One of the challenges facing Marketers is getting the right message in front of the right person at the right time - or is that 3 challenges? Here is a recent example of an offline campaign by Lucozade that 'hit the spot'.
Lucozade has placed an ad above a urinal at my local sports centre with an headline of 'Topping up your fluid levels is vital to maintaining performance during exercise. Water alone is not enough.'
They continue 'You can monitor your hydration levels using the pee chart' which shows 6 different colours from straw yellow to orange brown.
I defy anyone to read the ad and not look down to make a comparison!
The ad finishes by saying 'Choose your training partner' with 3 pack shots of their product range. Lucozade have created a website (the Lucozade Sport Science Academy ) which provides further sports nutrition information and an online shop which converts web visitors to customers and demonstrates their joined-up marketing approach.
Key learning for companies large and small (using Lucozade as an example)
Conduct regular reviews to ensure that you:-
- have a clearly defined target audience(s) e.g. people doing sports / exercise
- have a solution that solves a key problem (for your target audience) e.g. the need to maintain fluid levels when exercising
- have an effective message that cuts through all the 'noise' e.g. water isn't enough: test your pee colour
- know how to reach them when your solution is most relevant e.g. at the urinal.
- n.b. this is why Pay Per Click marketing is so powerful as your message only appears when people are searching for your product / problem
- carry out joined-up web marketing
Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.
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