The problem: BNI’s core ‘service’ is a business referral network that it promotes as the most effective form of marketing in the world. This automatically disqualifies BNI from undertaking any form of mass advertising. Living by the philosophy ‘Givers Gain’, the BNI system operates by establishing chapters of between 20 and 40 business owners. Members meet weekly to follow a structured programme that helps them generate business referrals through each other…
The Solution: Iron Road worked with BNI’s management team to create a ‘community’ focussed strategy for the organisation. With member businesses embedded in their local communities throughout the country, BNI was ideally positioned to leverage the ‘local’ angle in most of its communications. A major part of the campaign involved an effective cause related campaign revolving around BNI’s work with hospice. BNI was an ideal candidate for a cause related campaign. To be successful, cause campaigns should meet the following criteria:…
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