Finding a novel marketing approach isn't always about making a quick sale.
When it comes to finding new approaches to reaching people, it seems like there are more ways than you can imagine. When you market your business, you need to remember that marketing isn't really about making the sale initially. Good marketing is about getting the potential customer to know who you are. A novel marketing idea can get you attention, which might lead to sales later on.
Unexpected
A Decatur, Illinois, theatrical company putting on a version of "Macbeth" came up with an unexpected twist to getting attention for its performances. The members had trading cards made up of the characters from the play and left them in various locations they felt potential customers might be found. They printed up eight different cards, and anyone who collected all eight would get free admission to the performance. The people behind the cards didn't want to focus on just getting people to see the one showing of "Macbeth." Instead, they wanted to raise awareness of the idea of community theater. If you can come up with an unexpected twist on an ordinary concept, you will probably generate the buzz you're looking for.
Intriguing
The marketing campaign behind the original "Blair Witch Project" created industry buzz when it premiered at the Sundance Film Festival. Posters of the three "missing" actors were posted all over the festival, and people weren't sure whether or not the movie was real or whether it was a documentary. When a website devoted to the entire "back story" of the Blair Witch went online, the movie took off. In the end, the movie made more than $250 million, which wasn't bad on a film that cost $50,000 to produce. If you can make a campaign that is intriguing enough to blur the lines between fantasy and reality, you can be fairly certain you'll have people taking notice of your business.
Trading
If you contact local media outlets and sponsor a contest they can promote on the air, you'll have a novel marketing opportunity. If you want to make it more unique, pick a media outlet that normally wouldn't do something strange and approach the management. For example, if you have a restaurant you want to promote, go to your classical music station and tell them you're going to sponsor a contest to have people come up with the greatest name for a new kind of "classic" meal. You get advertising on the radio station and the radio station gets the chance to be a part of something that might actually increase awareness of classical music.
Social Media
Make sure you use social media to spark your novel marketing plans. Post cryptic tweets on Twitter, linking them to the your business website. Interact with your customers in unexpected ways, making them look at your business in a different light. For example, if you find a product or service from a competitor that is better than yours, mention it to your followers and Facebook fans.
