32 . Glasgow Business June 2015
IMAGINATION DON’T BE AFRAID TO USE YOUR
Innovative thinking, creative marketing and an open mind can create incredible returns E
ver wondered how someone can earn a return on investment of 10,000 per cent? Te answer – imaginative marketing.
A few years ago, three young film-makers in
California made a modest investment in their very first feature, Te Blair Witch Project. Tis
was the time before Twiter, YouTube and Facebook, but they used low-budget ads and trailers plus planted rumours on online message boards to create a buzz that became a phenomenon. Teir initial investment? Just $25,000. Te film’s eventual worldwide takings? A cool $250,000,000. Granted, that
extraordinary level of return is something of a one-off. However, the creative thinking that went into the strategy is the type of original approach that can be applied by all kinds of firms to promote their product or service. It goes to show that all your eggs don’t have to be in an online basket. Equally, it demonstrates
TECHNOLOGY OPEN
STRATEGY SIMPLE
IDEAS
POSITIVE SIGN
Vibrant
marketing Events
CLARITY
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