Hansel and Gretel and true word of mouth
I went to see Hansel and Gretel the opera (yes it does exist!) last week and what an experience!
The sets were amazing – contemporary, hyper-perspective, using projections and lighting to transform the simplest of boxes into an inviting forest, an imposing nightmare or angelic vision. The songs were surprisingly familiar (although I’m not sure where from) and the artistic direction at times bizarre (our first glimpse of the witch wearing comedy breasts with pneumatic nipples which she thankfully buttoned in to her cardigan). Amazing – I immediately came in to work the next day and told everyone about it.
Why am I telling you this? Well, it all comes back to marketing really – true word of mouth – engaging someone enough that they not only are captivated but tell others about it. And the ROH got it right – not only was I delighted with a exceeding of expectations (I knew it would be good, but hell, it was great) but it also surprised me (the modern sets, the comedy boobs).
What we do, the marketing, spreading the word about our clients and their products should attempt to abide by the same rules: Talk to people about the stuff they are interested in and then blow their expectations out of the water. Truly surprise and delight them. Make the brand or service relevant and allow people to interact as they wish.
Offer something of value, allow them to experience and people will talk. We always have. It’s only the ways we’re talking that has changed - it’s still just talking. The speed and potential for messages of worth to travel is vast (as anyone who experienced the avalanche of e-vouchers over the past few weeks will attest to). We all love to share, pass on latest info, trend, savings or just something cool.
It’s finding the relevant place for your brand or message that’s the thinking part – where is the personality fit and why? Make it an authentic experience – true to both brand and the audience. We can all spot a fake or where money’s been thrown at a problem and it doesn’t get respect or loyalty.
So, back to the ROH – an amazing experience that I’ll keep wibbling on about for a good few weeks to come, so stop me if you’ve heard this one before…
Geronimo wins GlaxoSmithKline work
Press Release
Geronimo wins GlaxoSmithKline work
Following a pitch, the Consumer Healthcare business of pharmaceutical giant GlaxoSmithKline has appointed integrated marketing agency Geronimo to help establish Imigran Recovery, a unique over-the-counter migraine relief product, as an empathetic migraine expert.
Geronimo has created and launched a new website imigranrecovery.co.uk to encourage trial, loyalty and word of mouth amongst consumers, which will also act as a platform for an ongoing eCRM campaign. The site launched this week, and is full of useful information and tools for migraine sufferers, as well as being fully integrated with PR and POS activity.
Speaking about the appointment, Group Account Director at Geronimo, Sara Evans said:
“This is the latest in a long line of recent wins for Geronimo. Taking our place on the GlaxoSmithKline Consumer Healthcare roster is testament to our growing integrated digital capabilities and we look forward to developing our relationship with them further”.
Jacqui Szlachetko of GlaxoSmithKline Consumer Healthcare added:
“Geronimo understood our need to engage consumers with the Imigran Recovery brand, but also recognised the importance of ROI and accountability. Their knowledge and experience of the digital sphere and our target audience gives us confidence in achieving our objectives”.