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Brand Aid, 2nd Edition by Brad VanAuken

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10

nontraditional marketing approaches that work

Advertising is usually the most important element in any brand marketing plan, but many companies are finding that other approaches are also effective. Some have pursued these approaches out of necessity, being unable to support national advertising campaigns, while others are just more innovative than most in developing their marketing repertoires.

Following are some examples of nontraditional marketing techniques:

Membership Organizations. Harley Owners Group (HOG), Hallmark Keepsake Ornament Collectors Club, Pond’s Institute.

Special Events. HOG Rallies, BMW Motorcycle Owners International Rally, Jeep Jamboree.

Museums and Factory Tours. World of Coca-Cola Museum in Atlanta and Las Vegas; ...

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