What SCALE16 will teach you about marketing for startups

When most startup founders are getting their business off the ground, they usually turn to one type of marketing before all others: online. There are a number of reasons for this, chiefly that online marketing is cheaper than its offline counterparts. And if you’re a digital native, you’re more likely to stick with what you know, right?

But here’s the catch: increasingly, startups and other digital companies are finding that online marketing has its limits. After a certain point, they stop seeing a worthwhile return on their investment. Online channels can only get you so far; at some point, these channels stop being the best option you have for seeing your business grow.

This is when many young brands start considering going offline. Well, not completely offline, but rather they start to experiment with using traditional media to complement their online marketing and to extend their reach.

The digital brands use offline media in a different way to how it’s been done in the past. This younger generation of marketer wants everything to be measurable and to drive performance. So, when they do traditional media, they want to measure the return on investment – in the same way that they do with online marketing.

We’ll explore this trend towards growth hacking traditional media in depth at our upcoming conference, SCALE16. The event will turn the conventional wisdom – that all marketing is heading online – on its head. It will make a case for a ‘renaissance of traditional media’ among startups and digital brands who are harnessing the power of mediums like TV, radio, print and outdoor advertising.

SCALE16 is your chance to hear from experts in this field, many of them from startups in Europe and more established digital brands from abroad. For example, you can hear a great talk from Marina Hofmann, Foodora’s Global Head of Offline Marketing, about how the company has taken a hyper-local, performance-driven approach to its offline marketing initiatives.

You can also hear from disruptors like TransferGo’s Guste Sadaunykaite, who will speak on the startup panel alongside Movinga’s Managing Director Finn Hänsel. Guste will share insights from the company’s award-winning out-of-home campaigns, while Finn, also the founder of Australian fashion retailer THE ICONIC, will discuss his unique approach to tailoring offline strategies to different markets.

SCALE16 will be held at Glashaus in the Arena Berlin complex from 9am on November 3. Tickets are available for both the full-day conference and the aftershow networking party.

Grab your ticket and see the full program at scale16.co

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