Unconventional Marketing has revolutionised the way companies connect with their audience. In this article, we will explore what exactly it is, its main features and successful examples that demonstrate its effectiveness in today’s landscape.
What is Unconventional Marketing and what are its characteristics?
Unconventional Marketing is an innovative strategy that breaks away from traditional tactics to capture the public’s attention in unexpected and creative ways. It focuses on originality, surprise and direct interaction with the audience rather than relying solely on traditional media, such as TV or print advertising.
This is the case of GoPro. The multimedia camera brand focuses its marketing strategy on building a legendary social media fan base. To do this, instead of showing the product, the company focuses on the end result that its users obtain by using its products. Their Instagram account has more than 20 million followers.
GoPro has embraced video content and has managed to develop a large audience, generating interest with its marketing efforts on its social profiles.
In the example, we can see how GoPro has used the following features:
- Creativity. It is based on original and creative ideas that surprise and captivate the public.
- Interaction. It encourages the active participation of the public, generating memorable and personalised experiences.
- Low-cost. It is often more cost-effective than traditional marketing strategies, as it focuses on innovation and creativity rather than large advertising budgets.
- Virality. It seeks to generate content that goes viral on social networks and is shared organically, amplifying its reach and impact.
What are the most successful examples of Unconventional Marketing?
- Stunt Marketing. This consists of unusual or extravagant actions to stand out from the competition, such as launching a product from a plane or creating a spectacular event.
- Guerrilla Marketing. It involves the use of unconventional and low-cost strategies to promote a brand, such as placing stickers in unexpected places or making urban interventions.
- Immersive Experiences. It focuses on the creation of interactive and immersive experiences that allow the public to directly experience the values and messages of a brand, such as pop-up stores or themed events.
- Viral Content Marketing. In this case, its purpose is to create original and entertaining content that is widely shared on social media, such as viral videos or meme campaigns.
Unconventional Marketing offers companies a unique and creative way to connect with their audience, generating memorable experiences and building strong relationships with consumers. In short, there is no need to be afraid of innovative ideas in the world of advertising and marketing. But make no mistake: marketing and advertising are necessities for all brands, whether in a conventional or unconventional way.
