We take a closer look at the winning marketing campaigns created
by readers of Growing Business, as part of the ‘How good is your
marketing?’ competition run in association with Canon
year Growing Business and imaging experts Canon teamed up to discover
the best examples of SME marketing. Many assume the most innovative and
effective marketing comes from the enterprise giants or as a result of a
hefty outlay. Not so, as the ingenuity shown in the entries submitted
to us demonstrated. When times are tough, the tough get going, it seems.
is often a survival instinct, to the extent that fighting to maintain
or improve market share when resources are constrained and the
environment is fiercely competitive has the effect of producing novel
solutions. While only three companies were selected as winners of a top
of the range A3 Canon PIXMA iX7000 printer, there were many other
Below our three winners give the lowdown on the
thinking behind their winning entries and the effect their campaigns
have had on business. In addition, four other companies were highly
commended for their efforts: social recruitment company BraveNewTalent;
web design agency BrixArt; TV and creative production company Bad Pony
Media Group; and bespoke suits tailoring company A Suit That Fits.com.
new routes to target market
Croydon-based pest control
company Cleankill came up with its ‘Weapons of mouse destruction’
journals, hoardings and flyers campaign in an effort to catch the eye
and raise a smile. The company targeted the ABC1 manager demographic
with its eye-catching adverts in magazines not normally targeted by
Canon UK’s Anna Ghosh says: “Cleankill produced
great examples of their previous marketing work, using quite humorous
ads to bring colour to what can be seen as an unglamorous industry.”Company:
Cleankill Pest ControlManaging director:
‘Weapons of mouse destruction’, and other target-specific adverts.Who
devised the campaign?
We did.Why did it stand out?
went for a humorous style not normally associated with a ‘distress’
industry like ours.What was the purpose?
To raise the profile
of Cleankill against better known national names within the industry.How
was it delivered?
Through magazines read by our specific target
markets, including the Chamber of Commerce, Diocesan Church magazines,
football programmes, and theatre programmes.How did you ensure
you reached the right audience?
Pest control is an industry which
affects everybody in all areas of life – our main market is property,
facility and building managers and the magazines and publications will
find many of these both in the workplace and socially. Many people find
it unusual for a pest control company to advertise in church magazines,
theatre programmes or football programmes. Indeed very few pest control
companies do any kind of true marketing, therefore a humorous advert is
more memorable. How much was invested?
did it achieve?
It has led to us starting to use a PR agency which
has now got us regularly featured on BBC Radio and into the national
press with other press releases.What was the ROI?
turnover growth for the first quarter of 2010 was up 16.5% over the
previous year.What other metrics did you measure?
rates – we are working hard on improving the search engine optimisation
of our website and part of the aim of our advertising is to drive people
to our website as opposed to our competitors. We are also starting to
use Facebook and Twitter with this in mind.
consumer lead the direct push
Started by a jam-loving
Scottish teenager, Superjam supplies all the major UK supermarkets. That
didn’t stop Fraser Doherty targeting new outlets – and what better way
than to approach them at the behest of their existing customers? He
utilised social networks to source names of farm shops and delis across
the nation. What Canon UK’s Anna Ghosh says: “SuperJam appealed to us
because it’s a small company with big ideas. While it has wide appeal
it’s still keen to give its customers that personal touch.”Company:
SuperJamFounder and CEO:
‘Suggest a Store’.Who devised the campaign?
did it stand out?
I am excited about the idea that grocery brands
can use social media and the web to have a meaningful conversation with
the people who buy their products, something that hasn’t historically
been possible.What was the purpose?
We wanted to find out
from consumers which stores they think we should sell our products to.How
was it delivered?
We used our website, blog, email newsletter and
social networks to ask consumers to tell us about stores in their area
that they think should sell SuperJam. We got in touch with the stores
(and there were hundreds of them!) and told them more about the
products. If they placed an order, we sent a free jar of jam to the
person who suggested the store. Pretty simple really.How did you
ensure you reached the right audience?
People who use our site, read
the blog and are fans on Facebook are people who love the brand;
exactly the type of people who can give us advice.How much was
We invested about £10,000.What did it achieve?
We got hundreds of new stockists, opened meaningful dialogue with the
people who buy our products and the campaign was even featured in the
Financial Times as an example of an ‘old industry’ grocery company using
new technologies to talk to consumers.What was the ROI?
to say but we are still running the campaign now so it is definitely
generating sales and profits.What other metrics did you measure?
How many stores individuals suggested – they are the people who I
believe really care about the brand, so I also phoned some personally to