What are innovative ways to create awareness about an initiative using traditional and nontraditional media on a small budget?
AHEC has a US Patent for a new type of large-scale Hydro Power Plant. A Dam placed in 70 Story Buildings downtown in Major Metropolitican Cities. I need a good way to spread the word on a limited budget.
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Jul 1, 2014
the lowest cost in non-traditional media is various Social sites and various groups such as Linkedin, FB etc.
The traditional media cud be direct mailing or local cable network.
Since it is awareness and not publicity/marketing.. you can play with your presentation and copy and use various medium to display what you are trying to convey.
Jun 19, 2014
Take a stand; take a position and put it out there--as one radio talk show host said, "either paint a target on yourself or turn the heat up under your guest...or both."
Controversy engages people!
Jun 18, 2014
the fastest & most far-reaching trend is to produce a small video. since i am not familiar with your industry & the patent, you can surf around for info from those who do.it can be filmed with your pc, or any webcam for cost-effectivity, then uploaded easily.you can also email it to anyone, so if you have a data bank-be sure to do a global send out with a brief explanation.
but the elements are the same. the video should be brief(less than 5 minutes), the information presented in an engaging & interesting way, which calls the viewer to action & hopefully, the need & usefulness of the patent. publish anywhere you can that will target those you want to reach-but especially on youtube & linkedin.you can check out conciergejo-anna to see how i've done mine,albeit the very different subject & audience. keep me posted & break a leg! concierge jo-anna
Jun 17, 2014
Charles ...
1.) Have you approached big city governmental bodies to get their approval of your concept because it will need to be able to pass international and local building codes for it to be accepted by any building owner, or architect/engineer?
This begs the question. Have you identified and mapped out all of the cities in the US and the rest of the world that have 70-story buildings and how many 70-story buildings there are in the world?
2.) Do you have any alpha or beta plants in operation?
3.) Do you have the ability to calculate and prove that your power plants can (a) reduce carbon footprint and (b) have less than a 36-month pay back period?
I'd have to estimate that it will take about 18-24 months before see the needle move on any implementation unless you can prove a very short payback period.
3.) Building awareness and interest is going to require a huge educational curve, which is typically opposite of a small budget, but it can be accomplished if you know the industry.
Have you done your market research? Have you created press releases/articles, videos and other content that might entice editors of trade publications that service municipal regulators, power generation, architects/engineers and building owners?
Introducing this concept is not for advertising. It's going to require a series of educational opportunities like trade shows, conferences and seminars/webinars. You're going to need quest speaking opportunities, but typically for trade shows and conferences call for speakers is done a year in advance of the event.
For in-person seminars and webinars, they're not always inexpensive to produce. The least expensive method would be a webinar hosted by the appropriate trade publications since they'll have the email lists you'll need to tap into to get attendees.
Jun 17, 2014
Hi Charles -- Little budget is not a significant problem and don't let anyone tell you that it is. What you will trade for your lack of budget, you must compensate with your time, effort and -above all- creativity.
Without knowing your goals or targets, it's hard to give an accurate recommendation, but do some research on Hubspot (inbound marketing topics), Buffer (social media strategy), and Marketo (general marketing strategy) - don't discount non-traditional means for getting the word out. Create buzz however you can: guerrilla marketing, social media, direct networking, host events with potential sponsors interested in your mission (if they're invested, they'll be happy to help how they can).
Think outside the box, speak about your differentiation, build a community, and be genuine with your growing group of stakeholders. Cheers!
Jun 17, 2014
Who is the target audience? Who do you neeed to convince about the viability of the technology? State or federal level? Seems very targeted. Do you have a pilot project going anywhere? This could find wide placement via TV and social media outlets if you have solid visuals--renderings, animation, etc. But with a limited budget, you'll have to be selective. Create content that will be easy for reporters and their media outlets to use. Seriously, a hydro power plant in the middle of a major metro area--this is so "What did you just say?" that any reporter, from the features desk to the technology editor will take a look just for the sake of curiosity. That said, have the content and contacts prepped and ready to go. Basics--fact sheet(s), FAQs (What happens if a pipe breaks? You're in the middle of a major metro area for crying outloud.), how the technology works, what the benefits will be, etc. Regarding the lack of a budget, you may want to reach out to a local college or tech school with a graphics program for both renderings and animation. A great opportunity for a student, but a bit more leg work for you to manage, and a bit more challenging if you're looking to execute during the summer.
Jun 17, 2014
Charles,
You may want to toss this around. Choose a major city in which a large-scale Hydro Power Plant could/would be placed. Let's just say it's Chicago, or the city where you're located. Get a map of the city and choose a 'site' for it. Create a teaser campaign for the journalists and television station editors sending out five items on five consecutive weeks related to this plant. I'm not sure what is involved in creating a Hydro Power Plant, but it's got to include water, hard hats, some type of tools used to build the plant, etc. These items would be accompanied by a press release that gives a few details about the patent, but not too many. Each week they give more detail. The point would be to tease these writers into finding out what's behind the campaign. At the end of five weeks, hold a press conference at the site you've chosen for this plant and explain the whole project.
Small budgets are not fun, you just have to work harder and smarter to overcome them, and isn't that what PR is all about?
Julie Conrey
Jun 17, 2014
Hi. In order to answer this properly, I would need to know the demographic that you would like to reach. What types of media work best in the area that you are attempting to target? What are the statistics? That would help.
Elizabeth
Jun 17, 2014
Target key media, key opinion makers in your space! Shoot for the stars. You can't lose!
Jun 17, 2014
Do you have a working model? If so a news cast would be your best bet. If an investor sees it working they are more likely to invest. and with the way media goes today it may just flow up to the majors. Another route would be contacting the Discovery Channel They are looking for content like this all the time. The main thing is a working model, even if just to scale.
Jun 17, 2014
Get in touch with Economic Development Councils and other organizations that interested in growing the business sector. Partner with non-profit organizations that focus on renewable energy and green technologies.
Jun 17, 2014
I would try to get some stories in publications that are read by building owners and facilities managers. I would develop a database of those people and do an email campaign to them. This is a very specific audience and I would not waste my money going after the general public with radio and TV.
Jun 17, 2014
Hi Charles,
I agree with Dave that you will need a large budget for something of this magnitude. However, crowdfunding takes time (you should begin that now) and you need to get started right away. In the meantime, contact your local TV stations, radio, and newspapers. They are always looking for content and establish yourself as an expert in your area. Local TV shows are always seeking guests, don't assume that your platform is irrelevant to their audience, your goal is to get your product before people and you never know who might be channel surfing that day.
Also, brush up on your public speaking skills and contact the Rotary, local colleges, chamber, etc. and request to speak at a function. Again, they are always seeking speakers. This will also assist you in establishing yourself as an expert in your field in your area.
Write articles for blogs, may I suggest http://ezinearticles.com.
Finally, with the funds that you do have, get a quality TV commercial produced and purchase some TV spots. Take the commercial that was produced and place it on all of your social media. Purchase small ads in your local newspapers and tabloids. Don't forget radio purchases. Keep your social media sites updated frequently with content.
The best to you, I know you will be successful and never give up.
Jun 17, 2014
Some good thoughts. However, Charles has said he has a small budget - you suggest many options that cost a lot of money.
Jun 17, 2014
Please let us know if DGE Productions can help with the quality TV commercials.
Jun 17, 2014
@Sue Wright. What I suggested is not high budget. He will need to purchase the right dayparts. One or a few strategically placed commercials are more valuable than 100 misplaced commercials.
A small classified ad is minimal cost. The interviews are free exposure, on television, radio, and newspaper article.
He should be able to accomplish these steps with a small budget. He is not trying to purchase regionally or nationally, but locally. As always, he should negotiate with the media outlet, trust me they have wiggle room, I do this everyday.
Jun 17, 2014
Utilise a journalist database to locate the relevant journalists within the environmental sector and then distribute press releases to increase awareness.
Jun 17, 2014
Hi Charles,
When you say a small budget - how small?
I would suggest you need to talk sensibly with someone to see what can be done for your budgets.
Jun 16, 2014
For something like this Charles, a small budget is pointless, innovation needs immediate and large scale action, otherwise the chance will pass you by and someone with a budget will take the market share.
My advice would be to stop thinking small, get a business plan together and promote your business through a large crowdfunding site. 'then spend it on advertising and PR.
If people perceive the idea to be earthshattering, funding offers will roll in.