Alternative Advertising Ideas
Many ways exist to reach potential customers, but it's important to find the most effective course of action. The alternative advertising options outlined in this article can help you discover what will work for your business.
Other People Are Reading
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Importance
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Today's consumer is turned off by the "hard sell." People are bombarded by advertisements wherever they go during the day. Channel surfing and the DVR allow television viewers to avoid commercials. Plus, let's not forget the mute button.
More than ever, people are conducting their own research on products and companies. Consider how the Internet allows consumers to find out what they need to know before making contact with a salesperson. Leveraging alternative advertising opportunities will allow your company to spark interest and create a discussion about what you're selling.
Social Media
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Social networking is the fastest growing and most talked about way to advertise. It's effective because social media allows interaction between consumers and advertisers. James P. Othmer wrote in an August 2009 article for The Washington Post that it's no longer about persuasion. "Advertising today is about the art of engagement."
Here are some of the major social media outlets:
Facebook and Myspace are the top two social networks. Users communicate and are updated on the activities of friends/connections.
Blogs (web logs) can be created on sites such as Facebook and Myspace, as part of websites, and through services like Blogger or Word Press.
Twitter is the fastest growing form of social media. It involves what is called "micro-blogging," or short messages (up to 140 characters) and status updates.
A company website is no longer enough of an Internet presence. Social networking drives visitors to that website and allows them to get involved in the discussion of your company or product.
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Web Video
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The expansion of broadband Internet access means more people can easily watch videos online. Producing videos for the web can be an inexpensive way to advertise. It can also establish your company as the expert in a specific industry.
Develop a YouTube channel dedicated to your company's products or services. Entertaining and informative videos will make potential customers more likely to think of you first.
Television Advertising Alternatives
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Commercial spots are not the only TV advertising option. If you have a substantial budget, produce a localized half-hour infomercial. Avoid simply pitching your product. Think of it as a fun and educational program, not just a commercial.
The news media can be another useful tool. Always look for how your company fits with current events both nationally and locally. If the story you pitch is relevant, it's more likely you'll receive coverage.
Guerrilla Marketing
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This form of alternative advertising requires imagination and time. Guerrilla marketing involves finding attention-grabbing and unconventional ways to advertise. If used successfully, it creates a "buzz" about what you're trying to sell. There's no better way to spread your message than by word of mouth.
Look for unexpected places to advertise. Some ideas include stickers on utility poles, trading cards based on your products, even advertisements painted right on the sidewalk.
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