The U.S. is facing tough economic times and many businesses are suffering. How can you promote your brand when your marketing budget is shrinking?
It’s time to focus on new tactics. It’s time to focus on low-cost, big-buzz alternatives. It’s time to drive word-of-mouth marketing.
Check out these 10 ways you can build your brand in a weakened economy:
Start a tell a friend program: Referral programs don’t have to cost a lot. Offer a small discount on a future purchase to customers who refer a friend who makes a purchase as well as to that customer’s friend. You’ll get two additional sales as well as another new customer to spread the word about your brand. Start a preferred customer program: Make your best customers feel even more special by giving them special perks and making them feel like they’re part of a special club. Your best customers are the ones who will spread the word about your brand the most vocally. Make sure they know you value them. Ask for press: Contact your local newspaper or bloggers to tell them about your brand, a new program or other word-of-mouth-worthy news. Many reporters are looking for stories, and yours just might be what they were looking for. Visit online forums and groups related to your brand and business and join the conversation: Get the word out about your business (particularly if you operate online) by leaving comments on forums and groups related to your brand. Leave a link to your website with a relevant comment to make other users feel like you are a valuable, contributing member of the community. Release a video on YouTube: Make a video then promote it on blogs, forums, groups, social networking and social bookmarking sites. Funny or odd videos can often stir a buzz and go viral quickly. Start a blog: Blogs are cheap and a great way to get your message out to the online community. Include informative posts, videos and podcasts. Join social networking groups: Facebook and LinkedIn are great resources to connect with people online. Host how-to seminars or other educational programs: Invite members of your local community (or the online community) to visit your store (or website) for a special program. Similar to how Home Depot holds how-to seminars, think of what you can teach your current and prospective customers that’s related to your brand. Offer a discount on a future purchase to attendees. Team up with another business to create an affiliate program: Sometimes sharing efforts with another business can create twice the buzz. Speak at events: Find events related to your brand and business then contact the organization hosting the event and volunteer to speak to attendees. Provide valuable information in your speech to get the audience talking about your brand. Offer coupons to attendees for a future purchase.
The tactics suggested above are low cost marketing tactics that can drive a lot of buzz. However, they do require a lot of sweat equity to be successful. Each of the brand building tactics listed above cannot live without being nurtured. In other words, don’t release a viral video then walk away from it. Don’t leave one comment on an online forum then never return. Follow-through is critical to ensuring these types of word-of-mouth marketing campaigns actually work.
Don’t be afraid to test the waters. Remember, the results you get are contingent on the amount of effort you put into making these brand-building tactics successful.
Do you have any other suggestions for branding building in a weakened economy?
译文:
在疲软的经济环境中树立品牌的10条途径
美国正面临着经济形势严峻的时期，许多企业受损。当营销预算缩水时，如何提高你的品牌知名度呢？
是专注于新策略的时候了。选择低成本、大宣传方案的时刻到了。推进口碑营销的时刻已经来临。
试用这10条途径，你能够在疲软的经济环境中树立起自己的品牌。
1．启动一个推荐朋友计划：推荐计划不必花费太多。对推荐朋友购买的再次购买客户及其朋友给予小折扣。你将有两个额外的销售额，除此之外，另一个新客户又会宣传你的品牌。
2．启动重点客户计划：通过给予特别的好处使其愿意作为特殊俱乐部的一员，让你最好的客户们感觉更加优越。你最好的客户群是那些对你的品牌做的口头宣传最多的客户。确保让他们知道你非常重视他们。
3．借助新闻报道：联系当地的报社或者博客，告诉他们你的品牌、一个新的计划或者其它宣传性的新闻。许多记者正在寻找报道话题，你的这些信息或许正他们寻找的。
4．访问与你的品牌和企业相关的在线论坛和群体并加入谈话：通过在与你的品牌相关的论坛和网络群体上留言，来探听对你企业（尤其是如果你是做网络的时）的评论。在相关留言中写一个你网站的链接，让其他用户感觉你是一个对社区有价值、有贡献的成员。
5．在YouTube视频分享网站上发布视频：做一个视频然后在博客、论坛、社区网络、社会化书签站点上推广。有趣的或者古怪的视频经常会刺激并迅速扩大宣传。
6．开通一个博客：博客费用少并且是在在线社区上宣传信息的重要途径。它通常包括信息发布、视频和播客。
7．加入社区网络群体：Facebook和LinkedIn是在线联系的重要资源。
8．举办实用研讨会或者其它的教育栏目：邀请当地社区（或者在线社区）成员到你的店铺（或者网站）参加一个特别的节目。和家得宝如何举办实用研讨会一样，考虑你要教给和你的品牌相关的现有客户和未来客户什么东西。对参加者的再次购买给予折扣。
9．同另一家企业合作，开拓合伙计划：有时同另一家企业合作能够创造双重的宣传效应。
10．在重要场合发表讲话：查找与你的品牌和企业相关的重要场合，与其组织者联系并踊跃对出席者发表讲话。在演讲中提供有价值的信息，激发观众谈论自己的品牌。给出席者优惠券鼓励其未来购买。
上面提出策略是能够富有巨大宣传效应的低成本市场营销策略。但是，它们需要投入的时间和精力才会成功。换句话说，就是不要做了视频宣传又放弃；不要在在线论坛上留言后就不去管它了。要保证这些类型口碑营销活动真正起作用，坚持到底是至关重要的。
不要害怕尝试。切记，你得到的成果的多少取决于你为这些树立品牌策略的成功所做的努力的多少。
在疲软的经济条件上，你还有树立品牌的其它建议吗？