8x RoI on
marketing investment
John McGee writing in the Sunday Independent reminds us that marketing
communications providers “don't have the same perceived gravitas as other
providers of corporate services like management consultants, tax advisers and
solicitors.” This is very true and
boards tend to comprise financial and technical people rather than
marketeers. John outlines a couple of
possible reasons for this.
He also tells us about a
recent report entitled, “Marketing Multiplied” which was prepared by two
economists which shows that over a two-year period - and covering eight
different industries - every €1 invested in advertising typically delivers a
revenue return on marketing investment of around €8.26 and, more importantly, a
net return on investment of €5.44.
That should make the boards around Ireland sit up, he suggests!
Bloggers have to declare if
paid
New guidelines from the
Advertising Standards Authority of Ireland (ASAI) mean that bloggers and
influencers have to declare if they are being paid to promote a product. The ASAI also said that advertisers i.e. the
companies paying the bloggers/influencers also have a responsibility to ensure
that bloggers adhere to the new ASAI guidelines, ensuring posts are
"legal, decent, honest and truthful". Bloggers are being told to use #AD or #SP on
relevant posts.
Clever PR!
Here are a couple of PR initiatives that grabbed my
attention in recent weeks
Babestation
The first was Babestation who turned complaints about
x-rated calls going to Westport residents by mistake into a huge publicity
opportunity. In response to the complaints,
they sent a few of their ‘models’ to ‘apologise’ to the people of Westport and
generated a massive media scrum and acres of media coverage!
London
Bus Tour for Dogs
I absolutely loved this idea – the insurance company More
Than in the UK came up with this concept to promote their pet insurance. For 4 days in mid-January, 3 times a day,
they had a free sightseeing bus tour for dogs and their owners, highlighting
the best parks and dog walking spots in London!
They could also stop off at canine points of interest and pooch-friendly
cafes!
