When it comes to selling a product, nothing can beat tried-and-true advertisement methods. For example, an ad with a celebrity endorsement ...
When it comes to selling a product, nothing can beat tried-and-true advertisement methods. For example, an ad with a celebrity endorsement can help consumers feel like it's cool to buy the endorsed product, or even that doing so might help them be a bit more like the celebrity in question. An ad that perfectly demonstrates a product's utility can make a consumer want to put it to use - even if he or she didn't necessarily have a need for it in the first place.
And yet, as timeless and effective as these types of ad strategies are, there are always new trends emerging when it comes to marketing products and services. And one thing we're seeing a lot more of lately, particularly with younger or trendier companies, is the overt, advertised use of special offers, bonuses, and discounts as a means of attraction new customers. It's not that this general concept is new - far from it. But it certainly seems to be getting more widespread....
Perhaps the loudest example is right in front of us every year, and most don't even think of it as a form of advertisement (which typically means it's a job well done). Retail giant Amazon is known for hosting "Prime Day," a 36-hour window during which subscribers to the Prime service can take advantage of exclusive deals. This started off as a way of commemorating the anniversary of the company’s founding, but has since become a massive shopping holiday of sorts, to rivals the likes of Black Friday and Cyber Monday. But rest assured, it also functions as a massive advertisement for Amazon (and the in-house products it also offers). It's practically impossible, if you interact with the digital world, to avoid Prime Day hype, such that merely by offering a gigantic sale, Amazon is generating a ton of attention, and undoubtedly securing new Prime members in addition to product purchases.
Another example of offer-based advertisement that tends to be right in front of people without their necessarily noticing actually comes through the online gaming industry. While this isn't a part of the internet or entertainment world everyone necessarily pays attention to, those who do are inundated with special offers to the point that they effectively take the place of company brand logos or web designs. These days, casino sites are flush with bonuses, matched deposit options, free-play or free-bet options, and the like. And they don't just come up with a player's winnings, or on internal pages. Rather, they're plastered across front pages, such that before you know anything else about a given gaming site, you're likely to know what it can give you in exchange for your business. It's one of the most straightforward and widespread means of advertising by way of an offer.
One more example of businesses using offers as a means of drawing in customers that may resonate with younger readers in particular is the presence of sponsorships on podcasts. Increasingly viewed as "new radio" (or perhaps radio for millennials), podcasts have become wildly popular, and are particularly attractive to businesses for a few reasons. The first is that there are podcasts for just about everything, meaning the audience is both inherently expansive and easy to view according to interest or demographic. The second is that people who regularly listen to podcasts tend to develop trust or even something akin to friendship with the hosts - meaning the "live read" format (whereby the host reads ad copy to listeners) feels less like an ad and more like a friendly recommendation. But the way companies advertising on podcasts take advantage of these factors isn't simply by straightforward advertisement. More often than not, it's by offering special discounts, free shipping, and things of that nature to listeners who visit their website and plug in promo codes.
Again, the notion of replacing traditional ads with offers and incentives is by no means new. But the examples above show fairly clearly that it may be more common than we tend to assume.