In an overcrowded consumer marketplace that continues to add new
products and inventions each year in every imaginable category, it's
important to determine how your products can stand out in this saturated
space.
For entrepreneurs and small businesses, it's always a
juggling act where and how you want to spend your time, energy, money
and resources while working with limited budgets and minimal resources.
So your objective is to implement strategies that generate visibility
and the best publicity for your brands with the least amount of time and
resources.
Here are seven creative ways to generate visibility for your brand.
1.
Add guerrilla marketing strategies to your campaign. There was a term
invented by Jay Conrad Levinson called guerrilla marketing that relies
on time, energy and imagination rather than big marketing budgets. It's
an advertising strategy that focuses on low cost and creative strategies
for marketing a product or an idea. Tactics used are unconventional and
often localized or involves a large network of individual cells or
groups whose goal is to create buzz in order to promote a product or an
idea. Levinson states that guerrilla marketing efforts works best for
small businesses and entrepreneurs because they have closer
relationships with their customer. But big businesses have also joined
the bandwagon and have included this strategy to execute their marketing
campaigns. Some examples include, those multiple posters that you see
on walls and fences (record labels still use this frequently), street
promotions where freebies are handed out, and those annoying flyers that
you find on your car windshields:). Car graffiti or car signage is
another type of guerrilla marketing. And, the most current craze right
now is flashmobs! Wondering what a flashmob is? If you've seen the
AT&T commercial where the guy starts dancing and then he gets a
message on his phone and realizes he had the wrong time...well he was
supposed to participate in a flashmob...a group of people who assemble
in a public place to perform something at the same time.
2. A
publicity strategy which is especially popular for fashion and
lifestyle-type products is the use of celebrity endorsements. There are
public relations (PR) agencies that are well connected and have a great
rolodex where they can get products in celebrities' hands. The objective
is for the celebrity to be seen with the product in public or on a
reality show or to talk about it, thus create a frenzy of consumers who
want to buy the product or service. Sadly nowadays, it's a known fact
that big celebrity names are actually PAID to tweet to promote products.
Product placement is also another type of PR where your product or
brand is used for a television show or a movie. Both strategies can be
quite pricey than most people would think.
3. Use both offline and
online marketing. The advent of internet marketing has been another
great solution for entrepreneurs and small businesses challenged with
generating visibility with very tight marketing budgets. Offline
advertising include print, radio and television ads; all of which are
mediums that are cost prohibitive. So, online marketing has become the
way to generate visibility for smaller businesses. However, online
marketing isn't necessarily free. Search engine optimization (SEO) and
Pay-per-Click (PPC) advertising - meaning optimizing your website or
blog so you get on the top of search engines like Google or Yahoo, and
online ads on highly visited sites and blogs cost money too, although
more affordable than more traditional advertising.
4. Social media
has become one of the best ways to build brand awareness. Facebook,
Google+, Twitter, YouTube, LinkedIn and other social media platforms
have become one of the best ways to generate visibility. Going viral or
viral marketing is another marketing term used that utilizes more
innovative-type strategies to promote and market a product such as
videos, blogs, texting and mobile digital applications. The goal is to
create a buzz using non-traditional, guerrilla or grassroot-type
marketing strategies, creating hype so that it goes viral and therefore
creates greater impact in a short period of time...similar to a virus.
This is another way to generate visibility without having to spend
money. All you need is a computer and a list or connections.
5. A
website and/or a blog are essential tools when generating visibility for
your products. A well-designed, beautiful and expensive but static
website is no longer the way to go. Adding interactive features to your
site such as videos, slideshow presentations, interactive games and
social media icons/links, feeds, and the ability to comment and join a
conversation, not only allows your prospective customer to stay on your
blog or website longer, but it also encourages brand awareness and
allows the customer to build a relationship with your brand and affords
the opportunity to invite them to spread the word to their network.
6.
Use your expertise to boost your brand's credibility and generate
visibility. Creating an eZine (online magazine or newsletter), writing
articles for your blog and other niche blogs and websites, submitting
articles to article submission sites and directories, and joining groups
where you comment on Q&As are all great ways to establish online
presence, generate visibility and present your expertise to your
prospective customers. The more people know, like and trust you, the
more chances you have of selling your product or service.
7.
Finally, one of the oldest and probably still the most effective types
of marketing is word of mouth. The power of trends and brand names is so
prevalent in our society that we're either influenced by advertisements
or driven by the desire to have what other people have. Then, there's
the power and pressure of persuasion especially amongst kids and teens.
If a "cool" kid in school has a "cool" product or it's the next best
thing that everyone is talking about, then almost everyone wants to have
one. Successful products and brands are usually built on word of mouth,
success stories and testimonials. This is probably the cheapest and
fastest way to generate visibility (and sales) for your brands.
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