As the world gets more and more techy, the consuming class is taking a step further away from technology altogether. They are avoiding social media, limiting screen time, and preferring in-person over virtual exposure. A very nice little niche market these people are creating for businesses smart enough to adapt. But how could you reach those individuals who try actively to avoid technology in the first place? Well, here are some innovative, non-traditional means.
The Physical Presence That Speaks Their Language
For technology-avoidant clients, your physical presence often is the most important touchpoint. You should create an authentic space where you can actually get face-to-face with these people. Think pop-up shops, events with experiences, or workshops in which people can interact with your brand in tangible ways. Adding value through making a connection, you need to establish what you have in common in order for them to start reacting and understanding your product, and this happens through you understanding them first.
For example, a wellness brand catering specifically to non-technical audiences may host events including yoga retreats, gardening seminars, or crafting sessions. Events of this nature are able to foster a connection that is simply not possible with digital advertising alone.
Go Old School with Direct Mail and Print Media
Print is not dead, but rather a strategic tool to reach out to the tech-averse consumer. A really top-notch, gorgeous design in a brochure, a catalogue, or a handwritten note through the snail mail will surely catch their attention in a way digital channels simply cannot. Make sure your messaging is considered and avoids the hard sell. Convey how your products and services align with their values—be those a focus on sustainability, craftsmanship, or transparency. For example, one can add value without contributing to more noise through a quarterly print newsletter.
Develop Word-of-Mouth and Community Ties
Technology-averse clients might also avoid looking at online reviews as much and lean heavily on personal recommendations. Tap into this by offering a referral program or partnering with community influencers who fit your target demographic. Instead of seeking social media influencers, though, seek out people highly connected to their local communities—think small business owners, neighbourhood leaders, or teachers.Â
Encourage organic sharing of positive experiences from your current customers. Quite frankly, there is no better credibility than that from real, sincere endorsements from people they know and trust.
Be Transparent to Build Trust
Another reason people are wary of the new technology is the gradual growth of mistrust in data gathering and intrusive advertising. Make sure to face this head-on and showcase your commitment to privacy and transparency. Assuming your company uses any tech-based solutions, this could mean ensuring clients know how their information will or will not be used.
If you are a web design company, for example, emphasise how your work keeps users’ privacy intact and builds clean, distraction-free digital experiences for businesses looking to capture that audience.
Use the power of Personalization—But Offline
While personalization might be a signature of digital marketing, that does not mean it has to be algorithmically driven. You can understand your clients on an individual basis through one-on-one conversations or customised recommendations provided face-to-face. This lets them know you truly care about them as a person and not just another statistic in your books. For instance, a boutique store may maintain a log of the different tastes its customers prefer, and then employees are able to offer services or products related to each client’s taste if that particular customer is returning.
Takeaway: From Digital to Deliberate
Reaching clients who avoid technology requires a deliberate, human-centred approach. Through creating physical touchpoints, building trust with transparency, and leaning into offline strategies, you will begin to find ways to connect with this unique and growing demographic.Â