Use your imagination in marketing
T-MOBILE simultaneously launched its latest guerrilla-style ad campaign across more than 80 TV channels and social networks last month.
The three-minute Welcome Back commercial involves 500 actors breaking into songs such as Iggy Pop’s The Passenger and I knew you were waiting (for me) by George Michael and Aretha Franklin, to greet bemused passengers arriving on international flights at Heathrow’s Terminal 5.
The advert has already been viewed more than one million times on YouTube and follows T-Mobile’s other highly successful flash-mob marketing campaigns.
Having an effective marketing strategy is crucial to the success of every business, regardless of its size. It allows you to be creative, promote your product, generate sales and engage with customers. An effective marketing plan will help you target customers, set objectives and differentiate your business from competitors.
Once you have your strategy, you must then decide which marketing activities will complement your plan. There are a range of marketing channels to support your business and suit every budget. Advertising, public relations, brand building and social media are just a few of the many options available.
Choosing the right channel is a crucial decision and must be heavily influenced by your customers’ needs. Establishing what and how they buy will help you choose the most cost-effective channel to get your message to the right people.
PR means getting people to talk and think about your business in a positive way. It is an effective way to get good publicity without advertising and is an effective customer engagement tool.
Building a brand for your business, whatever its size, will reflect its strength and help customers differentiate your products and services from your competitors. The internet is a vital tool for any business looking to grow. A website is a permanent online advert for your business and allows you to reach customers outside your locality.
Online and social media is also changing the way that businesses promote their products and build customer relations.
Generating an online buzz, like the T-Mobile advert has done, provides a relatively cheap and easy way to complement existing marketing activities, advertise your products and services and engage with existing and potential customers.“
Business Link’s Marketing: the art of conference returns to The Sage Gateshead for the third consecutive year on November 11. The event will feature a mix of high-profile speakers, including Hello Boys adman Trevor Beattie, presentations, exhibitors and innovative sessions including Digital Marketing – Today and Beyond Tomorrow, and Guerrilla Marketing, which will look at using imaginative ideas to connect with customers and make them take notice.
For full event details or to book tickets visit www.eventsnortheast.co.uk/artof or call 0191 241 4523.
Business Link has a team of expert advisers who can offer advice, help and information if you are looking to develop marketing within your business. For further information about Business Link visit www.businesslink.gov.uk/northeast or call 0845 600 9 006.
:: Tracy Clarkson, Business Link advisor