Non-Traditional Marketing is a type of marketing strategy is designed to capture the attention of customers through creative, unorthodox and innovative methods of marketing. Some examples include ad placement in unusual locations, such as on the back of a public bathroom stall door. A “Did you know?” quick read can really capture one’s attention at a bus stop where it’s likely that there will be a lot of foot traffics and riders will need to sit a minute in wait.

For example, a soap maker could post a hand-washing fact sheet on the back of a supermarket stall, enticing its occupant not only to wash, but to use the soap provided. The yummy fragrance of the liquid and the unique, flower-shaped bottle catches their attention. What do you know? There are coupons to purchase the product on the countertop nearby.

WOW! NOW THAT’S REALLY COOL!

The key ingredient of non-traditional marketing is clever presentation. Guerilla marketing, a type of non-traditional strategy, seeks to do just this. Ad placements in the most unusual spots are sure to get the attention of passer-bys, perhaps even making them do a double take.

Many Michigan companies have employed highly successful guerilla marketing campaigns. Kleenex has advertised on wall soap dispensers. An image of a large, red nose covers the device. When bathroom-goers use the soap, the drippy liquid looks like snot, causing them to giggle once they put two-and-two together. A sunscreen provider once distributed black beach towels in the shape of coffins, making a blunt point to lather up. Tattoo parlors often contain drawings strategically placed on mirrors so when customers stand in front of them, they can picture what a particular tattoo will look like on their body.

The marketplace is highly competitive. Sometimes it takes a non-traditional marketing campaign to successful stand apart from the competition. Customers who appreciate the cleverness of it may make a purchase even if they never intended to.

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