Across Saskatoon, smart owners aren’t picking one channel anymore. They’re mixing traditional ads and digital marketing. Together, they work better than either one alone.
And it shows. Pair a radio spot with targeted Google ads. Match direct mail with a simple social campaign. You get more attention, stronger name recognition, and more people through the door.
Here’s why this mix works in Saskatoon—and how you can use it in your business.
Why Saskatoon Needs Both
Saskatoon isn’t Toronto or Vancouver. That’s why a one-size-fits-all plan won’t fly here. We’ve got urban professionals, rural visitors, students, and families. They pay attention to different things.
Here’s a stat that surprises many owners: rural shoppers drive about 30% of retail sales in Saskatoon. Folks come in from small towns across Saskatchewan for appointments and big shops. They’re not just passing through—they’re part of your customer base.
People also consume media differently. Your downtown customer may find you on Instagram or Google. Someone driving in from Kindersley or Melfort might hear about you on the radio on the way to the city.
The Staying Power of Traditional Marketing
Don’t write off traditional ads. They still work here—especially in Saskatchewan.
Radio: Still King of the Prairies
Radio is still trusted across rural Saskatchewan. Long drives mean lots of listening. Local voices carry weight. When they recommend a business, people notice.
A 30-second morning spot can be perfect. Drivers are planning their day—maybe a weekend trip to Saskatoon or a list of stops. Your message slips right into that plan.
Print and Direct Mail: The Trust Factor
Holding something in your hands builds credibility. A clean, well-designed flyer or mailer says you’re established and invested here. It’s harder to ignore than a digital ad that disappears with a scroll.
Local newspapers and community publications help too. Your ad sits beside local stories and events, so your brand feels like part of the community.
Digital Marketing: Your Always-On Sales Force
Traditional alone isn’t enough in 2025. People search online 24/7. If you’re not there when they look, you miss the job.
Local SEO: Be Found When It Counts
When someone searches “best dentist near me” or “emergency plumber Saskatoon,” where do you show up? Local SEO helps you appear right when people need you.
It’s more than having a website. It’s about showing up for Saskatoon searches that signal intent. Think “winter tire installation Saskatoon.” That person is ready to book. You want to be first.
Social Media: Build Relationships
Social lets you show your personality and talk with customers. Share quick behind-the-scenes clips. Answer questions fast. Build a small community around your brand.
The ads are precise, too. You can target people within a set radius. Or reach website visitors who didn’t convert yet.
The Magic of Using Both Together
This is where it clicks. Traditional plus digital makes each channel stronger. It’s not 1 + 1 = 2. It’s closer to 1 + 1 = 3.
Multiple Touchpoints Build Trust
People usually need to see you a few times before they act. Maybe they hear your radio ad in the car. Then they see your post at lunch. That night, they Google you and land on your site. That sequence builds trust.
Each touch keeps your name top of mind. When it’s time to buy, you feel familiar—not random.
Different Channels, Different Stages
Think of the customer journey like a funnel. Traditional builds awareness at the top. Digital captures and nurtures at the bottom.
Radio might introduce your restaurant. But customers will still check your website and Google reviews before booking. A short email may be what finally nudges them to try your new menu.
Practical Examples for Saskatoon Businesses
Here’s how it plays out for common local businesses.
The Local Restaurant
Traditional: Sponsor the morning weather on local radio. Place ads in community event programs and local publications.
Digital: Optimize your Google Business Profile. Post daily specials on Instagram. Run Facebook ads to people within 10 km who like similar restaurants.
The Combo Effect: Someone hears you on the radio, checks Instagram to see today’s specials, reads your Google reviews, and books on your website. Each step moves them closer to a table.
The Professional Service Firm
Traditional: Keep a Yellow Pages listing. Send targeted direct mail to key neighbourhoods. Run local newspaper ads.
Digital: Build an SEO-friendly website. Share helpful posts on LinkedIn. Run Google Ads on the terms your clients search.
The Combo Effect: A prospect sees your mailer, visits your site, follows you on LinkedIn, sees your expertise, and calls when the need hits.
Getting the Timing Right
Blending channels lets you time your messages.
Traditional builds general awareness when people are more relaxed. Digital grabs them when they’re actively searching.
For many Saskatoon businesses, that means planting seeds with traditional and closing the loop with digital when people are ready to act.
Budget-Friendly Ways to Blend Your Marketing
You don’t need a huge budget. Try this:
- Start small: Pick one traditional channel and one digital channel. For example, local radio plus your Google Business Profile. Nail that before adding more.
- Cross-promote: Mention your social handles in radio. Add your website to print pieces. Push each channel to the others.
- Stay consistent: Keep the same message and voice on radio, print, and social. Consistency builds recognition and trust.
- Track it: Use unique phone numbers or landing pages for each campaign. Learn what works. Shift budget to the winners.
The Seasonal Advantage
Saskatoon has seasons, and so does demand. Rural customers plan city trips around weather, work, and needs.
Use traditional to warm up the market during slower times. Ramp up digital when searches spike. A lawn care company can run radio in early spring to plant the idea, then lean into Google Ads when “lawn service Saskatoon” takes off in May.
Measuring Success Across Channels
The good news: you can track a lot. Use Google Analytics to see which channels drive traffic. Add call tracking to see which ads get the phone ringing. Watch social engagement and email open rates.
But don’t forget the human side. Ask new customers, “How did you hear about us?” The answers will help you refine your mix.
Making It Work for Your Business
Winning in Saskatoon isn’t about choosing traditional or digital. It’s about finding the right mix for your customers, your budget, and your goals. A downtown coffee shop may lean digital. A farm equipment dealer may lean traditional. Both can win.
Start simple. Test. Stay flexible. Be consistent. Listen to your customers and adjust.
Want to talk through what might work for your business? Every business is different, and finding the right blend takes some trial and error. If you’d like to chat about your goals and challenges, we’re always happy to listen.
