How to communicate when budget is limited

Have you ever heard about Blendtec? Maybe not. It is an American company that produces blenders. In 2006, Tom Dickson, its founder, wanted to promote its product but had no money to do it. What he had though was a good product - a device capable of blending practically everything. He therefore created some videos where he blended the weirdest things such golf balls and mobile phones and posted them on Youtube. In a short time, his video was viewed by millions and his company became well-known worldwide.

The budget to do this? Practically zero.

Of course this is an extreme case and the sector is different, but it just goes to show how much communication has changed. Just think back a few years - the means available to communicate were limited to TV, print, radio and posters, so only those with money could become known.

Nowadays things are totally different. Of course traditional means are still essential to reach the majority, but any company can promote its products even with a limited budget by creating a web page and design a Google Ad Words campaign, creating a Facebook page or posting videos on Youtube. The traditional excuse of "I don't have enough money to promote my brand" no longer works.

Be careful though, it is not as easy as it looks. In order to gain something from it, you need to have a clear objective and a well-structured action plan. In addition, you have to be creative, innovative and original.

Easy? Not so much. But definitely worth a try.

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For further information:
Maurizio Pisani
maurizio@pisanifm.it
www.pisanifm.it