British Telecom
Michael O’Hearn
Grantham University

British Telecom The key integrated communication elements which reinforce BT’s position as the primary supplier of SME IT services is BT’s ability to combine their marketing strategies and a creative campaign into multiple marketing disciplines such as paid advertising, social media, owner assets, etc. First, BT’s target audiences which are small to medium sized businesses needed an attention grabber. BT went out and hired Peter Jones, who had broad business and consumer creditability following his TV exposure with small business programs. They also used Gremlin puppets to portray problems for their systems which added a unique prospective as Gremlins are considered disruptive creatures. Since most of BT’s business is generated from small to medium businesses and start-ups, prime time TV was the perfect fit to promote their product. SME comprises of 4.5 million individual companies with very few if any employees. This means these companies do not have the resources to maintain IT services. BT seen the need and went out and purchased two of UK’s foremost service providers Lynx Technology and Basilica Computing to reinforce its position category choice in IT solutions by presenting a total package of innovative technology and support services. BT also took their TV advertisements and transformed them into print, poster, online Internet and intranet sites (Dahlen, M., Lange, F. & Smith, T., 2010). The medium of TV was selected to carry out the bulk of what is essentially a B2B message because of their target audience. Since the majority of BT’s business is from the small, medium, and potential start-ups sectors, BT believes most are probably home-based businesses and to reach them, TV provided the exposure. BT also realized that prime time TV would reach most of their target audience because that