Business Marketing on a Budget

Owned Media is about leveraging your own channels for brand exposure.

Owned Media refers to the media channels that a company owns and can control. These channels include, but are not limited to, product packaging, shipping boxes, employee uniforms, company logos, and various items and occasions that showcase the brand. In this concept, product packaging is emphasized as a unique form of media because it not only serves as a container for the product but also communicates information to potential consumers, much like an advertisement.

In the examples provided, creative design is highlighted as a means to create distinctive displays. For instance, toothpaste products like Colgate may form a parade-like formation on store shelves, while soy sauce brands like ChuShiBANG use specific brand symbols to create a spectacular effect. “Nao Bai Jin,” through striking design, captures attention. These visual effects turn products into a form of owned media on supermarket shelves, attracting the eyes of consumers.

Applications:

Product Packaging Design: Small companies can use clever product packaging design to make their products stand out as owned media in a retail environment, capturing the attention of consumers.

Delivery Box Advertising: For companies primarily engaged in e-commerce, adding advertisements to product delivery boxes allows for the utilization of spaces such as the back of delivery vehicles as owned media.

Company Logo Apparel: Service-oriented industries can consider incorporating the company logo into employee uniforms, such as emphasizing the company logo in clothing worn during speeches, meetings, trade shows, etc.

Personal Branding: Employees or company founders can integrate the company logo into personal branding. For example, wearing a T-shirt with the company logo in public or emphasizing the company’s brand image during speeches.

Social Media Accounts: Utilizing various social media platforms to create company accounts and sharing relevant content helps establish and disseminate the brand image.

Creative Application Scenarios: Based on the business’s characteristics, find more creative applications. This could involve showcasing the company brand on vehicles, luggage, business cards, etc.

By effectively leveraging these owned media channels, small companies can enhance brand visibility, convey brand messages, attract target audiences, and achieve brand exposure in various scenarios, all within a limited budget.