Despite the rapid rise and evolution of new technologies dominating news headlines and the ubiquitousness of digital marketing across the internet, some “old school” marketing moves are still relevant. Done right, these more traditional marketing, advertising and PR tactics can still work in the modern age by helping to cut through the noise of the digital world.
Here, 18 members of Forbes Agency Council explore some of their favorite timeless approaches to marketing. Check out their insights below, along with real-world examples of how a business can successfully leverage these tried-and-true marketing tactics.
1. Utilize The Power Of Embargo
Pre-pitching big news under embargo is still a powerful tool, whether you do it as a broad embargo or an exclusive. It helps reinforce key media relationships and virtually assures you’ll have coverage for your clients’ biggest news. It’s important to only use this tool for major breaking or interesting stories, such as funding rounds and major acquisitions with financials attached. – Jodi Amendola, Amendola Communications
2. Create Connections Through Storytelling
My favorite old-school tactic is storytelling. It creates emotional connections and lasting impressions. For example, while promoting a local business, we crafted a narrative around its family roots and community impact. Sharing this story through press releases and events resonated deeply with the audience, driving engagement and loyalty in a way that data alone could not. – Guy Leon Sheetrit, Guac Digital
3. Be Thoughtful With Direct Mail Campaigns
One of my favorite old-school tactics is direct mail. It is personal, tangible and stands out in a digital world. I once used a handwritten postcard campaign to thank key clients, combining authenticity with a memorable touch. The result? Not only was there increased loyalty, but also a noticeable uptick in referrals—proving the power of thoughtful, personal connections. – Robert Nikic, Why Unified
4. Pick Up The Phone
It may not be as old-school as using a rotary dial phone these days, but picking up the phone and calling someone still seems to go a long way in PR. While some editors do not like to be contacted this way, it is a great way to build more meaningful connections with those who do. – Danielle McWilliams, Novita Communications
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5. Try A Humorous Bait-And-Switch
The bait-and-switch technique is tried and true, and when executed effectively, you can see results that are off the chart. My personal favorite example is the pizza menu disguised as a wallet with a bunch of hundred-dollar bills sticking out of it. When it is on the ground or on a surface, it looks exactly like a lost wallet. How could you not pick it up? It uses priceless humor and genius execution. – Ryan Morris, Max Edge Media Agency
6. Integrate Direct Mail And Digital Approaches
Direct mail delivers tangible, personalized experiences and real results! One client used targeted data models to reach high-value prospects via mail and then onboarded them into a digital environment for additional reach. This integrated, modernized approach drove a 3x ROI and 35% lift over the holdout audience, proving how digital integration can amplify the impact of this classic offline channel. – Erik Koenig, SeQuel Response
7. Have Executives Sign Personalized Letters
Our favorite “old school” marketing tactic is sending highly personalized letters with a wet signature, signed by an executive, on premium letterhead. We ship in 9×12 envelopes using an express delivery method. The larger format creates a sense of importance and distinction, ensuring the letter stands out. It is an approach that reinforces a personal connection—something digital tactics cannot replicate. – Michael Phelps, Pipeline
8. Establish A Speakers Bureau
You can set up a speakers bureau. This enlists executives and subject matter experts to deploy to internal and external audiences. It stimulates message development and discipline. You should pick broad, nonpromotional topics. Remember that each member of an audience is an entry to a network. This also fosters team spirit. I have done this at two agencies of the federal government. – Merrie Spaeth, Spaeth Communications
9. Create A ‘Media Stunt’
The “media stunt” still works to grab eyeballs. However, now it is not just media that you attract; you also attract social media influencers and more. You could build the world’s largest sand sculpture at your hotel property, for example, do a pop-up store for non-alcoholic drinks in Times Square for dry January, or host a puppy yoga marathon to raise money for charity. You need to have great visuals and a smart spokesperson. – Christine Barney, rbb Communications
10. Leverage Handwritten Notes
Never underestimate the power of a handwritten note. Whether building relationships with editors and influencers or expressing gratitude to a client, sending one conveys the thoughtfulness and sincerity that digital messages lack. They have become a staple in my approach, often serving as a meaningful follow-up to meetings or key interactions. – Manuel Machado, CCOMGROUP Inc.
11. Build Trust With WOM Marketing
One of my favorite old-school marketing tactics is word-of-mouth marketing—specifically leveraging referrals and client testimonials to build trust and credibility. It is one of the most powerful ways to generate business because it is rooted in authenticity and personal connection through images and words! – Peter Boyd, PaperStreet Web Design
12. Keep Your Message Simple And Consistent
One of the biggest mistakes brands make is overcomplicating their message. When brands try to say everything at once, they lose focus and risk confusing their audience. Clear, simple messaging that aligns with your audience’s values is key to building strong, consistent brand recognition. Consistency is not just about visuals—it is about ensuring your message is always clear, focused and relatable. – Abbi Whitaker, The Abbi Agency
13. Tell Stories Through Press Releases
My favorite old-school tactic is storytelling through press releases. It is a timeless tactic for shaping narratives and driving media coverage. For example, we once crafted a release announcing a small business’s expansion that focused on the founder’s inspiring journey. The human-interest angle resonated, leading to coverage in multiple local outlets and building community goodwill. – Kenny Tripura, Edkent Media
14. Engage In Deskside Visits To Create Trust
An old-school PR tactic that I have always loved is deskside visits. There is nothing like going in to see a journalist at their desk or in the newsroom to allow for a face-to-face conversation. It helps build the relationship of trust between the PR person and the journalist. I remember going to New York City back in the 1980s to pitch story ideas. – Nancy Marshall, Marshall Communications
15. Get Clever With Copy
An unexpected twist in copy uses words and phrases in clever ways. We lead the reader or viewer down a path toward an expected outcome, only to reveal a line that delights and surprises. The delight is critical in order to deliver that coveted smile in the mind. A recent example we did was for a clean energy client: “The sun. Four billion years old and way ahead of its time.” – Adam Taylor, Splendor
16. Bring Back A Beloved Classic
One tactic is to bring back a beloved classic. For the season two launch of The Marvelous Mrs. Maisel, a team worked with the owners of a classic NYC deli to bring back the beloved shop, while also creating an authentic experience that fit the Maisel IP perfectly. – Gully Flowers, ALSO KNOWN AS
17. Personalize Pitches For Press Releases
The time-honored press release is not dead but needs to be used correctly. If crafted skillfully, with the right title, angle and visuals, it can go a long way. Crafting a well-written story is only one aspect of it. The release needs to be paired with a personalized pitch that frames the significance of the news, makes it timely and highlights why it will resonate with the journalist’s audience. – Ayelet Noff, SlicedBrand
18. Promote A Celebrity Meet-And-Greet
Creating a celebrity meet-and-greet in conjunction with a branded street team promotion is an old-school marketing and PR tactic that can generate organic buzz. We have created such campaigns for product launches in NYC. – Jordan Edelson, Appetizer Mobile LLC
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