4 Ways to Launch a Campaign on a Tight Budget
Breaking through the clutter is at the top of the list when marketers are planning, creating and executing campaigns. But that is not an easy task, especially for small businesses and startups marketing with a small budget.
Consumers see more than 5,000 ads per day and most go unnoticed, according to a market research firm. That’s a whole lotta clutter to break through. However, there are some smart ways to maximize your campaign efforts.
Forbes offers four tips. The first is craft a pitch, not an advertisement.
“If you can successfully create content that is entertaining, inspirational or memorable for the consumer, you’ll see greater success in impacting the consumer,” the author Kelley Weaver says.
The other three tips are positioning your campaign as an icebreaker, know your niche and partner with relevant influencers. Weaver goes into detail on each tip with brand examples and details on how to apply the examples to your own campaigns.
One brand that create quite a stir marketing with a small budget is Contours, a maker of premium baby strollers, that had very little brand awareness among its target of new parents. With an pint-size budget of just $55,000, the brand’s ability to advertise, place in-store media, and merchandising was limited. So Contours, with help from agency FCB Chicago, decided to give adults a test drive instead, in an adult-size replica of its Bliss stroller.
It offered test rides to shoppers only in select Buy Buy Baby stores. Those who agreed to climb up in the giant stroller and be pushed along sidewalks and in parks were filmed to create attention-grabbing digital content that Contours disseminated via Facebook, Twitter, Periscope and YouTube ads as well as on its own social channels.
The video of grown men and women commenting on the comfort of the ride while being babied in a huge buggy generated plenty of giggles among viewers—and plenty of social sharing. In less than a month the video earned 53 million views, fueling a Twitter conversation that reached 48 million people and contributing to 479 million earned media impressions, with Good Morning America and Today, among others, covering the campaign.
All this buzz led to a 225% leap in traffic to the product pages of Contours’ website and a 15% push in year-over-year unit sales per store per week. The campaign won a number of 2017 PRO Awards, including Best Campaign on a Budget (Under $250,000).
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2017 Best Campaign on a Budget (Under $250,000)
Silver Winner: KitchenAid-10,000 Cupcakes from Catapult
Bronze Winner: Intel-Conflict Free Retail from Arc Worldwide
Honorable Mention: O.N.E. Coconut Water by PepsiCo-O.N.E. Yoga on the Rocks from The Integer Group
