Case studies are great. They tell you so much in such a short space. I think the Together Campaign launched at Romford Dog Track is a good example of what marketing is all about. It’s practical (free pooper scoopers on offer), well researched (surveys, focus groups) and it even includes a roadshow. And there’s more on the way like events, web work, print ads, internal communications … the works. Even better it’s for a good cause. – improving the local community. But what’s really exciting is that this campaign isn’t for a large corporation, it’s for a local council. It just proves how powerful marketing can be. How quickly it can change and how flexible it is. It can get directly to people and change their thinking. The campaign was developed by one of our own members. So congrats to Dominic Ridley-Moy
What do you think? Have you seen anything amazing lately? Have any of you come into contact with this campaign? Speak your mind
Sounds like a great campaign, and acts as a great “how to” for securing marketing budget in these testing times. The best way to secure marketing budget is to demonstrate the value that the work generates (and is therefore at stake if the budget is removed). With this campaign, this has been defined well up front with a baseline and follow-up survey to measure changes in perceived quality of life in the borough.
Have I seen anything amazing lately?
I love the Natural Confectionary Company’s recent campaign- selling the benefits of natural ingredients in kids sweets in these health-conscious times was the challenge. Bring on the trumpets was the answer!
Personally, I think this works at both “influencer” (kids who want sweets)and “decision maker” (parents who buy them) levels in the family Decision Making Unit. The ads are bizarre, engaging yet full of fun, which made me connect with the brand- even at Sky+ 30x speed.
The fun TV ads are backed up online by “Fun Stuff” on their website (see http://www.naturalconfectionery.co.uk/). Great for engaging the kids with some fantastic online content.
See here for further details: http://www.brandrepublic.com/News/839937/Natural-Confectionery-makes-UK-TV-debut-Fallon/