Getting the word out about your business or service is not always easy (or inexpensive). But there is a way to get a ton of publicity (for FREE) and all you need to be is yourself.
Radical?
Not really. There are several businesses that have not advertised for the vast majority of their 'life'. Let's take a look at 2 prime (and very successful) examples. Starbucks. Until recently, I do not recall ever having seen an advertisement anywhere and yet - the locations were everywhere. How'd that happen? Well, they had a product that was so well liked that word-of-mouth was enough to build a foundation. Then 2 things catapulted their business. 1. They made a point of conducting their business in an ethical, responsible way. They began with the beans and expanded to recycling (remember they were the first big brand to use recycled paper in their sleeves as well as offering a discount for bringing your own cup), the Ethos Water Fund, their RED initiative to support HIV research and support, and the list goes on and on. Result = Busy Business because people want to support companies that are able to do what they want to do but can manage on a much larger scale. 2. They were so unique cost- and choice-wise that they got a ton of attention in movies (You've Got Mail to name just one), TV sitcoms, social networking and lets face it - they are a treat that even kids know about. (And they've got the kid-friendly crayons, colouring books and small milkshakes to back them up.)
The Body Shop - is my other prime example. For the first 15 years of their business life - they didn't advertise. The story goes that when the first batches of now discontinued Raspberry Body Wash were made they put drops of it on the walkways radiating out from the shop. This actually brought people to the shop - it really was the most yummy of fragrances. I remember having a bottle open in my living room as an air freshener. I digress: Anita Roddick built her brand by doing what she felt was right - she campaigned for green issues long before it was fashionable and in doing so inspired millions to not only pursue their own beliefs publically but also to buy The Body Shop products in order to feel a part of Ms. Roddick's movement. And if you know anything about The Body Shop you also know that those green issues she pioneered (as far as big business goes) were refillable bottles (to reduce waste), recycling, Trade Not Aid, Never Tested on Animals, the domestic abuse campaigns, natural ingredients, positive body image, and recently their Stop Sex Trafficking of Children & Young People campaign. Ms. Roddick was so beloved and such a juggernaut that not only was her company purchased by L'Oreal (talk about a business coup) but she herself was commemorated by none other than Prime Minister Gordon Brown who referred to her as a pioneer and inspiration to businesswomen.
If these examples were not enough - does everyone remember Cher? Her career was in the toilet - she was thought of as a bit of a joke after the Turn Back Time days - along with the associated 'outfits'. Then came "Believe". Even the producer of the song questioned if it was wise for her to release a song without telling people who sang it and let's face it you couldn't tell who sang it due to the manner in which it was produced: Auto Tune - which later became know as the Cher Effect. But the song was so catchy and once released everyone clamored to find out who sang it - and Cher became the oldest artist to hit #1 and was also the artist with the longest span of time between #1 songs. And so Cher was rebranded. Just like that.
Watch for future posts to help expand and increase your business as well as more detailed ways to implement the concepts here.
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