A Word From The Authors

A Word From The Authors

© Brummet Media Group

Several years ago I was a guest on Tina LaLonde's YouTube Channel but recently I was inspired to listen to it again. 

If you would like to access the full interview on Tina LaLonde's YouTube Channel click on the link below. 

 

https://www.youtube.com/watch?v=yZegqZYun7c

“Purple Snowflake Marketing comes from the concept of 'how am I going to stand out?' You do that by shining like a purple snowflake among a snowstorm of your peers. We want to be that shiny purple snowflake and there's a lot of ways of going about doing that!

Let’s use the example of advertising in a magazine using the Purple Snowflake Marketing technique:

I'm going to put an ad in a magazine I'm going to research that Magazine first of all I'm going to make sure that their circulation is highly targeted to my topic so I'm not wasting money I'm also going to be talking to the magazine about what kind of discounts they might have - you know sometimes magazines will have a deadline and if they don't haven't filled all the advertising spots within a certain deadline then they'll allow you to come in at a lower price range for those ads... but you have to be kind of on a list so you tell them you want to be on that list and when they have an opening let you know.

Sometimes, if you have a really good relationship with them, you can specify where you want that ad to be. ie: 'I want the ad to be in the middle of the page; I want it to be in the beginning of the magazine; or I want it to be at the top of the page near a certain topic  - if you're running a topic on making clay drums and I have a drum teaching book I want my book advertised near that article. 

So you can talk to them and see what's coming up what's in their magazine, where the best placement for your ad might be - so that you have the most effective  reach and impact with that ad.

You're going to look at the other ads in that magazine's back issues. ...What are these other ads doing to stand out on that page? Which ones disappear? When scanning through the pages, which ones drawing the eye to them? 

And so you're evaluating and then taking elements of those things and you're making your own unique ad taking elements of those ads. ...How they stood out - the shape of their ad, the bigger bold outline on their ads  or were the ads with shadow, raised font, or colours - whatever and so you're looking at using these different effects to get the most effective use of your budget.”

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