1.    New Product Publicity

Product publicity is instrumental in introducing new products to the market, by creating a buzz, prompting free news stories and positive word of mouth. During the introductory period, innovative new products need much more exposure in the media, than conventional advertising.

When Sony first introduced its Walkman to the world, they hired hordes of young people, to wear the walk-man and demonstrate their enjoyment of the music, whilst riding the subway in New York. This attracted amused and curious onlookers and created a lot of the buzz in the media.

2.    Event Sponsorship

Companies sponsor events, which are sufficiently newsworthy to achieve coverage. Event sponsorship can be of two kinds: one where the company becomes a part of an already established or well-known event like Film awards or cricket matches. In such cases, participation of the company is by way of sponsorship of the awards and publicity at the venue.

The second kind is where the companies create an event exclusively for the company or the brand like the Brand Equity Quiz and Bournvita Quiz Contest. The focus of the entire event is exclusively on a single company or brand and allows the customers to experience and interact with the brand. Such exclusive events create stronger and deeper ties with the brand, but require much greater commitment from the company in executing the event consistently.

3.    Product Placements

Marketers can garner valuable publicity, by ensuring their products appear as a part of a movies or television show. Companies have to pay a fee for product placements, negotiated as per the exposure given to the product. Product Placements work best when the product is publicized as an essential part of the plot or storyline of the movie or television show.

4.    Consumer Education

An aware and educated customer is believed to be more loyal. Hence, companies organize training programs and seminars to not only educate and train customers, but also to build stronger ties with them. Consumer education works for high involvement products, computer hardware, and software products.

Any product that is technology intensive, does intimidate even the most technologically savvy customer, and such programs help customers overcome their “fear” of such products and truly understand the product utility.

5.    Cause Related Marketing

Companies build awareness and loyalty by supporting causes, which are close to the customer’s heart. Healthcare, education, and social upliftment programs get the largest share of corporate funding. Firms often donate a percentage of sales to causes and charities, which their target markets are likely to favor.