The success of any organization in the technologically advanced world of today is limited primarily by the extent of its readiness to allow creativity to flourish. Indeed some savvy businesses are reaping more profits from shoestring budgets and a willingness to be bold, daring, and creative than are many mega corporations that are strangled by their steadfast adherence to conventional marketing approaches.

Some companies prefer to stick with the timeworn convention of creating one-size-fits-all messages for a ?general public? and broadly disseminating them through traditional mass media options. While traditional channels such as television, radio, and newspapers still represent a large portion of the advertising landscape and certainly have their benefits if used correctly, it can often be far more effective and lucrative for organizations to move beyond using only these methods and explore the array of new and exciting possibilities made feasible by advancements in technology. Through the power of new media, marketers have access to limitless possibilities with which to reach their publics and motivate them to act including the creation of interactive websites, search engine marketing, email marketing, electronic newsletters, and video advertising.

Case Study: Blendtec Drove sales 500% in 2007 with Interactive Marketing

One company that opted for a more creative approach to selling its products is Blendtec, based in Orem, Utah, a leading manufacturer and seller of high-grade blenders for commercial and home use, as well as other kitchen appliances. The company touts its blenders as being the world?s strongest; they have highly powerful motors, jugs made of virtually unbreakable composite material, and a variety of other selling points that set them high above the those of its competitors. Blendtec is, in essence, the Rolex of the blender industry?top of the line.

While the company, its products, and its founder have not always enjoyed the kind of cult popularity they are experiencing today, the Blendtec brand is now top of mind in its industry thanks to a simple, yet forward-thinking and highly innovative idea. When the company?s marketing manager discovered that founder and CEO Tom Dickson routinely tests the durability of its blenders by jamming long pieces of wood through their blades until there is little left but sawdust, it was an inspirational moment. With a small budget, a lab coat, a rotisserie chicken, a garden rake, a bag of marbles, a camcorder, a willing and eager CEO, a little creativity and imagination, and, of course, the endless possibilities of the Internet, the team created and distributed the first few videos of the hugely successful Will It Blend? viral campaign.

The company sought to build awareness and demonstrate the strength of its blenders in an entertaining manner by having the CEO blend anything and everything imaginable on camera, then submitting the videos to YouTube. The videos went viral and gained more and more popularity, garnering massive attention, and the rest, as they say, is history.

To date, the team has created over 68 videos that have been watched millions of times, resulting in a tremendous amount of publicity for the company and its blenders. They can be viewed on YouTube and on a special company website created specifically for the campaign, www.willitblend.com

Since the company released the first handful of videos in late 2006, it has experienced a 500% increase in sales of its Total Blender, the machine featured in the videos and created for use in the household. The numbers clearly speak for themselves and exemplify just how much a company?s ROI can be increased with a shoestring budget and a little imagination. Below is a selection of Blentec?s Will It Blend? videos that are nothing less than compelling to watch.

Will It Blend? ? iPhone

Will It Blend? ? Hockey Pucks

Will It Blend? ? Rake Handle