When you turn on the tv, surf the net or even go outside (so unpopular these days) you see different types of advertisement. And interesting dynamics happen.
The biggest mistake many small players do is trying to copy promotional ideas the big players use. Why is that? Because usually what you see is big players. They are big enough to be and promote everywhere, so it is main source of inspiration.
It needs a lot more effort to take a deeper look and search for smaller companies and how they promote and lead their business.
Invest your money wisely!