Leave room for marketing improvisation

Marketers need to leave themselves the flexibility to respond to events on which they can successfully piggyback their brand, as the recent experience of furniture retailer IKEA has demonstrated.

The revelation that its sheepskin rugs were being used as costumes for some characters in the popular Game of Thrones TV drama prompted IKEA Norway to issue a DIY guide to creating a cape, a step which not only generated huge publicity but had a “good impact” on sales.

“We’ve already seen a 775% increase in online searches for the SKOLD rug since the news broke,” Aisha Furtado, consumer PR manager, IKEA UK and Ireland, told The Drum two weeks ago.

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