Seeing a political message on TV or your computer is one thing. Reading a clear message on the chest of someone you know is a whole different message.
Much more personal than mass TV or even targeted internet advertising, these human billboards convey the personal endorsement of those who wear the message.
CafePress created a clever viral video of using YouTube. They used the timely flurry of political interest to promote their message movers with a T-shirt throwdown. Then they distributed the video by emailing the link to their contact list.
Although t-shirts, sweatshirts, political buttons, bumper stickers and yard signs are nothing new, Cafe Press brings instant promotional goods publishing to the masses. T-shirt advertising can convey the message with a strong personal endorsement, a testimonial, a referral.
Don’t think this type of advertising is effective?
Think about what happened when cigarette advertising was pulled from TV in the US back in 1971. How did the companies manage to communicate their marketing and branding so effectively — even when everyone knew smoking is bad for you? Along with outdoor billboards, the industry used huge amounts of branded t-shirts, jackets, playing cards, dart boards, and other promotional goods branded with the likes of Joe Camel and the Marlboro logo.
Check out this 1991 study measuring branding of cartoon characters that caused an uproar: Joe Camel had high recognition among even 3 to 6 year olds.
So what does this mean for small business?
Have you considered alternatives to traditional advertising by using promotional goods? Does your product cry out for a personal endorsement from the people who use it? Are you trying to get your customers to refer new customers and provide testimonials for you?
Tell me:
Who’s your target market? What medium did you use (ie:tshirt, mug or notebook)? How did you distribute it? What was the result?
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I have bookmarked this informativ site. Thanks Kfz Versicherung
Who’s your target market?
Families, college students, fresh out of college, athletes.
What medium did you use (ie:tshirt, mug or notebook)?
tshirts, stickers, temporary tattoos, banners
How did you distribute it?
at booth, handout to winners, played bean toss game to win
What was the result?
increased participation (from 40 to 70 teams), increased audience (family members of athlete)
Gabe:
Thanks for visiting my blog and commenting — and congratulations on your successful marketing program. Way to go!
Chris