Startups need to take a big-brand approach to marketing. If you are a start-up or small business owner, you’re automatically a marketer. Good marketing is about creating a positive brand experience for your customer. The principle behind creating a great brand experience remains the same regardless of the size of your business. It all boils down to seizing opportunities, going the extra mile and being creative about ways to involve and engage your customers.
Seize an opportunity – There was a power outage in the second half of the SuperBowl and Oreo quickly cashed in on the opportunity. They tweeted out an image of an oreo in the dark, saying power outage? No problem. You can still dunk in the dark. The tweet garnered a lot of press coverage and publicity.
Spread the goodwill – Chipotle the Mexican restaurant keeps track of celebrities that mention the brand on Twitter. They rewarded some of the mentions with a ‘free burritos for life’ card. Of their own volition, the celebs invariably tweeted about their free lifetime card resulting in tremendous publicity for the brand.
Go the extra mile – Edge shave gel had a hashtag called #soirritating and monitored it to remove the irritations in the daily life of their customers. When someone tweeted about being out of cereal, they tweeted a picture of cereal bars and said if they were DMed they would give that person the goodies in the image.
Involve your audience – The Samuel Adams brewing company made a crowd craft brew based on recommendations of its consumers. The malt, clarity, yeast of the new beer was based on audience recommendations and in that way crowdsourced! This involved the customers and got them feeling that Samuel Adams really cares about their preferences.
Use Teasers – Don’t always bombard your customers with information about your products and services. Create a little mystery. Unveil bit by bit. Tease the audience until they want to know more. For example, this commercial from Under Armour: http://www.youtube.com/watch?v=oYCvIr0fWnM does just that.