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The Right Place at the Right Time

Marketing Doris - Right place at the Right Time

I will often say that we shouldn’t get distracted from the Business objectives or the marketing strategy.

However sometimes a great opportunity will present itself, so what should you do then?

Don’t just write it off

You may feel you don’t have time or the budget to consider the opportunity, but just hold your horses. Do some research first, and this could be done quite quickly depending on the proposition.

For example, if you have been offered a ‘great deal’ advertising space;

  • Is it in a publication you already advertise in?
  • Is it one read by your target market?
  • Is it paid or free media?
  • What size is the space, and where is it within the publication?
  • How much the advert is it (compared to what it should have been)?
  • Why is this space now available and
  • When do they need the artwork / copy for?

If you are satisfied with the answers and you feel you will get a Return on Investment, then go for it. However, if you have doubts or if the publication is unable to answer these questions (or you don’t like the answers) or if you have little time to turn around the artwork copy then don’t do it.

It’s relevant

I actively encourage businesses to embrace (appropriate) topical news and angles to highlight or promote their own product, services or demonstrate their expertise in a particular area.

Social media and blogs are two very quick and easy tools to use in marketing for this purpose and businesses of all sizes can embrace these methods. We see this often with popular TV programmes i.e. The Great British Bake Off, Strictly Come Dancing and The Olympics with huge spikes in content, marketing and adverts making reference, directly or indirectly to these.

It’s right there on your doorstep

I paid my first visit to Croatia last weekend. As someone who has only seen the original 1977 Star Wars film (yes really) and has only heard of Game of Thrones but has never seen an episode (yes really), I had not realised that Dubrovnik had been used for filming these productions.

Obviously I’m in the minority and there are many people who do know this location fact, and as such purposely plan a visit to this beautiful walled city to see the sights and walk the same steps as their favourite characters.

Back in the pre-filming days the Dubrovnik version of the Tourist Board were likely to be focussing on other marketing activities, but once they realised the popularity and the pull these productions would have on tourism and the benefits to the city they embraced it. There are now walking tours and merchandise available, they are well marketed, however they don’t detract from the beauty of the city (though some people may disagree) and they are clearly bringing an increase in revenue to the area. This may not be a long term sustainable revenue stream, or an ongoing marketing activity for the region and may depend on the longevity of the popularity of the two, but in the meantime it’s a great way to attract visitors to the city.

 

So in summary, stick to your marketing strategy but plan to give yourself enough flexibility to make relevant and appropriate adjustments… and if you are not sure and you need guidance, contact Marketing Doris info@marketingdoris.co.uk

Feedback:

PHA Kitchen Essentials
Jacqui O'Brien
"We worked with Helen for just under a year. She brought fresh ideas that we had not thought of and taught us many things we did not know. Her enthusiasm and work ethic are second to none. She was committed"
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