“Permission marketing” is alive and well, and nine other things we learned at the BMS Masterclass on (almost) zero budget marketing

POSTED ON: 29/03/18 TAGS: Masterclass Zero Budget

by BMS

March’s Masterclass on (almost) zero budget marketing was a wide-ranging, in-depth session — many thanks to our marketers who presented their campaigns and fielded questions:

  • Elke Desanghere (then of Penguin, now Digital Marketing Manager at HarperCollins) on the use of microsites and more during the campaign for Simon Lelic’s The House
  • Caitriona Horne (Senior Marketing Manager at Hodder) on the campaign for How Not to Kill Your Plants, and how her team tapped into the millennial mind-set
  • Tara Al Azzawi (Senior Marketing Manager at 4th Estate) on her team’s excellent political campaign for Dear Ijeawele

Below are a few of James Spackman‘s key takeaways from the session.

A product can be marketed on the back of a political campaign, if the product and the messages are right. Tara Al Azzawi’s campaign for Dear Ijeawele was explicitly tied to International Women’s Day in a way which was effective and appropriate.

… but get it wrong at your peril. Brewdog got into all sorts of bother with their pink beer.

An “unproduced” feel to social media assets – such as the handmade quote cards for the Dear Ijeawele Twitter photos – emphasises authenticity and commitment.

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