Effective marketing and advertising does not have to be expensive.
Herb Kelleher, founder of Southwest Airlines and a 2011 Advertising Hall of Fame inductee, recommends that companies increase advertising during tight economic times and create ads that are true and a fair reflection of the company, according to "Advertising Age." Cheap and easy marketing ideas can help business leaders who lack extensive resources. However, any marketing or advertising effort, regardless of price or popularity, must mirror the company's mission or else the campaign is doomed.
Social Networks
Leveraging social media websites such as Facebook, Twitter and Youtube can be a cheap and effective marketing and advertising strategy. These free tools are most effective when combined with a shrewd communication strategy. Effective social media communication is personal, avoids sales pitches and provides an opportunity for two-way interaction between the company and customers, according to TRCB News. While social media marketing and advertising may not stress the company budget, use of these tools requires commitment. For the best results, social media websites should be updated frequently and include content that the customer wants to access instead of information the company wants seen.
Media Relations
A mention in a trade magazine, local newspaper or by a broadcast station can be a cheap but highly credible and effective advertising or marketing strategy. Achieving a positive media reputation does not happen by accident. Media relations tactics include researching which reporters are interested in a company's products or news, developing relationships with these reporters and communicating with them on a regular basis, and making a company spokesperson available for interviews on the reporter's schedule. In addition, a marketing or advertising manager can stretch public relations efforts by posting news releases or published articles to the company's website or social media page.
Email Marketing
Email marketing is another effective and inexpensive way to reach customers as well as establish company credibility and expertise, but users should follow certain guidelines for the best chances of making an impact, according to "Entrepreneur." First and foremost, the content must be timely, important to the customer and reflect the company's brand or mission. Sending fluff, bombarding in-boxes or emailing without permission are surefire ways to alienate loyal customers.
Capitalize on the Unexpected
Surprising customers with an unexpected gift or stunt can be easy but will only be effective if the action supports a company's brand. Unusual but simple attention-getting ideas include having employees perform a fake protest outside a store claiming that the owner is too nice, placing business cards in library books with the same subject as the company's product or creating temporary tattoos with the company's logo, according to Boot Strapping Blog. Contributing to local charities or becoming a donation drop-off point are other less noticeable but low-effort ways to advertise or market a business.
Tags: marketing advertising, social media, company brand, media websites, social media websites