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Welcome to Case Study
4 of the series.
I am Roddy Mullin,
a business consultant
helping retail firms,
the professions,
government bodies,
and charities make
money since 1987.
I'm both a chartered marketer
and a chartered engineer.
I'm an author of marketing
and sales books since 1999.
See the last but one slide
for a list of my books.
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Though there are many case
studies available to view online,
searching for them
is time-consuming.
As a practitioner,
I believe in presenting real
case studies that work.
Research shows that
agencies refer to
marketing books with
case studies included
for instant results.
When a client wants an idea
for a marketing
campaign by yesterday,
of course they modify the idea.
The latest book, Promotional
Marketing, 2nd edition, 2019,
has 85 case studies
and 83 briefs
which illustrate
promotional points,
shown through case
studies and briefs,
which are mini case studies.
This is a case study I've
called The Tracker App,
because that was the
key creative mechanic
by which a Czech sports clothing
and equipment business,
one of three in the country,
attracted customers to a new range
of running clothes and shoes.
The marketing agency had noticed
a lot of Czechs were
taking up running
and were bragging about
it on social media,
which they capitalised on.
In this case, amateur
runners were expected to run
a course defining
the shop's logo, IS,
visible on the tracker app,
and place that course
on social media.
Those who did so were
rewarded with shop vouchers,
the size of the voucher
depending on the size
of the logo course run.
What is a tracker app?
