Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Tag: Advertising Secrets

Advertising Secrets: The BBC Olympic Ad Campaign

Is the BBC Olympics ad inspirational or a replica of a bank advert?


What do you think?


I’ve just been interviewed by BBC who wanted my views.  This is the background and what I said.


The BBC launched their during half-time of the Spain v Italy Euro 2012 final and it was seen by millions.


Great advertising I hear you say . but there is more to come.


I’d not seen the ad campaign until the BBC phoned me and I must admit the short ad I saw really inspired me.  The music works well with the inspirational shots of sport people against the UK landscape.


What didn’t work so well were the animated sections of the film.  They immediately made me think of the Lloyds TSB bank adverts that were launched in June last year.  Sadly I wasn’t the only one that thought this.   The Daily Mail carried the same thoughts in an article on the Online Mail this morning.


Unsurprisingly the head of Olympics marketing at Lloyds Banking Group denies that they sponsored the ad and it is clearly pure coincidence that both ads were created by the same ad agency.


Does the BBC Olympic advertising campaign work?


Yes it does.  It works on several levels. 


The job of the advert is to raise awareness and it has certainly done that.  Even people that haven’t seen the ad may have read about it online, heard the coverage it has been given via the BBC interviews that I, and others, have participated in today.  These have all lead to the fact that a longer version is being shown tonight on the BBC.


This advert has really worked well.  It actually reminds me of another advert that I was recently interviewed about. The recent interactive advert that appeared in Oxford Street also obtained massive coverage on radio, TV and in the press.  Over a week I was interviewed by Radio 5 Live and two other local stations .. and  millions of people heard these interviews .. again there was huge coverage for what was a very small advert.


The point of these ads is to create stories that in turn create coverage.  In these terms they are very cost effective.  


The question is how can you leverage a relatively small advertising spend into a campaign that creates huge coverage?


Another question to ponder is how can you get the BBC to phone you and ask you to speak to a huge audience?  It can really give your business a huge boost.


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Advertising Secrets: Do your Adverts have a “Call to Action”?

Advertising Secret: Do your adverts have a call to action?

If you want people to respond to your adverts you need a "call to action" such as a phone number, web address or similar.

How do you get people to respond to adverts?

There are a lot of things you need to do to get people to respond to your adverts .. but the most important is to add a Call to Action.


Look at the advert on this page .. it looks like a photo of windsurfing with just a few words.


Well that is exactly what it is.  This ad appeared on the Sits Vac page of a leading Sunday newspaper.  the cost would have been several £000. 


On the positive side it is colourful and eye catching.  The only problem I have is that not only does it not focus on a vacancy …. it doesn't have a call to action.  Even if the reader is stimulated to seek more information (though in my opinion not a lot would) there is no indication of what the reader should do.


Should they phone, go to a website .. there is no phone number or web address. 


Without a Call to Action it is hard for the reader to respond ….. and your money might as well have been burnt as sent to the newspaper!


What call to action are you using in your ads?  Show a stranger your ad and ask them what they should do next … lets hope it is clear to them.  If not you need to remedy the situation right away.

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Advertising Secrets: How to effectively advertise your business

How can businesses advertise effectively?


Journalist Janine Griffiths recently interviewed me about a whole range of marketing issues.  My answers will appear on a number of websites over the next few months.  Here are my notes on the question about how business people can advertise their business.


Sadly, most businesses believe advertising is expensive and not very effective.  This is often based on a bad experience where they haven’t followed the basic advertising rules. For example many don’t adequately define their target audience, use the right media, focus on their product or service benefits rather than features, not make it clear what the reader needs to do next, provided clear contact details etc

Focus on the basic rules, (see above) and online and offline advertising can be extremely effective.


Today there is a need to consider online advertising as well as the traditional off line advertising.


People now carry out research about the products or services they want to buy via search engines; so running adverts on the search engines is a very effective way to connect with prospects when they are in research or buying mode. 


On the Google search engine Google Adwords is one way to ensure you get on Page One of Google; it is low cost, you only pay when someone responds and it is very effective.


Facebook is the place to advertise to young people (and increasingly adults and LinkedIn is the place to advertise to professional people.




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Advertising Secret Number Twenty Two: Use Good Headlines

Advertising Secret : How a good headline significantly improves your advertising


A good headline makes the reader want to keep reading.


Consider the following: –

•Man bites dog

•The Secrets of Advertising: that advertising sales managers don't want you to know

•Why most websites don't sell

•Four ways to improve your website without spending a penny

•How I successfully filled my order book for less than £350

•How I doubled my sales and profits in just one month

•Why you should never advertise on a left hand page.

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