1. Low Cost Media & Outreach Strategies
Karen L. Branch
Account Supervisor/Ops. Director
Integrated Designs, Inc.

2. Successful marketing strategy does require the ‘M’ word
Successful marketing strategy does require the ‘M’ word. Effective marketing is not cheap; however, there are strategies you can implement for little or no cost.

3. Tactics for small marketing budgets
Avoid wasted media impressions
Competing for the attention of people
to consume your message

4. Cross promote with other businesses
Motorcycle shops, car service centers, etc.
Use of Street teams as ‘ambassadors’ to interact with the public to promote your message or product
highly effective outreach tactic for grass
roots efforts
Volunteers can be utilized with training

5. Non-Traditional Marketing
Coaster drops
Power washing messages on sidewalks
Bar/Restaurant/Shop Takeovers
Floor graphics, table tents, door/cooler clings
Digital Marketing
Use of an internet ad network
Geo-targeted
Low Cost Per Thousand
Content is key

6. Content Marketing
Advertorial Advertising
Content intended as advertising but structured like news or an article
Infomercials are a common video form of advertorial
Case Studies
“Facts tell, stories sell” and case studies continue to serve an effective purpose for telling successful problem/solution brand and product stories
Infographics
A picture is worth a thousand words for links, clicks, tweets, and shares
Annotated with descriptive text and repurposed
High impact for social sharing if well planned and executed
Websites to assist with infographic development – piktochart
Research and Surveys
Can be engaging and sharable content that work in tandem with infographics.

8. Repurpose as web banners, facebook
and twitter graphics

9. Blogging
Content published using blog software that organizes pages chronologically and/or by category
Provide as an RSS feed so readers can subscribe without visiting the blog website
Digital Newsletters
Consistent source of useful information, advertorial and links to web pages that further engage the reader
Microsites
Dedicated web sites for specific campaigns or to serve as a social hub
Provides a focus for content that doesn’t really fit on a corporate website or blog
Marketing
Don’t underestimate the importance of marketing.
91% of consumers check their daily
Over 66% of consumers have made a purchase online or reacted to an marketing communication
Timed sequences of articles and messages continue to provide the highest conversion rates of any online marketing tactic.

10. Mobile Content
Content specifically written and formatted for mobile consumption
A worthwhile consideration and for some markets is essential right now
Mobile Applications
The web is now increasingly mobile
Develop a shortcut that serves as a mobile ‘app’
News Releases
Reach journalists
Effective as direct to consumer content as well
Podcasts
iTunes provides an effective distribution and promotion platform
Can be audio or video.  
Like newsletters, podcasts are often published according to a schedule and provide regular, useful information

11. Print Magazines
Print is very much alive for certain markets.
May be based on a subscription model on topics related to the brand
Real-World Events
Content opportunities around an industry conference or trades show are abundant
pre-event storytelling
interviews and advance articles from speakers
liveblogging or twitter posts during the event
Social Content
Created specifically for social networks like Facebook, Twitter or LinkedIn
Can have significant impact on awareness and engagement when planned and implemented using best practices.
Videos
Content format that can be repurposed
Effective for consumer and B2B markets.

12. Content is Key!

13. Resources – Don’t reinvent the wheel
Local Highway Safety Office
Partner organizations