below-the-line
| In a battle against Goliath-type marketing budgets, the little guy needs to box really smart. Various forms of below-the-line marketing activities – as well as guerilla marketing – are a particular speciality of the Slingshot team. It is in this area of marketing that Slingshot’s features – creativity, intuitiveness and vision – are also benefits. Case Study: While at Cloof Wine Estate, Oscar Foulkes wanted to add pizzaz to the launch of The Very Sexy Shiraz. In a characteristic act of cross-discipline synthesis, Oscar borrowed from the world of financial markets by offering futures in the estate’s rarest wine – Crucible Shiraz – to purchasers of The Very Sexy Shiraz. The story was prominently featured as a news item in South Africa’s Business Day newspaper, and from there was fed to numerous websites across the world generating thousands of rands worth of free coverage. |
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