Strategy and Sausages:
A British Strategic Planner in Germany
Friday, 28 September 2012
Hyperlocal, grass roots, SoLoMo ....you can choose whichever buzz word you like, but no-one can get away from the fact that mobile technology is opening up a whole load of new possibilities on a local level.
But the campaign that tickled me recently uses good old-fashioned guerrilla tactics - to tap into the local market. Going back to that phrase "grass roots", I'll confess to why I think this idea has grabbed me so much. I grew up in Camberley, which is not a million miles from Windlesham. It's all very stockbroker belt and pink gin and one of my joys as a child was collecting golf balls that had strayed off the fairway.
The challenge for the Windlesham Golf Club was to attract new members who may not live a short drive away by distance, but who do by time. As the club is very close to the M3, this is quite a wide catchment area.
The cunning plan devised by the agency was to "plant" golf balls with the club's web address and logo in drives and gardens of prospective new members, giving the impression that they'd simply flown in from a rather over-energetic swipe.
As anyone who lives in the area knows, stray golf balls in the garden are no uncommon occurrence - but a golf ball as cleverly logo-ed up as this one is rarer than an albatross.
Best thing of all - you can use the ball for your first round!
When I was little, I wanted to be a spy. I got off to a good start, studying Psychology at Trinity College, Cambridge but somehow got side-tracked into the wonderful world of advertising and marketing.
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