They probably thought it would be a great idea to get exposure for their brand by appearing on the programme but it had created somewhat of a local backlash, as the programme-makers wanted to highlight the divide between North and South. The programme saw a Chelsea estate agent selling homes at tens of millions of pounds and opposed this with pictures of run down areas and talk of "starting price at £1."
The feedback from the local community was scathing, with several letters to the local newspapers, people taking rental properties from them and reports of death threats. Now the level of overreaction has been quite appalling, but the message is very clear - Use marketing campaigns where you control the content.
The feedback from the local community was scathing, with several letters to the local newspapers, people taking rental properties from them and reports of death threats. Now the level of overreaction has been quite appalling, but the message is very clear - Use marketing campaigns where you control the content.
The programme-makers have their right to make their point and have their story to tell. There is a housing price divide between London and County Durham based on factual evidence.
What could they do differently?
As with any marketing or publicity, they needed to sit down as a business and decide what they would get out of it. If they couldn't control the outcomes then they may have needed to think twice about their involvement. There are so many ways to reach an audience now, and the cost of many of these has reduced greatly. Social media marketing campaigns are very-low-cost and they would have complete control of the content. Their website should have a section for a blog, latest news and views, marketing and advertising. Advertising in the local newspaper or on local radio has decreased in cost significantly over the last 10 years, so can also be considered when distributing a marketing budget.
Is there alternative outside help?
If they didn't have the time or resources to continually refresh and update marketing content then they may look for outside help to assist. This can take many forms, such as tapping into creative talents at local colleges and universities to hiring a local PR or marketing consultancy firm. Networking via places such as breakfast clubs will give a great link into local talent that can be both a useful contact for business and a referrer to their own business.
Overall, a rounded marketing strategy that takes in online and offline sources as well as rewarding existing customers and being creative with content will lead to a more satisfying experience business and clients alike.
As with any marketing or publicity, they needed to sit down as a business and decide what they would get out of it. If they couldn't control the outcomes then they may have needed to think twice about their involvement. There are so many ways to reach an audience now, and the cost of many of these has reduced greatly. Social media marketing campaigns are very-low-cost and they would have complete control of the content. Their website should have a section for a blog, latest news and views, marketing and advertising. Advertising in the local newspaper or on local radio has decreased in cost significantly over the last 10 years, so can also be considered when distributing a marketing budget.
Is there alternative outside help?
If they didn't have the time or resources to continually refresh and update marketing content then they may look for outside help to assist. This can take many forms, such as tapping into creative talents at local colleges and universities to hiring a local PR or marketing consultancy firm. Networking via places such as breakfast clubs will give a great link into local talent that can be both a useful contact for business and a referrer to their own business.
Overall, a rounded marketing strategy that takes in online and offline sources as well as rewarding existing customers and being creative with content will lead to a more satisfying experience business and clients alike.
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