While it’s not always spoken of explicitly, the UK is bursting with culture. Not only is there an amazing amountof heritage and history here, but many different peoples. Of course, the United Kingdom is comprised of four countries, all with their own proud people, characteristics and customs. But cities have their own cultures too, as do the counties they’re part of, and it’s all shifting as time goes on too.
As such, banking on culture is a great idea for giving your marketing some extra oomph. The first question of where to begin is obvious – consider where your business operates. Perhaps if it’s a national business, you can cultivate different marketing approaches in different regions, or absolutely focus on where your origins were from, and celebrate that.
For example, GiffGaff uses a fellow with a northern accent for their marketing and telephone answering system, often using colloquialisms like “Champion!” when you’ve set up your voicemail PIN. It’s a regional affect but it helps give them character.
In this post, we’ll discuss some other options you could use to bank on culture in your marketing, and celebrate everything that makes the UK wonderful:
Minor League Sports Teams
Sponsoring or partnering with smaller sports teams in your area is a brilliant way to connect with the local community, especially in our country where football is so present. This is especially true for women’s sports of course, as the Lionnesses have won back to back tournaments and now the rugby team are victors. No matter the sport or division you choose, in your local area they’ll usually have supporters who show up week after week, and they’re always looking for businesses that want to get involved. Moreover, your sponsorship money can help that club stay alive for another year.
This earns you a great amount of goodwill. You can also proudly feature the team in your own marketing as well if you negotiate a mutual promotional deal, perhaps feature on their kit, and cement yourself as part of that area.
Local Charitable Events
There’s no shortage of fantastic local causes in the UK, from the annual village fete raising money for a new roof on the Scout hut to a marathon run for a regional children’s hospice. You’ll be doing good with this charitable approach to, which, at its heart, is about community spirit and looking after your own.
That’s just one example, of course. Some other ideas could include sponsoring a charity fun run, donating raffle prizes, or sending a team of staff to volunteer with local litter picking or cleanup (on a working day where they’re being paid, of course), as it shows your company has values and cares. It may also give you positive publicity, and the association with a good cause makes your brand instantly more likable. Just make sure you’re doing it for more than the photo op.
National Celebrations
The UK calendar is jam-packed with national days and seasonal celebrations that, if you’re smart about it, you can cleverly weave into your marketing. Think about using the changing seasons or national dates like St George’s Day, Burns Night, or even August Bank Holiday to help inspire people. Of course, it will depend on exactly what the event is and if it relates to your business. A Scottish business is more likely to celebrate one over the other. But connecting your product to something that people are already celebrating or talking about, and not being obnoxious about it, can help. Again, sponsorship works here, like helping out with the local bonfire night.
Even smaller local businesses could do this. For instance, a food business could run a campaign around British Pie Week or National Tea Day, offering themed deals or content in line with the scope. A travel company could focus its spring advertising on the joy of a British staycation during the late May Bank Holiday for families just who just want a cheaper weekend away. There are countless opportunities if you look for them.
Regional + City Opportunities
This is arguably the most fun part, as you get to play with the distinct character and lingo of different places. As the opening mentioned, what works in the North might not land in the South, and vice-versa, so be mindful. Using cockney rhyming slang in the heart of Wales isn’t exactly going to be a great match.
However, you could consider using out-of-home advertising formats that are unquestionably local. For example, in our biggest city, London, you can utilise taxi advertising to turn the city’s most famous black cabs into billboards, and what better way to co-opt a national landmark for many tourists and nudge them to your business? You’d be surprised how many companies are trying.
With this advice, you’re sure to bank on culture in the most promising UK context.