A few years ago I ran a marketing campaign to get in front of our 'A' list new business prospects which was very successful. We called the campaign 'Magic Marketing' and we mailed magic games, tricks and a magic wand to the prospects, backed up of course with eshots that incorporated visual illusions etc. You've guessed it the strap line was 'a little bit of marketing magic from HMA'. It required a fairly large investment to buy and brand all of the items and have bespoke packaging produced but it paid dividends and we managed to convert three prospects into live accounts who have now given us a very good return on our initial investment.
I have just been reviewing our web reports for February and I noticed the following search term which landed someone on our site - "How to increase footfall without advertising". Now I take this to mean - 'how to get more visitors to my shopping centre without spending' - this really would be 'Magic Marketing'!
Almost one in five visitors to our site in February, who used a search term other than the company name, searched using terms relating to footfall or customer loyalty schemes such as "marketing strategies for footfall increase in a shopping mall" and "the best customer loyalty scheme". Now it's good to see our own SEO is working but it shows just how bad the retail sector is suffering in this recession. The problem for many shopping centres and other destinations is that property owners are slashing marketing budgets, not increasing them and customer loyalty schemes need investment over a period of time rather than providing a quick fix.
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- Rob
- I graduated from Central (St Martins) School of Art and Design, London and first worked as a graphic designer in Covent Garden on mostly travel accounts, including Thomson Holidays. Within a couple of years I had the opportunity to move back to my home county of Yorkshire as design manager of a small design team attached to a printing company. As creative director I helped develop the team into a fully fledged design business with offices in Leeds, London and Dusseldorf working with ASDA and other major retail brands. I left in 1988 to set up my own company, Hill Meyer Design. One of the driving forces for establishing Hill Meyer Design was the advent of brand new technology which was to revolutionise the design and marketing industry – the Apple computer of course. Having seen what effect Apple technology could have on the design business I was immediately interested when the mention of ‘new media’ started to circulate the industry. By 1995 we had enough confidence to start a separate limited company which was named HMA New Media and is now HMA Digital Marketing. Subsequently I sold my interest in the ‘traditional’ business to concentrate solely on digital marketing.
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