One major challenge for low-budget advertisers is to increase reach. Brands with low budgets should focus on original thinking and creativity to generate fame beyond their means. Stunts, experiential or spoof marketing is increasingly used to gain attention on a low budget. Marketers could also choose to target a sub-segment of the market and/or use fewer media channels, with emphasis on 'owned' or 'earned' media, and influencers.
There is no single definition for 'low budget', as media costs vary by market. Warc generally defines low budgets as between $0-$500,000.
1. Successful low-budget campaigns are highly digital-focused
Analysis of the WARC case study database of successful, prize-winning campaigns shows that the biggest determinant of media allocation is the size of budget. Low-budget campaigns allocate more of their spend to digital and less to TV than the total database.
Read more in: Media allocation report