Keith Errington

marketing strategy
07860 267155

The birth of Meerketing

I’d like to propose a new term for the dictionary‘Meerketing’ – and no, that’s not a South African advertising agency term, but a brand new word.

So what is the definition of meerketing? It’s the ability to plan, develop and implement a flawless and integrated campaign across a number forms of media – not only conventional media but social networking, twitter and the web. Providing a high return on investment and breaking a market sector wide open. As in “Well, it’s a good campaign, but it’s hardly meerketing is it?”

Meerketing is an art, not a science, but the results can be seen in solid numbers. This is not social marketing, but meerketing – where the new hyped media is just a part of a cunning plan to dominate the meerkat, sorry, market.

And, like the animal it’s named after, it may have a high visibility above ground, but there is an awful lot of work that goes on underneath – planning and building – creating links and connections – laying the groundwork for the animals to pop-up all over the manor.

Once the animal has captured our hearts with its playful attitude and cute looks, we respond – working on the animal’s behalf and boosting its popularity.

Although it’s natural habitat is the Web site, TV advert or viral YouTube video, the meerketeer is equally at home with radio, Facebook page, twitter feed, blog, point of sale or poster - in short, whatever is the most appropriate medium for the brand message at the time.

In order to survive in it’s harsh competitive environment, the meerketeer needs to constantly evolve, to react to changing consumer reactions, to respond to customer sentiment and remain flexible – able to generate communications that are on message and promote brand values, no matter the challenge, place or time.

Adaptability within an overall campaign plan is the way the meerketeer successfully colonises the media space.

So lets all vote meerketing into the dictionary – I too wish to beat Sergei at Scrabble.


For all those meerkat fans out there here’s an incomplete list of links:

Aleksandr Orlov - wikipedia entry
The agency behind Compare the Meerkat
Interview with Passion Pictures - the company behind the TV Ads
Daily Telegraph on meerkat success
Mail Online on meerkat success
The Sun meets TV Meerkat
Simon Greenall - the voice behind Aleksandr
Adopt a meerkat -London Zoo
Adopt a meerkat - Chester Zoo
Adopt a meerkat Blackpool Zoo
Meerkat Manor - Animal Planet

(And no, I’m not connected with the campaign - I am using it as a case study of a successful campaign in my Social Networking and Web 2.0 for Business course).

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