The British government has launched a marketing campaign to generate further buzz and interest as a lead up to the London Olympics. Specifically, they hope the campaign will boost trade and tourism revenue by £1bn and attract 4 million extra visitors next year.
Now considering the awful images spread across the globe last month with the riots, this investment is money well spent. Sure London and the rest of the country has its share of challenges, but there are also some amazing things happening here across the public, business, entertainment and academic sectors, etc. Thus its about time that the country started tooting its horn!
You can view more of the campaign posters at the Visit Britian Internet site!
An important reminder for any new business owner, not just franchisees: marketing can only succeed if time and energy are devoted to it regularly. Thomas Smith, a London based advertising executive put together the following list in 1885 to illustrate the point:
- The 1st time a man looks at an advertisement, he does not see it.
- The 2nd time, he does not notice it.
- The 3rd time, he is conscious of its existence.
- The 4th time, he faintly remembers having seen it before.
- The 5th time, he reads it.
- The 6th time, he turns up his nose at it.
- The 7th time, he reads it through and says “Oh Brother!”
- The 8th time, he says “Here’s that confounded thing again!”
- The 9th time, he wonders if it amounts to anything.
- The 10th time, he asks his neighbour if he has tried it.
- The 11th time, he wonders how the advertisers makes it pay.
- The 12th time, he thinks it must be a good thing.
- The 13th time, he thinks perhaps it might be worth something.
- The 14th time, he remembers wanting such a thing a long time ago.
- The 15th time, he is tantalized because he cannot afford to buy it.
- The 16th time, he thinks he will buy it some day.
- The 17th time, he makes a memorandum to buy it.
- The 18th time, he swears at his poverty.
- The 19th time, he counts his money.
- The 20th time he sees the advertisement, he buys what it is offering.
So once a proper strategy/marketing plan is developed, in order for it to be effective, the plan needs constant time and attention, for real success to be achieved.