Professional Documents
Culture Documents
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Curriculum Topics
Marketing process
Above-the-line promotion
Below-the-line promotion
Viral marketing
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Proud
Hungry
Hi-Tec
core brand
values
Honest
Fun
GLOSSARY
Introduction
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D
A
Advocacy
Loyalty
Experience
Commitment
Consideration
Awareness
GLOSSARY
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Above-the-line promotion
Above-the-line promotion is based on advertising in mass media,
such as newspapers, television, radio, cinema and the internet.
This type of promotion reaches a wide audience, but it can be
difficult to measure and assess its impact. It can be used both to
inform the audience and raise awareness of a product or service,
as well as to persuade people to buy.
Different media outlets can be used to target audiences in specific
market segments. For example, an advertisement in The Times
newspaper or one shown on MTV will reach very different
audiences. The readership of The Times tends to be mature and
relatively better-off, while MTV attracts a much younger audience.
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Below-the-line promotion
Below-the-line promotion aims to reach consumers more directly
through forms of communication other than traditional advertising
channels. For example, Hi-Tec has targeted consumers through
collaborations with several organisations. It has set up
partnerships with the UKs National Trust (to promote a new
walking boot) as well as with the Caravanning Club (an audience
who might be interested in instantly comfortable and lightweight
outdoor footwear).
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Liquid Mountaineering
a viral marketing campaign
A key part of Hi-Tecs brand positioning has been the development
of a viral marketing campaign called Liquid Mountaineering. This
campaign was inspired by the water-repellent qualities of Hi-Tec
shoes. It was devised to reflect Hi-Tecs inspired by life brand
proposition and the brand repositioning strategy. It aims to create
a sense of adventure and push back physical boundaries. At the
centre of the campaign is a video commissioned by Hi-Tec which
went live on YouTube in May 2010. This video documentary
shows three men apparently running on water. They achieve this
miraculous feat thanks to their water-repellent shoes.
GLOSSARY
Hi-Tecs advertising emphasises the USP for its brand and its core
values. The imagery chosen to represent the brand values
focuses on people in action - running, hiking, walking - in order to
capture the fun element. Hi-Tecs above-the-line activities include:
television advertisements for raising awareness with the wider
public, for example in key TV advertising slots during peak
programmes, such as sports, in order to attract relevant
viewers
press advertisements in trade or consumer publications. Hi-Tec
deals both with retailers and directly with consumers through
its online shop
banner advertising on selected websites - this form of paid-for
advertising allows the business to measure responses through
click-through rates
billboards at locations relevant to the chosen audience, for
example, a sports track.
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Conclusion
One of the most important things in managing a brand is to be
able to position it positively relative to competitors in the minds of
consumers in target markets. The brand needs to communicate
the key values of the products and the business.
Hi-Tecs four key brand elements are proud, honest, fun and
hungry. These elements have been developed to be closely
associated with its products. Hi-Tec aims to emphasise these
factors within its unique selling proposition.
The Liquid Mountaineering video demonstrates the power of viral
marketing. It built a huge following. It got people talking - was it
fake or not? It opened the brand to a new global audience.
This campaign has helped Hi-Tec to change consumer
perceptions of its brand and reach a worldwide audience. It has
also provided Hi-Tec with the potential to build on the campaign
through other more traditional promotional activities.
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QUESTIONS
The Times 100 and Wilson and Wilson Publishing Ltd 2011. Whilst every effort has been made to ensure accuracy of information, neither the publisher nor the client can be held responsible for errors of omission or commission.
put into making the video. The company estimates that the Liquid