Creativity is critical today to outsmart the competition

Consider other media

Once upon a time, advertisers targeted key audiences via one specific medium, such as TV. But times have changed, and now a television commercial will likely also end up on YouTube, blogs and social networking sites. Therefore it is essential that marketers create materials which will work across a range of media.

A great example is Coca-Cola's Facebook fan page, started by two loyal customers. When the page attracted 3.3 million members, Coca-Cola took notice and attributed the page's popularity in part to the crisp high-resolution photo of a Coke can. Coca-Cola invests in quality photographs of its products for advertising, such as print and online ads, but also makes them available on its Web site for public use. Thanks in part to this smart move, customers can promote Coca-Cola products online using high quality images that translate well into other media.

Get personal

With the proliferation of social media, customers are forging stronger emotional connections with brands because they can interact with them via platforms such as Twitter and Facebook.

Take Comcast, for example. Frank Eliason, Comcast's customer service manager, responds instantly to customer inquiries on Twitter and has become a face of the brand. At customers' request, he even uses his own photo as his Twitter icon instead of a company logo.

As companies become friendlier and more relatable to customers, their images must morph to match. Companies can no longer rely on cold stock images or dated photography to represent their brands. Instead they need fresh pictures that personify their new reputation.

Make the investment

It may feel counter intuitive, but now is the time to demonstrate value through activities such refreshing brands with new photographs and marketing campaigns. When budgets are tight, many executives are tempted to scrap this activity, but this is a mistake.

So how can companies advertise with tight budgets? Consider Twitter and Facebook. More than buzzwords or fads, social media provide brands with free access to a critical mass of interested, engaged potential customers. According to TechCruch, Twitter now boasts more than 19 million users, and Facebook has more than 30 million.

Despite the financial troubles facing many airlines, Alaska Airlines recently introduced an in-flight Wi-Fi service trial. Instead of launching an extravagant advertising campaign, the airline generated buzz online by reaching out to bloggers with images and a YouTube video of the service. The result? Alaska Airlines secured great coverage and many positive reviews. And since oftentimes customers look to blogs for advice before a purchase, viral buzz can quickly lead to sales.

But take note: social media are not avenues for blatant product pitching. Rather, they provide a direct way to connect and interact with customers, other companies and influencers like journalists and analysts.

Generate buzz

Companies can still get people talking about their brands without expensive advertising campaigns. When Jason Jacobs wanted to generate buzz for his iPhone application RunKeeper, he dressed up as an iPhone with the RunKeeper logo to run the Boston Marathon. He posted videos on YouTube and Twittered throughout the race. The gimmick was such a hit that it resulted in articles in the New York Times and PR Week.

With so much dismal news about the economy, it's all too easy to cut marketing budgets and avoid proactive outreach. But with a little creativity and a solid plan, increasing sales and media buzz needn't be an expensive endeavor.