Advertising during the Super Bowl or on the sides of buses often requires a hefty budget, but that doesn’t mean the brands embracing those strategies are getting the most out of their advertising dollars. Even with a small marketing budget, there are plenty of ways to get exposure for your brand and get in front of your target audiences (without spending an inconceivable amount of money). Here are 5 ways you can advertise and promote your brand effectively—without breaking the bank.
How to Get Exposure for Your Brand on a Small Budget
Consistently Use Social Media Advertising
Social media: people use various social platforms day in and day out. While Facebook continues to be the most widely used social media platform when considering all demographics, Instagram is now generating 10x the engagement, and boasts users that spend an average of 53 minutes per day on the platform. Based on total population, 64% of 18-29-year-olds (aka the newest generation of shoppers) use Instagram . Why that's important for your brand exposure: advertising on platforms like Instagram and Facebook is a cost-effective way to reach your intended audience. These social platforms collect data on their users that will allow you to target people not only based on demographic information, but also based on shopping preferences. For example, with social media advertising you can directly target people in California who watch The Food Network and love brunch. How effective is that!
Looking to reach your direct customers instead of consumers? LinkedIn advertising is a great way to connect to produce buyers and your industry partners. In fact, studies show that 80% of B2B leads come from LinkedIn. But first—be sure to start with a solid social media content strategy.
Create Relationships with Influencers
We all know that the world (the business world included) tends to revolve around who you know. Thus, it follows that one excellent way to get your products and brand in front of the eyes of potential shoppers nationwide is through partnerships with influencers.
One outside-the-box way to get started: contact a blogger whose content you like and think will represent your brand and messaging and send them your product as a gift. Don’t forget to make it personal! Odds are, if you make a good impression, this influencer might just feature your product on their blog, reaching an untapped audience for your brand and opening the door to a potential partnership down the road.
Partner with a Complementary Business
The responsibility of owning an entire promotion and all the advertising costs that come with it can add up. Why not partner with a complementary business and co-host a promotion? This will not only help you save on costs and double your advertising efforts, but also help you reach new consumers who may have not even known of your brand to begin with. Just think: if you grow celery, why not team up with a brand that sells great pairing items (such as dips)? Or perhaps you could partner with a brand that sells balsamic vinegar, or perhaps a manufacturer of kitchen utensils—the possibilities are endless!
Generate Earned and Owned Media
Many fresh produce marketers haven’t fully realized the power of public relations when used in tandem advertising strategy. Don’t simply wait until you have a major news story (such as a rebrand of your company or a new product line to announce) to reach out to the big publications in your industry. These writers are always looking for newsworthy stories to talk up, so take advantage of the free exposure and create regular storylines surrounding your products so that you aren’t just in the news when your company makes a major announcement. When in doubt, consider these five questions to determine whether your product is pitch-worthy. And don't forget to think ahead, assisted by these PR trends to watch for in 2020!
Offer Free Digital Products/Resources
Providing your audiences with informational resources is essential not only for nurturing, but also to educate people on what you do and why. Offering your audience free digital products, such as a case study or a recipe eBook, helps connect them to your brand in a more personal way.
It’s important to note that although these tips are helpful to marketers with modest budgets, creating an effective strategy will still require thoughtful planning and strategy. Luckily, we work with fresh produce marketers with budgets of all sizes and configurations. Let us know how we can help you make the most of your marketing budget!
For more ways to capitalize on your creativity and make the most of your budget, download the 2020 Produce Marketer's Calendar: