Alternative marketing strategies differ from standard marketing in their audience and cost. These strategies are intended to be tailored toward a particular group, increasing your product or service visibility with these specific potential customers in mind. Because these marketing strategies aren't intended to reach as many consumers as traditional marketing, they often cost less and have a more confined release space. Marketing agency use of these strategies is most effective when the company for whom the marketing plan was crafted is eager to improve its visibility with only a small portion of their buying audience.
Community Communications
To capture the attention of intended buyers, marketing agencies can place advertisements in these individuals' community communication bulletins. Advertisements placed in church fliers, for example, can effectively reach church goers in a small area. Companies can also take out advertisements in community newsletters, limiting their reach to only those who actually reside in that community. Using these low-cost, small-audience advertising options is particularly wise if the product being advertised is something that is still in the testing phase, or if the items have limited applications and, therefore, are only useful to a small circle of people.
Useful Handout
Agencies can increase the likelihood that advertisement recipients hang on to the ads they were given by placing these ads on useful items. The agency could, for example, place advertisements on bookmarks and hand these out at a local library. To reach parents, the agency could craft a calendar featuring advertisements and hand these date-related tools out at an area parent-teacher organization meeting.
Sponsorship Benefits
Reach members of the community in question, and give back at the same time by engaging in sponsorship. By setting their clients up as sponsors for area activities or events, marketing agencies can make their clients more visible in the desired areas. Sponsors generally receive the right to advertise at sponsored events, so sponsoring a local school football game could earn the company a place on the field fence to hang a banner or the opportunity to place their advertisements on the cups that thirsty fans will receive at the concession stand.
Current Customers Help
Instead of going it alone, companies can put their current customers to work as advertisers. Advertising agencies can craft displayable advertisements, such as bumper stickers, house-front signs or even T-shirts featuring information about the company in question. The company can then give these advertising items to their most valued customers, allowing these individuals to show their allegiance to the company and encourage others within the local community to become patrons of the company as well.
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