Traditional advertising is in decline, being overtaken by a rise in promotional methods that are quicker to execute, cheaper to distribute, and more credible among potential customers, according to Brian Solis, a digital media researcher and author. Winning people over through savvy social media interaction and extraordinary customer experiences are among the ways companies are successfully promoting their brands without buying ads.
Wowing Customers
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Creating high-quality products and services that wow your customers can generate credibility and high-speed word of mouth. Sara Blakely, owner of the ladies undergarment brand Spanx, built her business from a home-based endeavor to a billion-dollar empire with no advertising, according to a March 2012 “Forbes” article. One of her shrewdest strategies early on was packaging. For example, her pantyhose products were packaged in bright pink and red, standing out on shelves against competitors’ bland colors. She also worded her packaging to avoid sleek hype and instead described benefits in fun and funny ways, speaking to her customers as she would to close girlfriends.
Making News
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Reviews of your company’s latest product, news of an accomplishment, analysis of your business model and even broadcast interaction with customers or investors are all examples of how the media can promote you without your need to buy ads. Attract media attention by being newsworthy. For example, giving back to the community through donations, special events or sponsorships can promote your brand’s higher purpose and attract media coverage. Winning an award in your industry can lead to attention from trade publications and blogs in your industry, which may also elevate your company’s prestige among competitors and customers.
Posting Updates
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Social media sites including Facebook, Twitter, Google Plus and LinkedIn play prominent roles in promoting any company or brand today. Posting original and periodic status updates, helpful links, contests, questions or special offers can encourage likes, comments, shares and re-tweets that spread your brand around the Internet. Participating relevantly in online group and forum discussions keeps your company engaged with potential customers. Sometimes posting funny, shocking or otherwise unusual promotions can help your brand take off. For example, in 2009, Dr. Robert Wagstaff started posting funny Youtube videos promoting his Orabrush tongue cleaner. By October 2011, the company’s Youtube channel had more than 39 million views, leading to two million sales of the product online and national distribution in Walmart stores.
Promoting Culture
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The culture developed within an organization can attract customers and boost sales. Empowered, enthusiastic and engaged employees are more likely to create customer experiences that are memorable and rewarding. Restaurant owners learned the power of corporate culture in generating promotion and sales when it became a main theme talked about by various speakers at the 15th Annual UCLA Extension Restaurant Industry Conference in 2011, according to an August 2011 “QSR” online magazine article. Additionally, a company’s reputation for being a dynamic and fulfilling place to work can also attract above-average job seekers more likely to devote themselves long term to your company’s success.
