Gone are the days when big marketing campaigns
were reserved for large companies with even larger budgets. Today, shifts in the media landscape have
leveled the playing field so that more small and startup companies are able to
get their fair share of the market without expending big amounts.
The incorporation of mobile, digital and
online media has opened the door to more affordable marketing options for
startups, as well as the ability to access wider markets. Creativity in marketing has also caused a
bump in experiential marketing thereby improving the customer experience and
increasing customer loyalty to the business.
Not only has the official media channels
changed but the medium through which messages are being sent has also
changed. The following are three ways
that the changing face of media can benefit startups through increased
visibility and brand positioning.
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| Image courtesy of www.blogger.com |
1. Advertising is no longer ‘black and
white’ – Creating an ad whether still or video is
now an experience. Even still images can
tell a story that will leave the customer wowed. An advertisement also does not have to be
placed on TV or radio or published in the print to reach its desired market. As a matter of fact, if the advertisement is
not digital, the chances of being seen by the ideal market may be missed. Particularly if your target audience is
millenials, no ads online means little or no reach; likewise if your target is
toddlers and children and your ad is not colourful and appealing , it may also
mean no sale.
2. Your promotion must be an experience
– Can you recall a time when the Town Crier would bellow through towns and communities
to announce a new project or programme?
Well it still happens, only now it’s a bit more modern. Original town Criers still have an appeal in
certain markets, but the ability to have a ‘pop-up’ promotion is now taking
root. So the next time you see a ‘souped
up’ car or van with sub-woofers and boom
boxes protruding, think about your new mass appeal product and the sales you
could generate with an emcee, a few dancers and some promotional staff building
awareness about your new product.
3. The cost of marketing is relative to
your budget – Having a small budget is not a hindrance
to your business’s marketing capacity. The
key is to design a campaign that reaches your target market directly, speaks to
them effectively and translates marketing activities into action thereby
generating sales and referral business.
