Non-traditional (and low-budget) marketing can grab attention

Sure "guerilla" tactics have been around for a while. But the marketing playing field has changed over the past year and now more than ever marketing has to grab attention and make the sale during a time when spending is down and economic concerns are driving decisions.

Over the past year we've placed fewer and fewer traditional ads, and spent more marketing time and budget on tactics that are low-cost and outside the box.

Is your company's "story" interesting? For a custom boat builder we contacted editors of lifestyle magazines, many targeting men, to pitch the story behind this talented but small company of crafsmen. A mention or story in a national publication will net unpaid and coveted magazine space.

Are you celebrating a milestone? For a large government company, we're planning a year of low-cost tactics to announce their 45th anniversary, focusing on the world as it was when they were founded in 1964. An intern will help research the times and their many contributions to our region and we'll use PR to get the word out. A rubber stamp will cost about $30 and will publicize the 45th anniversary via envelopes and collateral. A special Web page, news releases, an open house and a series of internal events will round out the plan.

Do you have a promotion coming up? For a large fitness center, we're developing an e-marketing campaign to announce sporting events, advertisepromotions and offer health tips. After the initial development costs (minimal) they can distribute news regularly for 2¢ per contact.

These are just a few easy guerilla tactics and there are literally thousands of ways to get your message to your potential clients. But don't sit around waiting on the economy to change. Use the current, less cluttered advertising environment to your advantage and use non-traditional avenues to build awareness and generate sales.