2. Case Study: musicMagpie
Organizing Events: musicMagpie organized a Boxing Day campaign
that urged the public to sell their unwanted Christmas presents on
the site. It hit national press and musicMagpie gained a lot of
positive publicity for their Freekits campaign, which provided
football kits to teams that could manage to collect and send 400
unwanted CDs and DVDs to the site.
Brand Promotion: The usage of celebrities in musicMagpie’s
campaign allows more people to connect through people they
know from press coverage and the media. This helps more
people to become aware of the brand through a familiar
aspect, allowing the concept to seem less alien to them. The
company teamed up with ex-footballers charity Xpro to
increase media awareness.
Positive Publicity: The case study lists the amount of coverage
by national newspaper that the company has received since
they appointed Bottle as their PR team. While the study does
not state whether or not the articles about them were good or
bad it can be assumed that both played a part in the
company’s growing popularity and customer base, now that
more people know about them.
3. Case Study: musicMagpie
Market Research: To increase their public image and push
towards a niche but very profitable market, Bottle began
marketing musicMagpie to families, particularly mums, as
a site that could be used to make some quick money
while also getting rid of unwanted clutter in the home.
Market Strategy: Here musicMagpie sets their goal of
obtaining the website’s millionth customer within 12
months. The strategy involved targeting a specialized
market (Families and housewives looking to declutter)
and used a combination of advertising and PR campaigns
in order to market the brand. Traffic to the website was
also achieved through promotion on their social media
pages and through their smartphone app.
Advertising: To help improve the brand’s image and help
them become known to the public, Bottle built up a
large network with journalists and consumer media to
help spread awareness of the brand and what they did.
Becoming known to national television, radio and
printed works the company was exposed to a majority of
the population thanks to their wide circulation.
Positive Publicity: Taking advantage of an event like this
helped to strengthen musicMagpie’s public image as a
friendly and charitable company that helps others in
troubling situations. This helped to increase their appeal
and awareness thanks to the reporting of the event
afterwards.
4. Case Study: musicMagpie
Managing the Message: Since these figures were
published by Bottle themselves, who organized the PR
campaign, it is to be presumed that these figures are
factually correct and that any deviation is false, since
they do not have the backing of the company behind the
PR campaign.
Brand Promotion: Having a famous person or a celebrity say
something good about the campaign helps to increase its appeal
and awareness to millions of people, especially fans and people who
follow the celebrity. Here the appeal of the football-orientated
Freekits campaign has been praised by a figure that is relevant to
the subject of the campaign, helping to spread awareness to the
target market.
5. Case Study: Kellogg’s
Marketing Strategy: Kellogg’s has identified their target markets
and put forward a suitable objective for each to be fulfilled.
Completion of these objectives will aim to improve the
company’s public image as an advocator in healthy lifestyles
among young children, by encouraging breakfast clubs for
primary and secondary schools. The healthy image will also aim
to satisfy government and parents’ wishes for a healthier
childhood.
Managing the Message: Here Kellogg’s has highlighted the
importance of factual communication as opposed to
indirect and misleading communication, which leads to
rumors and incorrect perceptions of the company. It is
important that the public is informed correctly about the
company and its goals rather than lies and misinformation
that could lead to tarnishing of its public image.
Organizing events: The Help Give A Child A Breakfast campaign in
2011 allowed Kellogg's to directly interact with the community and
increase its public image. The charitable and good nature of the
campaign gave the company a lot of good press and publicity, which
allowed it to increase its standing in the corporate world with a
healthy, pro-active agenda.
6. Case Study: Kellogg’s
Brand Promotion: The partnership with ContinYou allowed Kellogg’s to
have a new outlet to promote their brand and gain a lot of publicity by
setting up breakfast clubs in the country, which were provided with free
samples of Kellogg’s cereals through a sponsorship. This increased the
circulation of the brand and its image, allowing it to reach a higher base of
customers and putting it in a high standing with those concerned with the
health of children in Britain, as they are actively trying to battle unhealthy
lifestyles.
Lobbying: Kellogg’s researched the closure of breakfast clubs and found
that most of them had shut down due to budget cuts by the UK
government. The company compiled these findings and presented to
them to the government, along with the general public, as an urge to
consider putting more money into the breakfast club scheme.
