Believe it or not, in the dynamic world of advertising, it's not always about the size of your budget but the brilliance of your ideas. Despite being a major player in the advertising agency world, Mother London’s recent Uber Eats' ad campaign, serves as a mastermind example of how innovative thinking can make a significant impact without breaking the bank.
By taking inspiration from four of the key marketing tactics that made the Uber Eats campaign so impactful, even the smallest business can enjoy a slice of BIG agency thinking at a fraction of the cost.
Mother London’s Uber Eats campaign focuses on the evolution of the food delivery industry – from the novelty to the necessary. While Uber Eats is a significant player in that space, the brand found itself in third place in terms of ad spend and brand preference.
Based on the insight that Brits think of Uber Eats as a delivery service for takeaways but hadn’t made the connection that Uber can deliver pretty much anything, effortlessly - starting with groceries - Mother London created a campaign that raised awareness of the business proposition by celebrating ‘its convenience and the joy of doing less.”
So, how did they do it and how can smaller businesses replicate the ideas?
Tactic 1: Focus on Overlooked Moments
Uber Eats made a daring move by focusing on an often-overlooked moment in the day, rather than highlighting the reward of the service itself. Instead of focusing on the delivery arriving, the campaign focused on the time between placing an order and its delivery.
Small business can replicate this approach by thinking outside the box and identifying the unique (less tangible) added benefits of their products or services that competitors might be neglecting. Rather than hero the product itself, how can you be smart and highlight where time is saved, where stress is reduced, where you can enjoy more time with loved ones or productivity might be improved.
By emphasizing these unique qualities, you can create a distinctive brand identity.
Tactic 2: Know Your Audience
Uber Eats' success wasn't merely about a campaign shift but a profound understanding of its audience. They identified that their target audience was constantly juggling a fast-paced life, both professionally and personally.
Small businesses can replicate this tactic simply by taking the time to understand their audience, their needs, habits, preferences, and pain points. Armed with this insight, tailor your marketing messages and strategies to resonate effectively with your audience.
Intimately knowing your audience empowers you to maximize your marketing budget by reaching those who are most likely to engage with your brand.
Tactic 3: Tell a Relatable Story
Uber Eats identified its target audience as the "Mad Years" group—25-34-year-old professionals and 35-44-year-old parents. Despite these groups being known for frequent spending within the food delivery category, they had a lower preference for Uber Eats. The challenge was to connect with them meaningfully.
Small businesses can replicate this strategy by weaving compelling narratives that resonate with their audience's experiences. Storytelling is a potent tool that enables connections on a human level. Share relatable stories, anecdotes, or moments that your audience can empathize with. These narratives render your brand more relatable, memorable, and appealing, even on a limited budget.
Tactic 4: ‘The Marketing Rule of 7’
The Uber Eats' campaign appeared across TV, VOD, cinema, social, digital, print, and out-of-home advertising, and will run nationwide for the next eight weeks. Small businesses might not have the resources for TV and cinema ads, but they can benefit from the "Rule of 7" marketing strategy.
This strategy emphasizes the importance of making your brand visible in at least seven places or touch-points. This can include word of mouth, flyers, in-store displays, online presence, social media, local events, and more.
By being present in multiple channels, small businesses can create a consistent and memorable brand image without requiring a massive budget.
In a world where advertising noise reaches deafening levels, it's the brands that dare to be different that stand out. Uber Eats' ad campaign by 'Mother London' reminds us that, regardless of the budget size, small businesses and solo practitioners can make a big impact through unique selling points, compelling storytelling, audience understanding, and the strategic application of the "Rule of 7" marketing tactic.
It's not just about the financial resources; it's about the depth of creativity, insight, and strategic thinking that goes into your marketing endeavors.
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