Silverware Won by Derby County FC

A big congratulations is in order to Derby County Football Club.

On the field the side are pushing for promotion to the Premier League, but the marketing department at the club has already won a trophy this season – the “Best Digital Content and Audience Growth” accolade at the 2014 Football League Awards!

Derby’s marketing department has used the e-shot™ platform for their email marketing since 2011, and this was one of the factors in their recognition at the ceremony.

Their September “Return of the Mac” campaign was designed to encourage fans to back the new manager Steve McClaren after the sacking of popular boss Nigel Clough.

The strategy was delivered across all channels, from social media to email to their website, and you can view the message sent with e-shot™ below.


Derby’s campaign had a huge impact; the email achieved a 21.66% open rate, while the club increased the number of unique visitors per month to to over 200,000 and improved social conversion rates to nearly 25%.

Overall during their time using e-shot™ Derby have grown their contacts list by almost 300% – which is truly exceptional – while their average open rate has also reached 22.32%, well exceeding the sports industry average.

After winning the award the club’s Multi-Media Editor Matt Reeder said, “We saw the opportunity with Steve’s appointment to re-engage with the fans and built the ‘Return of the Mac’ strapline which came from Faye Nixon in our marketing department.  We worked on the whole concept and also looked at how we could re-engage with our fans across all platforms – RamsPlayer, the website, Twitter, YouTube.”

Click here to read a complete case study on Derby’s use of the e-shot™ system.

Give us a call on 020 3320 8777 or visit our website today to find out how we could help your marketing go from mid-table to award-winning.

‘BADMAN’ Bugti Boosts the Argos Brand

On this blog we’ve mentioned before how powerful and newsworthy reactive marketing can be – sometimes for all the wrong reasons.

This week Argos showed their funny, creative side in responding to a tweeter.

Immy ‘BADMAN’ Bugti asked the firm, “YO wen u gettin da ps4 tings in moss side? Ain’t waitin no more. Plus da asian guy whu works dere got bare attitude #wasteman”.


Argos responded, “Safe badman, we gettin sum more PS4 tings in wivin da next week y’get me. Soz bout da attitude, probz avin a bad day yo. LD”.

The shop’s response has been retweeted over 6,000 times as of 11.03.14 – and BADMAN has seen a huge spike in his online popularity.

From tweeting “YO I’M IN DA PAPER” with a link to a Daily Mail article about the incident, to chatting up several female users via the attention he’s received – “@Kiranshahx yo what u sayin u got a man or wat?” – his lack of self-awareness is astonishing.


I’m starting to wonder whether Immy isn’t actually a parody account.

The cynical side of me thinks the whole thing feels a bit staged, as Argos have never responded in this sort of way before and Immy seems a bit over the top. He might have tweeted over 2,500 times, with a lot of awful language, but maybe Argos were just being extra-subversive and playing the long con…

In all seriousness, I’m sure he is genuine – but an attention-seeking troll, and proud of it.

His recent Twitter photographs include three screenshots of public figures that have blocked him on the social media site: Ex-footballer Stan Collymore, Chelsea and England left back Ashley Cole and ex-comedian Ricky Gervais.

A real Manchester resident or an ultra-ironic East London marketing brainchild, Argos have gained a very positive boost in their online brand identity from the exchange with Immy.

In one (probably spontaneous) tweet they’ve achieved more attention, column inches and online discussion than a lot of brands will manage with thousands of hours of planning and marketing budget thrown at carefully considered ideas.