Post by 2015 BA (Hons) Marketing graduate, Liam Soloman (Marketing Executive at lovethesales.com)
#TEASELONDON was a Twitter competition specifically aimed at UK start-ups for London’s Technology Week. Run by a digital software company Eyetease and partnering company Verifone UK (who creat the digital advertising boards on top of London’s black cabs).
The winner would receive £160,000 worth of advertising on 200 black cabs in London. The challenge, to tweet in the reason why you think Londoner’s need to know about your start-up.
Since finding the competition through social media, I was given the amazing opportunity to come up with an entry for my employer, Lovethesales.com, and submit it through our Twitter page, using the #TEASELONDON.
Step 1 | Research
I dedicated a few hours a week looking into both Eyetease and Verifone UK, searching through press publications, previous campaigns they did with other companies to get as much background information about what they would be looking for and what type of company impressed them.
By taking note of the other entries in the competition, it appeared most start-ups didn’t fully grasp the brief given by Eyetease. Most entries tried to sell their brand, using impressive stats and numbers or pitching why their company were amazing, very much an X Factor style of entry.
Through the research and evaluation of competitor entries, I found that our best chance of winning was not showing how great our company is (which is difficult with only 127 characters) but to try and show how our advertising on their taxis can benefit different demographics on Londoner’s.
Step 2 | Implementation
I came up with a series of situations in the form of pictures, where different types of Londoner’s would need our business (see pictures of entries below). A student needing a laptop but not being able to afford paying fullprice, a mum busy with her kids not having time to go out to shop, or a girl desiring a designer dress in a shop window but finding it to be out of her budget.
In the corner of each picture I put one of Verifone UK’s black cabs with a digital advertising board on top. On the board would be a personalised lovethesale.com ad for each scenario.
This was a succinct way of showing how we could be helpful to everyday Londoner’s whilst using an example of what it would actually look like on their black cabs, which no other entry had thought of yet.
Step 3 | Finalists
The entrants were shortlisted to 5 start-ups who would meet with the owner of Eyetease for a 15 min discussion followed by a Q&A.
There was no presentation needed, however I along with my two bosses took the initiative to create a few slides fleshing out the key points as to why we thought Lovethesales.com would work really well with their company, pointing to how we can help Londoner’s “shop more, spend less” (our company slogan).
Eyetease were extremely impressed with our initiative, eagerness and passion for what we do. Along with a few stats on Lovethesales.com’s current progression and a few anecdotes about its inception, we were delighted to be announced at London Technology week as the winners of such a mind boggling prize.
Step 4 | What’s next?
Over the next few months I will be involved in putting together a 4-week campaign that will run over 200 black cabs in geo-targeted London locations. We expect the competition to increase traffic to the site and dramatically improve our brand awareness.
Being able to take the lead on this crucial campaign was a great feeling and one that I don’t think I would’ve been given working in a large corporate environment. The added bonus of actually winning gives me a fantastic story for my CV and great experience going forward in my future career.
I would highly recommend anyone in their first job to constantly ask their superiors for more responsibility, always be eager to take on new challenges and never be afraid of failing at a task as there is always something to learn from.