How to Launch a Creative Marketing Campaign on a Budget
When it comes to creative marketing, your budget shouldn’t limit your campaign. Imagination is just as possible without a million dollar budget–evening the playing field a bit for small businesses. Often a unique, grassroots marketing strategy can garner far more attention than the traditional, cookie-cutter marketing campaigns of a larger company. Here are a few creative advertising ideas to give your strategy a boost.
1) Play to Your Strengths
Every organization has a differentiator. If you’ve done your due diligence with buyer personas, then you already know what your audience wants. How does your product or service uniquely solve a problem or a perceived problem? Maybe you have the shortest implementation timeline in your industry. Perhaps you use recycled materials, and your competitors don’t, or you are a local company that gives back a percentage of profits to the community. Keep an open mind and a sharp eye when you look for differentiators. They take different forms and resonate in different ways, but all are a springboard to accelerate your message.
2) Stop Selling & Start Entertaining
Once you’ve identified what sets you apart, do some research. What are your competitors saying about themselves? How well is it working or not working? Your mission is to identify ways to set yourself apart from the noise of others in your market. The best creative marketing campaigns are the ones that don’t appear to be selling anything. They craft a memorable theme, weave it around the problem they are trying to solve, and subtly work in differentiators. Don’t be afraid to think outside the box. Find ways to make your marketing about entertainment and engagement. The sales will take care of themselves once you’ve built a loyal audience.
3) Create Headlines
It just takes one viral headline to skyrocket a brand or individual into pop culture fame. What components of your creative marketing message could you spin into a digitally eye-catching message? Marketing doesn’t always have to be buttoned-up and dignified. Poke a little fun at yourself. Play on a current event or trend. The creative marketing campaign ideas that go down in history are born from the unlikeliest of sources. In our always-connected society, we compete for a fraction of the consumer attention span. We have a second or two to grab a reader and draw them in. Scour the internet and your social media feeds to see what’s resonating with digital audiences and then brainstorm ways to craft your own viral campaign.
4) Use the Buddy System
Have you identified the social influencers in your space? They are the ones with massive subscriber lists, well-oiled blog machines, and perfectly curated social media platforms. It pays for small businesses to get the attention of at least one of these marketing masterminds. Identify someone with a similar tone or message that links in some way with yours. Complimentary relationships (a dance studio and a dancewear designer, for example) make great marketing buddies. If a respected influencer takes notice of your brand and offers a mention or re-post of your content, the snowball effect can be incredible. Don’t be afraid to humbly and genuinely ride a few coattails of brands you admire. It just provides an opportunity for exposure. Someday, you can return the favor to another small business or entrepreneur.
As you think of other unique ways to creatively market your products or services, don’t let yourself get discouraged by a lack of funds. With all of the blogs, social platforms, and video tools available today, you can easily put yourself in front of the right audience with little or no budget required.