The problem with valuable advertising opportunities is that, as people realize they’re valuable, they become less valuable.
After all, one of the things that makes a valuable advertising opportunity so valuable is uniqueness. Being one of a hundred small logos on a page isn’t very meaningful, even if that page gets in front of everything with a pulse in Southern California. This is why advertisers will pay a lot of extra money for things like exclusive partnerships and naming rights.
Take social media platforms, for example. They have an infinite amount of ad space to sell, and the amount of sponsored content on them continues to balloon astronomically. This leads both advertisers and users to complain. It’s also why many users use ad-blocking software and settings to filter out ads.
You want overlooked and undervalued opportunities for the same reason you don’t want people learning about your favorite spot to surf or taco truck. When it comes to surfing, eating and marketing, crowds make everything worse.
We’re not saying there’s anything wrong with social media advertising. Or Google ads, newspapers, magazines, grocery stores, shopping malls, billboards, radio, TV, direct mail, buses or benches. We’re just saying there are some less commonly recognized marketing opportunities you should have on your radar:
1. Trade publications and events
Many businesses are both B2B and B2C. For instance, you might be a contractor targeting both homeowners and property management companies. You could be a healthcare provider targeting both patients and referring physicians.
You should be looking at industry-specific publications and events. Publications include professional organizations’ newsletters, journals and even targeted materials that end up in your target audiences’ place of work. Events include professional organizations’ regional chapter meetings, trade shows and educational or networking events.
2. Local organizations and community events
School PTAs, Little Leagues, Chambers of Commerce and City Halls have newsletters, social media channels, banner space and printed programs that can get you in front of your target audience. Sponsor local events, like the OC Fair, Beachlife Festival, “Concerts in the Park” and more.
Local governments and organizations sometimes have special opportunities to sponsor something significant and long-lasting in the community, like naming a gym or sports complex, or putting a plaque on a pier or bench. These are often the hardest opportunities to find because they require having very close ties to the community.
3. Influencers (but not the type you’re thinking)
Influencers aren’t just people taking pictures of themselves on Instagram. All you’re looking for is someone who influences your key audience.
The hard part is making those connections and finding local influencers who reach local audiences. A blogger who covers fun things to do for families in the OC can be an influencer for dental clinics and daycare centers. A podcast host who covers the Dodgers and Angels can be an influencer for physical therapists and bars. A realtor who talks about the LA housing market can be an influencer for general contractors and banks. A local PTA can be an influencer for restaurants and music shops.
