The ideal gimmick is low cost but still manages to attract the attention of many potential customers. More than that, a good gimmick leaves a strong and positive impression on people’s minds about your company and products, an impression that lingers on them for a long time. A few examples of gimmicks will help you get a feel for what might be happening.
What is a gimmick?
A gimmick is something that is intentionally meant to be unexpected and interesting. In the marketing and sales arena, Gimmick goes far beyond the boundaries of typical marketing techniques such as radio advertising or print advertising. Better yet, a very catchy gimmick can get you good, widespread publicity, in the local news or in the print media, all at no cost. For small businesses, successful Gimmick marketing can have the added advantage of being cheaper to launch than conventional marketing tools.
Of course, after a successful gimmick, they tend to become more common and, therefore, a little less attention-grabbing. Do you remember the first time you saw “balloons with waving hands”, plastic balloons with thin arms waving around a parking lot? At first, they are a very clever and effective way to attract attention – the ideal gimmick. Recently, they have become a fairly common sight. As they proliferate, so do their effects.
Understanding Gimmick Marketing
A gimmick marketing is a trick or novelty designed to attract attention and create interest in a product, service, or company.
Gimmick and Sales Marketing Examples
In addition to passionate sky dancers, there are a number of common gimmicks that you may come across nearby, on the news or through online sources.
The Flash Mob: You may not have seen it in person, but you may have seen it on TV or online: spontaneous-looking music and dancing from “random” people in a crowd. Flash Mob can be interpreted as a group of people who gather at a predetermined time and place to do something like a silly joke that is screaming for 30 seconds and quickly spreads before the police arrive. Using a cell phone, the flash mob can change places if the former has been disturbed. (Wikipedia)
Tricked-Out Vehicle: Oscar Meyer Wienermobile’s Special Car Design. You may find this something funny and eye-catching, which is a good testament to the power of creative deception (creativity gimmick marketing).
The Loss-Leader: Selling certain items for much less than the market price in your city is sure to generate buzz. Sure, you’ll incur a loss on the item itself, but many sellers have found the additional influx of customers more than compensated for the loss.
Making Your Own Gimmick
Feel free to copy what others have done if you think it would work well for your particular marketing needs. Keep an open mind to things you’ve never tried before. Writing your product’s name in a crowded open space or having a guerrilla salesman somewhere and handing out samples may not work for all businesses, but it may work for yours as well. There are also marketing services that claim to specialize in creating compelling campaigns and gimmicks. See who offers such services in your area.
Your gimmick will be magnified if it can generate publicity. Be sure to notify your local print and television media of any events you schedule. Use social media tools like Facebook, Twitter, and Instagram to get extra mileage out of your efforts.