It never hurts to look at your marketing like you don’t have any money.
One tactic sometimes used in developing marketing ideas is the “$” game. If you had an unlimited budget, what would you do? The correlation to that is, “what would you do if you had no money for marketing.” Both of these can help stimulate the mind and get creative ideas flowing.
Once you get ideas down, a good idea is to plot them on a line with “creative” at one end and “cheesy,” on the other. My usual advice is to throw out ideas that lean towards cheesy (although some brands embrace the cheese and thrive with it).
Last night on the news I saw a story about a local guy who offered to build a basketball court for the White House for free. Then there was an article in our local paper today about it. Did he use a PR firm for this? I don’t think so. He used an ad on Craigslist titled, “I want to build Obama’s basketball court.”
A few friends of mine have courts from this company, RhinoCourts, and I have to say, they are pretty impressive.
This stunt definitely falls on the creative side of the spectrum because it was:
- he could deliver on the promise
- it caught the attention of lots of people
- I haven’t seen any backlash
Update! This story has now jumped to CBS News – Check it out. The power of a small program.