Controversial Advertising Tactics Included.
“The person who stops advertising to save money is the person who stops the clock to save time”
Ok, so you have launched your start up business, you have a shop or built a website or run a small business (like DiamantePro) and your business is in full flow. Now what? You need to market it right? Or if you already do, what strategies (or tactics do you use)?
Efficient marketing is one of the most fundamental aspects of a business for so many reasons. Putting your products out there in the marketplace is no longer enough these days, you need to be able to constantly encourage customers to buy them. One of the best ways to do this is by speaking a marketing language called advertising. I have always maintained that constant marketing is the most powerful tool in the arsenal of any entrepreneur; because with marketing, you can always position yourself or your business in every potential customer’s mind. With advertising (properly) you can hardly lose.
Now, there are several ways to advertise your business; here are 4 of the most efficient ones:
Comparative Advertising (this means war) – this is not just comparing your product to that of your competitor; this is actually going for the jugular and basically rubbishing the competitor’s product. Practising comparative marketing means naming your competitor and laying claim (overtly or covertly) that their own product is not just as good as yours, but also inferior. By engaging this type of advertising, you must be prepared as a business owner to expect a reciprocal form of backlash from your competitor. And that is why I do not recommend this form of advertising to small business owners and start ups. It is fantastic for bigger companies who have the financial clout to compete strongly in an advert war.
Here are a few examples:
Ironic Advertising – as the name suggests, this is where you use a bit of irony or sarcasm in your advertising campaign. It is quirky, mostly clean form of advertising which is quite efficient. It is still a form of comparative advertising, but rather than slander the competition, you basically present the public with an irony of your competitor’s message. If done properly, it registers in the mind of the public, making it pretty difficult for them to forget your product. I quite enjoy ironic advertising because it can be creative, however, it must be done properly and the message must be understood for the intended punchline to be strong.
Here’s an example:
Irritation Advertising – Less mainstream but very effective. The whole point of this type of advertising is to provoke enough irritation (or be obnoxious enough) to be remembered. Silvan Heach (an Italian fashion designer for women) famously put up a billboard showing a scantily clad lady in an Italian city. The advert irritated people no end (especially women) however, most men weren’t put off by the advert and it later turned out that majority of their customers were men who went to their stores to buy for their women. Another usage of this type of advertising campaign can be to send a message about the risk of buying a particular product (e.g. Cigarettes). If you are an entrepreneur with a small business or a start up, is the risk of irritation advertising worth considering?
Here’s an example:
Teaser Advertising – when you launch an advertising campaign that consists of small, cryptic messages in order to engage the public and make them anticipate something larger in the offing, then you are teaser-advertising. I call it a ‘coming soon’ advert. With teaser advertising, it’s like leaving tiny pieces of information for potential customers making them crave for more. By far, my favourite form of advertising because the process itself leads up to a grand finale which in most cases is the launch of your product. In my opinion, this is the best form of advertising for start ups.
DiamantePro are experts at utilising these tactics with business photography and videography. You should give them a call for your marketing needs. As a business owner, what type of advertising tactics have you engaged in? Which one works for you? Feel free to leave your comments below.