The modern world is driven by advertising. It could be considered one of the most potent tools companies and organizations use to attract customers attention and ensure that they will buy particular products. The technological revolution resulted in the appearance of new ways to promote services and increase the popularity of brands. They acquired numerous opportunities to impact individuals across the world by using TV, the Internet, magazines, etc. However, the increased importance of advertising resulted in peoples satiety and low level of interest to the traditional means of promoting companies and their products. In this regard, non-tradition advertising gains momentum nowadays as one of the possible options to stimulate customers and make them look at a particular product from another perspective.
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The increased importance and efficiency of the given tool could be evidenced by the fact that the majority of companies that use non-traditional advertising to attract customers note a significant increase in customers interest and sales (OGuinn et al. 45). Additionally, non-traditional advertising could become cheaper because of the use of unconventional approaches and solutions that are not so popular and expensive. For instance, print advertising campaigns might cost thousands of dollars because of the high rent (OGuinn et al. 48). At the same time, innovative and non-traditional solutions could help to save funds and guarantee a decrease in spending on advertising campaigns. However, there are still several challenges related to the difficulties in the creation of unusual, innovative, and creative marketing approaches.
The efficiency of the approach could be evidenced by real-life examples. For instance, Aston Martin is a famous company that produces luxurious cars. It is focused on the outstanding quality of materials, unusual design, characteristics, etc. In this regard, the price for one car is enormous, and even individuals with the level of income higher than average could hesitate when buying it. Correctly realizing its advantages and disadvantages, the company used non-traditional advertising practices to attract buyers attention to their products and promote automobiles.
Nowadays, everyone associates these exclusive-class cars with a British superspy James Bond who managed to fling of pursuers or, on the contrary, catch criminals using Aston Martin (OGuinn et al. 156). It could be considered a brilliant solution to immortalize the brands name and attract customers attention. James Bond is a role model for many men who might associate themselves with him and his lifestyle. Therefore, every time admirers of the franchise think about this superspy and secret intelligence agent, they will also remember Aston Martins cars, full of unusual pieces of equipment and lethal weapons to save Bonds life (OGuinn et al. 159). In such a way, the companys managers managed to create a stable link between the movie, Bonds image, and a car manufactured by Aston Martin.
It is a perfect example of the efficiency of non-traditional advertising and the effect it might have on the functioning of a particular company. Every new movie about James Bond contributes to the further rise in the popularity of Aston Martin and its sales in different countries across the world. In such a way, having made a deal with the movies producers, the company managed to guarantee the preservation of the high level of interest to its products and they’re becoming a part of a particular lifestyle associated with money, success, women, and risk. It attracts men who want to fulfill their dreams and drive a superspys car.
OGuinn, Thomas, et al. Advertising and Integrated Brand Promotion.7th ed., South-Western College Pub, 2014.