When wondering how to promote your product, most marketers tend to go for conventional, proven ways to achieve guaranteed success. However, if you do not think outside of the box and push creative ideas, your ad campaign may be short-lived.
Thus,, the following question should always pop up when you start a new project:
“How do you make this brand/product stand out from the crowd?”
As we know, differentiating a brand is probably the biggest challenge out there in the business world, and therefore some marketers have taken the game to extremes.
The truth is there’s no right way to promote a product. In fact, some of the most successful ad campaigns are the ones that break the mold. In this article, we will first explore some conventional brand promotion methods and why it’s important to be on the lookout for creative ideas at all times.
And if you’re looking for real-life examples on how to promote your product, take a look at the 17 unusual ad campaigns that actually worked. From guerilla marketing to social media stunts, these examples will show you how to make your brand stand out and get creative with your advertising. So what are you waiting for? Get inspired and start planning your next campaign!
How To Promote Your Product – Top 10 Conventional Methods
If you’re a business owner, then you know that promoting your product is essential to your success. However, with so many different marketing options available, it can be difficult to figure out which ones are the most effective. So, let’s take a look at the top ten conventional methods for promoting your product. We’ll also offer some tips on how to make these methods even more effective. So if you’re looking to give your marketing efforts a boost, read on!
1. Promote Your Product Through Social Media
Social media is a powerful tool that you can use to promote your product. Platforms like Twitter, Facebook, and Instagram are a surefire way to reach out to potential customers. Also, if you are wondering how to run a successful campaign on social media, make sure to post engaging, informative content.
You can also use social media to run brand promotions and do giveaways – this is a great way to increase your following and get people talking about your product.
2. Create A Video Commercial
If you’re struggling to find out how to make your brand stand out, a video commercial may be the hidden gem you need. People love watching videos, so video is an excellent way to catch their attention. Keep it short and sweet, and include information about your product that will convince people to buy it.
Also, use an effective call-to-action at the end of the video, which will encourage viewers to proceed to the next steps (such as visiting your website or making a purchase).
3. Write A Press Release
Press releases are formal announcements that can be sent to media outlets in an effort to generate interest in your product. Make sure to write a well-written and informative copy, and include high-quality photos or videos that show off your product. You can also include quotes from satisfied customers, which will help build trust and credibility.
4. Get Featured On A Podcast
Podcasts are becoming more and more popular, so this is a great way to reach out to potential customers. Look for podcasts that are relevant to your industry or target market, and pitch yourself as a guest.
If you wonder how to promote your product, this is an excellent way as you’ll be able to reach out to a whole new audience. Plus, people who listen to podcasts are typically highly engaged, so you’ll have the opportunity to really sell your product.
5. Give A Speech At A Conference
If you’re looking for a way to promote your product to a large group of people, consider giving a speech at a conference. This is a great way to establish yourself as a thought leader, get your product in front of potential customers, and build trust and credibility. Make sure to prepare a well-written and engaging speech that will leave people wanting to learn more about your product.
6. Sponsor An Event
Another great way to promote your product is to sponsor an event. This is a great way to get your product in front of potential customers, and you’ll also be able to build brand awareness. Make sure to choose an event that’s relevant to your product or industry, as this will help you attract the right audience. You can also offer discounts or freebies at the event, which is a great way to generate interest in your product.
7. Advertise On A Website
If you’re looking for a more targeted approach, consider advertising on a website that’s relevant to your product or industry. This is a great way to reach out to potential customers who are already interested in your product or service. Make sure to choose a website that’s popular and generates a lot of traffic, as this will help you reach out to more people.
You can also target your ads to specific demographics, which is a great way to ensure that you’re reaching the right people.
8. Write Articles
Another method to promote your product is writing relevant articles. This is a great way to generate interest in your product, and you can also include a link to your website or online store. Make sure your articles are informative and well-written and include high-quality photos or videos that show off your product. You can also submit your article to directories and blogs, which is a great way to reach out to a wider audience.
9. Participate In Trade Shows
If you’re wondering how to promote your product in a more personal way, consider participating in a trade show. This is a great opportunity to meet prospects face-to-face. Make sure to choose a trade show that’s relevant to your product or industry. You can also prepare promotional offers at the trade show to get more people interested.
10. Give Away Samples
If you’re looking for a way to promote your product without spending any money, consider giving away samples on different platforms. This is a great way to generate interest in your product online, and you can also include a link to your website or online store. Make sure to choose a high-quality product, as this will help you boost trust in your brand.
These are just a few of the main proven, traditional ways to promote your product. Make sure to experiment with different marketing techniques, and see which ones work best for you. With a little bit of effort, you’ll be able to reach out to potential customers and get them interested in your product.
17 Creative Brand Promotions
Some say that there’s no such thing as an original idea in advertising. But if that’s true, then how do some of the most bizarre ad campaigns ever conceived actually work? Read on for 17 unconventional ad campaigns that caught attention and generated results.
1. Kids Sunscreen By Nivea
Nivea’s marketing stunt made interesting headlines soon after its launch in 2016 at Cannes. Here are some of them: :
- How Bad Was This Nivea Bird Poop Sunscreen Project?, from AgencySpy
- Nivea’s Drone Bird Poops Sunscreen on Your Kids, from Dronelife
- Seagull Drone Poops Sunscreen….uh, Thanks, – headline from CNET
The seagull drone was designed by Jung von Matt/Elbe, a German agency, and it is 100% real. This is actually a case study that shows how you can use a drone to protect your stubborn kids from sunburn; since some kids don’t like to apply cream or a wet solution to their skins.
The concept seems controversial and there must have been some criticism surrounding it, but Nivea got significant attention. And the impression is memorable, although it never got any votes or awards at Cannes.
Here’s the video:
2. Milka Chocolate
The Swiss chocolate company made a lasting first impression as it launched its first marketing campaign via Buzzman, a Paris-based agency. The concept was to share the taste of Milka Bar with any one of your friends or family members.
The company removed a small square from 13 million Milka Chocolate bars and asked customers to choose between the following two options:
- Send it to someone you love the most, or
- Have it returned back to you.
Each bar has a unique code that customers would open online and choose the option. They would either enter their own address or the address of the person who should receive the small square. Along with the bar, the company also forwarded customers’ personalized messages in a lovely envelope.
3. Cub Cadet Pro Z Riding Lawnmower
Cub Cadet certainly set a new standard for traditional, physical press releases. In order to promote its latest riding lawnmower, Cub Cadet chose Colle+McVoy. The agency came up with a unique and expensive idea of steel press release.
This classic press release document was made of Tripple 7-gauged steel which has been a trademark of Cub Cadet’s lawnmowers. The document weighed 14 pounds, 13 ounces and had a standard size.
The document had bolts to secure the steel plates. The company shipped it in a custom crate, to media houses. It also was accompanied by a free crowbar.
4. Airbnb and The Art Institute of Chicago
Painting can be visually deep and immersive, but the Art Institute of Chicago has given it a different meaning. The Art Institute of Chicago wanted to market its Van Gogh exhibition 2016 in a unique way, and agency Leo Burnett provided exactly what they were looking for. It partnered with Airbnb to give an immersive experience to painting lovers.
The agency worked with museum curators and designers to transform a Chicago-based studio apartment into one of the most recognizable painting masterpieces – Bedroom in Arles.
Furthermore, a poster campaign advertising a room to rent was run all across Chicago. These posters resembled classified ads of vintage newspapers and they were plastered everywhere in Chicago. The message was rather exciting. It invited people to send texts with the words, “Van Gogh”, and the social media team of Leo Burnett would then chose the lucky winners who would spend a night in the “painting room” for just $10.
The collaboration of Leo Burnett and Airbnb lead to a massive success of the exhibition, as the museum received the largest daily attendance in 15 years. The exhibition went on to be featured in national news media as well.
5. Air-Ink by Tiger Beer
Tiger Beer is an American-owned company operating in Singapore. The company’s aim was to turn air pollution into something positive and useful. It contacted the experienced team of Graviky Labs. They designed a process to transform pollution into a fluid black paint and called it Air-Ink. Then, the project moved to the hands of Marcel Sydney, an Australian agency that finally got them the desired results.
The message was that enough air pollution is generated in 40-50 minutes by a diesel car to produce black ink that can be used for painting. Australian street artists show an inclination toward using Air-Ink in their work.
6. Stock Apparel by Adobe
Only a marketer can understand the pain of sorting through endless pages of useless stock photos to find something he can use in his post. Adobe understands this pain, so it tried something different to promote its stock photo service called Adobe Stock. It partnered with Abby World, a Swedish agency, and developed a fashion clothing line with the help of overused and outdated stock photos.
If you happen to go through Adobe’s Blog, you will see how Oskar Hellqvist, Creative Director at Abby World, explains his remarkable experience with this project. Here are just a few words:
“Classic motifs that have been overused and established as hilarious clichés, known, loved and/or hated by all…. Turning them into a limited edition clothing line is our way to salute and an attempt to create something disruptive and unconventional in the genre”.
7. Uber Promoting UberPOOL
In order to push its advertising campaign in Latin America, Uber’s marketing team came up with a campaign in Mexico City. An army of small drones was sent out to promote UberPOOL, as they carried cheeky banners to get drivers’ attention. The idea was to educate people, who were stuck in heavy traffic during rush hour, about the service. The stunt got massive attention, not only in Latin America, but also in the United States and Europe.
8. Austin’s KMFA-FM
In order to attract millennials to the classical music station in Austin, agency Archer Malmo developed a Twitter-powered metronome which never ceased to amaze passersby. The metronome is called, “Tempo Austin” and ticks at a tempo determined by the number of tweets sent in Austin city.
The idea behind this metronome is to promote KMFA as a non-traditional music station. As the youth is more keen to use social networks, mainly Twitter, this metronome is supposed to show the city’s heartbeat of the Twitter volume and keep them interested in the music station.
9. Laphroaig’s Long Ad
We all know that the 30-second time period has become a standard for commercials. However, how to promote your product and stand out from the crowd if you follow the rules like everyone else? Laphroaig took it way beyond the threshold – up to 3.5 hours. Interestingly, the entire ad was filmed in a single take.
Laphroaig hired a U.K-based agency Multiply to film the video that features comedian Andy Daly who read feedback and reviews about Laphroaig in filibuster-style. It had everything – from highly positive to the most disgusted, strong-worded remarks. The motive was to show the world how polarizing Laphroaig is.
10. Lipton Campaign
How to promote your product effectively depends on how well you know your customers and what challenges they may face in their everyday life. They may not necessarily relate directly to what you offer. Green tea is mostly used by people who are conscious of their health, want to lose weight, or stay in shape.
In order to encourage these demographics, Lipton Green Tea hired Wunderman Mena to design an advanced version of the shopping cart. It informs customers of:
- Number of steps they walk.
- How many calories they burn.
- How much time they actually spend moving inside the grocery store.
The purpose of the shopping cart was to inform those busy people, who didn’t have time to work out, how many calories they can burn just by walking. Plus, it also helps them make smarter and healthier choices while shopping.
11. Burger King’s Halloween Prank
Burger King is an arch rival of McDonald’s, and it decided to use this rivalry on Halloween, 2016. A location in Queens, NY, was decorated completely as “The Ghost of McDonald’s.” The entire building was covered with a white ghost-like cloth. At the end of it, there was a message that read, “Boooooo, Just Kidding, we still flame grill our burgers. Happy Halloween.”
This stunt was done in just one location, but that was enough to gain media attention. According to Adweek, the stunt was pulled off by David Miami.
Paqui wanted to show the world it had the hottest variety of chips in the world. The chips are spiced with Carolina Reaper peppers and packaged as “The Carolina Reaper Madness” chips. They’re dead spicy and therefore, they’re packaged individually and are sold for $4.99 each. Expensive, isn’t it?
You may be right if you think nobody’s going to try such an expensive brand but wait, there’s a challenge associated with it. You just need to eat one chip and post your reaction with a hashtag #OneChipChallenge and you can get lucky. The brand is offering a year’s supply of less-spicy chips to the winners of the competition.
13. South Park Game
How to promote your product better than give users a truly realistic experience? The South Park video game offers just that. But is there someone crazy enough to try those VR masks that smell like farts?
To promote its video game, Ubisoft hired Buzzman to develop a scent that mimicked the smell of farts. Buzzman consulted several different chemists and perfumers to create a perfect fart-like smell. They then worked with a professional team of software engineers and designers to build a VR nose mask they called, “Nosulus Rift”.
14. Virgin America
Imagine you had a pair of shoes with WiFi capabilities and phone charger. Virgin America developed these shoes for first-class customers. The pair of shoes was designed by Eleven, Inc. in 8 months. The shoes have the look and feel of a first class cabin of the airline.
The product offers WiFi, USB phone charger, mood lighting and a mini video screen. They are sold for $97,878 on eBay and the amount will be donated to charity organization.
In 2016, Skittles found out how to promote their product with a truly unique campaign. The company took over a Broadway theatre and turned it into a Skittles-themed circus. The event was called “Broadway the Rainbow” and featured clowns, acrobats, and contortionists – all clad in rainbow-colored clothing. The event was a huge success, generating lots of positive buzz for the brand.
16. H&M’s “Close The Loop” Campaign
In an effort to promote sustainable fashion, H&M launched their “Close the Loop” campaign. The campaign encouraged customers to donate their old clothes, which would then be recycled and made into new clothing. To incentivize donations, H&M offered a discount on their new clothing collection. The campaign was a huge success, and H&M was able to increase awareness of their sustainable fashion initiatives.
17. Old Spice’s “The Man Your Man Could Smell Like” Campaign
Old Spice’s “The Man Your Man Could Smell Like” campaign was an instant classic. The campaign featured a handsome man (Isaiah Mustafa) who delivered charismatic and humorous monologues. The campaign was a huge success, and Old Spice was able to increase sales by 107%.
We’ve now walked you through how to promote your product and to get media attention using unconventional methods. Each of these ideas has a few things in common:
- Creativity – A different angle to highlight the benefit of the product.
- Professional Approach – Each of these brands hired professionals, except for the one that had its own in-house team of professionals.
- Risk Factor – Each of the brands took a risk, they achieved their goal – they got media attention.
So there you have it – 17 unusual, creative ways to promote your product. Not all of them will work for every business, but hopefully this list will give you some new ideas to try. If you’re looking for more conventional methods, we’ve got 10 of those listed, too. And don’t forget – social media platforms are a great way to get your brand in front of potential customers. Also, make sure to create effective video commercials and write articles that highlight what makes your product unique. With a little effort, you can increase sales and reach more consumers using any (or all!) of these marketing strategies. Which one are you going to try first?