Aston Marketing Society Event – Agathe Blanquart from Shell

Agathe Blanquart is Global Retail Category Manager at Shell. According to Forbes, Shell is the fifth largest company in the world by sales; and Agathe has progressed from being a graduate trainee to overseeing retail outlets, product launches and marketing campaigns for the firm. She recently came to visit Aston Marketing Society to give a talk on effective communications and media selection, one of the foundations of effective marketing.

Here are Agathe’s four key points from her talk:

1) Tell a story to achieve your objectives

This was particularly true when newspapers will be used as a marketing channel. For instance, in the launch of Shell Fuel Save, using celebrity endorsements from Andrew Flintoff and newspaper features all had a purpose beyond communicating the launch of the product. They told a story by sharing fuel saving tips with consumers and reported fuel-testing experiments conducted with Andrew Flintoff that created interest from readers.

2) Measurement of media will identify gaps in delivering your message

Through out the campaign, plans for measurements need to be in place to assess the effectiveness of the campaign and to adjust plans in light of new information. This is linked heavily to point number 4.

3) Be honest and avoid a reputation damage

As the infamous BP oil spill has highlighted, having an solid corporate reputation is crucial in a world where consumers are becoming more and more knowledgeable about the brands they purchase. Therefore, when using TV advertisements – where doing so you have to be selective on how you buy your time – it was decided to emphasise the brand more than the product (see below).

4) Follow up your campaign with a smaller one to refresh consumer’s minds. This is where point number 2 becomes important – not only can you consolidate the previous communications, you can correct any messages that have been interpreted incorrectly by consumers. Another piece of advice this links to is the power of support media and smaller channels that, when combined, become very influential. For example, Shell used mobile billboards on lorries, promotional products (air fresheners, which actually benefited consumers) and blogger’s engagement to augment their core campaign.

© Aston Marketing Society 12/03/2012

Written by Josh Blatchford, also editor of Manifested Marketing

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  2. Interesting post. Thanks!


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