Advertising is the art of convincing people to spend money they don't have for something they don't need.
― Will Rogers
― Will Rogers
Every business empire has earned its name, fame, and money through hard work and by catering to every customer's demand of quality and quantity. However, every small organization needs to make its name in the market by first catching the buyer's eye. It is at this juncture that promotional advertising ideas play a huge role in defining the markets for small businesses. Every business uses some sort of a promotion idea to strike their target audience; for instance, the famous 'This is the Burger King Town' was the famous Burger King promotional campaign that got noticed.
Ideas for Promotional Advertising
It is a tool used to harp the buyer with the idea of buying the product. It is used to instigate the user about the product, arouse interest, and create a demand for the product. The most effective ways of spreading awareness about your business are promotional gifts and promotional giveaways.
We all feel good when we receive gifts; thus, promotional gifts are the most effective way of creating a feel-good factor among buyers about the company. Promotional advertising gifts open the buyer's mind to the brand, company name, and the slogan. The buyer, with the help of these gifts, gets acquainted to a particular logo and a brand name. Moreover, as the gifts are given away for free, the potential buyer readily accepts it.
These giveaways are similar to promotional advertising gifts, but not the same. They are distributed in the form of prizes to prospective customers. Some prizes are meant for practical purposes, while some are just for fun. Everyday office supplies, stationery printed with company name, calendars, caps, T-shirts, towels, bags, key chains, and shopping vouchers for a particular brand are some examples. Merchandise that can be used everyday become silent reminders of your brand and services.
Contests are one of the best ideas for companies manufacturing home supplies. Conduct cooking contests for homemakers and distribute free cooking ware as gifts. The winner will get publicized along with the brand name of the company.
Newsletters are typical ideas for promoting business. They convey everything about your company to the readers (who may become your potential customers). This is the best way for banks, brokers, institutions, and agencies to promote themselves.
Most of us are familiar with flyers. They are small printed sheets of information about the company and the product. Distribution of flyers is very easy, as it can be done through newspaper vendors or by hiring part-time employees. Giving out flyers in newspapers is the best way of ensuring that they reach the prospective consumers.
Discount coupons or free coupons work in favor of small retailers, especially those associated with lifestyle items. Don't we flock around clothing stores at the sight of a discount offer? So, give out 10-15% discount coupons to people to attract their attention and to make your name.
To make promotional campaigns a success, research the market demand and demographics well before you begin. The crucial point to be driven home is to persuade your buyer, generate sales, break even, and march towards profits. Getting a regular consumer feedback to know how you can improve your ways of promotion will help you expand your market too. Conducting seminars, demonstrations, events, speeches, publishing articles, newspaper advertisements, Internet advertising, giving bonuses, and networking are some more ideas for promoting businesses. In order to understand promotional advertising in greater depth, let's take a look at some of the best examples. They are rated the best, for their popularity, the number of people they reached out to, and the lasting impression they made.
Nestle said "We Will Find You"
When Charlie won a ticket to Willy Wonka's factory, little did he know that he would be an heir to it. Nestle made a similar offer to its consumers, but only a slightly modest one. The chocolatier launched a campaign to track down its consumers with a GPS device. The campaign came in the form of a competition all across UK. They hid six GPS trackers in six bars declared 'We Will Find You'. On opening the packs, the GPS tracker got enabled, sending a signal to a team of commandos to locate the buyer and award him a cash prize of GBP 10,000. All the buyer had to do was to be the lucky one!
Losing Your Timeline to Alzheimer's
This was not an idea to promote a business, but raise awareness and concern for Alzheimer's patients. On September 21, World Alzheimer's Day, the organization Alzheimer's Disease International launched an application that let you delete entire Facebook data for a day. It was a representation of what Alzheimer's patients go through each day of their life. Of course, the timeline returned to normal the next day, but it was a fun, interactive way to make several across the globe notice what the disease meant to the patients and their families.
We've all heard of loyalty cards at coffee shops across the world. But to be benefited from being a disloyal is an incentive offered by seven independent Singaporean cafés. This scheme was designed to encourage consumers to discover new coffee shops and collectively raise their income. Every time a consumer bought a coffee from one of the eight coffee shops, he/she would get a disloyalty card stamped. On collecting seven stamps at seven different locations, the consumer had to come back to the first coffee shop to enjoy the free drink!
More Influence, More Discount
A California-based fashion house, Volga Verdi, decided to discount its purchases to customers on the basis of their social influence. Essentially, customers had to pool in their social influence from various social networking platforms, such as Facebook, Twitter, Google+, and Tumblr to buy products at a lower price. They also had to the follow the brand, retweet its tweet, and confirm their participation by sending a mail. The same applied to other sites and their methods of sharing information. Simply put, if you can make a fashionable social influence, then you are eligible for a good discount on fashion products.
Deliberately Late Pizza Delivery
Campaigns are designed to make a strong brand presence, tap and acquire potential markets. However, in a rare case of promotional advertising, Food Bank Foundation in Asunción, Paraguay, ideated a campaign with two pizza companies around hunger. At the risk of losing goodwill, the pizza companies began delivering pizzas very, very late. However, the delivery was made with a message that said, 'when you're hungry, you understand hunger'. Although the risk was big, the organization did manage to collect 50 tons of food for the Food Bank Foundation.
Promotional advertising can be an expensive affair if a business is just a start-up. Careful planning is extremely necessary to understand allocation of resources and their optimum utilization. An advertisement must be creative enough to grab the consumer's attention and make a lasting impression on the mind. After all, an idea which makes an impact is the one that sells like hot cakes!