Company directors are being encouraged to relocate their business to
Peterborough with the help of a specially created website –
– which uses cartoons to stress the importance of relocation
decisions. As part of the Positively Peterborough promotional campaign
a leaflet directing recipients to the specially created website is
being mailed to directors of companies situated around the M11/M25
corridor and in North London. The leaflet and website were created by
Peterborough-based consultancies Smye Holland Associates and T2
Studios as part of a viral marketing campaign.
A viral marketing campaign aims to
encourage visitors to a website to pass the invitation on to other
people. The sales message then spreads like a ‘virus’.
p>Recipients of the mailer are invited
to visit the ‘thinkcarefully’ website to watch an online cartoon to
discover if they are able to make the right decision when considering
business relocation. Visitors are then encouraged to visit the main
Positively Peterborough site –
www.positivelypeterborough.org – and to
forward the cartoon to colleagues.
The viral marketing cartoon is the
second in a series created as part of the Positively Peterborough
campaign. The first online game, which featured a sub-aquamarine
diver, was also used to illustrate the perils of business location.
Seventy per cent of those who visited the ‘thinkcarefully’ site as a
result of the campaign viewed more than two pages on the Positively
Gloria Milne, chief executive of the
Greater Peterborough Investment Agency (GPIA), said: “The results from
the first viral marketing campaign were very positive and we hope that
the second campaign will generate even more visitors to the website.
“The Positively Peterborough campaign
has incorporated a number of promotional techniques and activities
since it was launched to encourage businesses to consider moving to
Peterborough. New techniques, such as viral marketing, have proved to
be a successful method of generating awareness of the city and by
monitoring visits to the website, we can assess their effectiveness.
Viral marketing is predominantly used within the consumer industry
but, in this instance, it is being used to promote an entire city.”
The Positively Peterborough website
was launched in July 2002 and registered around 200,000 visits in its
first six months. It is currently receiving more than 20,000 unique
visitors per month, with 31 per cent staying connected for up to five
minutes and 45 per cent returning to the site in less than 24 hours.
The campaign is supported by national
regeneration agency English Partnerships and GPIA.