Business Ideas in Romania

Tryvertising

• Posted by Clarisa on November 29th, 2006 filed in Retail

Opportunity: “try before you buy” - marketing services

Tryvertising is the alternative for spending your marketing budget on message-based advertising, commercials and other imagery that invades the consumer instead of leaving him to choose to use your product.

The products that could have a tryvertising campaign belong to extremely large categories: shoe cleaning wipes, perfume samples, luxury cars free test-drives, fitness classes, digital cameras, digital photo print, massage, mint drops, coffee, chairs (and other furniture) and so on.

The important places to cover would be bars/cafes, clubs, holiday resorts, events, sporting events, parks, public transport (buses, trams, subways, trains, taxis, waiting rooms), airports, cinemas, theaters, concerts, beaches, parks, planes, shops, supermarkets, shopping malls, hospitals, schools, universities, office spaces, gyms, conference venues, restaurants, and, very important, hotels.

In Romania, there are only few companies using this strategy, but they are not very visible. The most important are cosmetic samples in women magazines, test-drives and hotels samples (soaps, drinks and even Playstation, I recently saw one at Novotel Hotel in Bucharest). Tryvertising will increase honesty and performance, very needed through the Romanian consumers always looking for hits, but thinking twice if to spend money on it.

The most ideal audience is an audience with some free time, or one that is actually looking for something to read, listen to or figure out. This works especially well for products that need more time to be understood, appreciated and familiar or expensive products where a fear of spending big on a dud needs to be over won.

For more background info…see “Tryvertising” on www.trendwatching.com/trends/tryvertising.htm