04 Aug 2014

Is your message getting through?

You wouldn’t sell bricks to builders in Knitting Magazine, or swimsuits to OAPs in the dead of winter. Mike Rigby, Managing Director of MRA Marketing, discusses the merits of targeting advertising and PR and why it pays to be in all the right places at the right time.

Scottish teacake makers, Tunnock’s are a modest bunch. It seems they didn’t know that by agreeing for their brand to be used in the opening ceremony of the Commonwealth Games, they would see their sales rocket. In fact, according to the Guardian, Waitrose reported a 62% rise in teacake sales in the 24 hours following the ceremony.

Tunnock’s had no say in how the brand was incorporated into the overall creative theme but were said to be ‘humbled’ to have been asked. In the event, the teacakes made a big impact, appearing as giant props with people inside. This week one of the teacake costumes was sold for a staggering £1,605 on the official auction site set up by the Games. Of course the value to Tunnock’s in increased brand awareness is priceless.

It’s an old adage, but ‘right place, right time, right message’ is as true today as it’s always been. And it’s especially true when times get tough. Blanket mailing, emailing, tweeting and blogging vague catch-all messages to anyone and everyone is not the way to go when you’re on a limited budget with tough objectives to meet. You have to be ruthless.

Doing your homework first and making sure you are targeting who you need to when and where you need to and, most important of all, with messaging that is engaging and relevant to them, is the golden rule of successful marketing. Be it offline or on, the more targeted and precise you can be, the better the results you will get.

Want help with your marketing? Comment below, tweet @MRAMarketing or email social@mra-marketing.com.


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