Most business owners naturally assume the best way to reach their customers is by speaking directly to their needs and desires. While this direct approach can be effective, sometimes an indirect strategy can be even more powerful. Indirect marketing doesn’t attempt to sell something head-on. Instead, it creates circumstances or environments that draw the customer in — where they then naturally engage with your business.
Living in Colorado, I’ve seen how politicians cleverly use indirect methods to drive voter turnout, particularly around contentious issues like recreational marijuana and gun rights. In Colorado, cities decide individually whether to allow marijuana dispensaries. When a marijuana ballot initiative is on the table, it tends to galvanize younger, lower-income voters — a group that typically leans liberal. These voters might not have participated otherwise, but the marijuana issue gets them to the polls, where they are also more likely to support liberal candidates. It’s an indirect route to achieving a broader political goal.
Similarly, when gun-related issues are placed on the ballot, it energizes conservative voters, pulling them to the polls in greater numbers. These examples show that the real objective isn’t necessarily about marijuana or guns — it’s about getting a certain demographic to show up and vote.
Businesses can apply this exact principle to marketing. One classic example is McDonald’s PlayPlaces. McDonald’s didn’t build indoor playgrounds because they wanted to expand into the childcare business. They did it to appeal to parents with young children. Once families are inside and the kids are happily playing, the odds that the parents will purchase meals from McDonald’s skyrocket. The PlayPlace itself doesn’t sell a burger or fries, but it indirectly drives sales by attracting the right customer under the right conditions.
So, how can you apply an indirect marketing strategy in your business?
Maybe you own a coffee shop. Instead of just advertising your drinks, you could host free poetry readings, trivia nights, or live music. You create a reason for people to show up beyond simply buying coffee. Once they’re there, they are much more likely to order a latte, grab a muffin, and come back again and again.
If you run a fitness studio, consider offering free wellness seminars or health screenings. It positions you as a helpful resource, and once visitors are in your studio, signing up for classes becomes a natural next step.
Even e-commerce businesses can use indirect strategies. Offering a free webinar, an engaging downloadable guide, or an entertaining quiz related to your product category pulls people in, builds trust, and gives you an opportunity to upsell without the hard pitch.
The key to successful indirect marketing is identifying an emotionally compelling or practical reason for your ideal customer to engage with you — something that doesn’t initially look like a sales pitch. By creating an environment where customers choose to step into your world, you dramatically increase your chances of making a sale.
