Marketing is a necessary evil when it comes to running a business. You always need to look for new ways to attract business. There are always meetings in the marketing department concerned with how to get new customers. Some companies resort to using marketing stunts to make an impression. First impressions are important and if you use the wrong marketing stunt you can ruin your chance of getting new customers.
Marketing stunts are not new and many companies find a gimmick that works for them. For example, Jell-O gave everyone in the city of San Francisco a sample of their famous pudding after the Super Bowl. San Francisco was the losing team. It was their way of soothing the populace and offering them a consolation prize. While it is not as crazy as some of the other stunts companies have done, it left an impression on people.
Stunts have once again become a popular way to market your brand after having a brief respite in the marketing arena. The stunts themselves, while important, are not the focus of this marketing technique. Instead it is the conversation after the stunt that leaves the impression. People will talk about a marketing stunt that left an impression for years after the stunt has long since faded from the public eye. It makes the brand a part of the pop culture of the moment and it attracts the attention of everyone.
So, how do you get new customers using a marketing stunt if you are a small business? Obviously you won’t have the budget to provide everyone in a city the size of San Francisco with one of your products or reproduce a more elaborate stunt. There are some marketing stunts you can do that won’t cost anything (or if they do, it won’t be a lot of money) that will help you capture customer emails and perhaps even get customers to buy your product.
Stunt #1: Utilize shock value in your stunt.
Don’t be afraid to step outside of the box and do something that is far out in left field for your company. Do something unexpected for a short period of time that makes your customers stop and stare for a moment before they approach you. For example, if you are a cake shop looking to get your name out there set up a taste test outside on a whim or host a contest for the most outrageous cake name.
Stunt #2: Make sure your customers can share in your stunt.
When you do the stunt, make sure your customers can share in it by offering them a coupon they can pass on to their friends or, if the stunt can be viewed on a social media site, a button they can use to share it with their friends. Promote your stunt using your website and social media but always give your customers something back.
Stunt #3: Keep your stunt consistent with your brand.
Don’t do a stunt simply because you can. That is not how to get new customers. If shock value doesn’t feel right for you and your product, do a stunt that still attracts attention without comprising you business. Make the stunt relative to your customer so they notice you and share with their friends.
Whatever you do, the most important thing is to do. Marketing is about being proactive and exploring ways to grow and capture customers.