Say that again? British Migration Museum? Yeah, exactly, so how can an entity with almost 0 exposure, at least in our part of the world, and probably with not as much interest compared to other museums or expos, get a message across with a simple poster!
In today's marketing world, especially in the fast-moving consumer goods (FMCG) space, every Marketing Director fights for a bigger budget, more marketing activities, more TV exposure, more viewership, and more Gross Rating Points (GRPs). "I Need more money, Mr. CEO." I used to be one of those people. It wasn't really fighting but more like endless back and forth debates over a couple of more millions that will help achieve x amount of exposure to the brand that would translate to +Y amount of sales. Truth be told, I was adamant about it. Making sure that I get all the money I can get to be able to deliver a kickass marketing campaign. But then came the day that I opened my own small salad restaurant, and I threw everything I learned in the trash! I had to play the game differently. As a matter of fact, I had to change the game! That's why I loved this British Museum marketing poster. It reminded me of my own personal experience when building my start-up and struggling with how to stand out while having absolutely nothing to spend! It is absolutely possible.
In today's digital world and considering how viral things can become in a second, the British Migration Museum teaches us a cool lesson- that by staying relevant to the environment and events around you and by having a well-defined point of view, you can truly become so relevant that it simply resonates. Especially when you relate it to football, the most popular game on the planet as we speak, especially at the World Cup that England is truly succeeding in and already passed great milestones. By a simple illustration of the England national football team, 4 out of the 11 players on the pitch are of British origin, the other 7 (64% of the squad) are actually immigrants. This kind of makes a point! Don't you think?
This is why in marketing, understanding your data and analyzing it becomes the true foundation of an excellent marketing campaign. Many companies focus on how creative their campaigns have to be and how cool they have to sound. Still, in all honesty, the stronger the data, or what marketers call an "Insight" the more powerful your campaign will be because it is real consumer data, or real consumer understanding and knowledge. Like in the above example, the data was able to articulate an entire message in a very simple illustration that just gets the point across and cuts through all the clutter.
That's why I always say when discussing a campaign if the insight is crap, so will be the campaign. So stay best friends with your head of research, haha :)
I hope you have enjoyed this week's blog. I highly recommend you check the Migration Museum Project page. Those guys really know what they are doing to market themselves right!
https://www.facebook.com/MigrationMuseumProject.
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