Small brands need to offer distinctive marketing campaigns if they wish to get ahead, an expert has said.

According to Vivienne Francis, communications director at Prostate Cancer UK, standing out is often a big challenge for smaller organisations in today’s market.

As a result, she believes marketers must work to come up with a promotional drive capable of engaging with an audience.

“You need to think hard about how you achieve stand out and really connect – and that isn’t just about pumping out messages to people,” Ms Francis said. “It’s about creating touchpoints.”

Prostate Cancer UK is a good example of an organisation that has launched a well targeted campaign, with the charity basing a promotional drive around football in order to resonate with its male audience.

“We are trying to do as much as those bigger businesses are on a much smaller budget,” Ms Francis continued.

This, she said, means Prostate Cancer UK focuses on ampiflying its “modest above the line” campaign in order to reach the masses.

How brands can make a big noise with a small budget, Marketing Week

Posted by Robin McCrink