Guerilla Marketing

Aug 10, 2012 | Other

By Elizabeth Sparrow, Managing Director – Blabbermouth With the Olympics visiting London this month we found ourselves in the midst of athletic fever pitch, however, this rare event posed some troublesome issues for marketers. Any advert or promotion that created an association, of any type, with the London games would have likely been in breach of the guidelines and so could have resulted in an injunction, pursuit of damages, and the removal of related profits. The subtlest references or even a play on certain words could have been treated as an infringement. Words, mottos, mascots and related symbols were all forbidden unless you were an official sponsor and had coughed up the £40 million price tag. You may have considered your marketing harmless however it would of been naive not to check the rules before pressing send on any advertisement or e-shot. With hundreds of people recruited to catch you out and impose a £20,000 fine it inevitably put companies in a tricky position, how did you know for certain what is or is not acceptable? For instance, if you were to include the word ‘summer’ and ‘2012’ in the same advertisement your intentions were likely to be called into question. So, we were left questioning, are the rules a little over zealous? And, are they designed as yet another method to generate money for the giant Olympic pot? However, with the 2012 Olympics being the first truly digital event, as predicted some companies turned to ambush tactics to gain positioning as unofficial sponsors. As seen with Nike’s “Find Your Greatness” viral campaign, the power of social media meant...

Service Led Propositions

Jun 25, 2012 | Consultancy

By Elizabeth Sparrow, Managing Director – Blabbermouth Service led propositions are dominating the Telecoms and IT space however nurturing long term relationships should not be at the expense of new business generation or the commitment to your UVP. It is natural that leading with service, and offering a complete communications package, positions you close to the clients business and when done effectively you can be viewed as an outsourced IT department or expert for them. They will begin to turn to you for all their questions and when technology advances they will speak to you first. You will be able to secure the business via a light touch approach and avoid the vulgar ‘sales’ word entirely. There are many benefits to this approach including locking out your competitors from your clients, you build long-term relationships with your clients, they trust you and engage with you strategically and often, over the course of time, cost becomes irrelevant – they want to engage with you. This approach also assists in targeting the ongoing margin challenge by balancing higher margin solutions with lower margin solutions, and it keeps the overhead associated with business growth at a minimum. The cost in gaining more sales is cheaper when you look to your existing base and the risk is less; ensuring all customers take all products gives you more flexibility in where you make the money. But, what happens when you have exhausted your base? And, what happens when all your competitors start to do the same thing? What happens when the sales person that built this strategic relationship leaves your business? How do you...