Really Alternative Media

Monday, March 10, 2008

Listen to the Audio Podcast of this posting here (runtime 1:54).

In small business marketing, a little lateral thinking goes a long way.

I say "lateral thinking" instead of "out-of-the-box" because when you're considering alternatives to traditional media like television, radio, or the die-hard yellow pages, you need not re-invent the wheel, just find a new use for it.

Look for "really alternative media" to cut through the barrage of other marketing messages and position your business squarely in the sights of your ideal buyer. You don't even have to look that hard, but rather think laterally.

Consider the following a vertically-hinged door to really alternative media:

Sponsored Highway Exits

Why not ask the city to allow you to 'sponsor' your freeway exit. "Exit 105, sponsored by Company X” is more interesting and most likely cheaper then purchasing a giant, gaudy arrow sign to point in your direction. The city could probably use the extra revenue as well.

Pizza Box Advertising

Why does pizza only come with coupons for more pizza? I got my pizza. Now, maybe I'm looking for a roofer or a pest control company to get rid of the bugs who have taken up residence in my last pizza box.

Delivery Menu Ads Everyone's front door comes standard with a Chinese take-out menu. Maybe the reason I'm ordering dinner to be delivered is because what I really need is a local auto parts store?

Backyard Toys

How often does a neighborhood kid’s ball or Frisbee end up in your back yard. Why not brand some Frisbees’ with your real estate business name and phone number? The companies who sell them can hardly give them away and what real estate agency wouldn’t like to get even a single piece of marketing material past the front doorknob?

If you’re looking for low cost, high impact media, you don’t have to rack your brain trying to "think outside-the-box". Rather, keep your eyes peeled and your mind open.

Why read when you can listen to this post? (runtime 1:54)

Strangely-related "Big Marketing Ideas for Small Business" posts:

6 comments:

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TerryJul 24, 2010 07:35 PM
Hello, All of your ideas are very good and creative. I own a roofing company in Atlanta and I have an energy saving solutions product that I thought would be a good fit with homeowners but they have a full plate with the need of a new roof. Any ideas? http://atlantaroofexpert.com

Thanks,

Terry
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Justin DowneyJul 26, 2010 07:53 AM
Terry, There's a southern saying, "If it ain't broke--don't fix it."

The opposite is also true. If it is broken why not fix it—and fix it right.

It's an up-sell play.

Sell home owners the new roof they need (right now) and also take that opportunity to see if they would like to upgrade to a more energy efficient product that will save them money in the longer run.
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Jean-Guy Francoeur, marketing ideas generatorSep 1, 2010 06:01 PM
This is great info - thanks for posting this. I'm always looking for news ideas to share with my clients and innovative ways of staying ahead of my competition (other marketing consultants). This helps, thanks.

Jean-Guy Francoeur
Author, Answers You're Aching To Know
http://www.JGFMarketing.com
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SteveJan 13, 2011 08:50 AM
Well I'd think the last thing we need on an exit sign is a marketing message to confuse drivers about where they're going. (Thinking about those new to the area that actually need the sign.)

BUT ... let's hear it for the spirit of the message. The idea of piggybacking marketing efforts (auto parts on a pizza box) is called networking, and I think many people fail to see so much value in networking that they make it central to their marketing efforts.

I always appreciate those who have contacts in practically any field you can think of, and when you need something, you ask them where to go. You get good recommendations, and their contacts benefit from having networked. They get more business for having done so.
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Justin DowneyJan 13, 2011 03:02 PM
All great points Steve. Maybe allowing businesses to sponsor an exit sign would confuse tourists...Maybe they'd appreciate the extra large sponsored sign?

At any rate, you understand more about networking & marketing than most out there. And for that, you deserve a coke!
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