What hugging cruets and joined-up marketing have in common
Angus Woods
22. 06. 2010 | 1 min read
Get the newsletter
Raw, unfiltered, too-hot-for-Wordpress B2B marketing insights, straight to your inbox, every month.
Econsultancy have a brilliant new event called JUMP (which we helped launch a few months ago). It’s the most exclusive “online meets offline marketing” event of the year, and it brings together senior marketers to learn about best practice integrated marketing – all the innovations and developments where online and offline come together.
Econsultancy called us in to help create a high-impact introduction pack for the cream of the guest list: big marketing cheeses from the UK’s top brands.
The pack we designed and wrote included a welcome letter, an invitation to JUMP and a special ticket to encourage our chosen few to invite their colleagues.
The last thing was to come up with a gift to go with the rest of it. It had to be eye-catching and encapsulate the whole point of JUMP. We found the perfect thing: little hugging salt and pepper pot people in the JUMP colours: green and white. We wrote a tag to go round their little necks with the strapline “Online and offline: playing nicely together since 2010”, which we think sums up the whole idea.
–
–
The pack was high impact but not-so-high-cost thanks to a plain, white box, branded with a big, green Jump sticker. A nest of wood wool kept the ceramic guys from chipping.
The result: a lot of buzz, tweets and responses from marketers (including people at Nokia and elsewhere) and a new event that’s landed well and truly on the map.
–
Enjoyed this article?
Take part in the discussion
Opt into our crap
We will send the latest stuff written just for B2B content marketers exactly like you. Sound good?
Related blog/content
When simplification goes wrong: Why unifying your platform and point solutions makes it harder for customers to buy.
So let’s say, hypothetically of course, that it’s late 2023, your revenue is down and there’s mounting pressure on you to increase sales. Just,…
Cameron Williams | 29. 11. 2023
Marketing your business model: the killer differentiator
Some of the highest-impact disruptors in the last few decades haven’t really been technology innovations. They’ve been business model…
Doug Kessler | 22. 11. 2023
How to get the most out of SME interviews
Speaking to subject matter experts is one of the toughest parts of being a B2B marketer. My (unsubstantiated) theory is that it really comes down to a deep…
Alanna Alexander | 01. 11. 2023
Comments
-
Love these little guys.
You can follow tweets about the event at #cometojump.
-
A few tweets from #cometojump
— Just remembered I had my @cometojump box underneath my desk – was delivered when I was blind so couldn’t figure out what it was. V.exciting!
— Win ticket for @CometoJUMP by naming my condiMen http://twitpic.com/1tubp5
— RT @rorybrown Great joined up promotions for @cometojump from @econsultancy – but I guess that’s the point… Looking forward to it.
And a top entry in the Name the Salt & Pepper Dudes contest from @davidburgess00:
— Cameron & Clegg – Polished, hugging in public but both thinking they would be better apart & Too much of both would probably kill you
-
And some email feedback:
“I have my box! Looking forward to coming.”
“I have. I love it. It is much in accord with my new thinking on the revival of the old world of marketing. Very fine magazine too.”
“Box arrived. Thanks very much for it – looks great, good idea with the salt and pepper figures and very much caught the eye. Will be encouraging some off-line marketers to attend. Liked the video too!!”
“Love the initiative and yes, got the box! Looking forward to the event.”
-
Lovely idea, well executed guys – it must be good to get praise from a competitor!
John -
Thanks John. It does feel good — especially from a respected competitor!
(Credit for this one goes to Lucy Longhurst for the idea and words, Stuart Rothwell for the design.) -
Just learning from the master, Doug. (It was really a team effort though).
-
If some one desires expert view regarding running a blog afterward
i suggest him/her to visit this webpage, Keep up the good work.
Leave a comment/reply
Hey look: a teeny-tiny cookie request. Would you mind? It’d help us out. Click here to read our privacy policy to see why. Or hit “customize” if you’re fancy like that.
Doug Kessler