Opportunistic tactical marketing: Bridgfords
Here’s a great bit of opportunistic tactical marketing: a Bridgfords Estate Agent’s sign converted into an England flag for the World Cup.
It doesn’t even offend the Bridgfords corporate style as it’s in keeping with their usual red and white. It’s perfect. If I were a football fan trying to sell my house I’d go with Bridgfords because estate agents are all the same anyway.
Tactical opportunities like this aren’t always so clever. In a former life I looked after a Blackpool based bar chain who fancied moving up market. Yet where they wanted to be just wasn’t them. They had some great ideas that would have gone down a storm in Blackpool – like leek flavour ice cream for St. David’s Day, which ended up on Chris Evan’s Radio 1 Breakfast Show – but even as I couriered the ice cream to the BBC I knew we were dragging the brand down.
‘It’s all right to deviate from the brand if it’s a great fun idea,’ the client used to say. But no, the clientele they wanted was turned right off. Eventually they had to give up trying to be upmarket and recast the bars in their own image. It was great. Everything worked. We exported a little bit of Blackpool nightlife to towns and cities right across the UK.
Contact Stephen Newton
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