Want to infuse energy in your nonprofit's or small business's marketing? Consider product demonstration. For inspiration, check out Nikon’s integrated marketing and outstanding product demonstration in its recent campaign for the D40x Digital Camera. Sure, those ads and the web site took a chunk of marketing dollars. And your small business or non profit marketing budget probably looks nothing like Nikon’s. But there’s nothing like a great product demonstration or a free trial – even on a small scale - to create buzz.
What would happen if you gave out freebies (or let people use your service if you’re a service business) to show what your product/service can do? You could have testimonials, quotes and best of all, a whole group of brand ambassadors. And if you’re planning a new ad campaign, allocate a percentage of that budget to create a special web page or other elements to tie in to your tradiational ads. And don’t forget the PR!
One great lesson from the Nikon campaign is how integrated it is. The company went beyond just broadcast ads and sticking up a landing page web site. You can find the ad on You Tube. And while there is information on the camera imbedded in the special Picturetown site, there are plenty of links back to the Nikon site so viewers can get all the information and technical specs they want. Also imbedded in the site is a chance to win a D40x. Every day for 40 days, Nikon is giving some lucky viewer a camera. You can enter every day. The catch? You have to click the D40x icon on the web site to enter, and each day the icon moves to a different page – giving you the chance to search through the site for a chance to enter again. You’ll also find product reviews on tech and consumer sites and plenty of coverage in blogs (including Nikonians, a non-profit organization of Nikon users).
Bottom line: When a marketing campaign like this one truly comes together, it’s a beautiful thing.
This style of marketing seems to be the new trend or maybe it's an old principle. This is a similar strategy to what I am using in video marketing. I create short, catchy videos that lead viewers back to free offers or discounted offers on my site. I accumulate a majority of my traffic from posting my videos free to http://www.Adwido.com and letting them help me target specific keywords to boost targeted traffic.
Posted by: Seh | July 08, 2009 at 09:43 PM