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ICAWC 2014 Istanbul - Adrian Burder's presentation about the many advertising methods that can be employed to counter competition and find homes for abandoned dogs.
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IT PAYS TO ADVERTISE
Adrian Burder
adrian.burder@dogstrust.org.uk
1. DO YOUR HOMEWORK
DO YOUR HOMEWORK: CONSUMER RESEARCH
DO YOUR HOMEWORK: COMPETITION
DO YOUR HOMEWORK: BRAND
DO YOUR HOMEWORK: SWOT
2. “SELLING” YOUR DOGS
WORD OF MOUTH
SIGNAGE
WEBSITE
Dog Detail
SOCIAL NETWORKING
Google +
Rehoming appeal video
Banner ad Targeted ad mobile view
ONLINE ADVERTISING
Targeted ad web view
PAID FOR SEARCHES
PR
TELEVISON ADVERTISINGRehoming 2012
Rehoming 2014
PRESS ADVERTISING
POSTERS
RADIO
ROADSHOWS
STUNTS
EVENTS
CORPORATE PARTNERSHIPS
ENDLESS POSSIBILITIES
3. EVALUATE
FINAL WORD
Brands are built from within; any chief executive worth their salt knows it, but it remains an uncomfortable truth for most marketing departments. Brands, in practice, have very little to do with promises made through advertising. They're all about promises met by employees.
– Ian Buckingham, founder, Bring yourself 2 work
The End
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