Magazine article Marketing

Innovation Ensures Success

Magazine article Marketing

Innovation Ensures Success

Article excerpt

Brands seeking to connect with consumers in person need to take a creative, integrated approach, writes Suzy Bashford.

Field marketing is becoming ever-more important because of - not in spite of - the fact that we live in an increasingly virtual world. As these four case studies show, field marketing is benefiting from a reaction to the time consumers spend online: they may be logging on to social networks for longer periods, but when they do get out into the 'real' world, they appear to be more receptive than ever to face-to-face contact.

Particularly for relatively intangible services, such as Freeview, creating a physical presence and personality for the brand is critical Similarly, another facet of field marketing that is fast becoming essential for other brands, like Ann Summers, is collecting content from consumers that can be used in social-media campaigns.

Both these major trends mean that the levels of creativity in this marketplace are on the up, allowing even functional brands, like E.ON, to come to life. As is argued in the Red Bull case study, there can be something magical about getting up close and personal with your consumers. For four examples of originality, creativity, strategy and integration, read on.

ANN SUMMERS & BECAUSE

Brand Q&A - Victoria Taylor Marketing manager, Ann Summers

What did you do?

Looked for real women to star in our first TV ad by taking our 'Sexy Uncovered Model Search Roadshow' to four shopping centres. Ten finalists appeared in our ad during the last episode of The Only Way is Essex. The public voted and the winner was revealed in another ad.

What is particularly innovative about this campaign?

Using a live brand experience not only to generate great content, but engage consumers in a more personal way. This fuelled a much larger-scale integrated campaign. We wanted to re-engage consumers and reach new audiences by taking our new brand to them.

What was the biggest challenge you encountered and how did you overcome it?

Because of the adult target of our brand, we had to go through a much more stringent and elongated sign-off process for the stand build and creative communications. We set a precedent when it came to the levels for the sign-off process.

How did digital play a part?

We created a dedicated microsite and iPhone app. Users could find out more and link to us on Facebook and Twitter. Social-media comment was supported by our chief executive Jacqueline Gold.

Did you learn anything doing this?

It's been an interesting test of the impact that live marketing can have on our business. The level of positive engagement that can be achieved offers a much richer and deeper conversation with the customer.

Were you satisfied that the campaign met your objectives?

The roadshow surpassed its engagement targets of 9800 consumer interactions and hit a total of 15,000 face-to-face interactions and 650 fully immersive consumer experiences.

Agency Q&A - Anna Bradshaw Account director, BEcause

Was there anything about the brand's approach you particularly liked?

The integrated mindset. For example, when it came to merchandising and staffing the Roadshow stand, the Ann Summers team did this with an effective blend of our plans and its own.

What advice would you have for other brands reading this article that might want to do a campaign like this?

Think carefully from the outset about what existing assets can help dress events. Don't just think about integrating an idea down from above the line, but also up from below the line.

RED BULL & REL

Brand Q&A - Gordon Yule Head of field sales, Red Bull

What did you do?

We parked our Formula One car in depots of three Booker cash- and-carry branches in Scotland, where Red Bull had been under-indexing. …

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