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Marketing Insights from Abarth and BSB.

Published by in Branding, Sports Marketing on May 26th, 2010

This weekend I was at Cadwell Park in Lincolnshire. The venue was host to the biggest motorsport property in the UK, the British Superbikes (BSB). The event was different, because as well as being supported by other motorbike classes, BSB hosted the Trofeo Abarth 500 GB, a new one-make car series. It could have all gone horribly wrong, but some simple, old-fashioned marketing meant that Abarth managed to achieve it’s goals for the weekend. Until recently, I had never heard of Abarth. The marque is part of the Fiat group which also includes Italian sports-car classic brands such as Alfa Romeo, Lancia, Maserati and of course Ferrari. One of the reasons that the Trofeo Abarth 500 GB was created was to increase the awareness of the Abarth brand, but also to hopefully drive sales. Here are some insights from the

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On Twitter, Brands and ‘Most People’.

Published by in Marketing, Twitter on May 6th, 2010

10 years ago I said that SMS text messaging would never take off. There were no t9 dictionaries to finish your words for you, no QWERTY touch keypads and at £374 per MB (using 5 pence per message) – it was incredibly expensive. Nevertheless, the technology was growing and growing fast, so we set about trying to come up with sms apps that would be useful for people and in doing so fell into the trap of thinking that people were like us. I was reminded of this time yesterday as I tried to explain the virtues of Twitter to a ‘man in the street’. I like Twitter. It appeals to parts of my personality, but as anyone who has tried to show someone else the platform will know – Twitter is not something that comes easily to most people.

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