Piggybacking

Chances are you’ll be aware of the art4charity initiative I’ve been involved in over the last year.

If not, I’ll try and condense it as best I can – in the throes of the pandemic, myself, Prof. Paul Cadman and several others, including world-renowned graffiti artist Gent48, worked together to produce a piece of art summing up the indomitable spirit and ‘Brummie mindset’ in the fight against the coronavirus, and in doing so raise funds for: the Lord Mayor of Birmingham’s Charity, SIFA Fireside, Acorns Children’s Hospice and Birmingham St Mary’s Hospice.

It manifests itself in a few different ways – an incredible masterpiece on Meriden Street in Birmingham, original and limited edition prints and a 220+ page book telling the whole story of the project. All can be purchased online here: https://art4charity.co.uk/prints-posters/

I’ve been working on additional content for the second edition of the book over the past week or so, and regarding the prints we’re delighted to have secured around 250 ‘Birmingham Dignitaries’ signatures from a cross section of public figures – Lords and MPs, business and civic leaders through to future faces, apprentices and not forgetting our treasured front line workers and NHS staff.

The Rt Hon Boris Johnson MP, Sir Keir Starmer KCB QC MP and the Lord Mayor of Birmingham Councillor Mohammed Azim have endorsed the prints too! We’re just waiting for some high profile forewords to be confirmed for the book, so watch this space!

But why get all of these people to sign it?  Surely the project speaks for itself?

The truth is that endorsements have long been part of successful marketing and advertising, and that pretending that this project is any different wouldn’t be smart.

When anyone considers buying anything, there are a whole range of different factors at play, and perhaps the biggest one?

Trust.

Engender trust among your audience and you’ll find it a lot easier to generate leads and make sales.

And one of the most surefire ways to secure trust? Piggybacking on the trust already accumulated by others.

Adidas did it with Beckham, Nespresso did it with Clooney, Premier Inn do it with Sir Lenny Henry.

And nowadays, with ‘influencer’ being an officially recognised career, the notion of using someone that people trust to promote your product is as alive and well as ever.

Perhaps you don’t need a footballer, or an actor; but considering how you can use the trust and influence already accumulated by the personalities in your marketplace would be a pretty smart thing to consider.

This weekend we enter into the season of high energy, enthusiasm and excitement – so why not go piggybacking, buy a print or a book and benefit the greater good!

Thank you for your support and stay happy, healthy and active.

Regards

Nick 

Co-Founder, art4charity

Brandologist, Moo Design

T: 01926 770042

M: 07976 362347