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Non-Traditional Advertising: a Skincare Campaign

For growth in a business, both time and money need to be set aside for marketing. However, the lack of financial muscle thereof in an entity can limit the business’s form of marketing. One of the ways to carry out affordable marketing is through the incorporation of non-traditional advertising techniques (Kovachki and Ventsislav 20). Nontraditional advertising includes anything that is not television, radio, conventional print or paid marketing. Non-traditional advertising aims to generate marketing interactions that unpredictably catch attention through their imagination. Most non-traditional advertising includes positioning advertisements in unexpected locations or showing them in unusual ways, aiming to draw attention of unassuming viewers.

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For instance, non-traditional advertising methods can be incorporated into the skin care products business. A huge gap has been identified in the skincare market. Individuals with sensitive skin have not been taken into account in developing some of the market’s skin care products. Additionally, the products available are about 50 percent natural and 50 percent chemically processed (Kovachki and Ventsislav 20). However, this does not help in combating some of the skin-related problems such as acne, pimples, eczema, as the type of skin is not considered. Therefore, to raise awareness of the wide range of skincare products covering all skin types and combinations, some of the techniques will be intertwined to ensure a larger audience is knowledgeable of the existing products.

One way to relay information on skincare products is through the use of marketing influencers on YouTube. This is a cost-effective method and ensures that the target audience is conveniently reached. For this method to work, a survey or research will be conducted to identify existing YouTube personalities who create skincare content and their care journey. The influencer should have a high engagement rate on their platform. Those of them who live on natural products will be chosen as brand ambassadors from the identified group. They will be sent some of the products available together with a gift coupon to do the product review.

With so many available digital platforms, influencers can quickly endorse goods and services to millions of followers within a short period. Over time, influencers and their followers are likely to build a good rapport and trust. Additionally, consumers tend to purchase what they know and trust. It is documented that many customers do not trust conventional advertising types (Kovachki and Ventsislav 24). As a measure of consumer confidence, advertising on TV, radio, billboards, and newspapers all earned less than a 50 percent rating (Kovachki and Ventsislav 28). By comparison, most of the time, non-traditional promotional methods such as word of mouth, marketing, and official websites are trusted. Therefore, this will be the most effective way of reaching a mass audience struggling with skin-related problems that can be curable with a wide range of skincare merchandise. Giving out free coupons or discounts to the influencers’ social media handles by participating, for example, in a sale at the company’s website, will be an added advantage. This will not only create awareness of the products, but also increase sales.

In conclusion, since influencers usually create content depicting their lifestyles, traveling adventures depending on their areas of interest, the influencer for a skincare campaign could incorporate the use of the products in one of their videos to create more trust in the audience that they are not only reviewing the product, but also using it. Additional videos can also be created as pop-up adverts across their social media handles to reach a wider coverage.

Work Cited

Kovachki, Simeon, and Ventsislav Marinov. Consumers’ Perception of Traditional vs. Non-traditional Advertising in Bulgaria: A Case of Kaufland Bulgaria. 2018. JÖNKÖPING U, Master thesis. Web.

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