The economy is on everyone’s mind. It’s still early, but consumers are tightening their belts and stowing away for the storm on the horizon. If you are in the retail, restaurant, or entertainment industries you’re likely feeling the pinch already. Despite the dismal outlook, consumers are still window shopping and longing for the same luxury items that they were buying before.
Knowing that the yearning for the expensive dinner out or the gorgeous new shoes is still alive and well is important to remember. The shift is that the economy has made these common activities all the more special. So how can you entice your customers to splurge while still not breaking your own tightening budget?
CGA is going to be your new favorite acronym. CGA stands for, Consumer-Generated Advertising and it’s how you bring your customers onto your advertising team.
Pioneering heavy-hitters of CGA include Doritos, Dove, and Anheuser Busch just to name a few. Local San Diego radio station, KPRI 102.1 has recently implemented a CGA campaign to recruit listener/designers to compete in the design for their 2009 calendar. CGA is basically putting the power of advertising in the hands of your customers and letting them create their own radio spots, TV commercials, or viral advertising on your behalf. All of this for the cost of… a few gift certificates for your product/service and their own 15-30 seconds of fame!
The amount of creative people, aspiring directors, and script writers disguised as your everyday customer would surprise you. These people are ready to be your most adoring fans. They already love your product, and competing for a spot in the public eye makes their accomplishment even more sweet.
What about the cost of air time? What cost?
Ever hear of Youtube.com? Not to mention the avenues at your fingertips including your own website, email campaigns, and blog, so put the word out! Then once you’ve picked the winner, showcase the final piece on your web site, your blog, podcast and newsletter. These vehicles spread the word of your new commercial far and wide turning it into its own viral marketing campaign.
Voila! Congratulations on making your very first CGA inspired, viral commercial for nary a dime.
About the author: Jeune Ortiz is VP of Marketing and Creative Director at future-ink. With more than 20 years of experience in graphic design and marketing, Jeune brings extensive knowledge and creativity to each website and internet marketing solution to grow your business.
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