Aimee Doole
Marketing-case study, new developments and careers tips.

Introduction
Part 1
Marketing
Booth Welsh case study
Part 2
Focus on new marketing developments
Company case studies
Part 3
Careers tips
Question session

Introduction
• Aimee Doole
• Currently working in Booth Welsh Marketing
& Communications
• Graduated from Strathclyde Business School with Honours Degree in Marketing in 2012
• Summer placement with Booth Welsh in 2011
• Studied Business Management at Higher
Level- strong grounding for university studies

Marketing and Booth Welsh case study

“Marketing is the art and science of choosing target markets and building profitable relationships with them”
Philip Kotler 1998

Very successful engineering business working all over the world
BUT problem was they had changed a lot over the years and needed to update their image
SO what did we do?
Concentrated on the key ‘P’ which was missingpromotional activities to build awareness

Key for raising positive profile locally and building good reputation

Key for market research and direct selling to customers

Key for building relationships and promoting company nationally

Entering and winning National Awards key for large scale promotion
Advert example-key to choose correct place for reaching target audience

New marketing developments- social media and examples

• http://www.youtube.com/watch?v=TQg2DJx0 seo

Social Media Winner- One Direction
Uses lots of social media sites to interact with fans
24 million Twitter followers!
Set up an online community

Social Media Winner- We Buy Any Car.com
Launched a campaign around a hoax letter which went viral
The played along and unveiled new website webuyanyTOYcar.com
Website offered the first 100 Little Tike owners who visit local branches the chance to offload their models for £10
Set up spoof advert to recruit for Junior
Vehicle Purchaser to head up the new
‘Tike division’.
All money was donated to road charity,
Brake
Turned negative to a positive=
FANTASTIC PR

Social Media Winner- Cadbury
Huge following (over 1 million fans) but only 16% of fans actually saw content on their home page
Cadbury wanted to increase the engagement among its fans, as well as reaching friends of fans and the wider
Facebook community so built a giant thumb ‘like’ to mark 1 million milestone
Live streamed in a studio decorated with user-generated content and photos. Cadbury also responded to user requests and comments in the video.
PR stunt & social media integration=
Huge brand exposure

Own YouTube channel
Filters photos on Instagram
"West Wing Week," which offers an update on the President's weekly activities such as when he travels and meets with foreign dignitaries, business groups, veterans or staffers.
Google + Hangouts where business people can have a face-to-face conversation with Obama team to suggest how they can be responsive to their needs.
Social media integration
Transparency= BETTER
PUBLIC TRUST

Social Media Loser- HMV
Employees vented their anger virally after being told they are fired
HMV not thought through potential implications of firing team members with access to the company Twitter account
Millions witnessed downfall of
HMV and angry employees
Senior staff members did not understand how to use Twitter and react quickly= BAD
PR/HUGE BRAND DAMAGE

Published video featuring three mum bloggers talking about what happens when dads cook.
To promote video it tweeted link to dad bloggers
Huge backlash. May men were offended at this stereotyping particularly ‘stay at home’ Dads.
Ragu ignored comments and failed at admit mistake
Not understanding target market and engaging properly=
PR DISASTER

Singer/song writer passenger (Dave) witnessed ground crew throwing his prized guitar onto tarmac resulting in neck being broken
Dave tried for nine months to get a claim processed with United. The response was a firm and consistent
“no”
Gave him $1,200 in flight vouchers to cover the cost of repairing the guitar.
Took to Youtube to post catchy song
Saving $1,200 cost United Airlines
10,772,839 negative views on YouTube=
PR DISASTER

• http://www.youtube.com/watch?v=5YGc4zOq ozo

Social Media Winner- Taylors Guitars
Guitar makers sent Dave a new guitar
Responded by creating their own
Youtube video stating how upset they are when a guitar is damaged
Reminded customers of their repair services
Also offered free information about how to travel safely with guitars.
Taking positive action for customer=
Promotion Genius!

Careers tips

• Stick in and choose subjects you enjoy
• Don’t just follow your friends
• Always try your best
• Make use of school careers service
• IT skills crucial!

• If you don’t have one then now is best time to start building it up
• Update it when you do something new
• Show off- put yourself in your employers shoes..
• Keep it to 2 pages only
• Always include a cover letter

• Very important!
• It’s never too early to start!
• Look for opportunities anywhere you can..
• Find your area of interest and volunteer your time
(school, local clubs etc)
• If you don’t ask you don’t get!

• Blogs
• Networking
• Keep up to date on news and opportunities with social media
• Think about a Linked In profile

• Great tool BUT be careful!
• Do not give too much anything away
• Many employers now recruit using social media
• Don’t get caught out!

Thanks for listening any
Aimee.doole@boothwelsh.co.uk