- Put your company name or logo on the vehicle in a visible way.
As you can see in all of these models, you don’t need to invest much. Thus, it will be cost effective and effective marketing tactics. You can use your own ideas as well to capture the attention of people waiting for something and consuming the information you are sharing.
Pros of Wait Marketing
- Use time of your audiences when they are ready to consume your information
- No huge investments needed until and unless you put hoarding ads on the signals
- Engage your audiences in a more enticing way
- Increase brand visibility and brand popularity
- And more
Cons of Wait Marketing
- In many instances, it can’t track the returns. However, for digital wait marketing instances, such as in-video ads, you can capture the returns by getting behavior analytics.
- It may not generate leads instantly like PPC marketing. It helps in boosting your brand awareness and putting your message forward. However, as these consumers are not in the buying state they are not likely to convert immediately. However, they can work as your brand advocates to increase your sales.
Conclusion
The wait marketing is one of the most effective marketing tactics if you use it smartly. I highly recommend using it at the best possible. If you are looking for expert consultancy for your marketing campaign or need any other help / answer of your queries, contact us.
About Author: Ashvini Vyas
Ashvini (Ash) Vyas has 10+ years of practical experience in digital marketing and international business development. She has written 100s of articles on various topics to live her passion of helping people with her knowledge and expertise. In addition to directing Digital Marketers India, Ash also delivers keynote sessions and holds key positions in some international companies as a consultant, director of operations and mentor.
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