Georgina Pearson: A Promising Blood Donation Partnership With Missed Potential
Georgina Pearson, Marketing Consultant at Really Engaging Marketing, shared a post on LinkedIn:
“Is this a bloody good partnership? I thought so at first…
On arrival for my 20th blood donation yesterday, I saw this huge promo for the new Dracula audiobook at the entrance to the Brixton blood donor centre.
NHS Blood and vampires for spooky week is a partnership of dreams nightmares .
I’ve never noticed NHS Blood do a branded partnership like this before, so I think this is very cool.
But beyond the entrance wrap and the pull up banner, there was no activation apart from a QR code.
The context of the promotion (donate blood and get a free 30 min sample of the audiobook) was completely lost on me until I zoomed in on the photo.
Apparently I should have received an email prior to my donation, but this did not happen. And there was no mention of it during my visit. And no reference to it in my thank you email today.
So beyond the single banner in the waiting area, there was no real activation.
Perhaps a few flyers in the waiting area would help? And table talkers at key (non-clinical) points: the water station, the snack shelf?
Without that, it just seems like a big branding effort for audible, without the incentive being clearly communicated…
I hope this is the first of many big marketing partnerships for NHS Blood – whether or not the execution is flawless, if aligning with a cultural moment helps get more people donating blood, it can only be a good thing.
Take this as a reminder to donate, if you can
P.S. I’m so proud of myself for not using the word fangtastic in this post.
Oh…”
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