Franklin Morris is a senior writer for digital Rackspace -the infrastructure digital marketing specialists.
The mom-and-pop shop on the corner probably not based on traditional advertising (TV, press, billboards, etc.) to attract customers. No more than your favorite local burger joint. But the most iconic brands have hired an advertising agency at some point in their journey upwards.
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In 2014, companies will spend nearly $ 545 billion on advertising, and this number should increase to $ 100 billion in 2018, according to eMarketer. But there are big brands, with huge market shares, who opted out of the game of traditional advertising.
Despite their size and influence, these brands have built their loyal following through relationship marketing tactics focused on the appointment of the base that are often the domain of small businesses.
Krispy Kreme Doughnuts
There ' there is no shortage of companies competing for your breakfast dollars. Starbucks, Wendy's, McDonalds and even breakfast newcomers like Taco Bell all rely on TV ads and paid advertising to lure you into their restaurants.
Breakfast is booming after all. According to Slate, small food sales amount to $ 65 billion per year, and they are an average increase of 4.8 percent per year ... all while other restaurant sales remained stable.
This makes the Krispy Kreme success even more remarkable. Giant donut built his empire with sales exceeding $ 1.07 billion in its best year entirely on word-of-mouth. "Everyone in the store is a marketer," the CEO of the company said Forbes.
reportsThe Huffington Post that instead of expensive print ads and TV commercials, Krispy Kreme rather relies on its network of nearly five million Facebook followers.
Clearly his bet on customer loyalty has paid. Visit profile and you will see hundreds of fans to upload photos of their donuts and begging the company to open new locations closest to them. Building relationships with customers through the emotional personal relationship has been central to the long term success of the company Krispy Kreme turns 77 this year.
Costco
The Great Recession we all turned into budget-conscious buyers, Costco and reaping the rewards. In recent years, bargain warehouse retailers have experienced significant and sustained growth at a rate of four to five percent a quarter, according to Forbes.
Today, Costco is the second largest retailer in the United States, bringing more revenue by $ 100 billion each year, and it did not happen by running television commercials. Although it is one-on-one with the giant Wal-Mart goes, Costco continues to adopt an unorthodox advertising strategy :. No advertising at all
no advertising could be considered a handicap in a competitive industry, but Costco turns it into a business advantage. According to the New York Times, this strategy allows the company to save money and reinvest two percent of its annual budget.
Instead of viral videos and picture magazines spreads, Costco aims to build customer loyalty through coupons and strong mailing list. It differs from the competition by providing superior quality, high-end luxury brand products as coach.
In addition, the subscription model of the annual fee, which requires continuous investment, increases the chances that customers will become regular buyers.
Sriracha
Even if you do 've never set foot in an Asian restaurant, you've probably encountered the ubiquitous Sriracha rooster.
In recent years, this condiment with burning mouth has become something of a cultural force. Search on Etsy and you'll find all kinds of fan-produced souvenirs Sriracha T-shirts and stickers for baby onesies and charm bracelets. culinary benefits include Sriracha Kettle Chips, cocktail-salt and a little dubious, a Sriracha-Salé-Caramel flavored MoonPie.
Meanwhile, the hot sauce bottles are flying off the store shelves. Sriracha sold 20 million bottles last year.
How sauce hot niche rise without advertising its products?
CEO David Tran The company says it is focusing less on business and marketing, and more to make a great product. "I do not publish, because I can not advertise," said Tran Quartz.
Tran is not even sure where its products are sold. "At least, I know about the bottle, it is English, Chinese, Vietnamese, french and Spanish, "he said.
The company has no official social media presence, and its website has not been updated since 2004 (seriously, he always uses frames). Sriracha is an example of making an amazing product and let consumers do the rest.
In short, his philosophy can be summarized as follows: If you suppress, and wow, they will come
.GoPro
Image Credit: GoPro
GoPro, personal high-definition camera manufacturer for the adrenaline junkies, made to traditional advertising. But that's not how he built his true of almost 2.6 million YouTube subscribers.
His YouTube channel full of customers skydiving videos, base jumping and scuba diving. Whatever your extreme passion, GoPro, a video produced by the dizzying users for you. Rarely a week passes without a GoPro feat shot go viral on Reddit and Facebook.
This media strategy, explored in more detail in a previous article on The Next Web, is resonating with customers for 3.8 million devices sold last year, according to CNN Money.
This is an example of the enterprise in its market, and promote a content strategy that allows fans of the product to share their experiences. The message is subtle but clear. Buying a GoPro is more than just buying a camera he bought an experience
What we can learn from brands that do not advertise
S ' there is a lesson we can withdraw from the success of these non-advertisers, it is a winning strategy even without advertising comes down to the product and people. These brands focus on manufacturing high quality products. They trust people and the power of word-of-mouth to do the rest.
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