Yes, technology has given us an arsenal of new marketing tools, but sometimes it pays to take a trip down memory lane. Consider adding (or re-adding) some of these traditional methods into your new marketing mix:

Direct Mail

Postcards or flyers with special offers entice people to try your business. You can target recipients by neighborhood, or rent mailing lists that segment prospects by income, age and other factors, so you can target only the customers most likely to buy from you.

The Postal Service’s “Every Door Direct Mail” program lets you saturate a neighborhood (delivery is by ZIP code) for as little as 14.5 cents per piece. No need to buy a list; your mailer is delivered with the daily mail. There are also direct mail services that send nearby residents packets of coupons for local businesses.

Advertising

Advertising on radio, cable TV or in local newspapers targets both new and returning customers. To determine the best place to place your ads, contact the advertising sales or marketing departments of publications or stations (or visit their websites) for a media kit. This will tell you if the outlet’s audience matches your target market.

Track ad results by including a code on print ads that customers bring in to make a purchase, or asking radio listeners and TV viewers to mention a code for a special offer. This shows you which advertising venues are most effective.

Events

Special events at your business create excitement. Depending on your type of business, you could hold a “shop local” event, a party for existing clients or a free seminar for prospects. Whatever type of event you choose, publicize it to your customer list, via signage or flyers in your business, and by using social media and PR.

Public relations

Local media (newspapers, magazines and bloggers) looking for interesting businesses or unique stories about business owners to share with their readers. Create a list of relevant media contacts (consisting of the reporters or reviewers who cover your industry) and send them regular press releases and emails about your business. Be persistent, but don’t be a pest.

Networking

If your business sells to other businesses, in-person networking is essential to attracting new customers. Attend local business networking events such as chamber of commerce meetings, leads clubs or any gathering that attracts businesspeople who might need your products or services.

Referrals

Referrals from regular customers are a great way to get new business. The best time to get referrals is when you know you have a satisfied customer, so ask for referrals right after the product or service has been delivered, or during a follow-up contact with the customer.

To learn more about Groupon’s merchant solutions and how to work with Groupon, visit www.GrouponWorks.com.