Approaches

Do you target your consumers by their age and gender, when you could be focusing on their lifestyle and behaviors?

Whether you call it non-traditional, grassroots, or viral, this form of advertising can be a highly effective tool for marketers who are struggling to reach their increasingly elusive consumers.

Age and gender aren’t always the most accurate ways to define a target segment. By correlating consumer’s product consumption with their values and lifestyle, we can define them and reach them in ways that were never possible via traditional demographics and tactics.

In an increasingly fragmented media world, non-traditional media allows us to reach consumers at a point when they’re not expecting to receive an advertising message. New technologies such as digital video recorders and video-on-demand have given consumers more control over the traditional mass media they consume. This has forced advertisers to increase their frequency levels in order to remain effective. In contrast, most non-traditional tactics are truly interruptive in nature, and can deliver significant impact from even a single exposure.

As exciting as it is to use, we know that non-traditional media isn’t a silver bullet –. It’s simply one more bullet in a vast arsenal of marketing options, to be used when and where it provides an effective means to accomplish your objectives. It must live up to the same criteria for measurement, audience delivery, and proof of performance as traditional media. More importantly, the impact of non-traditional media must be correctly calculated and incorporated into your overall media strategy.

Limited only by the imagination, a partial listing of non-traditional media opportunities includes:

• ATM receipts
• Bluetooth proximity
• Coffee cups and sleeves
• Dry cleaning bags
• Gas pumps
• In-Flight
• In-store advertising (floor graphics, shopping carts, video displays, window clings, etc.)
• Interactive jukeboxes
• Interactive mobile/text marketing
• Mobile billboard or bike advertising
• Outdoor static or video projection
• Product packaging (pizza boxes, milk cartons, pharmacy bags, etc.)
• Stairway graphics
• Street teams
• Take-out containers
• Temporary Tattoos
• Word-of-mouth
• Wrapped buildings
• Wrapped vehicles