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Creativity at the core of modern marketing

by Victoria Keyworth / 27 July 2016

Last weekend we had the pleasure of going along to the pre-launch of Winchester's very own speakeasy, Bring & Mix
We were given a time, a codeword and a picture of the location to seek out. It was all very exciting. And we weren't disappointed, just look at those beauties...  

Bring and Mix cocktail bar in Winchester

It also got me thinking about how to really stand out from the norm in business these days you have to get creative. It’s one thing opening a bar in an area already saturated with bars. It’s entirely another not actually opening a bar at all. 

To be clever in business you have to have clever marketing! So without further ado here are my...

Top 5 creative marketing tactics for 2016:

1. The Pop Up

Not a new concept, but one more and more businesses are realising works. The beauty of a pop-up is that you place your product right where it needs to be, in the midst of your potential customers. You’re not just selling a product, you’re selling an experience - everything from the decor to the staff need to define your brand. If your product doesn’t usually have a physical location aside from it’s manufacturing base, then this is your time to shine! Position yourself in the market by telling people who you are! 

Luckily for us a brilliant, and delicious, example of a pop up just ... popped up ... in Winchester; Creighton's Chocolaterie is in The Hambledon until the 28th of August, selling amazing treats in the heart of a store which already has a brilliant customer base both in the city and online. I, for one, am very pleased about this new addition.

Creightons chocolaterie pop up in The Hambledon in Winchester

2. The Secret

This is a risky one! But when used well creates that feeling of exclusivity that makes customers feel extra special.
A great example of this is Senador Volstead Beer, named after the Senator who brought in prohibition in the 1920s. In the true speakeasy spirit they’ve created a facade to their website and you’d be forgiven for thinking you’d taken a wrong turn; they even have a shop stocked with Teddy Bears.

It’s only after a minute of being confused that a box pops up telling you to stop wasting time, the beer's getting warm - you resize your window and hey presto, it’s beer o’clock.  Not only is this approach completely different and fun, but it’s instantly memorable and that is the goal of any good marketing campaign. 

Senador volstead beer secret marketing tactic

3. The Team-up

In the age of the Influencer, instead of spending money on traditional marketing methods, brands are busy becoming friendly with the people that count; whether that’s a blogger or an instagram star. The reality is that when one persons post is guaranteed to reach thousands, even millions of people on their feed, why bother with traditional social media adverts. Sure, you still pay a chunk of money for that promotion, but you’ll also have the backing of a trusted and well-liked influencer - and that’s better than a million 5* Google+ ratings!

Lets look at Organic Valley for example, an American farmer-owned cooperative who recently partnered with our very own OMSCo in Somerset.
They invited popular US blogger Love Taza along to a Farm Tour and she posted some lovely pictures on her insta, sounds innocent enough! But, to put things in perspective the most popular picture of her daughter on her husbands shoulders garnered 13.1K likes, Organic Valley’s entire instagram following is 18.7K and the likes on their pictures hover in the low hundreds. Another great upshot is the conversation the brand - in this case Organic Valley - can have with Naomi’s followers.
When deciding to delve into this kind of marketing it's important to choose who you team up with wisely. Naomi is a family and lifestyle blogger, known for her wholesome idyllic posts and healthy lifestyle - so teaming up with an organic farm foods company just makes sense. Think of your brand, or what you want your brand to be, and approach an influencer who you think most reflects that.  

Love Taza blogger and influencer teams up with Organic Valley

4. The Networker

Imagine you’re a shoe company. How would you market yourself? Cocktail parties, live music nights, a hair ‘braid bar’, an indoor campfire event with marshmallows and whiskey, secret suppers, popcorn breakfasts, distillery exploring - no? That’s what The Frye Company do. 
They’re not afraid to let their shoes take a back seat; often creating a brand is about creating a community and it’s important you appeal to them - not just their feet.

Whatever you’re marketing, remember that your product is not your customers only interest. By networking with other companies and products that will appeal to your community, you’re expanding your reach. People like to be given something when it comes to marketing these days; whether you’re introducing them to a cool band, a new brand or event, the more you have to offer the more potential customers will engage with you.    

The Frye Company marketing tactics


5. The Showoff

Live video streaming might sound scary, but it’s taking off in a big way. We’re not just talking Snapchat; Periscope and the new Facebook Live are at the forefront of the new movement. Brands are already starting to embrace the newest format and here are just a few ways they’re succeeding:

Sneak-peeks - whether at an exclusive event consumers might not otherwise have access to, or of a new product fresh out the box!
Special offers - who doesn’t love a special offer, especially if you’re the first to hear it live!
Influencer take-overs - bloggers and celebrities are already embracing live streaming platforms, so approaching one to ‘take-over’ your live stream is a brilliant way to increase to engagement and reach.
Live Q&As - whether you’re talking tutorials, how-to’s or just an introduction to your brand, a Q&A session is a great way to get to know your consumers and what they’re interested in. 
Behind the scenes - live streaming is a great opportunity to show off your brand personality, introduce the key figures in your company, the amazing cakes you bring in, your favourite place for a Friday lunch. People like to connect with people, so don’t be afraid to show who you are!

live video streaming marketing

Have you ever used any of these tactics? Or come up with an entirely new mindblowing idea? We'd love to hear your thoughts - tweet us!

Victoria Keyworth

With a compulsion for content writing and a head for campaign strategy, when your social media marketing needs a refresh this is the girl to do it.

Keeping one eye on what's trending and one eye on your next big idea, she can help you make sure you're always ahead of the curve. She's also a big fan of the proper use of semicolons.

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