NoMU has no money and therefore no budget. Therefore the emphasis is on trying to find highly cost-effective ways to spread the word and build awareness for the brand name as a single mission.
Everything we do in the meantime is geared towards finding new clients, which are attracted largely through word-of-mouth. So a quick way is to leverage the strength of social media to do this.
NoMU is a company that is still very much in its Go-Go phase and so for us, new customers are always the main target. We don’t focus on defending existing consumer audiences, which is how most established brands spend most of their time. We spend our time doing things better than the big companies, using more innovative and relevant tools and essentially stealing heart and mind space from all the biggest guys on the block.
From this point of view, I am very happy to tell you that NoMU is gleefully in a fist-fight with ALL of the biggest, nastiest and most lumbering guys around. Try Nestle, Cadburys, Kraft and Unilever to name just a few.
So, apart from our already eye-catching packaging, these are the ONLINE elements:
Tactic One: Recipe Mailer We regularly send out a FREE, 4 Page glossy and collectable Recipe Cookbook. This is us just trying to stylishly share part of our food culture and also our personal story of growth with our customers and subscribers.
At present this FREE gift is sent to 15 000 people (average of about 15 subscribers a day).
Tactic Two: Recipe Mailer Brand Association
We now work with tailored partnerships (not branded advertisers or sponsors) on our website where we believe that our brand can add relevant value to their brands and not appear in any way to be cheapening our own communication. The clear RULE is always to make sure that any other brand that appears on our site is there to enhance our service and not just announce their own.
Tactic Three: Poster Campaign
This is a campaign that costs basically nothing but is assured the reach and exposure to literally thousands of people, thanks to the bloggers we work with.
Each month we approach a suitable blogger and ask them to pose as our ‘Pin-Up’. The photography is sponsored in return for exposure and the printing costs are minimal since the ‘poster’ actually exists primarily ONLINE.
All these tactics are leveraged heavily through a steadily growing Twitter base and obviously also our blog-site which we use deliberately as a way to try and communicate some of the more personal and sentiment-led, innovative, self-assured, fighting spirit of the brand.