If you're wondering, "How can I promote my company on a small budget", I'm going to share something with you that you can actually do.
I remember the day I was unpacking a box of office supplies and there at the bottom of the box, were two candy bars affixed to a logo'd card that said, "Thank You. Please tell others about our company."
Wow! What a surprise. Completely unexpected … yet appreciated. And though I left the company I was working for 10 years ago, I still remember that event.
Nearly every company can employ some aspect of what I call "Stealth Marketing" to promote itself, generate word of mouth and perhaps publicity.
Often, marketers will figure out a "promotion" then figure out how to spend the budget on radio, tv, print, internet, in-store signs, displays and promotional products to promote it. This takes tons of planning, coordination and meetings. If you hire an agency, a good portion of your budget gets eaten up by art directors, copywriters, designers and production crews just to produce your ads, collateral material and signs. Then, another big portion of your budget will get eaten up buying space for your radio, tv and print ads and 15% of that money goes to paying the media buyer. If you promote the promotion yourself, it takes time.
Now consider for a moment, how much promotional power you could harness, if instead of spending your budget to promote the promotion, you simply put that money directly to work. By-pass conventional wisdom? Cut out the middle man? YES! Put your promotional dollars directly to work promoting your company.
Maybe it is candy bars packed in the box. Or, perhaps it's gift cards hidden in random products. If they're never found you're only out the cost of producing the card. Perhaps it's scratch-off, lottery-style tickets randomly placed in a shoppers' bag or in a customer's delivery box. Every card is a winner of something. Why? Because you can control what's printed on the cards and how many are given away each week, or month.
Imagine the surprise of a home-owner if three months after they took delivery of a new dining room table set they found a scratch-off card, a gift card or perhaps a $20 taped to the underside of the table or one of the chairs?
What if a coffee shop imprinted sayings at the bottom of the inside of its to-go cups. Every so often, someone would get one that read, "Bring this cup in and receive $10 cash." Hey, if they throw the cup away, you're out nothing! If they read it, and get the $10 they're going to tell everyone they run into for a week. You can't buy that much word of mouth for $10.
Think about it. Who wouldn't be delighted to find a $5 bill crammed into the toe of their new shoes? And who wouldn't tell their friends about it?
The idea is to give your advertising and promotion budget, or a portion of it in one form or another, to those who buy your product or service and let them promote your product or service for you.
What Stealth Marketing ideas can you generate for your business? Be mindful that it's done without fanfare. And the end result is effective word of mouth, a delighted customer or client, and in a best-case scenario - earned media.
Bottom line, when you've got a small budget, put it directly to work and get more promotional marketing mileage for your money.
Michael Merrick Crooks, is founder of Crooks Advertising Alliance a creative strike-force specializing in creative problem-solving. An internationally known author and speaker, Crooks writes a monthly marketing column for Brilliant Results magazine and recently published, "ReThinking Trade Show Giveaways."
A Battle Creek, MI native, Crooks is a Boy Scout leader and Little League Baseball coach.
Read Chapter One of his new eBook, "ReThinking Trade Show Giveaways: Stop Simply Giving Stuff Away" FREE at http://www.PromoReThink.com
» left by Laura Trahan(38,722) Laura Trahan (1 year 222 days ago.)
Michael-Great tips! I love the coffee cup one! Too bad Starbucks hasn't thought of it! Of course, they need no help! Thanks for a great read! Respond to this comment
» left by Michael Crooks from Leslie, MI (1 year 222 days ago.)
Laura, thanks or the feedback. As far as Starbucks goes, given the increased competition from other coffee sources, Starbucks is launching a number of programs aimed at solidifying their niche. Unfortunately, I believe their strategy may place too much emphasis on pricing and not brand building. I believe Starbucks could use an idea such as imprinted messages in the bottom of cups. Taking it a step further, what might help build their brand is to team up with compatible partners with whom they could cross promote. Just a thought. Gain, thank you, Laura for taking the time to comment. Respond to this comment
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