Creative marketing ideas to gain greater momentum

By Melanie Vandenboogaard

When it comes to marketing, there are several tried-and-true tactics: print ads, billboards and direct mail. They all have their place in helping to build brand recognition. If you’ve reached the point where you feel these tactics have taken you as far as you can go, it may be time to switch things up.

This is where non-traditional marketing tactics come into play. These ideas often fall into the category of guerilla marketing (read our newsletter for more on the topic)—a term coined in 1984 for campaign strategies that are inexpensive, unexpected and memorable. Here are a few outside-the-box ideas to help revitalize your marketing pipeline.

Paint the town

If your business has a brick-and-mortar location, consider using the space to engage with local artists and draw the community’s eyes to your brand. An outdoor wall mural can be a great benefit to your company. In fact, The New York Times^® notes that murals stand out more than any other form of advertising and generate a lot of buzz while the artist is at work. Research shows that murals have the power to generate over 40% more attention than traditional billboards, leading to an increase in foot traffic to the area and brand visibility.

Work with a local artist to come up with a concept that highlights your brand values and your company’s place in the community. Encourage people to snap and share a photo using your mural as the backdrop. Imprint the design on T-shirts, coffee mugs or stickers and give to people who post their photos and tag you on social media.

Be a part of the conversation

Thought leadership strategies, like content marketing and trade show involvement, fall under the more traditional umbrella of marketing tactics. Spice things up a bit with a different approach to these tactics. Rather than only publishing educational content on your own website, reach out to influencers in the industry to gain even greater exposure. Provide samples and ask for an honest review.

Blogging and podcasts are another great way to get in on the conversation. Make a list of your favourite industry-relevant podcasts and publications and reach out to editors with an introduction and fitting gift—maybe a mini wireless speaker for the audiophile, or a laptop sleeve for the on-the-go writer. Include a pitch asking them to contribute content, perhaps as a guest blogger or podcast interviewee.

Always be responsive

Today’s customers factor in responsiveness to their decision-making. And as our collective attention span has decreased, so has what we consider timely. Research by Zendesk^® found that 93% of customers would prefer to work with a company that provides options to reach customer service, including live chat or chatbots.

Incorporate an additional customer service option on your website and promote it on social media. Incentivize customers who use these channels to provide feedback by sending a short survey to improve the service (and offer a little something in return). Lots of people will be happy to answer a few questions in exchange for a knit beanie/toque or the chance to win a laptop backpack.

Reward loyalty

Loyalty programs have been around in some form or fashion for many years (think punch cards for your favourite coffee shop). In this age of endless options, loyalty is increasingly important. According to a Global Customer Loyalty Report, customers find loyalty programs to be more beneficial than ever, and businesses with loyalty programs report that up to 45% of their sales are made through loyalty program members.

You can reward loyalty by offering special promotions to your existing customers—or those who join your email list. Discounts, first looks or referral bonuses can keep customers coming back for more. Or, for your best customers, consider a custom birthday or holiday gift. A handwritten card with a special discount or a classic box of chocolates can show your customers that you appreciate their business. Consider kicking it up a notch by offering a personalized experience gift, like tickets to a show or sporting event.

Make marketing memorable

As your company scales, it will become more important to switch up your marketing strategies. Take inspiration from other industries and remember that sometimes the most impactful campaigns are not the most expensive, but the most surprising.

Melanie Vandenboogaard

Melanie VandenBoogaard is a senior merchandising category manager with nearly two decades of experience in the merchandising industry. She specializes in bags—including backpacks, totes, and more—staying on top of trends to ensure 4imprint offers a wide selection that meets customers’ needs in both style and price. Melanie also leads product development for 4imprint’s private-label brands, where she enjoys creating, building, and designing new products.

All marks are the property of 4imprint or their respective owners.

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