How to Get Started with Segmentation

If you’re an established business or have experienced promising growth recently, you may have noticed your data list growing. And in that list, you’re likely to have a number of different types of customer – not only in terms of their buying behaviour (returning, lapsed, big spender) but in terms of their personal qualities (gender, age or income). Read more

Clever Marketing, digital agency in Hampshire.

Our Top 6 Print Marketing Campaigns

In a digital world, print advertising offers still offers beautiful, tangible and immersive marketing experiences. Due to their limited space, print ads provide a satisfying challenge for marketers, and a playground for design, strong copywriting and brand identity.

From the humorous to the shocking, and from the clever to the bonkers, here are just six of our favourite print marketing campaigns of recent years.

Scrabble “The Surprising Power of Words”

Precision Parking. Park Assist by Volkswagen

Up there with Monopoly when it comes to iconic board-games that have stood the test of time, Scrabble has had its fair share of advertising campaigns.

However, their most recent stood out to us here at Clever Marketing, due to its sheer ingenuity and originality.

Featuring a series of images depicting the “surprising power of words”, our favourite ad was of a large squirrel chasing a small, frightened-looking fox. The image alludes to the fact that in Scrabble, the word “squirrel” would be worth more points than “fox”.

The humorous theme is coupled with beautiful vintage-style graphics, and other variations include a goldfish chasing a shark, and a mouse hot on the tail of a worried-looking cat. Wordplay and stunning design at their best.

WWF “Shark”

Precision Parking. Park Assist by VolkswagenShock factor and simplicity come together beautifully in WWF’s 2010 “shark” print ad.

Using a well-recognised cultural icon and inverting its meaning, this is a campaign designed to make us think.

The ad features two images side by side, which are identical apart from one key detail: one shows a shark fin, reminding us of jaws and that iconic, ominous music.

The other is an empty ocean. Underneath the first image is the word “horrifying”, while underneath the second image reads: “more horrifying”, in reference to the shark’s extinction.

Powerful, simple and bold, this is the kind of ad that works best in print, placed across two pages for maximum effect.

Volkswagen “Precision Parking”

Precision Parking. Park Assist by VolkswagenIn order to communicate some of the new features of Volkswagen’s latest models, the car manufacturer needed to come up with something clever to get the benefits across quickly in such a small space.

The result featured a line of goldfish swimming around in full-to-burst bags – and a spiky porcupine wedged precariously in between them.

The ad successfully conveyed the notion that the Volkswagen “park assist” precision parking feature is extremely accurate and reliable, even in the tightest – and riskiest – of squeezes.

We love this ad, as it shows that sometimes, images can do all the talking even when it comes to complicated, or even dry, concepts.

Penguin Books “Author Headphones”

Penguin Books - Author HeadphonesTo promote their audio-books in India, publishing giants Penguin Books used the iconic images of three famous authors:

  • William Shakespeare
  • Mark Twain and
  • Oscar Wilde.

The ad showed the authors bent into the shape of headphones, whispering into the ears of their listeners.

This concept brought the idea of an audio-book to life, and within a week, awareness of Penguin audio-books had increased by 15%.

The idea was created by McCann Worldgroup India, and went on to win a Gold Press Lion at the Cannes International Festival of Creativity.

Expedia “Baggage Tags”

Expedia Baggage tag adExpedia looked to the airport codes used on baggage tags to form the basis of their 2013 print ad campaign.

When placed together on one ad, the luggage tags formed a sentence, phrase or list to both clever and humorous effect.

Our favourite examples include:

“WSH EWE WRE ERE” (wish you were here), and “BON VOI AGE” (bon voyage).

What’s more, each ad was given its own theme and angle. For example, the “YOO WHT?” ad was used to talk about Expedia’s price guarantee, and “MUM DAD IOU” appealed to the gap year market.

Harvey Nichols “Could I be any Clearer?”

Harvey Nichols - Can I be Any ClearerLuxury retailer Harvey Nichols took a tongue in cheek approach in Christmas 2014. In a time when other retailers were falling over each other to gain share of voice in a saturated market, Harvey Nichols stood out from the Crowd with their humorous “could I be any clearer?” campaign.

Rather than being a dedicated print campaign as such, shoppers were able to create their own Christmas cards via the Harvey Nichols website to send to loved ones detailing exactly what they wanted for Christmas, with the aim of eliminating unwanted gifts.

The cards could feature messages such as:

“Seasons greetings…will be very awkward if you don’t get me a pair of Charlotte Olympia Octavia sandals…”

The traditional designs available made the message even more incongruous and surprising.


Clever Marketing - Hampshire Digital AgencyWe’re looking forward to many more clever and innovative print advertising campaigns this year.

If you’d like our marketing team and graphic designers to work on your print marketing project then let us know by giving us a call on 01276 534 680 or fill in our easy contact form.

Should You Build An App?

A couple of years ago, it felt like everyone was building mobile apps, leading to the birth of the saying “there’s an app for that!”*

Companies developed mobile applications to make things easier for their customers; whether that was in making payment, or getting quick access to information on the move.

But many businesses also built apps because they felt like they should. Everyone else was doing it, so why shouldn’t they? This meant the actual purpose of the project was tacked on as an afterthought.

Perhaps predictably, a surplus of useless apps that customers didn’t find remotely valuable or interesting followed. This has led to a widespread belief that apps are now pretty redundant and “over”, especially if you’ve already got a mobile responsive website.

However, this isn’t always the case. Done properly and with the right intentions, apps can offer superior experiences to mobile users and keep customers engaged with your brand. Here are some additional benefits of having your own dedicated app:

You stayin front of” your customer at all times – It’s no secret that mobile use has grown over the years – in fact, latest statistics state that we now spend more time using technology than we do sleeping. Having an app means your icon will remain on the home screen of your customers’ mobile devices, reminding them of your presence every time they unlock their phone. They’re more likely to click and open the app that’s staring them in the face daily, than to take the trouble to search for your website.

Two words: push notifications – When a customer downloads your application, they’ll be asked to agree to push notifications, i.e. little reminders every time something changes on your app. In the same way that a permanent icon serves to remind mobile users of your business, push notifications are a direct and immediate way of getting their attention.

Build brand loyalty – One of the most important benefits of apps is that they help you to build a meaningful relationship with your customer, leading to an increase in brand loyalty. Cutting through advertising noise and providing something of genuine value at a customer’s fingertips will help you to elevate your business above the rest.

So how do you know whether developing an app is right for your business, and how can you make sure it’s successful? Here’s some key things to consider:

Cost vs Benefit

Developing an app isn’t cheap. Think of the process as launching a new website, just on a slightly smaller scale. You need to spend time brainstorming the concept, designing it, testing it and marketing it, all of which take time and money to do well.

Think about whether you have the budget to dedicate to developing your app. While it will definitely add to our value proposition and brand standout, as we’ve mentioned, the market is pretty crowded, so you’ll need to make it really special to cut through.

What Have You Got to Offer?

You’re asking your customer to go to the app store and physically download, and even pay, for your app – so there needs to be something in it for them. There’s no point replicating your site in app format, as this is what a mobile responsive website is for.

Firstly, figure out the purpose of your app. Is it to generate revenue, or to act as a customer service platform? When considering this, it might be useful to take a look at some already successful branded apps – and what it is that makes a customer want to use them in the first place.

Social Apps

Snapchat is a great example of a platform that has capitalised on our appetite for mobile interaction, and the immediacy of social networking. If you’ve somehow missed Snapchat, here’s the lowdown– it allows you to send short clips or images, which the recipient can only view for a number of seconds.

Yep, that really is it.

The makers of Snapchat recognised a niche and developed it into a catchy hook, making Snapchat one of the most successful and interesting social platforms around today.

Shopping Apps

Furniture giant IKEA’s app allows you to superimpose items into your own home before you buy, to test out how they might look. This effectively removes the lack of tangibility, which often becomes a conversion obstacle in online shopping.

Payment Apps

Starbucks do a pretty good job of making payment quick and easy, allowing you to top up your Starbucks card on your phone, as well as scanning it to pay. The store locator function also alerts you whenever you’re close to your next coffee fix.

Getting Started

So, you’ve had a think about whether or not you’d like to develop an app, and you’re feeling inspired. Here are some more quick tips to get you started:

  • Keep things simple – A customer should be able to tell what your app is for straight away. Don’t make things too difficult or complicated, or you’ll just turn them away.
  • Get social – It’s one thing to develop and launch an app, and quite another to promote it. Use social media to engage your audience and alert them to what’s coming.
  • Do a BETA launch – Launch to a select group of users first to weed out any bugs, and make sure your app is in tip top shape before sharing it with the masses.

Build an App with Clever Marketing, Hampshire Digital AgencyShould your business build an app? If not, are you thinking of developing one? Do let us know what you’re looking to build and we will be happy to work with you.

Call us on 01276 534 680 or write to us via our easy to use form and we’ll be happy to discuss your app building ambitions.

*Oh and the phrase “There’s an app for that” came from Apple in 2009 when it was marketing the iPhone 3G. Do you remember this ad?