Expand Your Brand: Unorthodox Promotion
by Peter Stevenson | Jun 7, 2016 | Marketing, Social Media
Marketing is such a vital weapon in any new company’s arsenal but sometimes classic, tried and trusted methods might not be enough to achieve the type of exposure that will take your brand to the next level. Sometimes you need to think outside the box and try unorthodox methods to promote your brand. No-one ever made it big by playing safe and taking the easy option, and many successful businesses have been built on the audacity of their owners and their propensity to take risks in trying to market their brand.
So the question is, in what ways can you gain peoples’ attention? In what unorthodox way can I market my brand and not lose any customers, in fact how will these methods help my company gain traction?
Age-old marketing mantra tells us that there is no such thing as bad publicity, and I would not necessarily advocate for any type of publicity in your attempts to get your business off the ground. Anyone who knows Howard Stern will know that the famous US radio and TV personality gained a lot of traction and notoriety for his controversial radio shows.
Take this exert from his 1997 biopic ‘Private Parts’.
Researcher: The average radio listener listens for eighteen minutes. The average Howard Stern fan listens for – are you ready for this? – an hour and twenty minutes.
Pig Vomit (Kenny): How can that be?
Researcher: Answer most commonly given? “I want to see what he’ll say next.”
Pig Vomit (Kenny): Okay, fine. But what about the people who hate Stern?
Researcher: Good point. The average Stern hater listens for two and a half hours a day.
Pig Vomit (Kenny): But… if they hate him, why do they listen?
Researcher: Most common answer? “I want to see what he’ll say next.”
Curiosity killed the cat but what many people didn’t know is, satisfaction brought it back. Make people want to know more about your brand in any way you can.
But the best way to spread the word about your business can also be the most obvious and easiest way. Word of mouth. Nothing makes someone trust a brand or a company more than having it recommended by someone they know, whose judgement they trust. But don’t be fooled into thinking that using word of mouth is as simple as telling one person.
If you don’t feel comfortable ‘doing your friends’ heads in’ about your new company, then maybe consider hiring a promoter who is ready to take that job on. People will be forced to listen and once they see you are doing a great job they’ll spread the word!
Lastly, try to feed into the new hipster culture by creating a brand that will develop a cult following. Easier said than done of course but no-one said making your brand a global success was going to be easy. Make it fun, be courageous, listen to your customers and most importantly make them feel liberated, that your brand can help them transcend borders, race and sex!