Home to almost 1 million businesses, London has the most businesses per capita in the UK. This makes it even more important for you to set yourself apart from the competition. So, let’s take a look at some of the top ways London businesses can utilise promotions cleverly to get the upper hand.
Exclusive tailored offers
One way that offers can be tailored is by targeting new and existing customers separately. For example, Betfair has a range of exclusive casino offers depending on whether the user has just signed up or has been a member of the community for a while. New customers can get 50 free spins with their first deposit of £10, whereas existing customers can opt in for a free daily shot at the jackpot and daily cash drops. This technique targets each segment with personalised offers, allowing players to try their hand at different games before settling on their favourite style of gameplay.
Offers could also be tailored depending on the location of the consumer, the local area, and the overall community. This shows the customer that there is a symbiotic relationship between the brand and the area of London that has helped to foster and support it. Sponsoring local events and providing discounts for people who attend can be an excellent way to do this, as it can also allow for opportunities to network with local entrepreneurs and consumers.
Another great option is to donate to local charities – such as a percentage of every purchase during a certain period being injected back into the community. This might not seem like a traditional ‘offer’, but it can provide consumers with a sense of positive brand association along with their purchase.
Experiential advertising
While traditional advertising techniques focus more on creating an impactful moment or piece of media, experiential marketing aims to create an immersive experience. This can be a great way to set yourself apart from the competition and provide something that is memorable to consumers.
Starbucks has used this technique many times across London since at least 2023, with one of its most memorable campaigns being a multi-sensory ‘Iced Coffee Zone’ in Kings Cross St Pancras, which featured the sound of ice being shaken and the smell of iced coffee. More recently, Red Bull has continued its success in the experiential marketing sphere with a move into the fashion industry with AlphaTauri, becoming the official clothing sponsor of the Fédération Internationale de L’Automobile (FIA).
Out-of-home marketing
As the largest urban hub in the UK, London has high levels of footfall, particularly around transport centres, high streets, tourist areas, and business districts. With this in mind, you can take advantage of this with out-of-home (OOH) advertising, such as billboards, street furniture, transit signage, interactive kiosks, and more.
Perhaps the most effective example of OOH advertising in London in the last year came from McVitie’s Jaffa Cake, in collaboration with TBWA/London. The campaign featured billboards and wall art that gave a final answer to the key question: Is it a biscuit or a cake? This comedic take also tapped into local colloquialisms – “clue’s on the box, bruv” – which led to it performing 44% better than the average.
And there you have it – just a few ways that London businesses can set their brand apart from their competitors using promotional techniques. All that’s left to do is see which could work best for you.
