Champagne Dreams on a Beer Budget
- Lyanne Campbell
- Jul 24
- 4 min read
I remember doing a float for our parade of lights.
No fancy budget for a glowing sign –- just coroplast, rope lights, and a ridiculous amount of zip ties. Three words, 20 letters, under $100…and it was used for years.
This was a small drop in the big bucket of scrappy ideas that I needed to pull off.
My dreams were big.
The ideas needed to spark.
We didn’t have the budget to get in the ring with the heavy hitters.
Fast-forward: dozens of “scrappy” initiatives, plenty of hot-glue scars, and a shelf of national marketing awards later, here’s what I know for sure:
When you can’t outspend, you have to out-think.
Want to talk marketing strategy and tactics? Me too!
Here are 3 scrappy tactics you can use today – whether your budget is shoestring or champagne.
1. Your staff are your biggest allies.
For anyone who’s worked with me, you’ll have heard me say time and again, “Marketing can do all the pretty in the world, but without your support, it simply cannot do as well as it could.”
How are you engaging your staff in your marketing initiatives?
Do they know why the campaign is running?
Can they connect it to what’s in it for them?
Are you showing them how they can use the collateral to engage in conversations?
Do you bring it forward more than once? (Marketing messages need to land 7+ times to stick –- our staff are no different).
Why this works: Your staff knows the members/customers best. When they feel invested in the marketing work you are doing -- and they can see how it will make their job easier -- you will see a far greater lift in your marketing efforts.
What’s that saying, “A rising tide lifts all ships” -- I think that fits here.
2. Lean into your members or customers.
It’s got to be close to 20 years ago when I ran my first testimonial campaign.
I remember reaching out to members and asking if they would be willing to share a photo of themselves and a quote about their experience with our business.
Back then we didn’t have phone cameras that could take amazing pictures, and I didn’t have a budget for a photographer. So, they sent their photo -- raw, natural.
It was perfect.
Why this works: Testimonials helps others make decisions because they trust the person who shared their experience. It creates a shortcut in the buyer’s mind that others have done the research, taken the chance, had a good outcome, and so, it’s safe to try.
What I didn’t know then, is that this is a behavioural science tactic called “Social Proof”.
And it works.
3. Do something unexpected.
I used to paint the windows on our main street business with the campaign promotion we were running. Why? Because it never crossed my mind (or budget) to have decals made. Even though they probably were a thing back then.
We used to get so many comments on these pieces.
Because they were the most amazing pieces of art? Heck, no.
It’s because they were unexpected.
Why this works: Doing something unexpected – like painting a window, doing a flash mob (is that a thing anymore?), or handing out swag in an unexpected way creates interest. It makes people stop and say – what is this?
Doing something just a little different makes them pause long enough to see your brand or offer. And that’s gold.
I’m still thinking scrappy – whether I have a hefty budget or pocket change. Because scrappy ideas can create big results.
What scrappy ideas have you done that has been a win (big or small)? I’d love to cheer you on!
Keep on being amazing,
Lyanne
Disclaimer: This post was written authentically by me. Not AI.
Marketing shouldn’t feel like guesswork.
If you’re tired of wasting time on marketing tactics that don’t move the needle, you’re in the right place. My goal is to help you create a clear, strategic marketing plan that actually works—so you can stop spinning your wheels and start seeing results.
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To your success,
Lyanne
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