Companies spend millions on Marketing, with the barrier to entry for smaller business so high many do not even attempt to enter the world of marketing, instead relying on good customer service and word of mouth to grow their customer base. As a company grows the expectation and demand becomes large that often the only way to better those corporate behemoths is to rely on better customer service. But often businesses will piggy back marketing onto the back of a specifically clever concept.
Take for example the recent campaign by coca cola to promote bottles with names, crowds of school kids rumagging through display stands at local shops was surely an accident of planning that perhaps they had not considered but such is the public imagination that this clever but simple idea really took off.
Personalisation of goods has long been popular, with personalised gifts and garments booming as that extra little effort is clearly able to set the giver apart from the rest. Cleverely Irn Bru the viral advertising guru's piggy backed their campaign with a series of funny Scottish names on the bottles, names associated with perhaps the more chav-tastic elements of society.
The secret to the success of this campaign by Irn Bru on a limited budget in comparitive terms was that they used the annoyance that this advertising had caused. Capturing all the people who were sick of the constant tweeting of bottles of coke with peoples name, or facebook picture of their personalised bottle. This anti sentiiment that grows on the back of any large advertising campaign is often a great way of getting a clever and witty response to go viral with little effort. A large social media platform shared, and engaged with this advert boosting the sales of the Scottish firms orange nectar.
This just goes to show that an advertising response is often just as influential as the original advertising concept, and can give smaller companies a foothold in advertising they may not have otherwise had.