Borrow ideas from other sectors
Pooch and Mutt, a healthy dog food company that wants to challenge the leading pet brands, has used a range of online advertising campaigns to grow brand awareness.
“We run ads on Facebook and Google AdWords, with our current campaign returning £25 for every £5 invested,” says founder,
Guy Blaskey. “We’ve just started using Amazon’s keyword advertising offering to great success.”
During last year’s festive season, the business made an online
video, parodying the dog that featured in the John Lewis Christmas advert, which it posted to Facebook and YouTube.
“It got one million views in the run up to Christmas and led to a six-time increase in sales in Tesco,” says Mr Blaskey, who puts that success down to finding inspiration from outside of the sector: “I see who’s doing advertising best elsewhere, then replicate it in a way that suits us.”
He recommends looking at ad expert Gary Vaynerchuk’s website and media strategist Ryan Holiday’s online blog, both of which offer indispensable marketing advice for small and medium-sized business (SMEs), he says.
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