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Welcome to Case Study
6 of the series.
I'm Roddy Mullin, a
business consultant
making retail firms,
the professions,
government bodies,
and charities, make
money since 1987.
I'm both a chartered marketer
and a chartered engineer.
I'm also 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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There are many case studies
available to view online.
Searching for them
is time-consuming.
Case studies illustrate
ideas and success,
pitfalls, or failures
of marketing,
advertising, and sales.
See the previous case studies in
this series for a full
explanation of the benefits,
or read my books.
This is a case study called
"CheltenHAM Festival
of Micropig Racing".
Note the HAM is in capitals.
HAM has two connotations.
HAM means amateur,
such as in ham radio,
and ham is meat from the pig.
It struck a humorous note.
The key parameter by Coral here
was to use with
their target market,
who are mainly
amateur race goers,
totally familiar
communications both
in the message and
the mode of delivery.
There are many instances where
marketing and
advertising persons fail
to research the communications
used by the customers
they're trying to reach.
Everyone acknowledges
that placing ads in
the Daily Telegraph
while trying to
reach (The) Sun
readers is a mistake.
Many race goers are youngish.
The CheltenHAM
Festival is where they
go to after the years of
going to music festivals.
The fickleness of the
young is hopefully well
known as they spurn
newspapers, websites,
TV advertising,
YouTube, and Pinterest,
and now primarily using
TikTok and Instagram,
though, as you hear me,
that may already have changed.
The key for any
marketer is to speak to
your customers through
their preferred media,
in their preferred language.
