About this article

Read time:

4 minutes

Category:

Opinion

Fancy that

Yesterday we discussed the merits of locals in Penzance donning pirate outfits to try and break a world record so we thought today’s blog should also carry a fancy dress theme. As the battle between Britain’s leading supermarkets intensifies ASDA has created a new cartoon character to spearhead its latest advertising campaign. ‘Gavin the Gnome’, wearing his green mankini and flip-flops, is to be the star of Asda’s latest TV ad campaign which aims to highlight the differences between the Yorkshire-based retailer compared with its competitors.

The television commercial, which first aired on our screens over the bank holiday weekend, opens with three garden gnomes fishing in a pond representing the supermarket’s three biggest competitors. Asda notes how all three promise to match each other on price before introducing Gavin who floats across the pond on a lilo to highlight that Asda beats prices.

Commenting on the ad Steve Smith, Asda’s chief customer officer said: “We thought we’d hit a high with a disco dancing chick for Easter but we’ve loved bringing Gavin into the Asda family. He’s cool as a cucumber and we think he’s going to do a great job of communicating a serious message – that Asda will beat not match prices – in a really unique and fun way.”

Asda’s cheeky campaign will probably be a big hit with consumers but won’t come cheap. If you are more in need of B2B PR and marketing you might be wondering how you can similarly connect with your audiences without burning a big hole in your pocket. The answer is Natural PR. Natural PR is about spending less time and money fabricating stories, stunts and content and more time foraging in the corridors and corners of your organisation for the real stuff. It’s these natural stories that scream brand authenticity and shout audience engagement from the rooftops.

PR is much more cost effective than advertising and arguably delivers more compelling results. By securing unbiased editorial in B2B trade publications, regional newspapers and national broadsheets, readers and your customers are more likely to take note of what is being written about your business more so than they would trust your advertising.

Struggling for inspiration? Natural PR is what we do every day but in our helpful guide we’ve given you six common sources to get you thinking. Why not download our Natural PR Guide here and before you know it you’ll enjoy Skouting for stories as much as we do!

About this article

Read time:

4 minutes

Category:

Opinion

What to look out for when selecting a tech PR agency

Content with your B2B content? How to make it worker smarter and harder to achieve your marketing goals

Browse more blog posts

Posted on
byJames Bentley
If you’re in the wonderful world of tech, selecting a PR agency will be one of your big decisions. The right tech PR agency will significantly increase your brand’s reputation, market visibility and, ultimately, success. Here’s what you should be looking for: Industry experience and expertise Look for an agency with a proven track record in tech PR. They should...
Posted on
byRebecca Brown
There aren’t many B2B marketers out there who don’t spend a lot of time thinking about content and how to best use it to engage their audiences. In fact, over 70% believe content is becoming increasingly important in driving overall marketing success. But just because it’s the right thing to do, doesn’t always mean it’s done right. Audiences are being...
Posted on
byJames Bentley
Whatever stage your tech business is at, whether you are pre-revenue, or scaling up, PR has an important role to play in pushing you to the next level. As a staple part of Skout’s heritage, we have seen the tech PR landscape morph and shift over the years. But the core reasons why PR in the field is beneficial for...
Posted on
byJames Bentley
B2B market research serves many crucial purposes for companies working in the business-to-business (B2B) sector. Here we will look at some of its most common objectives. Understanding customer need B2B market research helps businesses to understand the needs, wants, preferences and pain points of other businesses. This knowledge can help with a range of things. These might include the creation...
Posted on
byIsobelle Yoxall
Podcasts have surged in popularity, boasting a staggering 464.7 million listeners globally in 2023, a number expected to climb to 504.9 million by 2024. This trend shows no signs of slowing down, as new content creators, including influencers, YouTubers, and B2C brands, are embracing podcasts. Even major corporations like Johnson & Johnson and McDonald’s have joined the podcast wave. This...
Posted on
byJames Bentley
Business-to-business (B2B) content marketing is a way for one business to reach and connect with other businesses in its target audience. Direct sales are not the focus of content marketing. Instead, it’s all about the creation of relevant and informative content that attracts and engages prospects from other businesses or organisations and converts them into loyal customers. Building trust, establishing...
Posted on
byJames Bentley
If you’re a business and you have a product or service that you know other businesses would love, it’s time to start your B2B PR journey. Your efforts should focus on building relationships, increasing brand visibility and fostering trust among these other businesses. B2B PR requires an approach that is tailored to the business landscape rather than the individual consumer...
Posted on
byJames Bentley
In the dynamic landscape of B2B marketing, understanding various strategies is crucial for marketing efforts to be successful. With the right approach, you can propel your company to new heights and forge fruitful partnerships. Here, we outline the four types of marketing that can help revolutionise your business. 1. Content B2B marketing Content marketing is the backbone of any successful...
Posted on
byJames Bentley
For businesses intending to reach and engage potential customers effectively, B2B email marketing is a cornerstone in today’s ever-evolving digital landscape. When used correctly, it can drive leads, nurture relationships and ultimately boost revenue. If you have ever wondered how to begin B2B email marketing, look no further than this step-by step guide. 1. Define your goals and target audience...
Posted on
byLee Simpson
Whether you call them Key Opinion Leaders, influencers or simply celebrities, leveraging the reach of influential people in various industries has long been part of PR strategies. The definition of what an ‘influencer’ is varies and the concept is nothing new; in our business a journalist can be an influencer, able to shape public opinion and raise awareness of new...

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.