As William and Kate prepare for their big day on April 29, the British economy could gain £2Bn from worldwide TV coverage, tourism, and loyal, royal followers digging deep into their pockets for wedding memorabilia as people stock up for a four day wedding-fest.
Top 5 Marketing tips that Royal Weddings teach us:
1. Look before you leap:
The Lord Chamberlain’s office has produced definitive guidelines to manufacturers covering the memorabilia that will be allowed (mugs, plates, coins and wall hangings) while those disallowed (aprons, t-shirts and cushions) are labelled as in poor taste. And tea towels? The Royal Household has finally relented. Tea towels are now in. Huzzah!
Our American cousins don’t always get it right. A rep from Rogaine says Prince William is the company’s perfect spokesman for a range of unscented foams! You can just see it can’t you.
2. Customer centric:
Knowing what’s important to your customers and incorporating it in your messages and product offerings improves relevance and sales. There are now William & Kate Courtship tours, themed restaurant meals and Dunkin Doughnuts have been inspired to produce that rare culinary treat, the deep fried “Royal Wedding Doughnut” in salute to the couple, retailing at $0.89.
3. Social media tie-in:
Social media is fundamental to any integrated marketing campaign. Schweppes (suppliers of Indian Tonic Water to the royal family since 1863) have created a royal wedding card on Facebook that people can sign and offer their congratulations. Schweppes hopes people will use their bespoke, themed-bottles as the accompaniment of choice for celebrations and picnics. NBC is devoting 20 hours or prime time news coverage to the wedding including an app for iPads; twitter feeds; and virtual stickers if you watch.
4. Reflect social responsibility :
The happy couple have established a charity gift website where well wishers can donate to a variety of charitable causes that reflect their experiences, passions and values. This removes any angst from what present to send them.
5. Brand extension opportunities:
There is long term potential after April 29th, and royal watchers are eagerly anticipating the commemorative tea sets for William Jr and Baby Kate!
With wedding merchandising (large china plate £125; two handled loving cup £100; silver spoon £30; sick bags £3) thought to be worth well over £60M, £350M from tourism and £600M from food and drink festivities, it all adds up rather nicely thank you.
However, the “glass half-empty” brigade will always rise to the occasion. A survey by JWT, suggests 66% of Londoners polled, are fairly ambivalent about the big day whereas 17% said it was a positive turn off. Two brands that have done well so far are the Royal Mint and Crownjewelscondoms.com. Don’t ask.
And of course there’s the betting fraternity.
Current odds from Bettson:
- Kate will leave William at the altar: 65 to 1
- Kate stumbles at the altar: 50 to 1
- William and Kate name their first born girl Diana: 3.5 to 1
Nice to see the betting industry getting all soppy about the wedding!
We wish William and Kate a long and happy life together and if they need any help in digital marketing, creative web or e-commerce, then they’ll know who to come to.