The Best Ideas Aren’t Always In The Box

When thinking about branding, we all know that large brands tend to have the financial resources to produce innovative and creative advertising while smaller brands and budgets often have difficulties getting noticed.

With this in mind, I wanted to showcase how with some creative, out of the box thinking, a small brand (Queensland Board of Tourism) made a real impact with a low cost approach!

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This extraordinary campaign relied on the “Jobs” section of newspapers to get noticed. The result: the Board received over 7 million visitors, 34,000 applicants from 200 countries, and 500,000 votes for this once-in-a-lifetime job.

My take away for all SMBs is that you can make a difference and leave an impact with great results if you risk a little, and work with non-traditional marketing channels.

Has your SMB ever had success with an out of the box campaign? Or has a radically different campaign backfired for you? Have you wanted to try a risky campaign, but been held back by fear? I look forward to hearing your stories in the comments below.

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