If you don’t have the budget for a mass television, print or radio campaign, digital marketing should be your best friend. Develop a strong brand personality online to leave a lasting impression on the consumers who are in your sphere of influence. Grow that sphere by making them want to root for your brand and tell their friends about it.
Branded Facebook page: Tie it in with your Web site, blog, and make it fun.
Twitter following: Drive traffic to stores with insider deals.
YouTube: Tell your story in a three dimensional (sort of) way to create advocates.
$$ (Medium Budget) Use your digital marketing dollars wisely with programs that are cohesive and focused. You can afford to take a risk with something very cool and buzz-worthy, but you can’t afford to do nothing.
Facebook application: Delight consumers with a custom application that is helpful or just plain fun.
Word-of-mouth campaign: Build an online and off-line campaign guaranteed to drive sales and generate conversation about your new product.
Search engines: Make sure to be there if consumers are looking for you. $$$ (Large Budget)
If you’ve got a large budget, make it count. The challenge will be getting consumers to feel the heart beating underneath those glossy ads and unreasonably beautiful spokeswomen.
Video podcasts: Whether it’s a podcast or a channel on YouTube or Hulu, build relationships by giving content on an ongoing basis
Online communities: Use your size to your advantage by connecting your loyalists and giving them a virtual brand experience.