Reaching New Consumers With the Right Campaign
-Don't be a part of the clutter. We're bombarded with advertisements everywhere we go. That’s why social media has such huge potential; it's an enabler of subtle marketing and advertisement without being overt, annoying or aggravating. Think of Twitter, which is all about status updates and what everyone you know is doing. Companies use the platform to advertise products without the consumer realizing it. Make your brand something we migrate to, not turn away from.
- Become part of the culture. Young people LOVE events, and event holders are always looking for sponsorships. Find out what's happening and how to be part of it. The list is probably bigger than you think and will include film, motocross, race car, fashion, social and sporting events, to name just a few. We are an impressionistic generation and are more likely to seek out a brand we have consistently seen on and off the Web.
-Create an element of surprise. This is the easiest and most fun to do, but it requires careful execution. Apple is a good example. It creates huge hype around new products by releasing just a small amount of information until the launch date. That type of consumer anticipation is incredibly powerful in that it creates free, viral marketing that gets everybody talking. Smaller retailers can mimic that strategy by doing something different than the way you're doing it now.