Creative Advertising Strategies
By Steve Gillman
This is strictly a page about new ideas for creative advertising
strategies. Being new, there is, of course, no guarantee that
these will work. On the other hand, there have probably been
similar strategies used effectively somewhere, and the inspiration
for these ideas came from a very successful company I read about:
Show Media. They place ads on cabs, splitting the revenue with
the owners, and one major campaign can bring in $40,000 per month
from one client (with placement on 200 taxis at $200 each).
The ideas that started coming to my mind for other ways to
get a message out there could be used by an advertising agency,
or directly by any company that needs new and creative advertising
strategies. The first was kite ads in areas have consistent breezes.
The kites would be left up in the sky most of the day with large
ads visible on each one. Beaches are a natural location for this,
but it might work in other places where there is visibility and
breezes. Here are some more ideas...
Imagine that a message automatically plays as people walk
by certain locations--most often the location of the advertiser.
A restaurant might have a recording on the corner or sidewalk
out front that is triggered by each passer-by. It could say,
"Visit right now for a free drink with your meal."
If you sold the service you could charge clients by the number
of times an ad plays. If you designed the machines you might
sell them to specific businesses. The user could presumably change
the message easily.
Legality might be an issue for this one, with regulation in
many cities prohibiting too many (or too large) signs in the
yard, but many yards have signs announcing that some company
just replaced the windows or did the siding, so why not paid
advertising? If you set this up as an advertising agency, you
would pay home owners who participate. "Earn revenue from
your yard!" They might get half of whatever the advertisers
pay, which should leave room for your expenses and a profit.
Street Sign Ads
There are many cities looking for additional revenue, and
placing advertising on street signs could provide it. A local
government can make monthly revenue from each sign, and if the
company that arranges this makes the new signs, the city can
save this expense as well. This one is probably being done somewhere
Personal Auto Ads
There are already ads on people's personal cars, mostly for
their own businesses. There are even a few companies that have
paid people to put ads on their cars. What's needed is a simple
system for organizing in from both ends--that of the car owners
and the advertisers. Something similar to the system set up for
taxicab ads would do the job. Perhaps a driver can pull in to
the agency, fill out some simple paperwork, have a sign attached
to her car, and get a check every month. You could make the drivers
pick up the check to be sure the sign is still there. It might
even make sense to do odometer checks and pay according to the
"exposure," represented by the miles driven.
This creative advertising strategy (or perhaps "marketing
strategy" is the better description) has been used for ages,
although as often without intent as on purpose. Pipe out the
fumes from bread baking in an oven and you're bound to tempt
passers-by into your bakery. But "scent marketing,"
as we might call it, has not been done very consistently and
systematically. I'm imagining a machine that pumps out a puff
of an enticing odor whenever it senses a person walking by. This
is of course meant for restaurants, but then again, the research
shows that we are very nostalgic when it comes to familiar odors,
so perhaps they could be used to sell non-food things and services
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