Alternative marketing is so-called because it carries an inherent risk—the risk that your startup or business may invest time and money in an effort that won’t necessarily scale—that is, immediately. If you have any doubts about the usefulness of out-of-the-box marketing tactics, take the case of Squaty Potty—a toilet stool company that created a viral ad featuring a unicorn that poops rainbow-hued ice cream. It may have been unconventional, but it struck a chord among social media users, generating a whopping 30 million views on YouTube alone. This led to a 600% increase in sales. Despite its target audience essentially comprising older users, the ad was humorous, youthful, and surprising, and it was well-accepted beyond its target market.
Choosing the Right Alternative Marketing Strategy
There are many possible alternative marketing strategies available. Choosing the right one is far from a “stab in the dark” decision, though. It should be based on various research-based steps. The first involves identifying your target audience’s pain points. What need, demand, or pain point can your product or service fulfill? Secondly, brainstorming various alternatives with your team is key. Team members can find a wealth of information from customer feedback, competitor analysis, the Ansoff matrix, ocean strategy, and more. By all means, feel free to look beyond your industry. Ideas such as using humor to connect with your audience, for instance, can work even in the most unsuspected sectors. Once you create your shortlist, rank the options via a cost-benefit analysis, decision matrix, surveys and polls, and similar. Finally, select your alternative strategy and present it to your stakeholders, reviewing and refining it if necessary.
Personalizing via Video
A great example of how alternative marketing can fulfill a need can be found in the current trend for personalized video messages. Tools like Loom and VideoAsk make it easier than ever to send personalized videos to trusted clients, creating a much more meaningful connection than e-mails alone. Creating personalized content doesn’t have to take too long or involve your entire client base. Instead, you can thank your clients, give them loyalty bonuses or special treatment for being great clients, or give them personalized presents that will make them feel more closely tied to your company.
Entertaining and Informing Your Clients
Imagine if you were a client of a clothing, sports goods, or home-delivered meal service. Now imagine that you follow the providers of these goods and services, not simply to hear their news, but also because these channels entertain or inform you in a wider realm. Smart marketing often involves ‘niching down’ but when it comes to entertainment forms such as YouTube videos, Instagram or TikTok stories, or podcasts, you can definitely embrace a wider range of topics in categories your target customers are interested in. If you want to start a podcast or channel, don’t just think of entertaining topics to cover, but achieve success by following proven best practices. These include researching your audience’s wants and needs, testing your podcast, having a consistent publishing schedule, and investing in quality equipment. Encourage audience feedback and reviews, too, so you can stay on the ball when it comes to connecting with your audience. Other means of entertaining your clients include blogging, live streams, and webinars or workshops.
Getting Your Audience Involved
One of the most revolutionary marketing strategies in current times involves getting your audience to do the work—or some of it at least! Just a few exciting initiatives include challenges (which your audience should be asked to share on social media), guest posts (asking your audience to provide content for your website or social media sites), and asking some of your customers to serve as guests on your podcasts or blogs.
Cross-Promotions
There are too many successful cross-promotions to mention, but one that comes to mind is the recent collaboration between Starbucks and Spotify. The features of the campaign included the use of Spotify playlists in Starbucks locations, the provision of Spotify Premium subscriptions to Starbucks clients, and the invitation to Starbucks employees and clients to share their Spotify playlists. Cross-promotions can involve companies from other sectors, but they can also involve those in your sector—including (now here’s something really alternative)—your competitors!
Alternative marketing in current times involves giving your audience unique value. This can compromise personalized content. It can also involve entertaining and informing your audience about matters they are interested in and taking part in cross-promotions to offer your clients greater value.