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Utility Marketing

Make it useful, or don’t make it!

Date: Thursday 12th February 2015

Venue: Tigerlily, George Street, Edinburgh

Time: 7:45am for 8:00am

There are now many more marketing opportunities available to businesses than at any time in the past.  If you attended the January breakfasts in Glasgow or Edinburgh you will already appreciate that marketing in a digital age offers endless ways that a business can reach its target markets.  

Alongside the seemingly long established blogging, we can now easily create video, audio and even apps.  All of which are gaining in popularity and becoming more accessible to everybody.  Add to this the various strands of marketing that we hear banded around; Content Marketing, Network Marketing, Influence Marketing, Emotional Marketing, Nostalgia Marketing are but a few we hear about on almost a daily basis.

Businesses are gradually finding the type of marketing that suits them in this digital age, however are they getting it right?  We suspect many are not and the reason is fairly simple - they are not really adding value for their target audience.  Many are creating the content they want to provide, rather than creating the content their consumers want to receive.

At the February New Media Breakfast we will look at Utility Marketing - creating genuinely useful or functional content.  It could be in the form of an App, White Paper, News Feed, Video, Podcast, website, or blog, but it has to be functional and fulfil a purpose that does not include a direct sales offering.  Adopting a utilitarian approach is about gaining trust, building loyalty, and raising awareness; it’s about solving a problem for your consumers who in turn will be grateful that you brought them the solution.

We will look at good examples of Utility Marketing and offer ideas where businesses of all sizes can adopt a utilitarian approach as part of their digital culture.


Gordon White, Managing Director, fatBuzz, and Tim Barlow, Managing Director, Attacat will present this session.


Venue: Tigerlily, George Street, Edinburgh

Date: Thursday 12th February 2015

Time: 7.45am for 8:00am


We hope you can make it along to this event. If so, I look forward to seeing you on the day.
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