How to promote your product on the Internet? Ways to promote a product: from classic to options on the verge of shocking

A well-written text of an advertisement with the obligatory inclusion of psychological elements makes it possible to provide potential consumers with information about a product, service, as well as planned promotions. The most advantageous offers for customers about discounts, gifts for purchases, holiday events accompanied by prizes will not be effective and will not attract the expected number of customers without organizing their information.

How to attract buyers

To achieve success in promoting a product or service, you need to effectively declare the subject of your business activity.

Timely drawing attention to planned marketing activities will increase the effectiveness of their implementation among numerous potential clients. Advanced entrepreneurs take advantage of the modern capabilities of specialized Internet platforms. They allow you to quickly, and in some cases free, post current news in specialized services and on social networks. All resources provide the opportunity to select target audiences based on interests. If you already know your target audience, you can order printing of your brand or slogan on clothing from FairPrint, which will undoubtedly be effective in attracting attention to your product or activity.

Features of advertising text

1. The headline should reflect the essence of the trade proposal, as well as the benefits of cooperation. There must be an element of intrigue.
2. The text part should take into account all channels of human perception and detail the advantages of the proposal.
3. Text advertising must take into account the interests of the target audience for which it is intended.
4. The use of specific facts and precise information expressed in numerical terms is encouraged.
5. The product should be concise and not intrusive.

Algorithm for presenting information

Customers' interest in a product is directly dependent on the way information is presented. His choice depends on the social affiliation of the citizens for whom the product or service is intended, and on the place where the advertisement is published.

The best examples of advertising texts contain a bright headline that is informative. They are characterized by clearly formulated rules for the promotion and price parameters of the product. And the offer to purchase is always veiled and expressed in the form of a motivating offer.

The advertising text for any product can be published on social networks, on specialized platforms, on your own website, in newspapers and magazines. Placing it on billboards is effective. Distribution to the mailing addresses of regular customers and, through patronage, their acquaintances is effective.

Read also: How to start your business from scratch without money

Before creating your own advertising brainchild, you should study various examples of product advertising in order to copy the best ideas that are a feature of the product in question. To compose your own advertising, you should first think through all your wishes, as well as compile a list of information that was relevant and useful at the time of creating the brand.

A marketing model must be chosen based on the advertised product and the target audience that might be interested in it. In this case, only one parameter of the model should be taken into account, aimed at activating attention, understanding, desire, and, as a consequence, actions. The technique of identifying with a well-known brand has a good effect.

By adding a unique style to your advertising, you can give your entrepreneurial idea an exclusive image, which will ensure product recognition and significantly expand the target audience. The use of slogans will add an element of originality and uniqueness, and a well-written text structure will allow you to quickly achieve the desired effect.

When advertising is ineffective

Advertising is a powerful sales tool. However, if used incorrectly, it can ruin the reputation of a business entity. It must reflect truthful information. It is unacceptable to embellish with events or additional services that are not relevant to the advertised product. There is no need to intrusively attract the buyer; this always creates the impression of lack of demand in the market for similar goods or services. You need to be able to masterfully present relevant information. If this rule is violated, all marketing and advertising efforts to promote your product are doomed to failure.

Determining the target audience

In advertising activities, it is important to competently determine the target category, since this parameter has a direct impact on the effect of the information offered for review. Its main feature is that the potential client belongs to a certain social status, age, gender, and place of residence.

Advertising stunts

Advertising is necessary so that a business entity can stand out among thousands of similar companies with their own offers. To do this, it is not enough to simply tell your potential consumers about the availability of a quality product and encourage them to buy it. To attract the attention of customers, it is recommended to use several marketing schemes, following which allows you to advertise correctly. This will ensure maximum results from its publication. Promotion methods such as a unique selling proposition and the classic sales model, in which the buyer is accompanied at all stages of the purchase, are popular.

Promotion in the media is an excellent option for a growing business. In order for your product advertisement to be read by many people, it must be placed in thematic sections of newspapers and magazines. The cost of such advertising depends on the frequency of the ad, its size and design.

Using mailing lists

Promoting and selling products by mail is an excellent option, but only if your audience is truly potential customers.

If you manage to interest a certain circle of people in your product, then by sending them your advertising brochures and catalogs by mail, you will have a circle of potential buyers to whom you can also send products by mail.

Using brochures and booklets

The widespread distribution of brochures and booklets is an excellent product. For a small business project, this idea may seem expensive to you, but the return on this method of promoting a product is amazing.

Beautiful bright booklets and brochures can be distributed, both at exhibitions, presentations and fairs and on the streets, in supermarkets and so on.

In city directories

Placing an ad in city directories is one of the best options for promoting your product.

When creating an advertisement, all nuances must be discussed with the technical department of the organization, which publishes the directory. The department’s experts have a great sense of people’s moods, and therefore will be able to give you useful advice on how to get the most out of advertising.

Using business cards to promote a product

You can promote your product using company business cards or ordinary pieces of paper, which will contain the most useful and interesting information about your company. This method of promotion should not be underestimated, since sometimes it can be much cheaper and more successful than in other cases.

Using souvenirs to promote a product

You can promote your products through free distribution and sale at a minimum price of various souvenir items and other small items. To do this, you can use: ashtrays, pens, T-shirts, kitchen aprons, key chains and cups, on which some information about your company will be printed (name, slogan, emblem, product name).

As a rule, people are happy to accept such promotions, and therefore your company and product will be on their lips.

When promoting a product, it is always necessary to take into account the mood of people and the region where you are advertising it. By playing on people's feelings, you will be able to give a good impetus to the development of your business project. How to advertise a product as effectively as possible? – Don’t be afraid to experiment and remember that it will definitely bear fruit.

You have found a product and created your online store. Now what?

Once you've launched your website, it's time to start getting traffic for your store and making sales. Even if you're trying to make your first sale or you've been open for business for a while, it's always a good idea to find more ways to promote your products.

If you're looking for ways to promote a product, read this list to find tactics you can use in your business.

1. Gift Guides

What do you do when you're trying to find a good gift idea? If you're like most people, you turn to Google searching for "holiday gift ideas for coworkers" or "unique birthday gifts." Then you look through the tons of articles and tutorials that appear in the search results.

Why not create your own guide that includes the products featured in your store? If you don't know where to start, just look at similar articles related to different industries. Look for tutorials on blogs that rank on the first pages of search engines and contact the author to see if they can include your product in their list. Believe me, this method will help attract huge traffic to your store.

Remember that you need to provide a reason why you should be included in the list. Mentioning your product in the list should provide benefit and value to the post's author or editor, so be sure to include what makes your product a great or unique addition to their current list.

2. Email Marketing

Email is one of the most effective channels for acquiring new customers. And while channels like search engines may take a while to start generating organic traffic, email marketing can start working right away. This is why you should use email to promote your store.

You don't have to spend all your time creating text and sending emails. Make it easy by creating a collection of automated email campaigns that are designed to increase your income. There are many options, such as: Sending emails to new subscribers and giving them an incentive to make purchases. Sending upselling emails to new customers who have made a purchase. Sending emails to visitors who forgot about their shopping cart, reminding them to complete their purchase.

3. Affiliate programs

If you're trying to make sales and don't have the money to hire a sales or marketing professional, consider adding an affiliate program to your store. Affiliate marketing programs allow other people to promote your product for a commission. You only have to pay them if they make a sale.

Affiliate programs typically work by creating a custom URL for each person promoting your products. They can share this link on social media, on a blog, or even on a YouTube video where they show it. Through custom links, you can track who is making sales for you so you can pay them.

A little training is usually helpful if you are planning to implement an affiliate program. Remember: people promote your products for you, so in a sense, they are the marketing function of your business. If you don't provide best practices, they will make up their own.

4. Facebook Custom Audiences

Billions of people are on Facebook, and as an advertising platform, the network offers very targeted options for running paid ads. Facebook Custom Audiences in particular are a useful way to advertise a product.

With Facebook Custom Audiences, you can advertise to your website visitors or email subscribers. These ads tend to be very effective because you know more about who you're targeting and can tailor your ad accordingly.

5. Facebook Shop Section

You can take your Facebook marketing a step further by adding a Facebook Shop section to your page. This option makes it easier for people to research your products on Facebook to buy them. You'll be able to create your own Shop section on your Facebook page where users can learn about your products, view photos, and click the Buy button to make a purchase.

6. Search Engine Optimization

Although search takes some time, it offers one of the few opportunities to generate predictable, mixed web traffic.

An effective search strategy involves a number of steps, from forming a keyword strategy, to conducting more detailed keyword research, to optimizing your site's architecture and performance (such as category pages) to generate links to your site. Like I said, it's an uphill battle, but it's something you can fight in the background as your store starts to gain traction.

If you already have a basic search strategy and need to take it to the next level, I recommend that you check out the intermediate search engine optimization guides that are plentiful online.

7. Referral marketing

Referral marketing, also known as word-of-mouth marketing, is one of the oldest marketing methods. Referral marketing is all about getting other people to talk about your product in a way that drives awareness and sales.

These days, you can use the Internet to manage even more referral marketing. Not only does it allow you to reach more people, but the Internet makes it easier for other people to share your content and for you to track its impact.

8. Outreach

One of the hardest parts of starting a new business is promoting a product when you don't have an audience. If you don't have your own community, you either have to pay to drive traffic to your website or tap into someone else's audience while you don't have your own.

Outreach is a great way to create prestige around your product and get it in front of interested buyers. Ask reputable bloggers to feature or review your product. If they have a compelling audience that trusts their opinion, this can lead to more traffic and sales.

9. Blog posts

Blogs are a great way to promote your store. When done correctly, blogs can be an effective way to drive traffic and promote a lifestyle around your products. In fact, one HubSpot study found that the more you blog, the more traffic your site receives.

Use your own blog to drive traffic and promote your products. When done effectively, blogging drives search traffic, attracts customers and media attention, as well as high-profile bloggers who might write about you.

10. Instagram

11. YouTube

YouTube has become one of the world's largest search engines for discovering new content. Moreover, YouTube videos can also rank in traditional search engines like Google. This creates a huge opportunity for advancement.

You don't need to create a viral video to get results on YouTube. You can still promote your products through interesting or useful videos. Many people may already be searching for your products or brands on YouTube. By creating a branded channel with your own videos, you can control your stories.

12. Run a contest

Competitions are an easy and affordable way to get your brand in front of a lot of people. When offering your product, you need to make sure that your competition gets in front of the right type of people: potential customers.

However, many competitions fail. There are a few key mistakes to avoid when running a contest to promote your business. Make sure the platform, timing, messaging, and steps people need to take to enter the competition are well thought out.

Ready, set up, promote

Products don't sell themselves. Luckily, there are many ways to promote a product in your store. Find the one you like from the list above, try applying it to your products.

We will send the material to you:

Every entrepreneur knows: if his product is correctly assessed and understood by the consumer, then the proceeds from its sale will grow. Marketing is needed to promote products. In our article today we will look at how products are distributed on the market and through whom, as well as what methods of promoting a product exist.

From this article you will learn:

1. Old methods that bring real results
2. Modern product promotion on the verge of shocking
3. Different and effective ways to promote a product on the Internet
4. Ways to promote on social networks

Classic ways to market a product

Methods of promoting a product on the market mean certain activities aimed at making sales more effective. Such events involve a communicative impact on partners, consumers and staff.

It is necessary to promote a product in order to maintain the company’s reputation and increase demand for the product. Promotion allows you to:

• create an image of prestige, innovation and low prices;
• provide consumers with information about products;
• change the standards of perception of it;
• maintain the popularity of services and products;
• increase the popularity of high-value goods and services;
• stimulate the sales system and its participants;
• spread favorable information about the company.

Modern marketing divides methods of product promotion into the following: four types:

Direct sales or personal

The basis of this method of product promotion is oral communication with the client in order to convince him of the need to purchase the product/service. This method does not require investment.

The level of business organization using the direct sales method is high, in contrast to the provision of household services or banal retail trade. If you do not develop direct sales, this will lead to a drop in sales volumes even if all other marketing conditions are met.

The essence of personal sales is as follows: they require an ordinary operator who takes orders to transform into an active sales manager.

Personal selling as a way to promote products has the following advantages:

• individual approach to the client, providing him with a large amount of information;
• feedback from consumers, making it possible to adjust the entire advertising campaign;
• costs that do not bring financial results are minimal.

Promoting a product this way requires a lot of turnover costs and this is the downside. The effectiveness of personal selling is highest when the seller has an exclusive product.

Advertising as a way to promote a product

Advertising is needed to inform customers about the company’s activities and the consumer properties of the product. It must be viewed from this position. No amount of advertising, even prestigious and very expensive, will help sell a product if its relevance and demand among consumers is very low.

There is a dependence of product promotion on the content of the advertising message. It should be a highly unique sales message (“Buy our products and get a specific benefit”).

Typically in marketing there are three types of advertising perception:

1. Information is in demand; it is clear, accessible and easy to remember.
2. The information is random and it is difficult to remember it.
3. The information is unnecessary, irritates consumers and is therefore ignored by them.

When the consumer understands that he needs the advertised product, he is ready to make a purchase. This is the way to promote a product through advertising.

Sales promotion

This is a combination of various activities whose task is to promote a product. The recipients of sales promotion are the following:

1) Buyers. Customers are encouraged to purchase more products using the following methods:

• loyalty programs;
• games, lotteries, competitions;
• promotional demonstrations of products;
• promotions for new product names;
• free provision of product samples.

2) Counterparties. They are encouraged to increase the volume of trade transactions. You can stimulate sales in the following forms:

• train sales staff;
• provide equipment for trade and promotional materials;
• authorized leadership, holding competitions based on sales results;
• You can provide related services (informational, in the field of jurisprudence).

3) Sales personnel. Trade workers are encouraged to do their best to attract new customers and improve the quality of service. You can stimulate:

• materially (bonuses, bonuses), morally (gratitude, certificates);
• organizing sales volume competitions between employees;
• paying employees who work flawlessly for vacation (a trip to a sanatorium/resort);
• compensating the costs of treatment, training and retraining of workers.

Propaganda

This is a way of interacting with society that does not involve personal contact or payment. That is, demand is stimulated by disseminating information of a commercial nature, as well as image information, both through intermediaries and independently. The purpose of propaganda is to attract the attention of potential customers without spending money on an advertising campaign.

Propaganda is carried out through the following tools:

• events (online meetings, press conferences, contests, competitions, etc.);
• publications (newsletters, prepared reports, articles in newspapers and magazines, brochures, etc.);
• news (positive reviews of products in local media);
• identification means (room design, development of a unified style, multi-color printing, watermarks, etc.);
• sponsorship (material and monetary assistance in organizing and conducting sports events, as well as charitable ones).

Submit your application

The recipients of these tools are:

1. Counterparties.
2. Consumers.
3. Municipal and state authorities.
4. Key journalists.

These are no longer new ways to promote products, but they bring real results.

A good effect can be obtained if you combine the methods of promoting a product on the market presented below.

Telemarketing

• direct telephone sales to potential customers;
• establishing interaction with existing audiences;
• using relationships to bring new products to market;
• identifying real “tips” from general mailing lists;
• conducting post-completion events for direct marketing programs;
• bringing back disappointed customers by offering them new products that may be of more interest to them;
• further work with sales leads attracted by an advertisement, direct marketing event or through intermediaries;
• conducting marketing research, assessing customer response to new products or innovations in the field of sales by conducting surveys and surveys;
• establishing contacts with consumers as part of a relationship marketing program.

Telemarketing also makes it possible to obtain various information from respondents and use the results obtained as a result of their analysis for organizing and implementing marketing activities in the future.

Merchandising

Merchandising is needed to make products easily accessible and attractive, and the purchasing process easier. This promotion method has the following functions:

• monitoring the availability of products on store shelves, tracking the popularity of certain products;
• organizing points of sale and supplying them with all necessary materials;
• ensuring the display and location of products, that is, the presentation of specific product items.

The initial task is to create the necessary stock of goods, then you need to place them at points of sale in a certain range and volume. In merchandising, the correct choice and placement of advertising materials (price tags, stands, booklets, coin holders, posters, hanging and floor models of products) is very important.

One of the most important merchandising methods is product display (exposition).

Exposure refers to the procedure for placing goods on specialized retail equipment. The rapid growth of product sales is facilitated by its display in places that attract the attention of potential consumers. In addition, the presentation of product packaging is very important.

Event marketing

Another name is creative marketing. But in reality it is event-based, since it involves promoting products/services through events.

A striking example of Event marketing is the main music and technology festival Alfa Future People, held by Alfa Bank. Below is a link to a video from this event held in 2016. It amazes with its scope.

But what if your organization is not that large? Everything is quite easy! If possible, participate in various events and use event marketing to the maximum. For example, on City Day, you can distribute balloons with the company logo to people. It really works!

The owner of one coffee shop, on the eve of City Day, prepared balloons with the establishment’s logo and distributed them to children who ran around the city with them all day. It is worth noting that at the end of the holiday, many families with balloons came to this establishment. They were given loyalty cards to keep in touch in the future.

Territorial marketing

This is a relatively new concept (appeared in 2002), meaning marketing in the interests of the territory. In simpler terms, area marketing aims to “sell” an area to potential clients in order to improve the lives of the people living there.

The most famous examples of territorial marketing are advertising expenses in order to increase the flow of tourists. For example, Greece's costs for attracting tourists/advertising resorts are approximately 100 million euros per year.

A well-known domestic territorial marketing project is the Olympics in Sochi. According to official statistics, investments in the construction and promotion of the Olympic Village amounted to approximately $52 million, and revenue from the Games amounted to about $80 million.

Modern methods of product promotion on the verge of shocking

The following methods of promoting goods and services are now popular.

Guerrilla Marketing

This method of promotion is low-budget. With the help of guerrilla marketing, you can organize effective promotion of a product/service, attract new customers and increase your income with minimal investment or no investment at all.

This method is an alternative to television and radio advertising, since it involves the use of inexpensive advertising media, various tricks and tricks.

Here are some types of guerrilla marketing:

• Word of mouth

For example, one of the restaurants does not spend any money on advertising. The main expense is free lunches for hairdressers. Moreover, their quality, as well as the level of service, is quite high.

Everyone knows that people usually trust their hairdressers, makeup artists, and stylists (after all, you cannot trust your transformation to a stranger, especially women). They constantly communicate with clients and share news. It’s not hard to guess that they also talked about free visits to the restaurant.

• Scandalous action

Guerrilla marketing can be effective, even if it involves holding a high-profile event that will be talked about by all the media. A good example is the advertising campaign of the cellular operator Tele2.

At a cellular communications exhibition in St. Petersburg, promoters under his brand carried a coffin with the inscription “Dear Communications.” Naturally, people were shocked, and the promotion was subsequently broadcast by many media outlets.

• Collaboration

In general, our opinion is that guerrilla, viral marketing, which requires minimal investment, is a partnership or, in modern terms, collaboration.

For example, in a dental office, a company that produces toothpastes and mouth rinses placed a sign on the ceiling: “You don’t want to see that boring ceiling again? Our toothpaste will help you! Everyone knows: sitting in a chair during dental treatment, people have to look at the ceiling.

Stars in advertising

The practice of inviting celebrities to advertise products is common all over the world, including in our country. But no famous person can give you guarantees of sales growth and successful PR. You can find examples of both successful and not so successful involvement of stars in brand advertising.

Neither world nor Russian practice has “win-win” options for celebrities. Firstly, stars are not universal. Everyone has a certain image, character, experience, which may not fit with some brands and products.

Secondly, the work of a star's image is rarely good in isolation from a creative idea. If the idea is weak, then even the most successful celebrity will not help promote the brand. Thirdly, involving stars in marketing campaigns is comparable to playing the lottery, in which you can not only win big, but also lose big.

The clip was shot in the style of the movie "Tron". The filming process was supervised by the son of famous director Ridley Scott, Jake. The creator of Gladiator and Alien himself was the producer of the video, who called it a “dynamic short film.”

Any celebrity is, first of all, a living person, so his behavior is unpredictable. An example of this is the situation with the Nike brand, which involved Paralympic champion Oscar Pistorius in advertising its products.

Hidden advertising in cinema

Nowadays there are many different hidden advertising mechanisms. It's safe to say: films are used to promote almost all types of products. However, the specifics of countries also influence the content of product placement to some extent.

For example, in domestic films, up to 60% of hidden advertising is for food products, with cosmetic products in second place (about 10%). The rest of the market is accounted for by cars, banking services, electronics, resorts, hotels, and communications.

There is rapid growth in the alcohol and tobacco market segment in product placement, since direct advertising of beer, alcoholic beverages and tobacco is prohibited by Russian legislation.

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Such different and effective ways to promote a product on the Internet

SEO

Almost all users visit the first three web resources of search results. Only 20-50% scroll to the end of the first page. If you want to attract users, then your site must be in the top ten. SEO optimization will help with this.

It involves correcting resource errors, editing its content taking into account key queries on your topic, often changing the structure of the site and other important work that is invisible to people, but taken into account by search engine bots.

You can’t underestimate the importance of SEO by thinking that content is for humans and bots will figure it out. SEO is now the main tool that needs to be used first, and then turn to other promotion methods.

Pros:

• relatively low costs;
• high conversion rate;
• easy identification of the target audience;
• almost complete absence of negative effect;
• increase in traffic.

Minuses:

• results can be obtained only after 3-6 months;
• complex changes to the site root are required;
• you need to constantly edit content;
• It is necessary to take into account the high demands of search engines.

contextual advertising

For example, citizen N decided to purchase a steamer. He goes into the Yandex search engine and enters “I’ll buy a steamer” in the line. And a miracle happens: advertisements for your best steamers appear in first place in the search results.

Display advertising

These are exactly the banners that make you want to immediately turn on AdBlock when they appear. However, if they are bright, original and appear in a timely manner, then you want to click on them. This type of media advertising was initially rejected on the market, but new technologies have made it modern and quite effective.

Native advertising

This internet marketing tool is progressive and made in the form of interesting “live” content. Not everyone can even understand that this is native advertising, since it fits harmoniously into the content of the site/application.

This includes special projects in popular publications, tests (for example, Buzzfeed with the test “How would you die in Game of Thrones?”), useful information from your experts on external platforms, and demonstration of the brand in films.

Email marketing

Often this type of marketing is ignored by companies because they don't want to spam their customers. However, email newsletters are a great way to stay in touch with consumers, persuade them to purchase a product, increase loyalty, and send information about upsells and special offers. But this is the case when working with mailing lists of high-level specialists.

Viral Marketing

Since the advent of this method of promoting goods, there have been many positive examples of its use (for example, the Mercedes-Benz commercial with chickens or Jean-Claude Van Damme’s epic splits in an advertisement for Volvo Trucks). However, such marketing does not always bring results, especially if the focus is on viral content.

Partnership programs

They involve business cooperation between a seller (company) and a partner, under the terms of which the partner is entitled to a certain percentage or amount from attracted clients if they perform a certain targeted action (at the discretion of the seller).

The principle is simple, and the following work models exist: PPC (pay per click), CPA (cost per action), CPS (cost per sale). That is, leads in affiliate programs can be the following: clicks, registrations, applications, orders, sales.

Ways to promote a product on social networks

Ways to promote a product on Instagram

Instagram is a convenient service that allows users to share photos and videos. Not so long ago there was skepticism towards it, but now it is considered as an excellent platform for posting advertisements. Users like bright photos and short captions for them.

Users of the service can earn money, especially if their pages are popular. Young people view the accounts of their idols with interest, so the cost of celebrity advertising posts is very high.

Ways to promote a product on Facebook

In the first case, the advertiser will need to set a daily budget and the cost of 1000 impressions. In the second, only targeted user actions are paid after the fact. Their price varies from 8 to 20 rubles, which depends on the selected settings. You can pay for advertising with a bank card or using PayPal.

Ways to promote a product on VKontakte

Until recently, VKontakte was considered a network for schoolchildren. However, the developers, following the example of other successful social networks in the field of advertising, decided not to lag behind.

We have developed our own targeting tool for VKontakte. The source of information about users on Facebook and others is the computer’s IP address, and VK takes it from the information specified in the person’s profile. What is the convenience?

A person living in the capital and coming to Barnaul for work for two days is unlikely to be interested in the new products arriving in Barnaul showrooms. VKontakte shows users advertising related to the localities in which they live permanently.

Like other social media, VK allows you to place advertisements in various formats. Large images or community advertisements are quite popular. You can post ads yourself or through the group administration.

To place an advertisement in a community, you need to pay from 200 rubles, the amount depends on user activity and the number of subscribers. For 200 rubles you can publish an ad in a group with 50 thousand followers.

If a community has an audience of millions, then the price of placement will be much higher. The cost of independent publications is 6-10 rubles per 1000 impressions. It depends on the audience coverage and the selected settings.

Unconventional ways to promote a product on the Internet

Website with virtual reality elements

When developing advertising for the RAV4 in South Africa, Toyota took into account the characteristics of the target audience as much as possible. These are people with an active lifestyle, they are not afraid of off-road conditions, they love sports, and do not spend a lot of time at the computer. An unusual event with elements of virtual reality was organized for them.

We created a 1.8 km route for cyclists that simulated exploring the site. The analogue of the cursor was the cyclist himself. Participants of the action stopped at various points along the route - sections “Models”, “Safety”, “Salon”, “Design” and “Order a test drive”.

Access to additional information was opened after hitting the “button” with the palm of the hand. Some of the elements were made of wood, and information posters were also used. If a participant, finishing, hit the “Refresh” sign with his hand, then an invigorating shower would be poured onto him from the arch.

News of the unusual site quickly spread, resulting in a 400% increase in traffic and a 433% increase in test drive applications.

Discount amount, which depends on weather conditions

During the cold season, the demand for women's Venus machines in Sweden dropped significantly. Then the Gillette company invited users to post on Instagram the riots of the elements captured in the photo, putting the action hashtag under them.

An automatic comparison took place of the weather conditions in the place from which the photo was posted with the weather observed there over many years. The lower the temperature and darker the sky, the greater the discount the user was offered to purchase the Venus machine.

The partner of the promotion was an online store. The winning author was awarded a trip to Miami.

Advertising in exchange for 10 trips on the subway

The largest Brazilian publisher of pocket-sized books, LP&M, organized an action in the metro. It consisted of placing stands with free books - masterpieces of world literature - at the entrance to the station. A ticket for 10 trips was built into the cover of the books. Book lovers received free travel, which helped improve their perception of the brand.

Those who were not attracted to reading could fall in love with books during the time they carried a travel book with them and became clients of the LP&M publishing house. In addition, the “pass” was assigned a unique number, by which the ticket was “recharged” on the promotion website: the person entered the code and received 10 more trips (for example, to give a book to a friend).

The publishing house also implemented another idea for promoting its products: it found the small format convenient and placed advertisements on pockets! More precisely, on the lining of jeans pockets, having concluded an agreement with a local manufacturer.

Excerpts from prose or poetic works, as well as the publishing house’s logo, were used as advertising text. The message of the campaign was: “great books can fit in your pocket.” The project made it possible to increase traffic to the publisher’s online store by 24% and sales by 13%.

It is very difficult to surprise an ordinary user with anything, much less to induce him to make a particular purchase. This is especially true for completely new and unknown products. Therefore, manufacturers and marketing firms go to great lengths to promote their new brands in such an overloaded consumer market. In any case, to attract attention you need to have a creative approach and a lot of creative ideas. We will tell you more about what successful advertising of a product from a new line is like below.

Difficulty launching a new product

Most PR professionals know firsthand how difficult it is to promote a new product. Especially when you are dealing with an iconic brand. In this case, advertising the product simply forces you to take risks. And, as they say, “he who doesn’t take risks, doesn’t drink champagne.”

This is exactly what the creators of the energy drink Red Bull did. Firstly, they came up with a jar that was small in size and visually resembled a battery. And, secondly, they deliberately increased the cost of the drink (about 2 times) and began to place it not only in the beverage departments, but also in others, for example, bread or dairy.

Moreover, branded cars with a huge can of drink on top began to drive along city streets. Beautiful young girls were driving. On certain days, they stopped in crowded places and handed out cans of new energy drinks for free. Such complex and unusual product advertising brought results. The product became recognizable and took its place of honor alongside such giants as Pepsi and Coca-Cola.

If you want to advance yourself, remind you of useful and ordinary things

When promoting a new brand or trademark, they often use traditional approaches that do not bring results. For example, taxi companies choose tactics that have been proven for years, but are partially ineffective. Most often, they publish advertisements in the press, less often they make videos on TV, and even use asphalt to create a stenciled inscription indicating the name of the service and telephone number.

However, product advertising does not always have to be the same type and standard. Sometimes creative ideas are perceived much better by people. Moreover, skillfully presented and partially veiled advertising, which also brings a certain benefit to the buyer, will be an excellent tool.

This is exactly the approach taken by a Canadian taxi service called Mike. They not only printed advertising brochures with the address, telephone number and a brief description of the service, but also made a kind of map of local cafes and restaurants. A potential client opens such a booklet and sees which places serve the most delicious Viennese waffles. And then he reads the phone number and the name of the taxi service that can take him there. Original, isn't it?

There's no such thing as too much advertising

Advertising of a new product should be constantly in front of users. Representatives of the famous marketing company HBO used this method in their advertising. Shortly before the third part of the continuation of the cult series “Game of Thrones” began to be broadcast on big screens, a huge shadow of a winged dragon periodically appeared in newspapers, magazines, on transport and even on the walls of buildings.

Because of this successful, in our opinion, advertising stunt, people simply could not help but think about the release of a new season of the series. As a result, the number of viewers watching the series amazed the imagination of even the most malicious film critics. And the TV saga itself was recognized as the most successful project in the entire history of the marketing company. As it turns out, HBO advertisers know how to make product advertising noticeable and effective.

Great ideas don't grow in garden beds

Sometimes old rivalries are used to advertise new products. For example, a similar trick is clearly demonstrated by high-quality advertising of food products from a farm in Dallas. On the beautiful poster you can see fresh vegetables neatly packed in a red box. Notice the similarities? This picture looks like French fries from the famous McDonald's. And this is the confrontation between natural food from the farm and unpleasant fast food.

Advertising that evokes a surge of fantasy

Some PR people create advertising with a special meaning. And they do it in such a way that different people have the most unexpected associations. For example, this is the case with shoe advertising. When creating a bright poster for TM Brazilia Shoes, a white background was chosen, on which there were female legs in magnificent colored tattoos.

It is noteworthy that they were without shoes. The girl whose legs are shown in the photo stood up on imaginary heels. On the one hand, such advertising said that the advertised shoes were so light that you practically didn’t feel them. This was evidenced by the birds depicted on the legs and the legs themselves, raised on half toes. On the other hand, they seemed to emphasize that ordinary Brazilian girls do not wear shoes and this is the prerogative of wealthier ladies. Who knows what was meant? Perhaps the author just liked such graceful female legs?!

Successful product advertising: examples

The originality of PR people's ideas is sometimes off the charts. For example, the Orbit chewing gum company turned to graffiti artists for help. They, in turn, depicted huge faces of women and men on the asphalt. Moreover, instead of a mouth they had pits, drains, sewer and ventilation hatches.

Such product advertising (photo can be seen below) is symbolic and needs further explanation. In particular, with such drawings, the authors of the advertisement wanted to draw an analogy between a mouth with an unpleasant odor. In other words, if you haven’t eaten two Orbit records, your mouth will look like the one in the picture. Simple and clear.