Creative Marketing Tactics MRR Ebook

Table of Contents

Chapter 1 – What Is Creative Marketing? 5
The Definition … 6
The History . 6
The Evolution …. 7
Chapter 2 – How and Why Creative Marketing Works ….. 9
The Element of Surprise ….. 9
It Pays to Be Different . 11
Controls and Variables ….. 12
Fun with Case Studies 14
Several Campaigns That Worked … 15
One Campaign That Didn’t .. 16
Chapter 3 – Creative Marketing for Your Small Business …. 18
Advantages ….. 19
Disadvantages 20
Cost Breakdown: Money versus Effort 21
Finding Your Target Market …. 24
Chapter 4 – Creative Marketing Methods ….. 28
Word of Mouth 28
What is it? … 29
How do you do it? … 30
Summary ….. 32
Canvassing ….. 33
What is it? … 33
How do you do it? … 34
Summary ….. 36
The Sign Says 37
What is it? … 38
How do you do it? … 38
Summary ….. 41
Vehicle and Body Advertising . 41
What is it? … 42
How do you do it? … 42
Summary ….. 44
Promotional Items . 44
What is it? … 45
How do you do it? … 47
Summary ….. 48
Chapter 5 – Digital Creative Marketing … 50
Establishing yourself … 50
Website basics .. 51
Internet marketing basics …. 53
Going Viral 54
What is it? … 55
How do you do it? … 56
Summary ….. 58
Beating the Blog Drum 58
What is it? … 59
How do you do it? … 60
Summary ….. 62
Chapter 6 – Rules and Regulations . 63
Fairness in Advertising ….. 63
What It Means … 63
Spam Isn’t Healthy 64
Weird Laws and Ordinances … 67
Chapter 7 – Welcome to the Jungle . 69
Table of Figures . 71

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Controls and Variables

As with any marketing campaign, there are a lot of different variables that concern the outcome of your Creative marketing efforts. Some have to do with your business, which is often largely in your control. Others have to do with your customers, which are not always under your control.

When it comes to your business, the variables you will have to consider during the planning stage of your marketing campaign include:

– Your location: If you run a brick-and-mortar business, where will your customers come from? Is there a decent amount of walk-in traffic, or are you situated out of the way? If you work from home or online, is your website at a good “location” – meaning well ranked with search engines, and parked at a domain that is easy for people to remember or stumble across?
– Your product or service: The specific tangible and intangible items offered by your business will play a large role in determining how you’ll market yourself.
– Your target market: What is the best way to reach people who are most likely to become your customers? Identifying and reaching your target market is covered more extensively in chapter 3 of this book.
– Your attitude: Though this is not an aspect that is specific to your business, it is one that you can control. If you remain positive and upbeat in your approach to business, your marketing efforts will reflect that attitude — and your customers will notice.

What about your customers? Other people’s reactions are for the most part beyond your control. You may have the best sales pitch and the most compelling marketing campaign out there, but potential customers who happen to be having a bad day when they see your message aren’t likely to react in your favor.

However, there are some things you can control in regard to your customers. One of these things is to understand why people buy — what brings them from initial interest to final sale. There are many different reasons, so you should determine which of them might apply to your business and focus on them.

To name just a few, consumers buy products or services that will:

– Make them money (turnkey or reseller programs are a good example of this).
– Get them praise (gifts, new clothing).
– Keep up with the Joneses (when “everyone else” has something).
– Make them look younger, better, or smarter.
– Possess beautiful objects or works of art.
– Make them more comfortable.
– Be more efficient, either at work or at home.
– Make their work easier or faster.
– Help them avoid hard work.
– Protect their family or their possessions.
– Excite or entertain them.
– Inform them or enrich their lives.
– Allow them to escape stress.
– Boost their popularity or reputation.
– Save them money or time.
– Help them express emotions to others.
– Satisfy their curiosity.
– Attract the opposite sex.
– Help them avoid missing an opportunity.

It is important to become familiar with the needs your business fulfills for your customers. Armed with this knowledge, you can build a marketing campaign that points out the benefits consumers will realize when they purchase your product or service.

Fun with Case Studies

Does Creative marketing really work? Since the widespread embrace of the concept, many companies have undertaken successful Creative marketing campaigns. Innovation is often the key to a thriving business, and the following companies are examples of Creative effectiveness in action.

Several Campaigns That Worked

Saint Paul, Minnesota: Before the opening of the first Crazy Carrot Juice Bar, marketer Eric Strauss engaged in some forward thinking. He spent $73 to put together a life-sized carrot costume, which was worn at several special events around town.

Over the next year, the “Carrot” made many public appearances. It was featured in various print, radio, and television media, and became largely responsible for catapulting the company’s success. Eventually, the Crazy Carrot Juice Bar expanded to five stores and 65 employees, and was then sold to industry giant Jamba Juice — all for a mere $73 investment.

Irvington, New York: The Flying Fingers Yarn Shop, just outside of Manhattan, was looking to expand its customer base. At the suggestion of a marketing consultant, the company secured three giant balls of yarn, complete with knitting needles, to the roof of a modified van and called it the Yarn Bus.

On weekends, the Yarn Bus travels between Irvington and NYC, promoting visibility and making special appearances at news events. Flying Fingers has seen a good increase in store traffic, but more importantly, people who might not make the physical trip to the store are made aware of their website, where they can learn about knitting classes offered by the store and purchase knitting supplies. The high visibility of the Yarn Bus has produced excellent results.

Manhattan, New York: Even not-for-profit businesses look to expand their reach. The Marble Church sought a way to attract younger members and revitalize their congregation. So, they turned to a marketing firm who came up with some unusual ways to get the word out.

One Labor Day weekend, hundreds of weekend visitors to the Hamptons spotted an airplane banner bearing the intriguing message: “Make a friend in a very high place.
Marblechurch.org.” In addition, the church rented a low-cost mobile billboard (mounted on the side of a van) that drove around Manhattan. The sign read: “In This Town It Doesn’t Hurt to Have God on Your Side.”

These creative messages, delivered in creative ways, introduced Marble Church to people who would otherwise never have heard of the place. As a result, the church reported a 31% increase in membership.

Oregon: Odd giveaways abound. People are intrigued by the unusual, which may explain why the Les Schwab tire dealership’s “free beef in February” promotion keeps customers coming back, or why a nearby bank receives excellent local media coverage for their yearly tradition of giving away free Vidalia onions to anyone who walks in.

One Campaign That Didn’t

Remember the backfiring efforts mentioned in the first chapter?

Recently, a Creative marketing campaign took a surprisingly bad turn in Boston, Massachusetts. In an effort to promote a new animated television series, Aqua Teen Hunger Force, the Cartoon Network designed and installed 40 magnetic light displays depicting characters from the series, and mounted them in various locations in and around Boston.

Unfortunately, Boston citizens reacted with suspicion to the devices, which included batteries and wires hooked to the back of the placards to control the lights. Reports of the signs caused a city-wide panic in post-9/11 fashion, and “an army of emergency vehicles” responded to the situation. Several bridges, subway stations and highways were closed while police examined and in some cases destroyed the signs.

What marketing impact did this incident have for Cartoon Network? It certainly raised awareness of the program, but when it comes to your business, you may not want this level of advertising. TV columnist David Hiltbrand stated for the Philadelphia Inquirer: “Those wacky marketing guys at Turner Broadcasting. Because, let’s face it, nothing says cartoon hijinks quite like a red-level terrorist threat.”

Other Details

- 25 Articles (TXT)
- 1 Ebook (PDF), 52 Pages
- 1 Squeeze Page (HTML)
- 2 Ecovers (PNG)
- Year Released/Circulated: 2018
- File Size: 2,279 KB

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