Topic: Business July 14, 2016
Author: Neil Cubley
Tags: Start-ups

Small company, big stage

2 MIN READ

Acutrace is a small company based in west Dublin that enables businesses to more precisely measure the energy they use and control the lighting in their offices and industrial premises. On the other side of the country, in Shannon, Celgentek, an orthopaedics company, creates medical products that help people with compromised bone to get back on their feet faster. These are two successful businesses, each strong in their specific markets doing all the right things to grow their businesses. But, like most small businesses, they don’t have huge budgets to spend on marketing their brand.

Marketing the brand

How could we help jumpstart their growth by getting their names known not just within their own specialist circles but by thousands of people?

Replacing our name on the jerseys with theirs

The answer was to remove the Bank of Ireland name from the jerseys of all Leinster and Munster rugby players for two key televised Champions Cup clashes and put the names of Acutrace and Celgentek there instead. Putting their names on the jerseys was just one part of a package of ‘Sponsor for a day’ advertising worth €50,000 for each company which also included pitch signage, an ad in the match day programme and photos with the teams.

‘It’s been incredible’

But the two brands didn’t just appear there. As Aidan McDonnell, Acutrace’s Managing Director, commented, “we’ve been in newspapers, on billboards, at bus stops, on radio ads, it’s been incredible.” We also promoted them on social media. Videos telling the Acutrace and Celgentek stories have been viewed over 130,000 times on YouTube.

‘Allowed to dream’

Gaining this kind of exposure has not only made the brands visible to a wider audience it has changed how the two businesses think. “What Bank of Ireland have done for us,’ says Aidan McDonnell, ‘is they’ve made us act and feel like a big business.” As Paul Burke, the CEO of CelgenTek, put it, ‘to see that name on the jersey allowed us to dream.’

Find out more

Find out more about Bank of Ireland business banking here.

Acutrace website

Celgentek website

Picture credit: Stephen McCarthy / SPORTSFILE
Topic: Business July 14, 2016
Author: Neil Cubley
Tags: Start-ups

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