Is tight budget an obstacle in creating a great marketing campaign? Or maybe it’s the other way round: lack of resources stimulates creativity? Financial restrictions require abandoning traditional standards and searching for new ways of communication, what can be risky. Below we show 5 examples of unconventional, creative and inexpensive campaigns that achieved amazing success – both as viral content and as tools for revenue generation.
Month at the Museum, or the best contest idea
Case: Well, “attracting young, tech-savvy young people to the museum” doesn’t sound like a project entailing most innovative solutions, but don’t judge the book by its cover.
Museum of Science and Industry organized a contest: person who wrote the best essay could win a month at the museum – and would live there as if in a hotel room, telling about the experience in social media. About 1,500 texts were sent, not to mention the buzz accompanying the process of choosing the winner – over 400 blogs were engaged and museum’s Facebook fanpage doubled the amount of fans.
Idea: That example gives us 3 hints about how to organize a contest:
- The form of contest must be as attractive as prize itself – engaging and fun,
- The prize must be directly related to your offer,
- Use the resources you already have. Think outside the box. What interesting do you have to offer: fascinating experts? Intriguingly located office? Your products can be used in an unconventional way? Take a look around once again!
Your people in competitor’s plane
Case: Germanwings, economic airlines competing with Ryanair, wanted to prove that they can offer more at better price. So they equipped their customers with tickets for Ryanair flights and Flip cameras, so they could record inconveniences of travelling with Ryanair, such as battles for more comfortable seats and attendants collecting money from passengers if they needed to use bathroom. “Spies” used also cartoon boards to express their opinions (“At least looking through the window is free”), what together made a hilarious YouTube video. Bold and aggressive movies gained popularity fast.
Idea: Poking your competitors can be a two-edged sword and always raises a lot of controversy. That’s also its major advantage: it provokes discussion and arouses emotions. Everybody wants to have (and share) opinion on the topic.
Buzz can become a great vehicle for a brand – if you can handle and moderate it to prevent campaign from overshadowing the product itself. And if you’re ready for competitors’retaliation.
Offer help
Case: American Express endorse the idea of shopping locally – the concept of supporting little local businesses instead of corporations. Helping small business took shape of Small Business Saturday: an annual event when participants share the experience of buying locally, and small companies can promote themselves, present their offer and make themselves easier to find.
Idea: Begin not with your product, but with your actual customers. Who are they? What do they need? How can you help them? Try to discover their motivations and use your marketing budget on doing something good for them. (Our free ebook on creating Buyer Persona might be useful, if you want to do so).
Such action can be conducted also on local level. It will get you a lot of earned media.
If you don’t have money, you must have courage
Case: When Michael Dubin, CEO and founder of Dollar Shave Club wanted to make his company widely known, he created a movie costing him $4500 and simply described his product in conversational, casual way. The film, called meaningfully “Our Blades are F***ing Great”, was viewed 18 million tomes and liked on Facebook 110 000 times.
Idea: Sometimes simplicity and readiness to challenge standards work best. Dubin’s success comes from his natural charisma and boldness. Watching his movie is like talking to a funny friend.
Campaigns of this kind require appropriate product (e.g. not b2b) and in-born casual magnetism. If you see that in your employees – or in yourself – go for it!
Share consumers’ sense of humor
Case: Samuel Adams brewery prepared an unusual campaign for April’s Fool: a movie introducing new beer with addition of helium. Protagonists of the “ad” talked about how helium changes beer into a super-fluid.
Idea: Again cost of producing video were ridiculously low when compared to effects and buzz generated. People speculated whether it is possible to make such beer and laughed, what created bonds.
You don’t need big budget
To make a great campaign, you don’t need a great budget. Using resources you already have in less conventional way and focusing on customers’ need can drive amazing results, but it demands courage. If you want to be noticed without spending much, you must do something exceptional, a bit crazy and risky.
Will you dare?
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