If you’re starting from scratch and looking to get your new brand off the ground, one of the best ways to go about it is to generate as much publicity as you can for your business. While advertising is another option, publicity is much better at getting a new product or brand going and unlike advertising, garnering publicity is much more cost effective, efficient, and personal. Think about what you want your brand to stand for and your core values. For example, is what you're offering something that’s going to be used by people that spend time outdoors or is it relatable to being outdoors so you can travel around the country or around the world?
A few ways you can spread the word in this example could be:
• Spreading the message of your new product at outdoor festivals and country fairs
• Showing up at outdoor sporting events, such as the X-Games and action sports events, and passing out fliers
• Giving free samples of your product to start creating a buzz among your target audience that you want to purchase from your brand.
Another great way to generate publicity for your brand is to be the first at something. News people love to break news and be the first on the scene of a new story. With media now being connected across the world in various forms, it’ll cost next to nothing and the news or social media will do the job for you.
With of social media resources available such as YouTube and Instagram, you can create your own buzz about your brand free of charge. Stay focused on building as much publicity for your brand as possible. This will cut down the initial costs of launching your new brand so you can use your budgeted funds in other areas that will help make your brand successful. When thinking of strategies to increase your brand awareness try to approach it as how you can get the most publicity for the lowest cost.
Put in the work and you will reap the rewards.