Have you seen the fancy new Guardian advert?
It’s a very clever re-imagining of the story of the Three Little Pigs and how it would play out in print, online and through social media.
You can watch it here:
The Guardian says the ad marks the paper’s first major brand positioning advert for more than 25 years, and it’s clear some serious cash has been spent on it. So what can small businesses learn from their approach?
Don’t worry, it’s not all about splashing out on expensive adverts – there are pointers any small business can take from The Guardian ad that will help with your marketing.
- Know your audience
The Guardian commercial works because it’s different, modern and edgy. It’s relevant to the type of readership the paper is trying to attract. The ad would probably not have worked so well had it been intended for a more traditional, conservative paper, like The Telegraph, for example.
- Think outside the box
Don’t be afraid to try something different with your marketing. Be imaginative, get people talking.
- Take expert advice
Ad agency Bartle Bogle Hegarty created the commercial for The Guardian, and it was directed by Ringan Ledwidge, who also directed the Hovis ‘Go on Lad’ ad. As a small business, you don’t need to pay out for fancy adverts. But if you want to market your business in the best way, speak to people who can help you. Whether that’s a web designer, a graphic designer, or, indeed, a copywriter.
- The use of social media is important
The Guardian ad launched online – this meant is quickly spread via YouTube, Facebook, Twitter and beyond. Promoting your business online is an effective, low-cost way of getting your message out there.
- Utilise multi-platform marketing
The campaign kicked off with a 24-hour takeover of the UK YouTube homepage, and included TV and cinema advertising, outdoor advertising on billboards in London and Manchester, and press ads in The Guardian, Grazia, Time Out and the Big Issue. For your small business, multi-platform marketing means promoting yourself via a range of different means – local press, direct marketing, newsletters, social media, etc.
So what did you think of the advert? Do you think it worked as an effective marketing campaign? Leave a comment and let me know your views, and feel free to share this post on Facebook or Twitter.