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WHAM! Why winning hearts and minds is the key for marketing

Tom Jones
Tom Jones

Buzzwords and acronyms can be a big turn off in marketing and communications, but an effective one sticks out a mile – especially when it is presented in context.

Last week’s Rethink Tech event in London, hosted by Intercity Technology, had an impressive array of speakers including Brother’s UK MD Phil Jones, who discussed leadership in business and how companies must account for generation shifts.

He used the phrase WHAM – Winning Hearts and Minds – which can be applied in any business or department to describe the method of converting an audience to your way of thinking.

This is very true of marketing, which is about communicating the right message at the right time to the right person. And these messages can arrive at unexpected but welcome moments.

For example, I was surprised to see a digital advertising board for Barracuda Networks pop up on the TV during the Chelsea v Manchester City game last weekend. But it stuck in my mind, which is why I’m writing about it now.

The concept of winning hearts and minds means appealing to both sides of an individual’s personality – the emotional and rational. At Fieldworks, we find that, if we can do both, we not only engage our clients but more importantly the targets they are looking to reach.

To give you an example, we recently created a retail technology PR campaign to raise the issue of returns in the national press, and issue that many retailers have ignored to date. You can read the case study here.

Our campaign appealed to the hearts and minds of the press and, in turn, readers and viewers of national, broadcast and trade publications. It led to direct leads for our client, demonstrating the impact of a powerful message.

To find out how Fieldworks can give you the WHAM factor, give me a call on +44 (0)1892 784500 or drop me an email: tom@fieldworksmarketing.co.uk.

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