How the right food photography brings your food to life

Taste, this has to be the first thing to be concerned about when it comes to food. However, what happens when you are trying to sell food, or tempt people to your restaurant, and you have to rely on look?

This is where food photography comes into its own. Food photography, as the name suggests, is when you take photos of food that you have to serve. Whilst this may be obvious, what you may not know is why it is so important.

As professionals in a variety of photography approaches, we understand what it takes to take the very best photo and the importance of these images. So, with this in mind, we have put together our guide to the importance of getting food photography right.

It is a chance to showcase what you can do

When you are a chef of any type, showing off your food is part and parcel of the job. What better way to show off what you can create in your kitchen then by taking photographs of it? Of course, it won’t show the flavours and taste, but it will give a visual impression of what you can do.

You can use them to promote particular dishes

Have you found that some dishes are not as popular as others? Or perhaps you have some bestsellers that you want to give an extra boost to? No matter what product is, by having a beautiful picture of it to use online, you can create more of a buzz about it and ensure that you secure some more sales.

It is nice and easy to share on social media

Social media is incredibly important when it comes to promoting a restaurant, catering or hospitality business. After all, word of mouth is key promotion and this is something that social media relies upon. When you take images of your food, and they look good, you can use them to share on social media. A good looking dish will then be shared elsewhere, and you will see that your reach will grow and grow, and hopefully your sales will increase too.

All in all, food photography is important because it gives your audience a chance to visually taste your food. Of course, this doesn’t compare to grabbing a fork and digging in, but it definitely can help to draw people in to visit you.

Think that it is about time that your culinary creations are shown in the best light possible? If this is true for you, then why not get in touch with us? Whilst we may not be able to help you to cook the perfect dishes, we can make sure that they look good on your website, social media and menus too!

 

Food Photography – Central London

Why your company should invest in a Freelance SEO Consultant

SEO is the digital marketing tactic of increasing a websites visibility within search engines. SEO stands for Search Engine Optimisation, that is you make sure that your website is correctly optimised and targeted to drive high value organic traffic to your website from search engines.

If a website is correctly optimised to target valuable keywords and phrases important to your business it will rank more highly for them within search engines. The higher you rank, or the more keywords that you rank for will scoop you more or a greater share of the traffic generated by those terms.

There are many reasons why should you SEO your website. But we can summarise them into 4 broad categories.

Increased Traffic:

The process of SEO’ing your website’s main goal is to increase relevant traffic arriving at your site. If you are into your analytics you’ll probably already know that organic traffic arriving at your site is already the greatest stream of traffic finding your business online. As part of an SEO audit and in turn strategy a Freelance SEO Consultant or agency will identify these rich veins of traffic and focus the websites strengths on them. Another role of the SEO is to find new streams, targetable streams of traffic and in turn customers. Ultimately the end game of an SEO is to increase traffic arriving at the website.

Cost effectiveness:

SEO is so cost effective, once it gets going. Be aware that it does take a few months to really take off. We see SEO as the lumbering giant of the digital marketing strategy. Where social media delivers relatively low volumes of traffic or paid search (particularly in some sectors) can be very expensive, SEO generates volume. Lots of traffic! Highly relevant traffic and once you have achieved these levels of traffic it doesn’t turn off when you run out of budget. An effectively optimised website will deliver traffic 24/7 and is always available for your customers to find.

Site Usability:

Customer experience is a big factor in SEO. Google (via your Google Analytics data) is always assessing the experience of a websites visitor once they land on a particular website. Google only wants to deliver the best results, not only the best in terms of relevance but the best in terms of experience. If you do not have a mobile website, you will not rank in Google’s mobile search. From finding broken links to dead end pages, speeding up the site or creating mobile accelerated pages, part of the SEO process is to improve the usability of your website. Obviously this comes with other benefits too, your conversion rate will improve and your customers be happier. A good SEO consultant will make sure that your site is easy to use and improve metrics like conversion rate as well as rankings.

Greater ROI:

As we have already mentioned SEO delivers volume. A good SEO will also have made sure that your site is easier to use and improved metrics like conversion rate. So with more traffic arriving at your site and it easier for your customers to convert than ever before it is easy to see that ROI from this channel can be excellent. Additionally, SEO is one of the most accountable digital marketing tactics, every visitor, lead or sale can be tracked and attributed to its source. SEO is one of the most efficient means to deliver high value traffic and in turn sales or customers to your website.

If you are looking to improve the visibility of your website online and increase your organic web traffic you should contact an SEO consultant. SEO should be the foundation of your digital marketing activity. Site audits are usually free of charge and potential volumes and value forecastable. So why not get in contact with an SEO consultant and see what traffic they could generate for your business!

Article by Paul Lymer. Paul is a Freelance SEO Consultant and founder of Improve Marketing.

 

Cantillion King’s approach to Public Relations

 

The strength of a planned and sustained Press/Public Relations campaign is its ability to communicate, inform and educate through the perceived impartiality of the press.

A creative PR campaign will also reach audiences that cannot be reached cost-effectively through advertising. In short, PR will make a positive contribution to the promotional effort by reaching the parts advertising cannot.

These aspects of PR are important to reach and influence the widest possible audience. And the content generated via a press campaign can be used for so many other marketing acitivites including your website, email marketing, social media, etc.

Clearly your promotional objectives will not be achieved by simply issuing press releases. Yet with a great deal of information to communicate to a large number of people, PR should be an important part of your promotional strategy. To influence the widest possible audience and reach the broadest possible range of publications, PR must:

  • Be planned and carefully targeted

  • Present your messages in greater depth

  • Challenge conventional solutions

  • Stimulate

​Planned Targeted and Tailored Press Releases

Hundreds of press stories, features and releases are submitted to the media every day. To ensure that every press opportunity is fully exploited, the story should be immediately identified by the editor as relevant for his/her publication. We make sure that each press release is carefully targeted and tailored by making it relevant to each candidate media sector.

Pro-active PR for In-depth Editorial Coverage

PR planning at Cantillion King means regular contact with editors, journalists, bloggers, etc. to change press release opportunities into extended features. The stories are offered on an exclusive basis in advance of press releases. Meetings are arranged with important editors. Suggestions for articles are presented for consideration.

Challenging Conventional Solutions

Where possible press relations should be used to challenge conventional solutions in key product or market sectors. This helps to differentiate and provide positive reasons for customers to buy.

Stimulating Product PR

We will ensure that the PR programme is carefully regulated and that news releases are never dull! Each item should be newsworthy, stimulating and genuinely interesting. Photographs and applications information will be used to add interest to product stories and ensure that quality enquiries are generated.

 

Originally postedon cka.co.uk – https://www.cka.co.uk/approach

Feeling the Heat?… Get some Cool Merchandise!

With the weather so great, it’s hard not to sit back and relax in the sunshine. However with temperatures in excess of 30C (even in Scotland) it is really important to keep cool and hydrated.

With another 3-4 weeks heatwave forecast why not send something out to let your contacts know you are thinking of them.  Let us pop your design on a summer gift to keep your message in mind when they are having the most fun!

Ideas below include branded sun-cream, a phone powered fan, picnic blanket and even a ball that bounces on water but as ever if you want something that truly fits your brief call or email us.

EMC Advertising Gifts
Call   +44 (0)20 8492 2200
Email enquiries@emcadgifts.co.uk
Website www.emcadgifts.co.uk

 


Why your company should invest in PR

The benefits of PR might seem obvious, but many businesses are still not sure how it will help them in the long run. PR is a massive part of getting a company noticed, as it reinforces who you are and what you do as well as letting people know you exist. The skills PR professionals possess means they are experts in publishing your latest news, projects and achievements while enhancing your business’s image and reputation.

With 93% of B2B processes starting with an online search, it’s important to make sure that your business is ranking high in the search results. This gains your company qualified leads, and with the majority of millennials being influenced by blogs and networking sites it’s easy to see why the internet is the place you need to be.

When asked which factors are taken into account when choosing a company to do business with, industrial leaders always rank reputation as a business’s most important asset. All organisations big and small can benefit from public relations. Using PR gets your business talked about in a positive way and attracts and impresses potential, previous and current customers in a cost-effective way that gets your message in front of a large audience.

As well as the influence from an objective source, using PR can be very persuasive and is a very credible form of promotion. Plus, a good and well circulated story can be picked up by several news outlets which gives it reach across a wide range of websites and publications.

If you would like help preparing a PR plan, contact one of our team today at pr@vantage.uk.com

Public Relations – Central London

Public Relations – Scotland

Public Relations – Midlands & North

Public Relations – South West

Public Relations – South East

 

 

 

6 Reasons Why You Should Hire Event Hostesses and Hosts

  

If you’ve ever tried to host an event yourself, then you will know just how much hard work goes into it.

Event Hosts are here to make your life easier. We have a fantastic team of Event Hostesses and hosts, Promotional Models and general Event Staff ready to represent your brand, product or service and make sure your event is a successful one.

Here are 6 reasons why you might want to consider hiring our Event Hostesses for your next event.

They are hand selected …

The first piece of advice we’d like to share with you is, ‘trust the experts.’

You’ve got enough on your plate with planning and executing your event to be worrying about posting ads, interviewing candidates and relaying the same information over and over.

At Event Hosts all of our staff are interviewed and hand selected, so that you can always be assured that you are receiving an experienced, well-spoken and professional staff member.

By using a trusted event staffing agency like Event Hosts, we can guarantee that we find you the perfect staff member/s in a matter of days.

They ensure your event runs smoothly …

There is a lot to think about when running an event.

Hiring event hostesses and hosts can take some of the pressure off your shoulders, allowing you to focus on other aspects of promoting your business and making sure your event goes as smoothly as possible.

Fully trained and experienced …

If you haven’t got much previous event hosting experience in your existing labour pool, then hiring an event hostess is an excellent option.

We hold our ourselves to the highest standards when selecting staff. All of our event hostesses and hosts are fully trained and experienced to the highest level.

We attract some of the best promotional models and event staff from all over the world and can also offer multilingual staff should you require it.

They add a charismatic touch …

Event hostesses and hosts can add that much needed charisma and energy to your event, helping to make your products and brand look fantastic.

Our event hostesses are all impeccably turned out and we are happy to work to your dress code, colour scheme or style guides to make sure everything looks amazing on the day.

 

They provide a professional face for your company …

When hosting an event it’s very important that you give off the right first impression as your entire business will be judged on how you promote yourself.

Hiring event hostesses can give your event a professional sheen whilst providing a welcoming, personable face for your company.

All of our event hostesses and hosts are professional, friendly and business focused. They are also great at demonstration whether it be your latest product or other technologies.

Exhibitors return to us year after year as they see the benefits of hiring our top quality staff to support them.

Our exhibition staff can be hired to take data, scan show passes, distribute marketing material and also assist with sales.

Exhibitors are always impressed with our proactive, friendly and professional staff that we are proud to supply.

They can help educate clients about your business …

Potential clients attending your event are likely to want to ask you questions about your business. Our event hostesses and hosts can be on hand to actively engage with new customers and educate them on new products.

Looking to hire event hostesses and hosts for your next event? Follow the link to get an Instant Quote from us today.

This is how we roll

Have you started to think about the autumn and all the work you will be doing engaging your contacts and bringing in new business?  Perhaps you are exhibiting or getting out and about on visits?

Either way, if you are taking a pen to leave behind or for your own use make sure it is a good writer and will be appreciated by the recipient and used until they pass it on or the ink finally runs out.

Here at EMC, we love rollerball pens and particulary gel pens which have a smooth writing experience and leave a strong imprint.  Below are a selection of 4 of the best including the bestselling Bic Grip Roller now available in 12 colours.

We hope you like them as much as we do!

EMC Business Gifts

Are you Measuring your Exhibition ROI Effectively?

 

Your exhibition attendance took months to organise and execute, but do you really know if it was worth the investment? Notoriously something that can be often overlooked, understanding the ROI of your exhibition is crucial for your next year’s forecast and budget. Exhibition stand specialist, Quadrant2Design, outline how to effectively measure your ROI at your next trade show.

If you’re not a “math whizz”, the idea of potentially muddling through screens of data can be daunting. But, fear not, with a clear strategy optimised to unearth the numbers and findings that matter, finding out the ROI of your trade show needn’t be a headache.

Outlining your objectives/goals

“The best preparation for tomorrow is doing your best today.” – H. Jackson Brown, Jr.

Before we can dive into how we’ll seek to measure the success of your exhibit, you need to be 100% clear of your objectives and goals. There’s no point in succumbing to, “just getting your name out there” before the event, and then looking to pull a comprehensive report once the show closes.

Understand the needs of your business related to the exhibition, and structure your responses around the below:

  • Where in the business did the directive to attend the event come from? Is it just “something that you’ve always done”?
  • Are you looking to promote a specific product or service?
  • Who is your audience at the exhibition?
  • What are the expectations internally from attending?
  • Are your competitors attending? What are they likely to be seeking to achieve?
  • What is the #1 reason to attend? Increase leads, brand awareness, retain current clients, etc.

Once you’ve outlined why  you’re attending, you can start to understand which metrics and results you’ll want to monitor.

Choose the right exhibition

“A place is only as good as the people in it.” ― Pittacus Lore

Once you’ve outlined what you’re looking to achieve in your next outing, it’s wise to reflect on if the exhibition meets the criteria. Remember the audience of direct to consumer exhibitions will greatly differ from those attending a trade-show.

Ensure that you’ve taken into consideration who else is attending – is it for your industry or your target audience? Be sure to take the opportunity to study and interact with other vendors at the exhibition, too. Trade shows are a great time to dive into your industry and take learnings to enhance your own product or service.

Consider the bigger picture

“All the statistics in the world can’t measure the warmth of a smile.” ― Chris Hart

Measuring ROI for your exhibition doesn’t have to be, nor should it be a whirlwind of data. Once

you’ve outlined what you’re looking to achieve, the success KPIs will follow. Depending on what your ultimate aim is for the entirety of the show, you may consider the below:

Attendee satisfaction – To pack a punch at your exhibition, you’ll need an exhibit that stands out in a hall of companies vying for attendee footfall. Once your visitors are on your stand, you’ll want to know what they’re thinking and feeling! And, where are people most likely to sound-off their inner-most thoughts? Social media!

Be sure to leverage your social media by curating polls and inviting comments from your community at-large on your exhibit.

Media and press coverage – If you’re launching a new product/service at the show, you’ll want to collate any press coverage. These clippings provide scope for the sentiment of your reveal and how the industry reacted.

Sales and/or pre-orders – This is a usual suspect on event ROI, but important none the less. If you’re looking to directly sell, be sure to fully capture details of sales. You can also compare this data to historic figures to gauge the success of your exhibit and to suss out which shows are more beneficial to your business than others.

Website traffic – This is a metric that is often overlooked when physically attending events, but something to keep on your radar. By creating an engaging stand, you may be leaving more of an impression than you think. Perhaps your exhibit caught someone’s eye and they then search for your website and browse. Be sure to dip into:

  • Unique visitors – How many new eyes?
  • Average vs new sessions – Compare it to previous tangible data.
  • Bounce rate – are they further discovering your website?
  • Devices – Are they viewing from a mobile? Perhaps inside an exhibition hall… hmmm!

Collecting data – If you’re collecting names, mobile numbers and email addresses to add to your subscriber list, be sure to check-in on how many people unsubscribed upon becoming a subscriber, your open and read rates and how many converted to sales.

Social media – Its own beast! As well as dipping into various other areas of your report, social media can be used effectively in other ways. It’s always in our pocket, and just because the day is bound to busy, it won’t stop attendees tweeting or snapchatting their journey.

Likes, comments and shares are all indicative of the success of your posting, so be sure to showcase engaging elements of your trade show exhibit to your customers. You’ll want to tell them where in the hall you are, and provide visual stimulus for them to react to.

If you’re measuring eyeballs on stand, consider hosting a competition on your Twitter/Facebook to draw the crowds in, “show this tweet at our stand to win X”. It could be something as simple as a bottle of water or sweets. You’ll want something to entice busy show go-ers to your stand, and an easy metric to track the success of.

Think creatively

“You know how creative people are; we have to try everything until we find our niche.” ― E.A. Bucchianeri

Do be sure to also think outside “usual” metrics, for example, if your attendance at an event has the aim to get your products into as many hands as possible, you may choose to measure how many demonstrations you held. Likewise, if you’re looking to collect data for online marketing campaigns to further educate around your products and services, you may host a competition on the stand that prompts visitors for their contact details and then measure part of your success on completed applications.

Arm your stand staff with simple questions to ask your visitors when talking through services and products. “How did you find us?” will give you solid indications of which of your marketing efforts are making an impact.

Treat your exhibition as you would any other marketing activity, whether it’s a sponsored campaign, advertising or social media. They all have goals and metrics to measure the outcomes and all these findings ultimately decide on the worth of the activity and what is next for that channel.

The Quadrant2Design team design and build exhibition stands exclusively using the Swiss-designed Prestige Events System. Their Freedom2Exhibit® plan increases operational flexibility and minimises cost of exhibiting. For your free design proposal drop them an email at designteam@quadrant2design.com or call them on 01202 723500 for more information.

 

 

Part 22 – How useful would a Corporate Video be for your business?

 

How about having your own Corporate Video on your website? A real blockbuster that makes you stand out from the competition, shows you as the authority you are and generates clients queuing for your service?

 

No? Too expensive?

 

I agree.

 

What about a corporate STYLE video, instead?

 

Cool?

 

Let me tell you why this is a really bad idea.

 

What Do Corporate Videos Look Like?

 

Corporate Videos generally they look like they are made to a serious budget, primarily, because they are, and they tend to cover topics like:

 

  • Company history;
  • Company philosophy, processes or technologies that set them apart;
  • Corporate mission statements;
  • Company milestones like corporate anniversary, new President, new CEO, new building; new technology.

 

Typically, you’ll find that videos like these are done by interviewing the company president, CEO or other top C –level officers.

 

In brief, they’re all about promoting the company.

 

Now, would such a corporate video be right for your business, service, project or company?

 

For starters, given the budget involved, probably not.

 

How about a video made in the STYLE of a corporate video?

 

Corporate STYLE Videos

 

Let me show you why I had clients come to me who hated their corporate style video.

 

You see, in a corporate video you are usually in front of the camera, but not facing your viewers.

 

You are facing and talking to the interviewer, which means you have turned away from your viewers.

 

And the interviewer talks to you while the viewer now becomes a separate third party. Your viewer no longer engages with you directly.

 

In a typical corporate STYLE video, though, the interviewer disappears.

 

This means that you are left talking into an empty corner.

 

And the interview becomes a fake interview.

 

The Fake Interview

 

As a consequence, the content of these corporate style videos becomes self-aggrandizing. It is now all about me, my company, my service, my clients.

 

This is the wrong content for a video that is supposed to engage, connect and build trust.

 

This, of course, is a huge mistake, and to rescue the situation, video producers get creative:

 

They zoom in.

 

They add some artistic black and white moments.

 

They focus on your hands.

 

These are all artefacts that distract visually.

 

But these are only short term measures.

 

Because, meanwhile, you are still talking to the wall, the viewer gets bored and clicks away.

 

What happened here?

 

Let’s get back to basics for a moment:

 

What is the best way to engage another person?

 

Having a dialogue where you talk face to face.

Now let us transfer this to your website and have an online dialogue.

 

Sure, online you are less interactive.

 

But you still pick a topic that interests your viewers and answers their question.

 

It is, therefore, still a dialogue because, as, for instance, in the video above I am talking directly to my viewers about a specific question: “What about having your own corporate video on your website?”

 

The main difference is that now, it is not a continuous to and fro anymore but restricted to me answering various aspects of a single question.

 

But what happens when you use a typical corporate style video, instead?

 

As we have seen, you are talking to the wall mostly about nothing of interest to the viewer. The viewer is now a disengaged bystander.

 

The video is no longer a dialogue, but a monologue masquerading as a FAKE interview that is generally about nothing of interest.

 

And what do we do when we get bored online?

 

Yes, we all click away.

 

What can you do about it?

 

Create affordable alternatives to the corporate style video that will help you achieve your online goals.

 

What could these alternatives look like?

 

One option is to create something that is modelled on my series of ‘A-Z of Video for Professional Services.’

 

This is at the core of my A-Z of Video for Professional Services:

 

Providing you with the information that empowers you to connect and build trust with your online audience; that helps you get your message right and get it out there with the most powerful online tools available; that helps you come across as a Trusted Advisor on your website and on your social media properties.

 

You can see all of my the A-Z of Video for Professional Services on my blog.

 

 

 

 

This article was first published on the VideoMagnets.co.uk blog.

 

Part 21 – What is the cost of a video?

Cost is probably THE first item on your mind when you think about having a video done for your website.

Don’t worry, you are not alone. It usually is THE first question people keep asking me.

Well, my answer is as you might expect, IT DEPENDS.

Here is what it depends on:

  • Do you have a budget?
  • What type of video do you want?
  • What do you want to achieve with video?

Yup, I start with the money question right out of the starting blocks. Let me show you why this is so important.

At a consultation a couple of years ago, a client answered only the first 2 questions.

The type of video they wanted was a 5-minute, really complex hand-drawn doodle video like the those created for The RSA.

This type of video has a budget in the region of at least $15K to $20K. Yes, fifteen to twenty thousand dollars.

My prospect’s budget was £200.

Now, even if their budget had miraculously grown by 1,000 percent and the production cost of the type of video they wanted could have been magicked down by half, their wishes could still not have been satisfied.

That is why I have my third question:

What do you want to achieve with your video?

Followed by:

How much is a video worth to you?

Here, more often than people simply give up. They have no idea.

But that’s OK because this takes us straight to the core of our topic:

  • What do you want your video to achieve?
  • How much is achieving this goal worth to you?
  • How much are you willing to invest to achieve this goal?

You see, there is a persistent myth that ‘video is expensive’. But this only true if we look at video as an EXPENSE and not as an INVESTMENT.

Let me put this in money terms with two real life examples (and, yes, I am keeping them fully anonymised):

Let’s say you hit it lucky and you get a video done really cheaply, say for £100.

Your video is on YouTube, and it gets views.

After a while you check your stats.

Your video had some views right out of the gate but you discovered that most viewers clicked away half way through the video. What is important to note is that this video is 2 minutes long, the only contact information is at the end and lasts only a few seconds.

Then the number of viewers begins to dwindle rapidly.

Result: You did not get any business from your video.

Is this video cheap?

After all, it only cost £100.

In my view, this video was expensive.

Why?

Because it didn’t do anything for your business, it is as if you had flushed the £100 straight down the toilet.

Here is another example:

You get 20 videos done for your website.

Then you discover that these videos tripled your conversion rate.

Would a price tag of £50,000 for these videos be expensive or a good investment?

Let’s do the sums:

Six months later, you discover that because of the increase in conversion rate, the value of these videos to your business was £750,000 a year.

You paid £50,000 and added £750,000, which is a Return On Investment of 15 to 1.

This is insanely profitable, which, in my book, makes the £50,000 look really cheap.

That’s funny, isn’t it: £100 is expensive and £50,000 is cheap.

As I said, these are real life examples. A major liberty I have taken was that, in the second case, they actually paid way less than £50,000 for their videos. Now run the figures.

Now you know what ‘it depends’ on when you want to calculate the cost of a video.

Don’t worry, I won’t let you go without any some specific price information.

Here are some average video prices drawn from the largest video market in the world:

On average, the cost of a 1-to-2-minute-long video is approximately $1,000 per minute.

However, this is only an average figure. Here is what this average depends on:

In the first instance, videos can be FREE – if you create your own videos.

The danger here is that your videos can look amateurish and that the lack of professional finish can damage your brand, image and credibility.

Semi-Professional videos that are 1-to-2-minutes long vary from $1,500 to $3,000.

At this level, there can still be problems with variable quality, and the content is not always guaranteed to hit the marketing sweet spot.

Animated 1-to-2-minute-long videos start at about $3,000. My reservations here are the same as those for the next price category.

Professionally developed, created and produced videos that are 1-to-2-minutes long cost from $5,000 to $20,000 and, of course, way beyond.

There should be no problems with production quality while the content is likely to be a corporate video.

These videos absolutely have their place, just like animated videos have their place, but the important question I would ask myself is in both cases: Is this the type of video I really want? Will this type of video be optimal for my business? This particularly important for professional services  businesses.

These are, of course, generalised average prices. One important aspect they ignore is the benefits generated by economies of scale that arise when a whole series of videos is created all at once. If you want to know more about the benefits of these economies of scale, just get in touch.

So, there you have the cost of video. There is only one question that still needs to be answered:

What do you want to achieve with video?

My aim is to empower by helping you to get it right: create, present and distribute effective videos. Providing you with the information that empowers you to connect and build trust with your online audience; that helps you get your message right and get it out there with the most powerful online tools available; that helps you come across as a Trusted Advisor on your website and on your social media properties You can see all of my the A-Z of Video for Professional Services on my blog.

This article was first published on the VideoMagnets.co.uk blog.

 

How to Plan a Marketing Automation Strategy for Success

Marketing Automation. Two words that are currently heard by anyone and everywhere in the marketing world. As Marketing Automation has gained momentum, marketers are quickly looking for the best and easiest way to pull off a successful Marketing Automation strategy.

As marketers are faced with so much choice and information, the key question on every marketer’s mind, is how do you deploy a successful Marketing Automation strategy?

We’ve broken down 6 key steps to help you plan a Marketing Automation strategy for Success:

 

  • Define your Goal

Understanding what you want to achieve from your Marketing Automation strategy is the number one step that leads to success. Defining your goal is essential to understanding what you want to accomplish, and how to do this. To use Marketing Automation effectively, you need to know what elements of the platform to focus upon, and how this will efficiently help you achieve your goal.

 

  • Create Personas and Understand your Buyer’s Journey

The key element to success is understanding who your buyer is and how you are going to address their buyer journey.  Personas are an important and extremely effective Marketing Automation tactic, as they allow you to focus in on your target audience and define who they are. For example, are they always looking to try a new thing? A fan of technology, or against change? By creating and knowing your personas, you will be able to use Marketing Automation more effectively to help them through the buyer journey.

By defining a persona to target, you are now more aware of what their potential pain points are, and can more accurately define the help they need. Important parts of the buyer’s journey, such as how many items of content will you need and how and when will they be delivered; can be defined by specific personas, allowing you the opportunity for greater success.

But personas are not enough. You must also ensure you truly understand your buyer’s problems and the perfect solution to them. Throughout the buyer’s journey, your target audience is looking for a specific solution, and with the help of Marketing Automation it is up to you to provide them with the perfect answer to their problem.

 

  • Provide the Right Content at the Right Time

Content is essential to your Marketing Automation strategy as it provides the opportunity to deliver the information your buyer will be looking for. However, it is important to recognise that different content will be needed for each stage of the buyer journey. For example, top of the funnel content includes blogs, online ads, video marketing and social media. Ideal content for the Awareness stage. Yet when the buyer reaches the decision stage they need bottom of the funnel content that will make them commit to the product. This could include case studies, an offer of a free trial, and a free audit or assessment.

It is crucial to have the right content in place before you deploy your Marketing Automation strategy. Without planning ahead and having the content written, your Marketing Automation campaign will have gaps, affecting your success.

 

  • Amplify your Reach

Marketing Automation if used right, is a great tool to ensure you are contacting everyone you are targeting. It is important to expand your reach as far as possible through blog posts, social media – including LinkedIn and Twitter updates, and even press releases. The more platforms you use, results in a greater number of people seeing your content, creating bigger and more opportunities to contact and form relationships with potential prospects.

 

  • Start Off Small

It is important to not try and automate 100% of your marketing process straight away. Marketing Automation can be daunting and you will want to get comfortable with all its features over time. A quick way to get up to speed is to work with an agency who can provide the Marketing Automation support you really need and help you introduce the right platform capabilities within your company.

Your Marketing Automation platform is equally as important as it is what brings your strategy together. Each platform has its unique capabilities and although there is no ‘right’ one, research and even potentially tests should take place to help decide what one is best for your company.

 

  • Test and Refine

A Marketing Automation strategy can always be improved. Regularly check if you are achieving your defined goals, or if you can be more ambitious because it was so successful. Update your buyer persona if they turned out a bit different than you thought, and review what content pieces were the most successful and if they weren’t, why?

Refining your Marketing Automation strategy will continue to add to your success, as by continually improving your strategy you are maintaining positive results from your use of Marketing Automation.

 

 

How to Build Trust with Your Videos?

How do we build Trust?

We can’t do it instantly. It takes time.

Trust is built in a series of very small moments. We have to stack trust up brick by brick. And take our time over it.

Where, though, do we find the bricks? And how do we use them?

For that, I’ll take you on a deep dive. Come with me deep into our limbic system.

Welcome to Amygdala country. That is where Trust lives.

The Amygdala plays a primary role in processing our emotional reactions and decision-making. Trust is settled by the Amygdala within a fraction of a second.

WHAT IS TRUST?

Trust is a feeling. Trust is choosing something that is important to us and making it vulnerable to the actions of someone else. When we trust, we take a risk.

So, how do we convince others, to take a risk with us? How do we convince them to trust us?

We have to earn their trust. Which takes time.

Here is a funny fact about trust:

Knowledge and expertise by themselves do NOT create trust.

It has been shown that the people we trust the most are not those who know but those who communicate that knowledge in a meaningful way. What matters is how we communicate. You can find more details in my videos on how to present the most suitable type of video.

Because we are dealing with feelings, just Doing won’t do. The basis is how we have to Be.

To create Trust we have to be:

  • Authentic and
  • Honest

We have to:

  • Trust others first before they will trust us;
  • Help others; putting this differently, we have to default to “yes” so that our first thought always is: how can I help the other person?

And, finally, we have to be:

  • Patient and take the time to build trust.

With these foundations, with these attitudes in place, we can now go and Do.

Here are some basic Doing guidelines:

  • Genuinely LIKE other people.
  • Create EYE CONTACT, because eye contact breeds trust, and
  • SMILE, but the smile must be authentic.
  • Use GESTURES because our hands show intention and explanation; and
  • Over-Deliver on your promises.

There you have the main building blocks to create Trust, to help others make the decision to take a risk with you.

And, yes, these building blocks can be transferred online. How do we do this? Simple, video by video by video.

And in case you are wondering what I am doing about this ‘video by video by video’ thing, this is blog post belongs no. 23 of the ‘A to Z of Video for Professional Services.’

This is at the core of my A-Z of Video for Professional Services:

Providing you with the information that empowers you to connect and build trust with your online audience; that helps you get your message right and get it out there with the most powerful online tools available; that helps you come across as a Trusted Advisor on your website and on your social media properties. You can see all of my the A-Z of Video for Professional Services on my blog.

This article was first published on the VideoMagnets.co.uk blog.

 

Part 19: Your Zero Moment of Truth

Your Zero Moment of Truth

Are you winning your Zero Moment of Truth?

Currently, I am sorting out my ZMOT. It is a bit of a challenge but it is at the same time a huge opportunity.

How is yours doing?

Is your ZMOT performing?

You’re wondering what I am blabbing on about?

Let me, then, introduce you to ZMOT is, why it so important and how we can take advantage of it.

The Zero Moment of Truth

‘ZMOT – Winning the Zero Moment of Truth’ was a report published by Google back in 2011.

It changed the way we look at marketing.

Up until then, marketing was thought to be a 3-step process:

First came the Stimulus, the moment when someone decided they wanted to buy something.

Then came FMOT, the First Moment of Truth, which occurred when the buyer checked out the choice of alternatives in store on the shelf and made the decision what to buy.

Finally came the Second Moment of Truth, which was the experience of whatever had been purchased.

What happened then?

The Internet happened.

You see, before the internet was everywhere, it was not easy to find reliable information. It took an effort to find reviews, comparisons or tests of whatever we wanted to buy.

We had to buy Which? Magazine, or specialist publications, or make a trip to our local library to consult these magazines there and hunt for the right recommendations.

Now, we have entire libraries at our fingertips anytime we want.

We have become massive information gatherers because there are no longer any barriers to finding information.

And because research has become easy and instantly available, people do a lot more of it.

We take more time to gather more information and to separate the wheat from the chaff, or real from fake reviews. We research, read reviews, compare, talk to friends, and to strangers on forums.

And that is ZMOT, the Zero Moment of Truth.

This Moment that happens online, on Search Engines, on YouTube and Social Media.

But just because it is called the Zero Moment does not mean that it is short. On the contrary, the Zero Moment of Truth can take a very long time compared to the actual purchase.

But however long it takes, ZMOT slots in between the Stimulus and FMOT, the First Moment of Truth.

By the time a buyer gets to the shelf, the decision has already mostly been made. It is pretty much a done deal.

That is why we have to be there when our clients begin to look for our services. At the moment of search and research, the Zero Moment.

The Zero Moment is now a huge opportunity for us to engage, connect and build trust when our future clients are looking.

Of course, for that to happen, we have to be visible, not just on our websites but wherever our clients are.

We have to be present on Search Engines and Social Media, and we have to connect. Just being visible is no longer good enough.

And what is the best medium to connect online?

Of course, it is video.

Or, to more precise, it is the right kind of video, the kind of video that perfectly suits our purpose, to win the Zero Moment of Truth.

And to precisely for this reason, to help you win your Zero Moment of Truth, I have created this ‘A to Z of Video for Professional Services.’

So, are you winning your Zero Moment of Truth?

Providing you with the information that empowers you to connect and build trust with your online audience; that helps you get your message right and get it out there with the most powerful online tools available; that helps you come across as a Trusted Advisor on your website and on your social media properties.

My aim is to empower by helping you to get it right: create, present and distribute effective videos. This is at the core of my A-Z of Video for Professional Services.  Providing you with the information that empowers you to connect and build trust with your online audience; that helps you get your message right and get it out there with the most powerful online tools available; that helps you come across as a Trusted Advisor on your website and on your social media properties.

 

 

This article was first published on the VideoMagnets.co.uk blog.

Summer deals on Aerial Photography at Slamm Productions

With Summer here, now is the perfect time to showcase your beautiful location.

Slamm Productions- Aerial Video Footage from Slamm Productions on Vimeo.

Great aerial footage, stills and 360 aerial panoramas area fantastic way of showing off your property, especially when combined with blue skies and summer greenery

Shooting on UAVs (Drones) we are CAA Approved, fully insured and licensed with a range of drones.

We can also combine aerial work with 360 panoramic tours for your website and Google listing plus shoot other video footage.

We have some great summer deals on at the moment so contact us now to find out what we can do for you.

Perfect for hotels, restaurants, property developers, garden centres, holiday centres, holiday parks, outdoor activity centres and outdoor attractions.

 

 

 

 

 

 

Aerial Photography – Central London

Graphics and Exhibitions Ltd produce new feed merchandisers for their sales retailers

The Pure Feed Company have just taken delivery of 100’s of large and small feed merchandisers for their sales retailers. MDF routed, timber spray booth painted with high quality direct to substrate print.

“For Pure feeds we supply banners, Stockist Signs, Posters and their Exhibitions stands.  We have just started to produce in-store merchandisers without timber workshop and spray booths, we find the Point of Sale display work suit us well.”

 

www.graphicsandexhibitions.com

Nigel Carter 0117 9602740

How to Catch Visitors Attention and Keep it

Getting involved in a trade show is a fantastic opportunity for your company to showcase your latest services and products to your core demographic, as well as network within your own industry. However, it’s a very competitive market. To ensure that you walk away with more quality leads than your competitors, we’ve run through our interactive and creative ideas for your exhibition stand below.

Keeping your visitor’s attention goes beyond the initial graphical impact of your exhibition stand; you’ll also want to provide a well-thought out experience. People inherently enjoy being entertained. Before you decide on a concept to implement to keep them engaged on your exhibition stand, you’ll want to think about the context.

Your timeframe to capture their attention won’t be long, so you’ll want it to be simple and engaging enough to keep it. Visitors are also likely to have been walking around for long lengths of time, and thus their focus may be lapsing. The best executions of interactive ideas are within an exhibiting solution that can build in these features from the get-go to create seamless functionality.

Gamification

Games are fun and a great way of drawing in an audience! “You’ll want the game to increase footfall to your exhibition stand, but it’s also important that they remember your brand and what they discussed on the stand. Not just the game!” says Design Consultant, Emma Battman.

To keep on-brand, it’s important that the game relates in some way to your product/services. Totum Sport, a brand that sells hydration sports supplements to make you run faster and hit harder, integrated a “reaction game” live on their exhibition stand. The graphics surrounding the game highlighted this feature, and was tactfully placed near an illuminate product display.

Competitions

Everyone loves a giveaway, and although they’re a common tactic when it comes to exhibiting, they’re still beneficial to draw attention to your exhibition stand and provide an ample opportunity for your social media coverage.

A Prestige Events System exhibition stand can fully accommodate a space to drop a business card, and provide a graphical element around the slot to shout about the competition. “WIN a bottle of champagne”, stylised with an arrow into the drop point or you could even engage further and add a sweepstake element, “guess how many corks in the champagne bottle”. A tactic that Searcy’s used at Square Meal Venues & Events Live 2017 – and bagged exhibition stand of the show!

Create a workplace, coffee and touchdown area

The average trade show attendee spends 5.5 hours at an exhibition, and most of them will thoroughly explore the venue. Think of the strain on their feet! A sit-down area provides a comfortable space on your exhibition stand for any visitor.

They’ll get the comfort of a cushioned seat and maybe even a warm cup of coffee and you’ll get the opportunity to strike up a conversation.  Our client, YourZone45, had huge success with implementing an informal seating area to their layout; the structure was purpose-built to accommodate the lounging zone and made use of the extra space for brochure displays.

“There are some fantastic pieces available for hire at events from Concept Furniture!” Account Manager, Amelia Dyer says. “Annette Kelsall has provided furniture for many of our exhibition stands over the years and boast a great range on their website.”

Knowledge share

Live demos on your exhibition stand are a sure-fire way to grab people’s attention, whilst keeping in mind your show objective. If you work in a sector that boasts interesting products, be sure to build your exhibition stand to accommodate it, whether it’s a car, a big ol’ boat engine or a bunch of mountain bikes!

If you’re hosting a product demo, be sure to choose a presenter that will be able to confidently run sessions and naturally incorporate audience interaction to draw more people around your stand.

Interactive screens

Using the robust and reliable Prestige Events System, TV screens can be fixed at a lower height for the integration of touch screen games. Semi-circle plinths can also be placed underneath regular screens to house a PC and a mouse and keyboard to successfully and comfortably run material relevant to your audience, whether it’s a game or a demo.

As well as various TV screens, Tesco Labs also invests in a slew of brackets attached to their counterfixes, or inside showcases, to mount an iPad. Perfect for showing literature, taking product orders and providing a more immersive experience!

All of these features demonstrate a good use of space and can be implemented into your exhibition stand from the very beginning concept. By creating something from the get-go, the graphical element of your exhibition stand can be designed to fit the purpose. Want to lead your visitors to a specific point within your stand? Let the photo-flooring take them there. Coupled with good furniture choice, and interactive ideas, you’ll not only catch the attention of your visitors but, more importantly, you’ll keep it.

The Quadrant2Design team have designed and built all types of shapes and sizes of exhibition stands, and are well-equipped to support your smaller exhibition stand design with a free design proposal, drop us an email at designteam@quadrant2design.com or call us on 01202 723500 for more information.

by Logan Harrington

This article originally appeared on the Quadrant2Design website.

5 Easy Ways that Promotional Merchandise Can Transform for your Business

It can be one of the biggest challenges and a vital part of any business marketing and sales strategy, how can you generate genuine leads for your business and stand out from the crowd?

Whilst there are countless ways in which to get started, using branded promotional merchandise has a proven track record for creating successful return on investment for your business or organisation.

Whether a start-up, corporate firm or charity organisation, promotional products can do wonders for your business and you will be amazed by the huge range available to choose from – with everything from old-school favourites like mugs, pens and t-shirts to more unusual items like payment fobs, wireless speakers and even drones!

Start a Sustainable Revolution in your Company!

More vital than ever and currently a hot topic the world over, offering sustainable and environmentally friendly branded products are a sure way to get your customers on board. Not only will it show that your business cares about the planet, they are also brandable promotional gifts that will be used again and again as your clients get to do their bit for the environment with ease.

A fantastic example is the innovative PLA coffee cup or plant cup – this sturdy and practical tumbler is made from 100% biodegradable plant materials including corn, cassava, sugar cane and sugar beet and has a 0% petroleum content – it’s even microwave and dishwasher safe to boot!

Why not keep your clients dry and their conscience clear, with a customisable umbrella made from 100% recycled materials or, back in the office, there are hundreds of options out there for sustainably-made stationery which will always come in handy.

Go Postal!

According to a recent survey, 82% of people said that they went on to purchase a product or service from a company that gave them a free promotional gift – that’s a fabulous return on investment!

So, avoid the email spam filters and send out a promotional item in the post – something tactile, light and cost-effective such as phone holders, web cam covers and screen cloths work a treat and prove useful items that your clients are likely to keep handy. What’s more, every time they use that item they will be reminded of your business – it’s win-win for everyone!

Stand Out from the Crowd

So you’ve heard of giving out pens or mugs to promote your business. Let’s face it, most businesses do it – so why not think outside the box with some more unusual business gift ideas which will get your clients talking. One super-useful item that’s a hit in Scandinavia and Iceland is a Buff Snood; a seamless multifunctional material that can be worn as a scarf, hat, hair band, mask, balaclava or Alice band – it’s great fun as well as being pretty handy. Or why not try a Tangle or Puzzle Cube – times have moved on single the fidget spinner craze – so treat your clients to a new novelty and promote your brand while you’re at it!

Keep it Useful

One of the most important things to remember when choosing a new promotional item is to choose something that your clients are likely to use and be genuinely interested in. Offer them something that they will want to keep in their drawer, car or bag for months to come and remember; every time they use it, the more they will become aware of your company and the more likely you are to get business from them. Items like stationery, car air fresheners and ice scrapers as well as USBs and card holders are all great options when researching your next marketing venture.

Industry Specific

Choose something thoughtful. For example, a hard-hat pencil sharpener for the construction industry or a nail file for a beautician. So, always think about your end user and your customer base and try to aim to keep it specific to that industry where possible. If you have a very wide client or customer base then choose items which are likely to be useful for everyone – such as mugs, pens or notebooks as they will still show of your logo and are likely to be used on a day-to-day basis. Just like in any element of marketing strategy, always keep your target audience in mind!

Especial effects co creates a riot in London

With the new website update online this week, Especial Effects are happy to show off what we have been up to over the last few months creating A riot for the new feature film “Baghdad in my shadow 2018” Director: Samir and writers Samir, Furat al Jamil

if you have any pyrotechnic, explosive, smoke, fire, water effects or electronic gadgets  need making then why not give us a call for a quote

Phil Anderson

Especial effects co

0700433332

espfx@specialeffects.uk.com


The Especial Effects Company 86 Woodhurst ave Pettswood Kent BR51AT www.specialeffects.uk.com espfx@specialeffects.uk.com Tel: 07000 433332

The rise of content marketing

Content marketing is not to so much about promoting the brand but more about stimulating interest in its products or services. Social media is an integral part of that. High quality content engages consumers and grows your customer base directly where as above the line advertising promotes brands, products and services through mass media.

I’m involved in creating storyboards for content and production agencies more now than ever before and can only see a rise in this activity. Exciting times ahead.

– Steve Langlois, Drawn in Ink

For more on Drawn In Ink’s work, visit drawninink.com

Storyboards & Concept Art – Central London

The 5 best ways to measure your marketing ROI

By Jennifer Hall, Lead Forensics

Return on Investment is at the heart of every B2B marketer; any new venture undertaken has ROI as its key driver and ultimate judge in the measuring of its success. This month, we’re keen to focus on that important ROI, and how we as marketers encounter it and use it to further our methods. It’s time to crunch the figures and know where every piece of your marketing stands.

There are plenty of ways to measure ROI, differing from company to company and practice to practice; but some techniques ring true for us all. This blog looks to how we can best practice our use of ROI- why it is so important to the B2B marketing mix and what we should be doing to make the most of the results we gain.

What does ROI mean to you?

Just as every company measures ROI differently, every marketer can gain something different from the result. The ROI Institute describes ROI as comparing “program benefits to cost”, and when measured and used correctly, it “shows not only the success of a particular project, program or solution, bust also provides detail into how the project can be revised to add additional value.”

lead generation ROISo, you need to sit with your marketing department and ask them all- what does ROI mean to you? Only 28% of marketing leaders think they demonstrate the value of marketing efforts internally- this needs to be the first thing to change. To start with, you’ll need to figure out what “revenue” you’re taking into account as “return”, what time-frame you base the measurement of return from, and the departments through which your ROI stretches- does it stay in marketing or extend to sales and onwards?

Your team needs these answers to accurately use your ROI to measure success and implement improvements. Obviously marketing channels differ, so you’ll need to work together in finding a system that works for everyone.

Understand attribution

However you measure ROI, you need to know where these revenue generating leads came from. Some channels, like social media and print are notoriously hard to attribute correctly, especially when prospects call in, or neglect to mention how they found you when filling in a contact form.

29% of B2B companies have no attribution system, and only 27.6% of companies are using their attribution system for the right reasons. This is fundamental when calculating ROI, as using the wrong attribution model will lead to uncertain investments and problems further down the line. You may do a direct mail campaign and see little ROI, however a few weeks later your PPC goes through the roof. Could this be due to DM campaign informing a huge number of people about your brand, to the point where they searched your company and inquired through PPC? If your attribution model didn’t ask this question of your leads then you may cut your DM budget for next year and wonder why your PPC is down!

Understand your attribution, and then you’ll understand your ROI.

Match the approach to the process

There is no one way to measure ROI- especially in the B2B sector, processes differ, and sales cycles often take time. You need to make it work for your process. Take a weighted approach, where you apply more weight to the leads in the latter stages of the pipeline, and less weight to those that have only just entered it. The simplest way of doing this is to count both the leads currently on their buyer journey as well as those considered a closed deal.

By making this change you’ll not only see what marketing channels and campaigns produce the highest amount of revenue, but you’ll also know what channels provide an acceleration in the sales process. If your approach to ROI measurement doesn’t match your process, then you’ll end up making all the wrong investment decisions!

Start at the end

ROI is the end game- it’s the last figure you’ll note down in a report. This can make it seem like an unreachable entity, so it sparks little motivation; change that mentality by starting your process with that end goal in mind. What is your desired ROI (as a minimum) for a specific campaign? Know this figure, and know how you’ll measure it to work out exactly what you need to achieve it. Your ROI targets then become a palpable number that makes sense to you (and if applicable, your team).

Once you know this- it all gets easier. Now we’re talking a language you can apply easily to your channel, you’ll know straight away if that ROI goal is achievable based on the numbers you’re getting at the moment, and if not, what needs to change so you can get there?

Use this technique to plan ahead- what was successful before? Where were your strongest ROIs and where did your best customers come from? Speak to those customers about their initial interaction with your company, analyse all the figures and use this information to draw up your next campaign.

By using ROI like this, it becomes a strategic guide in planning your future. Set internal goals with the numbers you know, and explain to everyone how they lead to the ROI; you need to see this figure as more than just a measurement for success- it’s a guide to success!

Think for today as well as tomorrow 

When measuring ROI, things can get very deep and a little complicated, especially when you’re branching departments, looking into CLTV (customer life time values) and more! The spreadsheets pile up and you produce a number- but don’t know how to use it.

Instead of thinking about the final number, think about today and how you can set achievable goals. Break them up into short term ROI, and long term ROI targets. In its simplest form within marketing, short term ROI is “how many leads did we gain from that campaign today?” vs long term “how much revenue was generated from the leads gained in that campaign?”. When working with a team, this is a great mentality, then they understand the importance of every stage in marketing and sales, including their own input.

With short term ROI- start small, and build it up. When you start on a new project set short term, simple to track targets. Take the result, make changes, and then set a longer term ROI goal. Continue to refine and improve based on how successfully you move along the ROI journey until you’ve got an incredible system. This means a) you can measure the real return on your investment and b) you’ve perfected your system in the process, so you’re stronger now than before.

Use ROI to team up marketing and sales

We all know the benefits. It’s no surprise to us that companies who have teamed up their sales and marketing are 67% better at closing deals. It makes sense when we know that 95% of B2B buyers choose a solution that provides them with relevant content throughout the buying journey, from marketing right through to the sale.

Sales departments benefit from using content and social media in nurturing a warm lead, so teaming them up with marketing means the investment is shared, and the return hinges on everyone utilizing it. When making decisions about investments for the future, you should incorporate sales into the conversation- what leads sell better and why? They might inform you that your PPC campaigns are bringing in the wrong audience, or your social media produced the best leads they had last year. You simply won’t know enough about what investments are guaranteed to bring revenue results without involving your sales team in the discussion.

ROI is a complex value that carries a level of importance for companies everywhere, so it shouldn’t be just another number you file away in a report. Use your ROI to unlock marketing success by learning from its result and considering it in discussions.

Get a 2 week free trial with Lead Forensics

Free guide –  Effective multi-channel models for marketing and sales has plenty more information in about marketing ROI. If you found this interesting, you should definitely give it a read!

Effective multi-channel models for marketing and sales

The Power of Social Media in the B2B Industry

Social Media has slowly become a vitally important aspect of any B2B marketing strategy, setting the trend for B2B companies to learn how to personalize and humanize their approaches in order to achieve a successful and lasting relationship with their customers.

Yet as social media platforms continue to prove successful with expansion of tool sets such as marketing automation platforms; there are still some B2B professionals who are refusing to embrace the digital age. Whether this is due to the certain barriers B2B marketers can face when trying to adapt social media into their marketing strategy, or doubting the success social media can bring to their company, these B2B professionals are still hesitant to welcome a new approach.

Due to previous perceived views of social media, B2B companies have unwittingly created barriers and have been slow to adapt to the social media age. But with the right marketing objectives and approach, social media provides an exceptional amount of power to B2B companies when approaching their target audience.

Social media has opened a digital two-way communication between B2B companies and their audience, offering marketing opportunities that previously would never have been possible. So, what are the must dos of social media? It is obvious that used right, social media can provide plenty of success; but what must B2B companies do to overcome barriers they face and ensure they are using social media to its maximum power?

  • Have the Right Mindset
  • Often marketers rush head first into using social media with the mindset of achieving leads. However, your first objective when integrating social media into your digital marketing strategy should be to gain a presence through engagement on social media. A plan to gain followers and build your online presence is step one in the journey to achieving leads.

 

  • Position your Brand Right
  • Social media can make the most ‘boring’ B2B products interesting. It is all about how you position yourself. Social media platforms allow you to promote your products from any angle, changing your customers perception of the brand. Enthusiastic and frequent posts can position your company as a leader in the market, resulting in a change of perception for your company.

 

  • Humanize your Brand
  • It is important to humanize your social media activity within your digital marketing strategy. Through marketing automations platforms, it can be easy to lose the personalization of your brand. This can easily be avoided by using the first-person voice when posting updates on your social media platforms, and writing articles. Using a brand front person to tweet and post updates is also beneficial, as it ensures you continue to add your personalised touch to each post or update within your social media platforms.

 

  • The Power of Social Media Lies in Communication
  • Every update, blog post, image, video and comment is communicating with your audience. Each of these activities can lead to a site visit and eventually a conversion, proving that actively communicating with your audience is vital to achieving your marketing objective. This is why it is important to build your followers online, as while they grow, so does the trust and credibility of your brand.

 

  • Promote Content Within Your Social Media Activity
  • Promoting your content within your social media updates across all platforms is vital to gaining online credibility within your market. People are always searching for content that interests them, and as such are willing to share this content with their fellow followers. This is a simple, yet essential element of using social media in the B2B industry.

By following these 5 simple tips, you will be able to stay ahead of your competitors and perhaps prove to someone that the power of social media in the B2B industry is real, and happening right now.

For more advice, why not download our Tip Sheet ‘Six Tactics to Maximise your Social Media Advertising Efforts’.

 

B2B Marketing – Central London

Zoe Ball Sport Relief – Working with Positive Branding

 

Positive Branding were approached by comic relief to brand Zoe and the teams clothing for her incredible bike ride challenge.

We supplied flock transfers to all the clothing worn throughout the five day 350 mile challenge.  Zoe has raised £1.2 million pounds for charity.

We were glad to play a small part in her brand recognition.

 

 

IF YOU HAVE ANY BRANDING REQUIREMENTS – PLEASE CALL US FOR A QUOTE 020 8912 1515.

“Be yourself; everyone else is already taken.”

“Be yourself; everyone else is already taken.” – Oscar Wilde

Oscar was an original – a witty, accomplished writer and playwright. He was an iconic brand, never mistaken for anyone else. Here are five reasons why your company needs and deserves the Oscar treatment:

Original Spin

Despite the word ‘brand’, no one should ever aspire to be simply one of the herd. You should be out in front, leading that herd, setting standards that make people talk about you for all the right reasons. If you are shiny and new, launching a novice brand can be daunting but invariably, it’s a challenge that should get the adrenaline pumping. Who am I? What makes me special? You need someone to do the solid groundwork. If you are already up and running but need help, you need clear-headed advice on what may have slipped or needs reinvigorating.

Can’t See For Looking

A mirror is a beautiful thing, but staring into your reflection too long may turn you into the mythical pining Narcissus, but it will not give you the impartial distance you need to truly ‘see’ your brand. For example, is the company name strong and original enough, how sharp and distinctive is your logo, your typography, your imagery? Do people find your website bold and easy to navigate or do they flee to competitors in frustration? Remember that the choices you make, the imagery that represents you, will be on your stationery and brochures, an all-encompassing statement of ‘you’. Make the face you present to the world the best it can be.

Where Do I Belong?

Do you know where you are with your company, where you originally aimed to be and where you should be? Strength of position and longevity in brand positioning do not simply happen, no matter how successful companies may make it look effortless. A great deal of work and strategy goes in achieving that position. In a world of butterfly minds and ever-changing tastes and interests, you need to keep people enticed and loyal with inspiring design, a product they must have. Having support and advice takes some of the strain out of a daunting world of putting on events to showcase your brand, or navigating marketing in the mercurial world of social media.

Creativity is The Key That Opens Every Door

Whatever business you find yourself in, constant creativity will always be the best way to build a brand. You need a team around you who truly listen, who are intellectually astute and can think outside the box. Great minds do not think alike, or at least not at first – they can develop interesting angles that you may never have considered, looking at your business as a whole. Taking a holistic approach to your company is an intelligent and lasting strategy, with strategy being the key to life, relationships and ultimate success. A great branding agency can operate across all business sectors, delivering the highest standards within the art and science of brand development.

Iconic Brand is a full service, London-based agency with international reach and has helped the following clients:

www.iconicbrand.co.uk

Iconic Brand Agency Limited
11 Greek Street
London
W1D 4DJ

0207 287 2037

 

How to Make a Big Impact with a Small Exhibition Stand

Size doesn’t always matter; it’s what you do with it. By implementing innovative features and graphics to match, you can create an impressive exhibition stand with as small as a 3m x 2m footprint. So, if you’ve decided on a trade show, don’t shy away if your budget doesn’t allow for a big plot, take away these tips for exhibiting success from your small exhibition stand.

Your exhibition stand is the very first thing that your visitors will see when they interact with your brand at an exhibition. But, big features aren’t just reserved for big exhibition stands – there’s plenty that you can pack into your plot to make a great first impression and, ultimately, engage your visitors.

These three examples breakdown different features and aspects to give you a ton of ideas for your small exhibition stand.

 

Coil Candy @ Vaper Expo Show 2018 – NEC, Birmingham

Heading to Europe’s leading vape exhibition that attracts the world’s most renowned brands meant that Coil Candy had to go big to attract the attention of a vaping community that was keen to try products and discuss the latest hardware with the hundreds of exhibitors at the show.

Coil Candy and the Quadrant2Design team included a bunch of features that were fit for purpose of the exhibition at NEC, Birmingham.

✔ Branded counter, with open access to shelving at rear and clear windows to front

✔ Fret-cut backlit rotating header

✔ Illuminated showcases throughout, incl. integrated shelving for product display

Perfect for: Exhibitors looking to attend consumer shows and successfully show off their product in an attractive way. The front branded counter allows a platform to “demo” products and to ultimately draw visitors to your exhibition stand, even on a smaller footprint.

 

Kaptio Travel @ Travel Technology Europe – Olympia, London

Travel Technology Europe is an established show that has run 15 consecutive years. Kaptio as an established brand themselves needed a space that would welcome discussion and questions in a friendly B2B environment.

✔ Bespoke photo-flooring

✔ Fret-cut backlit panel

✔ Double side showcase, incl. custom cut aperture

Perfect for: Exhibitors looking to create an open-plan meeting point for their clients, as well as an accessible beacon for potential clients. The double side showcase gives the smaller exhibition stand depth, as well as the opportunity to merchandise literature.

 

Zenith @ Employee Benefits Live – Olympia, London

Thousands of HR, rewards and benefits professionals flood the buzzing show floor at EBL to speak to exhibitors. Zenith created a space that was open to allow an influx of people onto the exhibition stand at once, whilst using the key graphics of the exhibition stand to showcase their USPs.

✔ Backlit fret-cut panel on high-level branding

✔ Lockable showcase, incl. the graphic to front

✔ Endcap with arch aperture

Perfect for: Maximising the floor space to create a networking zone within the branding of Zenith, and to capture attention with a high-level beacon. The lockable showcase is perfect for smaller exhibition stands that can’t necessarily accommodate a bespoke storage area, too!

All three of these smaller exhibition stands have a few very distinctive ways of thinking behind their creation to ensure that they pack a punch.

  • Match with the overall objective of the show, e.g. consumer event, B2B networking
  • Incorporate exhibiting features that are eye-catching to visitors
  • A workable environment for staff on the exhibition stand
  • Use strong imagery and graphics to highlight branding
  • Make use of bespoke photo-flooring to tie together exhibition stand design
  • Make the smaller space work for the client, not against

The Quadrant2Design team have designed and built all types of shapes and sizes of exhibition stands, and are well-equipped to support your smaller exhibition stand design with a free design proposal, drop us an email at designteam@quadrant2design.com or call us on 01202 723500 for more information.

by Logan Harrington

This article originally appeared on the Quadrant2Design website.

 

Event Staff get rave reviews at ICE Gaming in 2018

Last month Event Hosts were delighted to be a part of ICE Gaming 2018, one of the biggest B2B gaming exhibitions in the world, and one of the few events to bring together both the online and offline gaming sectors.

Event Hosts were delighted to supply promotional models, hostesses, brand ambassadors, sales assistants and croupiers to the award-winning gaming event which was held in London between the 6th-8th February.

It was really nice to work once again work with some of our existing clients exhibiting at the event, and we also enjoyed working with some fantastic new clients as well.

All in all, the event was a big success, bringing together 30,000 attendees from more than 150 countries and featuring big names in the betting, casino, lottery, mobile, and online gaming industries.

The online gaming sector is continuing to grow every year with a recent report by industry analysts Newzoo revealing that there are now over 2.2 billion active gamers in the world today.

In the UK alone $4.2 billion was spent on gaming last year, making the UK the 5th largest games market in the world.

It is further estimated that mobile gaming will generate $46.1 billion worth of global revenue this year, an incredible 42% of all global game revenues. More than three-quarters of this, will come from smartphone gaming alone.

Event Hosts represented clients from all around the Globe at this year’s ICE Gaming including England, Israel, China, Taiwan and Italy. We are really pleased with the feedback we received and are proud to announce that we have already had repeat bookings and enquiries for ICE 2019.

Here is just some of the amazing feedback Event Hosts and our staff received following this years’ ICE.

“I would like to say a big thank you to you and Vanessa for all your efforts regarding ICE 2018.”

“Vanessa was a pleasure to work with and I only received positive feedback from the team. Please let Vanessa know that we are very happy with her and want to thank her for her great work over the show, she was a great asset to the team and ensured that the flow of meetings and management of guests ran smoothly. She was truly outstanding.”

“We look forward to working with you at ICE 2019.”

“Thank you so much for your assistance.”

“Thanks to you and your team, we were able to proceed with the event successfully.”

“We will proceed with booking for ICE next year with you guys soon :)’”

“’I just want to make sure you are aware how good our hostess was.”

“Besides being professional, taking orders and helping, she actually managed to bring in good leads to the stand which is something I have never seen done so well before.”

www.event-hosts.com

Team Building – The 4 Different Behavioural Types

Our very own team building expert suggests that famous Star Trek characters reflect 4 different behavioural types.

Everyone knows that we all have different personalities, and that we have various likes and dislikes, but sometimes it’s hard to visualize what these differences look like, especially in the workplace. We are all different and there is no right or wrong behavioural style, but if we can better understand ourselves and others, then we can play to our strengths and work well together creating a better team!

Mark Fanning, our very own ‘Trekkie’ and team building expert believes that the Four main Star Trek characters reflect 4 different human behavioural types. Mark, who heads up ACF Teambuilding and Events, says that research has shown that people can usually be placed into four categories based on the sci-fi hit.

The personality types include:

  • Captain Kirk, who is a driving ‘red’;
  • Dr Leonard ‘Bones’ McCoy, an energising ‘yellow’;
  • Montgomery Scott (‘Scotty’), an organizing ‘green,’
  • Spock, an analyzing ‘blue’.

The show demonstrates how different personality styles behave, and more importantly, how they can work together to achieve great things under stressful situations.

For example, Spock’s logical evaluations often clashed with Captain Kirk’s more emotional style and were frustrating for the sociable Bones, but in the in the end, people from different worlds and cultures all had to cooperate for the common good. We can learn from this to bolster relationships at home and in work.

Arguably Star Trek is one of the most influential and iconic franchises of on-screen and cinematic history, and although it is based on exploring the realms of space and science fiction, it also looks at the human aspect of the characters. Here at ACF we offer MiRo psychometric tests to better understand members of a team, look at their communication styles and talk about how they can work to their strengths.

Mark has watched every episode of the original series and tells us that Kirk’s style, which is ‘red,’ is to want short, sharp facts. People with this personality type take quite a direct approach, which some people find abrupt.

Green Scottys tend to like organisation and routine, whereas Yellow types like Bones are ‘sunshiny’ people, but can sometimes be easily distracted. Blue Spock types have a need for the finer details and can sometimes appear unemotional. However, although we are all different and there is no right or wrong behavioural style, it is valuable to an organisation to recognise that everyone has a different style of working. If we can better understand ourselves and others in our team, then we can play to our strengths and work well together.

ACF organises team building days at venues across the country, including a ‘Space Mission’ challenge which involves building ‘moon buggies’ with ‘radioactive parts’. If the project was operated only by Spock types, then the build wouldn’t move very quickly. Likewise, if it was managed only by Kirk types, then the moon buggy would probably explode!!

It helps to get the balance right with a mixture of people on board. We spend a lot of our time with our work colleagues, so it’s important to be able to trust and respect them. If we have the right tools in place, the workplace can be a much easier place to navigate.

For example, if you understand ‘Bill in accounts’ is a ‘blue ‘Spock type’, you won’t be upset if he isn’t too chatty. Instead, you will better appreciate his eye for detail and facts.

Our own team based here at Aldwick Court Farm and Vineyard, practice what we preach. We have a mixture of red, yellow, blue and green behavioural types on the team.

Mark is a ‘’red’ driven type, whereas his colleague Christina Cooke is a ‘yellow’. She is fantastic at making phone calls and chatting to people. Storm Kennedy, who is a sales executive is ‘green’ and is very methodical and organised. Richard Birkett who is also on the events team is a ‘blue’, and his eye for details helps make sure everything runs like clockwork.

Behavioral styles are, of course, less clear cut than in the TV series and most people tend to include a mixture – with one style dominating. Complementary behavioural styles, which ensured the smooth running of The Enterprise starship, can help a team to ‘live long and prosper’ in the workplace.

If you would like to talk about how a MiRo psychometrics can help your organisation, then the Events Team at ACF will be happy to talk to you about arranging a team development day.

www.acfteambuilding.co.uk

Promotional Reusable Drinks Bottles – a savvy promotional gift

Reusable Drinks Bottles will become widely used with the roll out of free water refill points.  With the spotlight on reducing plastic waste and in particular single use drinks bottles, water fountains will be commonplace in all major UK towns and cities by 2021.  We will see a surge in popularity of reusable drinks bottles resulting in branded drinks bottles proving to be a common sense promotional gift delivering daily exposure of a brand, perhaps even multiple times throughout a day.

There are currently 1,600 refill stations across the UK in 16 different towns and cities.  In 2015, Bristol adopted the campaign and the city now has more than 200 points.

It is estimated that if every city resident in Bristol refilled one bottle once a week, the city could cut the use of disposable bottles by 22.3 million a year.  Whilst single use drinks bottles are widely recyclable, unfortunately less than 50% actually get recycled.  http://www.bbc.co.uk/news/uk-england-42808302

The use of reusable drinks bottles is on the rise and will only become ever more popular with the increased number of free water refill points expected to be supplied by shops, cafes and businesses in the coming years.  Providing a reusable drinks bottle to your clients is an excellent way of ensuring your brand is seen multiple times daily not only by your client, but also other prospective client too.  Studies show that promotional gifts that are deemed useful are kept by 55% of recipients for more than 3 years, now that’s value for money advertising!

Complete Business Gifts

01793 487983

www.cbgltd.co.uk

The Influencer Content Barometer: Rudy Mancuso, PewDiePie & ThreadBanger campaigns reviewed

As influencer content continues to grow in importance within the marketing mix of the biggest brands in the world, in this special feature, REDPILL, using its ratings system for such content, reviews three influencer videos and assesses the reasons behind their social performance.

Creative – Scores videos across five sub-categories: originality, on brand, creativity, craft and shareability (awarding a maximum of 20% for each, with the sum producing a rating out of 100%).

Exposure – RED_Tech benchmarks video views for similar content on the influencer’s channel and measures over-performance against it. Trending content will score higher exposure.

Engagement – Calculated by dividing total engagements by total views, then measuring it against the average engagement rate for the content category to quantify it as a percentage.

Cross-Platform – Analyses the organic success of a video outside of YouTube through shares, referrals and embeds.

Total Score – Average across all four categories above.

Estimated ROI – Estimated by assessing the overall performance across the four categories, industry ROI benchmarks and the influencer’s average fees.

New Year, New Me | Rudy Mancuso & Stephen Curry

Creative: 90%

Exposure: 60%

Engagement: 49%

Cross-Platform: 30%

Total Score: 57%

Estimated ROI: 6/1

“First name Steph, last name Curry!” You’ll be amazed by how catchy this mega-cheesy song is. I’ve been singing it for the last hour and my life is definitely less blurry; I still haven’t purchased a Brita Stream water filter though.

Hot off last year’s Golden State Warriors final victory, the NBA’s fourth ranking player Steph Curry partners in this video with comedic influencer and ex-vine star Rudy Mancuso. With the start of 2018 fresh in our memories, this timely piece of sponsored marketing sure hits the spot. The ink on our New Year’s resolutions is barely dry, and possibly already illegible, so many viewers are sure to resonate with this video.

Steph magically enters the clip as some sort of guardian angel to help Rudy stick to his resolutions. The promotion of Brita is tactically linked to Rudy’s first resolution to drink less bottled water. The theme and appearance of the Brita Stream continues throughout the video combined with dorky, yet comical dance moves by both Rudy and Steph.

This form of content marketing is highly engaging because it’s not only entertaining and amusing to watch, but the song is incredibly catchy! I dare you only listen to it once; it’s impossible. Brita have certainly nailed their objectives here.

Logan Paul

Creative: 84%

Exposure: 100%

Engagement: 74%

Cross-Platform: 100%

Total Score: 90%

Estimated ROI: 9/1

It has been a momentous week for YouTube, with an unprecedented move in sternly punishing one of its stars Logan Paul for an extremely distasteful video. The clip, featuring a dead body entitled ‘We found a dead body in the Japanese Suicide Forest’, attracted millions of views and ended up on YouTube’s #10 trending clips before being taken down. In response, the 59M-follower undisputed king of YouTube PewDiePie released a video lambasting his fellow YouTuber (who has a mere 15M followers). It’s no surprise that 23M people have already glued their attention to this response video considering the two high-profile content creators involved.

PewDiePie strategically picks apart Logan Paul’s video pointing out the stupidity and insensitivity of the now shamed star. He points out the lack of empathy and foresight in Logan’s video which blatantly ignores YouTube’s policy of not disseminating disturbing or disgusting footage.

Influencers like Logan Paul have so much power in these times that it sometimes seem like they can get away with anything. It’s comforting to see that even they are held accountable for unacceptable behaviour. YouTube has now cut its ties with him and heavily penalised his profile, meaning he will be much less visible in search engines than he used to be.

Though there is no active promotion, the description does contain links to the chair and headphones that PewDiePie is using in his video. It’s comforting to see that there are also links to suicide prevention hotlines in the description.

Hopefully the extreme backlash against Logan Paul’s tone-deaf content will be a clear message to other influencers to use their power responsibly. PewDiePie’s video was the appropriate response to YouTube fans who watched the shocking Suicide Forest content. Let’s keep our eyes peeled to see if Logan Paul changes his obnoxious and insensitive behaviour moving forward.

FML We Bought A House – Man Vs House #4

Creative: 70%

Exposure: 72%

Engagement: 60%

Cross-Platform: 2%

Total Score: 51%

Estimated ROI: 5/1

I’ve never seen a clip that made putting up a dry wall look like so much fun. This is a behind-the-scenes insight into the building project lead by husband and wife YouTuber duo ‘Threadbanger’. The snappy edits and well-timed music create a fluid piece of enjoyable content.

Threadbanger’s near 4 million subscribers have the opportunity to accompany them through the challenges of renovating. This is the fourth instalment of Man vs House and it gives a realistic ‘fly-on-the-wall’ view of an exciting life-changing project. It’s interesting because the footage is raw and unpolished, unlike many of the over-produced home development shows on TV.

Retailer Lowes Home Improvement sponsored the video and received significant brand exposure in the middle of the video. The YouTube couple frolic about the superstore squeezing inside washing machines and making crappy puns in the toilet aisle.

Back at their house, Threadbanger put their nail-gun to work and have a fantastic time while erecting dry walls around the property. For anyone who’s ever tried to build or renovate a house, perhaps you’re wondering if the YouTubers cut out the footage of the inevitable delays, stress and anxiety – or maybe these guys just kill their build with no muss or fuss.

REDPILL specialise in creating shareable branded content, delivering strategy, creative, production, influencer marketing and organic distribution, all under one roof. If you would like to see what we can do for you, please get in touch.

The 3 Golden Rules When Choosing Promotional Products

Are you worried about making the same mistakes as your competitors when it comes to choosing the most effective promotional product to market your business?

Are you scared of investing your time and money in a promotional product that does not perform the way you need it to?

Well fear not, I’m going to introduce you to the 3 golden rules of how to choose the most effective promotional products to market your business.

The first thing to remember is that we all make mistakes. If you keep choosing the wrong ingredients, however, the end result will stay the same.

You shouldn’t be surprised, therefore, if your competition slowly starts eating into your share of profits.

So, I hear you cry, how do I choose the most effective promotional products? Well, read on…

Golden Rule No. 1

It’s no. 1 because everything begins and ends with this. I am of course talking about quality.

Your customers will spot a cheap promotional item from a mile away, and this perception will stick to your brand. Do you really want to be known for being low-quality and cheap?

Change your focus from spending as little as possible, to getting the best quality products for your budget.

Spending just that little bit more can make all the difference.

For instance, check out this amazing new Max Brand Bluetooth Speaker.  (www.clubrowcreations.co.uk/products/max-brand-bluetooth-speaker)

Small but powerful, ergonomically designed to fit neatly on any shelf, seamlessly blending in with its environment and still powerful enough to deliver over 10 hours of playback.

All held together by the toughest aluminium encased in a presentation box with PVC cover.

This Bluetooth speaker oozes quality out of every pore. If your chosen product is not good quality, the recipients will not get a good impression of your company.

Golden Rule No. 2

Golden rule two is usefulness.

Take this Module Fusion Powerbank as an example (www.clubrowcreations.co.uk/products/module-fusion-powerbank).

It does exactly what it says on the tin and then some!  Small enough to fit in your pocket and available in five different colours.

Two sides of the Powerbank are covered with soft plastic suction pads, making this product light, durable and portable. The third side can be used to personalise the product with your company’s name.

It can also be used as a phone stand for freeing up hands for note taking.

The aim for your promotional product is to be regularly used by your customer or prospects, so that your company stays at the forefront of their minds.

Ensure your gift is useful and when they need your products or services, they’ll think of you first!

Golden Rule No. 3

The third golden rule is being different. Yes, variety really is the spice of life. Don’t send your customers the same tired gifts everyone else sends them. You need to stand out to be remembered.

For example, this Desk Top Garden Plant (http://www.clubrowcreations.co.uk/products/desk-top-garden-plant/) can transform the dullest office into a living, breathing paradise of greenery.

Personalised company engraving on the side of the plant pot not only offers individuality but also creates a real sense of ownership.

Now that’s good quality, useful and different all rolled into one.

Remember if it’s not different, it won’t be memorable. If it’s not memorable, it’s forgettable and the whole point is to be remembered!

Well the facts are pretty clear to see; the promotional product you send to your customers or prospects has got to be of a good quality, useful and different in order to be effective.

Looking for high quality promotional products right now and would like a bit of free, friendly, expert advice? Click the link, www.clubrowcreations.co.uk/contact-us add your details and we’ll get straight back to you.

Win Win Solution to the Coffee Cup Conundrum?

We Brits love a good coffee. What better way to get back into the swing of daily life than with our favourite caffeine fix to sooth the January Blues?

But our addiction to the black stuff, especially in take-away form, is having a serious impact on the environment. According to the House of Commons Environmental Audit Committee, a staggering 2.5 BILLION disposable cups are thrown away in the UK EVERY year! That’s 5000 every minute with less than 1 in 400 currently being recycled.

That’s why MPs are proposing that single use cups should be banned by 2023 and have suggested a 25p “latte levy” on paper cups. They point to the carrier bag tax, introduced in 2015, as successful evidence of the impact a small charge can have in changing our habits when it comes to throwaway items.

Surely the big retailers should be doing more? In a bid to encourage customers to bin the paper cup for good, some of the high street coffee chains offer discounts to those who bring their own reusable cup. This has been done for a number of years without much fanfare, until Tuesday (2nd Jan 2018) when Pret-A-Manger, Chief Executive, Clive Schlee, tweeted they had doubled their discount to 50p per hot drink for reusable cup users. Others such as Starbucks & Costa will give you 25p off, while at Greggs it will save you 20p per drink.

The retailers kindly ask that your reusable cup is clean (seems obvious!) and that it also has a suitable lid if you are taking it out of their shop. (They will let you use an open mug if you’re happy to sit in and enjoy it.) So, what are your reusable cup options?

Lancashire is the home of one the leading manufacturers of multi-use coffee cups. The Americano range, made in Blackpool, is one of the bestselling promotional mugs in Europe, supplied with a lid and comes in three handy sizes to suit most people’s hot drink preferences.

Stephen Ward, M.D. of distributors www.BusinessGiftUK.com explained why these products are a “win win” solution to the huge waste problem. “The Americano mugs are great advert carriers for businesses, so they cover the costs, and the advertiser gets a topical and practical promotion. The cups are usually then passed on to the consumer free of charge, who can then also get a discount at most leading drinks providers. The cafes in turn have both a saving on cup costs and much reduced disposal problems. Finally, we are all winners environmentally. Seems like a no brainer to me.”

BusinessGiftUK.com have been established since 1985 and can be contacted on 01772 429111.

 

 

The Importance of Integrated Marketing Communications

If we had to pick the biggest, buzziest buzz phrase of the year, it would have to be integrated marketing. Some call it omnichannel marketing, some prefer multichannel attribution, but whichever way you look at it, it’s all about functioning from a single perspective. Putting all your eggs in one basket can have multiple benefits for your business; here’s why we’re loving integrated marketing, and you should be too.

What does ‘integrated marketing communications’ actually mean?

In a small business or start up enterprise, chances are there is one person who is responsible for the majority of marketing efforts. This means that the messages, language and images remain consistent across all channels. This is what we call integrated marketing.

As businesses grow, or in companies which are already larger, there may be several people involved in marketing work. There could be sales teams, online and offline marketing teams, external agencies and more. This can often mean that the marketing message becomes watered down, and consistency muddied by the sheer variety of entities involved.

Bringing things back together, to function as a whole rather than separate parts, is what integrated marketing is all about. Numerous studies have shown that this teamwork based approach can be highly beneficial for a variety of reasons, helping to eliminate confusion and build increased loyalty among the target audience.

Why is integrated marketing important now?

Marketing integration has always been beneficial, but it is becoming more important today than it ever has before. There’s a good reason for this, and it’s all about digital.

In the past, marketing channels were pretty much limited to direct marketing such as phone or post, as well as advertisements on TV, radio and in print. With only a handful of channels to occupy, it was easy for brands to maintain a clear, concise message across all touch points.

But, in the modern world, there are infinite possibilities for marketing to occur, and for it to become confused, messages muddied, and loyalties smashed. Indeed, many brands rely on external agencies to manage various parts of their activities, often with different specialists in place for different outlets. The proliferation of channels for marketing has made it more important today than ever before that we strive for integration, to ensure a clear message at every touch point.

The benefits of integration

Marketing integration is not hard to do, but it can require something of a shift in culture if you’ve become accustomed to a disparate way of working. To make integration work for you, you’re going to need to be committed, consistent and confident it will get results. To help with this, here are just a few of the many benefits you can expect to enjoy when you take a more integrated approach to your marketing efforts.

  • Better results: Traditional, disparate marketing will see businesses and their agencies planning separate campaigns for each marketing stream. Press releases, advertising, sales promotions and direct marketing will all have their own stomping ground, never the twain shall meet. With an integrated approach, however, all the components come together to work as one big, beautiful, shiny machine. The information from press releases is reinforced by articles and blog posts, advertising messages are bolstered by these outlets, and follow up using direct marketing further supports the communication, shepherding leads like moths to a light.
  • Increased efficiency: Being consistent in your messages will not only make the overall impact stronger and more effective, it could save you money too. Images can be created once, then used across a variety of channels. Copy can be perfected, then repurposed for different media. And rather than using a host of different agencies, each with different specialisms, you can opt instead to work with one provider who is an integrated marketing expert. This could save you money on agency fees, and will almost certainly cut the time cost compared to dealing with multiple providers.
  • Boosted brand awareness: Interacting with your customers in a consistent, focussed manner is beneficial for both your brand and the loyalty your audience feels towards you. Creating the same message across a variety of touch points serves to reinforce your messaging, helping the customer to feel comfortable and confident in who you are and what you stand for.
  • Repeated success: Do you think your customers hear you the first time? They don’t. In fact, according to experts, the average customer needs to hear the message seven times before it really gets through. Integrated marketing helps you to reiterate the same message in a variety of different ways, so the chance of having it heard and acted upon is increased.
  • Customer satisfaction: By integrating your campaign, you can be confident that customers will receive the same message, no matter where they encounter your brand. This means you can communicate with your customers to their preference, whether that’s by email, social media or otherwise, and be confident that they are receiving your key messages loud and clear.
  • Organisational benefits: Achieving consistency in communication is always going to be beneficial for any business. It helps teams work together, saves wasted time and effort, and helps to streamline processes so that everyone works better together. By adopting an integrated approach to marketing, you can ensure that teams all function well together, and that there is less risk of confusion between departments, agencies and individuals.

There are many benefits to be had when you start to look at an integrated approach to marketing. To find out more about how this could work for you, or for help in getting started, why not get in touch with us today?

Wow your customers with the seductive power of quality print

For most organisations it makes total sense to focus on digital channels, but print still has an important role to fulfil in building your brand and engaging with your customers. In a world where we’re bombarded with hundreds of email newsletters every week there’s nothing quite like giving someone a printed brochure or receiving a personal mailing.  It’s why fashion houses, car manufacturers and luxury brands still heavily invest in brochures, magazines and direct mail.

Make someone feel special

Receiving high quality print feels like someone has taken the time and effort to get in touch and they’re talking to you personally. It’s tactile too. You can experience the quality of the paper on your hands, browse through the photographs and illustrations. And you can take it anywhere without having to worry if your batteries are going to run out!

Tell a story

Like reading a book, print works best when you tell a story.  That’s something that’s hard to do on a website or on social media where there are often too many distractions. Well-crafted print gives your customers the opportunity to spend time with your brand in the office or at home and get to understand what you are all about without the pressure of a hard sell.

Readers absorb information better

Studies* on students in the US showed that although they preferred to read information digitally and felt they understood more, when compared to a group who studied using print sources, the overall comprehension of the students using print was significantly better.  If you think about it, that’s not surprising.  You can easily re-read and flick back a page, or highlight text in print.

New technology.  New possibilities

Thanks to new printing technology, high quality print is no longer a big budget item. You can achieve superb results on only small print runs using different bindings and paper finishes to create a truly professional product.

Content is king

To get the most out of your print, great content and good design are essential. That’s where we come in.  We can help you tell your story in a way that engages your customers with design that reflects your brand.  We’ll also help you integrate it with your other online and digital content to deliver a powerful campaign.

 

Andrew Hempleman
andrew@thetruenorthgroup.co.uk
07976242055
www.thetruenorthgroup.co.uk

* Reading on Paper and Digitally: What the Past Decades of Empirical Research Reveal 
Lauren M. Singer, Patricia A. Alexander   University of Maryland. First published July 21, 2017 

Event Host’s – The highlights of 2017 and a look ahead

2017 has been another exciting and eventful year for us here at Event Hosts.

One that has seen our company continue to grow and take on new clients from all over the world whilst building on existing relationships with some of our very best customers.

Our corporate conference team has been busier than ever this year, helping to support a number of top blue-chip clients with meet & greet hosts, registration staff and microphone hosts.

Over the course of 2017, we have attended some very prestigious event locations across the UK in particular including Old Billingsgate, The Lancaster Hotel and Leeds United.

Our event staff have also continued to support exhibitors at some of the UK’S major exhibition centres including London Excel, Olympia, NEC, London Business Design Centre and The Ricoh Arena.

Some of our event highlights this year have included:

The World Travel Market:

Every year the World Travel Market brings together the biggest names from around the world of travel under one roof to discuss new innovations and trends in the industry.

This year’s World Travel Market was their most successful ever with more than 130 new exhibitors from around the world taking part in what was an electric atmosphere.

The National Wedding Show:

The National wedding show is always a spectacular occasion, one which we look forward to with great anticipation here at Event Hosts.

With exhibitions showcased by over 300 wedding specialists and a show-stopping wedding dress catwalk, the national wedding show is always one of our favourite events of the year.

Infosecurity:

Taking place at London Olympia in June this year, Infosecurity Europe played host to more than 360 exhibitors and a massive 18,000 information security professionals. This years’ theme was security at the speed of business and the event saw over 250 speakers share their expertise on this very topical theme.

Automechanika:

Last but not least, Automechanika Birmingham was one of our top highlights of 2017. This year’s show was 70% bigger than in 2016, hosting over 750 exhibitors from the automotive industry, and talks from over 60 industry experts, confirming it as the UK’s biggest automotive event.

And in 2018 …

We are already taking bookings for 2018 from a number of repeat customers.

Our hostesses and demonstrators are especially looking forward to ICE 2018 in February with great excitement.

ICE is one of London Excel’s most prestigious events of the year, bringing together some of the most prestigious international names from both the on-line and off-line gaming sectors.

Hire Event Hosts for your upcoming event today …

If you’re hosting an event and would like the help of our hand selected and expertly vetted event staff to ensure its success, please contact us or simply fill out the details on our website www.event-hosts.com for an Instant Quote today.

We offer an exclusive portfolio of attractive, highly professional and experienced promotional staff and event hostesses who can greet and entertain guests, engage and interact with potential customers and help expose your brand to the widest possible audience.

From all of us here at Event Staff, we would like to wish you a very Merry Christmas and a happy and prosperous New Year.

Brand Equity Measurement and Tracking

The Secret to Successful Brands

Understanding where a brand sits in the mind of the customer is essential for any brand owners looking to grow their brand and create successful brand strategies.

Brand Equity is a construct designed to reflect the real value that a brand name holds for its products or services. Measuring your brand’s equity is the ultimate measure of brand health because it drives sales, market share and overall profitability.

Many brand owners mistakenly believe that simply measuring their brand awareness and usage is sufficient to understand the strength and potential of their brand. Unfortunately, this is not the case and does little to help brand owners develop the right strategy. In this email we take a look at BrandVision and how to reliably measure Brand Equity on a more wholistic level.

 

Measurement And Tracking

BrandVision is a brand equity measurement tool and measures 8 of the most important attributes (KPIs) for ultimate brand health. The key benefits are:

• Easily identifies the right strategy to grow and improve your brand profitability

• Designed for both B2B and consumer brands

• International – readily transfers across countries and cultures

• Provides a single metric for tracking and comparison purposes

• Normative database allows you to compare your brand with others

 

Vision One’s Brand Equity Wheel is one of the most forward thinking brand equity evaluation tools available – designed to help brands optimise their brand and success. The brand wheel helps brand owners by focusing on Key Performance Indicators (KPIs) that are widely known to have a tangible effect on brand health.

The Brand Pyramid is a powerful marketing tool used to assess the purchase journey of your customers. By mapping your brand you are assessing the strength and weaknesses of your customers’ decision journey.

Brand Values and Meeting Customer Needs

When customers evaluate a product or service, they often weigh up the options when making decision which to choose. Trying to understand this process and how well brands meet customer needs has historically been difficult, until now.

BrandVision explores the most important needs for any category and evaluates how well your brand performs against a unique list of 25 emotional and rational needs. Take a look at a few of our interesting case studies covering brand equity such as; British Airways, Weetabix, GiffGaff.

Introducing Brand Archetypes

Developing a strong brand requires developing a strong brand personality. Just like people, your company’s brand has a personality, which will determine how customers connect with you and whether or not they want to do business with you. Brand Archetypes are important part of understanding your brand personality.

Take the quiz on your brand and find out your archetype!

Great Questions to ask in an events or marketing job interview

It’s sometimes easy to forget that an events or marketing job interview is a two-way process. Any good interviewer knows that they need to sell the opportunity as much as the candidate needs to demonstrate their suitability for the role. Many good candidates however, miss the chance to ask important questions about the job or the company because they feel intimidated or, more often, because they have not prepared.

A good interviewer will have a structured interview plan that enables them to get the information they need to decide if you’re a good match for the position and the organisation. Within that structure they will normally allow you time to ask questions of your own.

Not only is this a great opportunity to make sure you have all the information you need to decide if the job is right for you, critically it also offers a unique opportunity to impress the interviewer with intelligent questions that leave that all important positive last – and lasting – impression.

It will certainly pay dividends to prepare your questions in advance. Half an hour spent looking over the job description and the company website will help you come up with questions of your own about the role, the company structure and so on. But where do you go from there? What questions might also give you the edge?

Here are a few questions that will help you stand out. They look wider than just the role, and delve deeper into the reality of the opportunity, and its context. Spend some time thinking them through and considering how you might adapt them for your next interview. They will demonstrate an intelligent approach to your interview and show you are serious about the opportunity.

What would you say are the greatest challenges in the role? 
This question gives you a deeper insight into the role and also helps you understand the employer’s expectations. It also demonstrates you are up for a challenge if you ask in a suitably enthusiastic fashion!

You’ll need to be prepared to respond with some ideas of how you’d respond to the challenge though, if you do ask this question. If the greatest challenge is, for instance, managing a difficult team, if you can honestly say you’ve turned around a poorly performing team in the past, you will stand out. Or if you can say, that’s just the sort of challenge I am looking for, then it all adds to making the right impression.

How did you (Mr/Mrs interviewer) get to your position/role? 
This question can help build rapport and, because we all like talking about ourselves, helps to fix you in the interviewer’s memory.  Most people get a positive buzz from being asked about themselves – so it’s all to the good!  It can also give you deeper insight into how careers can progress in the company. This sort of question is great if it is a more junior role, as it shows ambition and a keenness to learn, and is also great for account management roles, as it nicely demonstrates your interest in clients and people generally, and building rapport is key to these types of role.

What are the company’s future plans?
Your research will have given you a good idea of the company’s history and what it does now, but you can also demonstrate your interest in taking the company forward.  If you’ve picked up a bit of news about future plans you can build on that. For example, “I see you’re about to launch a content division. How does that fit into your wider plans?”

This not only gets you useful information other candidates might miss, it also shows you’ve done your homework, and are thinking about your next role – the role they are looking to fill – for the long term.

What kind of person does well in this organisation? 
The answer to this question will tell you a lot about the real culture of the organisation. You might fear that the company is very straight-laced and corporate but this question could reveal those people who build empathy and cooperation do best.

This will help you decide if the organisation is right for you and gives you guidance on the kind of values you need to demonstrate to progress.

Is there anything we haven’t covered?  
This catch all question gives you a great chance to fill any gaps from the interview. There are several variations you can use; one useful example is “Are there any important areas where you feel I haven’t fully answered your questions that I can review with you now?”.

What are the next steps?
This is superficially an ‘admin’ question but it also demonstrates you are still interested in the role at the end of the interview, and that you are someone who is organised and thinks ahead. The information you get here will also help to manage your expectations and leads nicely into the end of the interview.

A final word of warning

Don’t take over
You don’t want to leave the interviewer feeling frustrated that they haven’t got all the answers they wanted, so make sure they’ve finished their questions before launching into yours.

Wait to be asked if you have any questions but if the interview begins to draw to a close and you haven’t, you should politely request the opportunity. In the unlikely event of the interviewer saying no, for no good reason, you probably have all the answers you need.

At Regan & Dean, before any of our candidates go for their interview for that all important Events or Marketing job, our Consultants always spend the time to make sure you are thoroughly briefed and to support your preparation – be it handy hints, the inside track on what this interviewer looks for, or general confidence building practice and support.

So, if you feel you’d like to work with a team who give you more than just a job spec, and you’re looking for your next events or marketing job, get in touch now or register for our job alerts here.

 

 

Recruitment – Central London

The power of social media and why your company should be using it

Social media is a minefield for even the most creative of people. The platforms are growing all the time, and it’s not just about Facebook and Twitter anymore, there’s LinkedIn, Instagram, Pinterest, Snapchat and Google + to contend with.

We’ve already touched upon the importance of keeping your company’s social media pages relevant and updated, but often getting started and understanding what you should be doing is what businesses find the hardest.

As PR specialists, Vantage is here to help. We create a bespoke strategy that will help to generate leads and keep your business up there with its competitors. Important things to remember are:

  • Measure your brand awareness – Sharing content across social media will get more traffic going to your website. Interacting with publications and customers who may have thousands of followers will get you noticed in the right places.
  • Don’t spread yourself to thinly – Choose the platforms that are right for you and do them well. Be organised, well informed and consistent with what you do, and consider posting content in advance to save yourself some time.
  • Keep it personal – Be friendly and build yourself an approachable online presence that will keep visitors to your profile engaged. More engagements = more social reach and ultimately bigger exposure.
  • Paying for social media adverts and boosts are also a great tool for posts you want to get noticed. They are inexpensive to create, you can set your own budget and it will get your content in front of more people.

 

Social media is your online voice, and is ultimately one of the first things that come up when customers search for your business. If you aren’t up to date, don’t respond to your followers and are just too busy and overwhelmed by the many platforms and features available, then let Vantage take the strain.

 

If you would like more information on how we can help boost your business’ social media platforms then get in touch with one of our team today at pr@vantage.uk.com

Royal badge manufacturer secures £1.2million investment

Royal badge manufacturer secures £1.2million investment from Frontier Development Capital – L-R Graham Mold (FDC), John Bancroft MBE (Badgemaster), Paul Bevan (Mazars)

 

A Nottingham-based manufacturer of bespoke name tags and badges has received a £1.2million investment from Frontier Development Capital (FDC). The deal will see the business pursue further expansion plans, including welcoming new director Ian Bradbeer FCMA to the existing management team.

Established in 1992, Badgemaster produces around 250,000-300,000 badges each month for more than 30,000 customers, with approximately 5million people wearing its badges every day. The business has delivered products for clients including Harrods, Selfridges, Waitrose, John Lewis, Boots, Nandos, Thorntons, Virgin Atlantic, O2, Centre Parcs, Costa, Easy Jet and Premier Inn. In 2006, the firm was awarded the Royal Warrant for its work supplying badges to the staff of the Royal Households, achieving worldwide recognition.

Five Ways To Say Thank You To Clients This Christmas

Christmas is the season of goodwill, giving and saying thank you to family, friends and customers.  The British Promotional Merchandise Association ran a promotional products week campaign in October this year, stressing the importance of “thank you” in creating memorable business relationships. People you know well, who appreciate your services and who provide your regular supply of business, can be your advocates in the new year ahead. Give them something relevant, practical and exciting to remind them, to tell others about you and expertise. Here are five fabulous, high perceived value, promotional products that every business should consider using to help get themselves on the road to more recommendations, referrals and repeat busines

The Prestige Promotional Pen

To make an impression at Director level then a plastic biro is not going to do the right job. However, a bit of gift boxed exclusivity can become a very desirable gift from brand names like Waterman, Cross or Parker, promoting a memorable, emotive response from the recipient. Engraved with a discrete reminder of your business, a pen such as the Parker Urban Premium Ballpen can become a cherished gift for life. See the range of Parker pens available for branding at http://www.ad-options.co.uk/shop/parker/

 

The Perfect Pocket Notebook

With smart phone battery life being unreliable, and many people finding it quicker and more convenient to take notes, the pocket notebook is seeing a resurgence in popularity as a practical business gift. To cut the mustard with a senior buyer though, then a premium brand can ensure retention and use by your key contacts. The Moleskin brand is that famous touch of luxury that can make high quality, real “must have” gift. You brand is in your customer’s pocket or on their desk for repeat exposure and reminder of what you can do for them. Moleskin notebooks are available in a range of sizes, many colours and with hard or soft covers, to create something to target your key contacts. Check the promotional range here http://www.ad-options.co.uk/shop/moleskine/

 

The Top End Travel Mug

For key executives on the move, particularly in fields such as outdoor events, construction and engineering, then a travel mug will put your brand in their hands. Contigo is a leading brand offering excellent design, ease of use and large print areas to cement your services in a client’s memory. The Byron model with Snapseal technology will impress even the most demanding of contacts. Why not ask for recommendations, referrals and reviews as you had one over? Find out more about the range here http://www.ad-options.co.uk/shop/contigo/

 

Wonderful Water Bottles

There are many variations of the sports water bottle available as printed gifts but again Contigo have the executive version designed to impress. To keep the busy executive refreshed, the Ashland water bottle with Autospout technology offers a premium practical product with all the qualities to impress your customers. This is a great way to say “Thank you, take care of yourself, we appreciate your business.” Again the large print area puts your brand in their hand for a long time to come. Check out the Contigo Ashland here: http://www.ad-options.co.uk/shop/view/dr1623/contigo-ashland-water-bottle

 

A Beautiful Business Bag

Christmas is also a time to say thank you to key staff and you can promote team spirit at the same time. A product such as the Capital Laptop bag can make people feel appreciated, valued and promote loyalty in the coming year. A practical and desirable accessory that sees your logo go everywhere with your team when visiting clients, networking and commuting. Key IT customers may also appreciate this useful thank you gift. Find out more here http://www.ad-options.co.uk/shop/view/ba1660/capital-laptop-bag

 

 

Whatever way you choose to say thank you to your customers, business gifts can be the catalyst to future interaction. They create goodwill in the moment of giving, they hang around until a need for your service arises and you can highly target who you give them to, so there is little or no wastage of your precious marketing budget. So start the road to more referrals, repeat business, reviews and recommendations in 2018 by showing your appreciation for this year’s business this December.

 

Stephen Ward is happy to add quotes and further explanations. Call 01772 429111, email steve@ad-options.co.uk or visit: http://www.businessgiftuk.com/

 

https://www.facebook.com/BusinessGiftUK/  

www.BusinessGiftUK.com

@BusinessGiftUK

 

 

How to Create Successful Video Content – Stand Out in the Crowd

Video content is slowly marking its place in the B2B sector, with more companies each day integrating video into their marketing strategies. With the popularity and benefits of video becoming apparent, competition is quickly becoming fierce between companies in the B2B sector, who are using video as a strategy to build relationships with their online audiences.

But with this growing competition, it brings forward the issue of how any video content can stand out from the crowd. So, how do you ensure that your video doesn’t become background noise? Or gets lost in the sea of video content?

Well to begin, your video content should have a strategy. You need to know where your video is going, who it is targeting and what is the message. Without these key elements, it is almost guaranteed that your video won’t stand out from the crowd.

It is no secret that creating original and interesting content can be hard, and with so much content to choose from, it’s hard to tell where you should start. But sometimes, the answers to these questions are easier than they seem. We’ve broken down our approach to three key steps to show how a thought-out strategy provides successful video content:

 

1)  Choosing your content

  • Look through your previous content, and determine which content isn’t clear, or hasn’t achieved the engagement or leads you were hoping for.
  • Next, check there is a high demand for the topic of your video. If customers don’t find your video relevant or interesting, they will be less willing to watch, learn and participate.
  • Make sure your video content is recognisable to your brand. It is important that your video is clearly associated with your brand. Using your company colours is a good way to make sure your video content not only stands out, but helps your customers recognise you.

2) Respect your Audience’s Base of Knowledge:

  • Often videos make the common mistake of assuming their audience’s need to know everything about the product and their brand.
  • Understanding your audience’s knowledge is key to considering the type of language you use. It is important to talk with your audience, rather than down to them. Create your video as showing how the product feels to use, rather than every detail of how the product works; How-To videos are often suggested as content which provides your audience with a lot of value.
  • Respecting your audience’s base of knowledge is key to ensuring you don’t commit content overload (A key problem viewers face) and makes sure your audience stays engaged.

3) Know What You Want to Achieve and Attract your Audience’s Attention

  • So, you’ve chosen your content, you know the approach your video is going to take. Now, how do you gain your audience’s attention?
  • First, you need to know what you want your video to achieve. Is it informing your audience about a new product? Gaining new leads? Promoting a new service?
  • Once you have your set goal in mind, the decision arises of the best way to attract your audience’s attention.
  • Building a personal connection with your customers over time, is a good way to form relationships, ensuring you begin with a circle of supporters when releasing new video content.
  • It is also suggested that videos with a dash of personality, especially featuring human faces, are more likely to grab a customer’s attention, as they include a vital human connection which the audience can relate to.

 

So, there you have it, the 3 (almost simple) key steps to creating a video which can stand out from the crowd. Although they are the basic things to consider when creating video content, these three stages will point you in the right direction and help narrow down how to create video content that is original, compelling and most importantly successful.

Why Not check out how we present our Four-Step Process at Napier through video

In The Club – Knice Creative / Tesco Case Study

Initially starting out producing edits from previously shot research footage – Knice Creative quickly expanded through the organisation, including projects such as producing a personalised statement video for Tesco’s Clubcard members along with self-service till animations and other internal comms films.

Through development and careful planning, Knice Creative works collaboratively alongside clients and teams to bring projects to fruition creating successful partnerships and being a trusted, go to source for solutions.

MCH will be at The Business Show this November

We’re delighted to announce that we will be at The Business Show at Olympia London on the 16th and 17th of November, check us out at Stand 1424!

Europe’s largest Business Event is coming to the Olympia, London on 16th-17th November featuring 350 exhibitors, 250 seminars, 170 interactive masterclasses, Google’s Digital Garage and much much more. Make sure to register for your free ticket now

You can order tickets for the show here

Healthcare Communications: 5 reasons to consider Metaphor of Action

Planning a Mode of Action project? Here are 5 reasons to consider Metaphor of Action.

When you want to demonstrate how your science works then Mode of Action (MoA) animations can be a great way to do it. Realistic and highly finished 3D visuals can even bring to life processes that have never been seen before by the human eye.

But as this medium becomes more widely used, MoA animations in some busy therapeutic categories are starting to lose their freshness and we’re now seeing a growing need to innovate the way we communicate MoAs.

One alternative is the ‘Metaphor of Action’ (MPoA). Communicating with a metaphor is a great way to disrupt an established category by telling the same story with different words and pictures. If anyone has been exposed to the UK Ad scene recently, you’ll be forgiven into thinking the population has gone animal mad. However, the cats, dogs and meerkats promoting brands provide excellent and engaging shorthand to communicate a range of complex messages.

Metaphor of Action follows a similar principle. By stepping-away from literal visualization we can often make our messages more proprietary and more accessible.

We’ve shortlisted 5 reasons we believe the approach could grow.

  1. MPoA can make complex messages quicker and easier to understand by referencing examples from life or technology that tell a similar story.
  2. Complex processes can be summarised in a way that a broader audience can understand (e.g. investors).
  3. MPoA is a disruptive approach and by design can cut through congested therapeutic areas and becomes more memorable.
  4. With greater memorability, branding is enhanced and you can develop and own a unique visual language.
  5. MPoA can give you a strong theme that you can extend across a range of communication materials.

Of course, MoA (in its purest sense) will remain an effective and well-established currency in the industry. But at the beginning of each new project it’s got to be worth challenging ourselves to see if we can create something new and different to stand out from the crowd.

 

Beaconbrands Health is an award-winning healthcare communications agency. For more information, visit us on www.beaconbrandshealth.com. E-mail Fiona.day@beaconbrands.com to see how we can help bring your science to life.

Element’s Top 10 Christmas Incentives

Christmas incentives are a great way to engage, inspire, amaze and drive sales.

From the 12 days of Christmas and advent calendar themed incentives, to Rudolph and Santa, our team are ready to turn festive cheer into results for your Christmas promotions, giving your winners the VIP experience.

Here are our most popular festive prizes and incentives so far for 2017…


Meet Santa in Lapland

Our top festive incentive each year is the chance to visit the big man himself, with amazing bespoke prize trips to meet Father Christmas in Lapland!

From underground grottos and reindeer-pulled sleigh rides to Elf School activities and private dinners with Santa, there’s no better way to bring a smile to your winners’ faces.

If your budget doesn’t quite stretch to Lapland, we’ve previously arranged festive trips to some of Britain’s best grottos, pantomimes and other winter attractions too!

2017’s Top Gifts and Gadgets

With the new iPhone release just weeks away, and Apple Watch 3 also on the horizon, there’ll be no shortage of cutting-edge gadgets to create the perfect Christmas incentive bundle this December.

Drones, GoPro action cams, virtual reality tech and new games consoles are also popular must-have gifts for 2017.

Looking to drive sales for family audiences? Throw in some of the year’s hottest new toys for the perfect gift bundle for any age range!

Woman wrapping a present to illustrate gadgets and gifts for Christmas Incentives | Element

See New York’s Christmas Lights

From Times Square and Broadway to Central Park and the Empire State Building, New York at Christmas is one of the most magical prize destinations in the world.

See the Rockettes perform at Radio City Music Hall; strap on your skates at the Rockefeller Center; make a head-start on your Christmas shopping on Fifth Avenue; and visit Santa at Macy’s!

Great for families and couples alike, add a dash of festive magic to your December incentives with a once-in-a-lifetime trip to this magical prize destination.

A scenic overview of the hustle and bustle of the holidays at night beneath the magnificent tree in Rockefeller Center to illustrate New York Christmas Incentives | Element

Christmas Dinner by a Private Chef

For a unique and exclusive winter incentive, why not take the stress out of Christmas dinner for a family of lucky winners, with a private chef to rustle up a festive feast?

Guaranteed to take care of everything – from turkey and sprouts through to mince pies and figgy pudding – this gourmet expert will leave your winners with more time for family fun, and less time slaving over a hot stove!

Winners can work with their private chef to create a bespoke festive menu; your Christmas prizes sorted with no hassle!

Family Together Christmas Celebration to illustrate private chef Christmas incentive | Element

Luxury Christmas Market Breaks

Europe is home to the world’s most magical Christmas markets, making it the perfect destination for a December incentive!

From traditional favourites such as Vienna, Bruges and Hamburg to lesser known destinations like Zagreb and Trondheim, there’s nothing like a Christmas market to get your winners feeling festive.

We’ve got great December deals on luxury hotels, private tour guides to show guests the best winter sights, and a wealth of restaurant recommendations for hearty Christmas fare. Just pick a destination and we’ll get cracking!

Colorful Christmas decorations and glass lanterns on a Parisian Christmas market to illustrate Luxury Christmas Market Breaks christmas incentives | Element

Flying Home for Christmas

Here at Element, we love making dreams come true, especially during the season of goodwill! And what could be better than reuniting long-lost family members for an unforgettable Christmas together?

The perfect heart-warming festive prize campaign, our Element Elves will get to work booking flights, trains and taxis to bring one lucky winner home for a family Christmas. Keen to capture this magical moment?

We can organise photographers and camera crews to record the emotional reunion for an unforgettable Christmas campaign video too!

Airplane is taxiing on the airport in winter to illustrate Flying Home for Christmas Incentive | Element

Festive Gourmet Hampers

Christmas wouldn’t be Christmas without a selection of indulgent food and drink, so why not treat your lucky winners to a festive gourmet hamper?

From Champagne and fine wines to indulgent truffles, pates, cheeses and chutneys, kick off the festive season in style with a mouth-watering prize or incentive.

Looking for a bespoke Christmas hamper to showcase your own product? We can create tailor-made hampers and gift baskets themed to your brand; perfect for a memorable festive gift!

Festive appetizer with foie gras, cranberry chutney and jelly to illustrate Festive Gourmet Hampers Christmas Incentives | Element

Christmas Shopping Breaks in London

Christmas incentive trips don’t need to break the bank; a budget-stretching weekend break in London is always one of our most popular festive prizes.

From afternoon tea with Father Christmas at Hamleys to ice skating at Somerset House, from pantomime at the Palladium to personal shopping on Oxford Street, London offers everything you could possibly want in a destination for your Christmas prizes.

Women with Christmas presents and decorations to illustate christmas incentives | Element

Christmas Lunch on the Orient Express

With Murder on the Orient Express due out in cinemas this November, what could be better than a delicious Christmas lunch on a luxurious 1930s-style train?

Perfect for premium Christmas incentive ideas, treat your winners to a taste of Golden Age glamour with stunning views of the winter landscape while tucking into a sumptuous menu of traditional Christmas favourites.

Train image to illustrate Christmas Lunch on the Orient Express Christmas Incentives | Element

Festive Vouchers and Rewards

We have great relationships with retailers across a range of sectors and industries – from high street favourites and top restaurant chains to e-commerce sites and activity providers – so why not treat your winners to a gift card or voucher of their choice this Christmas?

Ideal for offering flexibility, enabling winners to pick their own festive gift or experience, we’ve got the perfect incentive solution for any target market or audience!

Close up of the hands of a woman with polka dress holding a black card with red ribbon above knees to illustrate Festive Vouchers and Rewards | Element


With less than 100 days to go, it’s never too early to start thinking about festive rewards and Christmas themed incentives!

For more information, visit us on www.element-london.com or get in touch via team@element-london.com or +44 (0)20 8871 9959. We promise to bring a touch of magic to your Christmas campaigns!

The top email marketing templates for B2B teams

By Jennifer Hall, Lead Forensics

If you work in B2B sales and marketing, then email is likely to be one tactic you simply cannot live without. Indeed, 73% of B2B marketers say it is essential for growing their business, while 59% cite email as the most effective channel for generating revenue.

And while it may appear straightforward on paper – write your message and press send – the art of crafting amazing marketing emails that really work is anything but.

You need to get every element spot on if you’re to be effective. That means choosing the most appropriate email format for the target audience and the goal you’re hoping to achieve. Then crafting some killer copy that pushes the right buttons.

Whether you want to open doors and generate new leads, nurture prospects along the buyer journey, upsell or cross-sell to existing customers, or simply to keep in touch and maintain relationships, there are many choices available to you.

We’ll run through the secret of using email marketing successfully, as well as some of the common traps to avoid and what the top email templates are for B2B marketers.

What do all B2B marketing emails need?

While there are loads of different formats that your email marketing can take, there are some key elements that will always need to be thought about:

  • A clear goal for the email
  • An enticing subject line (as that’s how you’ll get your email read)
  • Personalization (use names and avoid any generic statements)
  • Compelling content
  • A strong call to action (one or two)
  • Clear contact details
  • Branding (it needs to be in line with your company brand and feel)
  • An unsubscribe button

For more in-depth advice on this, check out our: ‘Email campaign cheat sheet

 

Why is personalization so important?

The answer is simple – personalized emails have a higher open rate. The more tailored you can make your emails and their content, the more likelihood there is they will be effective. And that means doing more than simply addressing an email to someone by name.

We’re all bombarded by information all the time and from many different sources. To stand out from the crowd and avoid your emails being instantly dismissed as spam, the content needs to be relevant. An obviously generic mailer, especially if any part of it is completely inappropriate to the individual reading it, will instantly put them off.

You need to show that you know and understand them. For example, imagine you received an email where your name was spelled wrong and it was trying to sell you a product that you can’t even use. Firstly, what impression will that give you of the company, and secondly what are you going to do next? – exactly, nothing.

5 common traps to avoid with your B2B marketing emails

There are also some major no-no’s that can see any email campaign sink or swim. Make sure you don’t fall into any of these traps:

1. Cut the waffle – Get to the point. Outline what the key messages are that you want to say before you start writing (including the call to action). Skip the long words too and never use 10 if 5 will do. Time really is precious and attention spans are short.

2. Avoid using jargon – Make it easy and understandable for your audience to read. Never assume they know what you know, no matter what industry you are in. If they can’t understand it they won’t continue reading it and they definitely won’t act on it!

3. Make it about them not you – If you’re talking about yourself all the time, reeling off all the reasons you’re so great and pushing how good it would be to work with you, then your audience will soon be turned off. It should never be about you, it needs to be about the audience and what they need.

4. Don’t overload – It can be tempting to try and fit in as much as possible, but even if you have loads to say and share – don’t! Trying to squeeze in too much will weaken your message and the likelihood of a positive outcome. Be clear from the start what the email is specifically designed for and what you want the result to be.

5. Don’t overdesign it – Make sure that the design of your email isn’t making you lose the power of your messaging. It may look great but does the design distract, does it interrupt the natural flow, does it mess up the format when read on different devices and will it annoy people by hiding key points?

The top types of B2B marketing emails

There are many reasons why you may want to send out an email, and each purpose will often require you create a different type of email.

Here are some of the most popular ones, as well as some you may not have thought of but which could help make your whole sales process even stronger:

Lead generation emails

We’re going to give these a mention here, as many firms still automatically think of email marketing when they consider how they’re going to generate leads.

Traditionally, companies would have done this by buying in a list of contact details and hitting it with a generic email, in the hope of opening some doors and tempting one or two buyers to get in touch. But it’s a tactic that’s unlikely to generate much of a result nowadays.

Your time would be far better spent working on highly personalized email nurturing campaigns, or some of the other email marketing tactics we’re going to cover in a minute.

For more ideas on generating leads, see: The best B2B lead generation strategies for 2017 and beyond

And if you are going to try ‘cold emailing’, then see: What’s the best cold email marketing strategy? for some more pointers.

 

Blog subscriber emails

Content marketing goes hand in hand with email marketing. Your blog could become one of your most effective lead generation tools. When you’ve generated some new contacts through your lead gen activities, using new content emails is one way to keep building the relationship and showing off your expertise.

When you upload a new blog post or other content to your website, also create an email to share it with those contacts you think will be interested. There are no hard and fast rules about how often you should be sending out this type of email, as long as the content itself is top quality and right for the audience it is sent to.

 

Newsletter

Every company newsletter takes considerable time to put together and will often be used to shout about the latest company achievements and developments. The problem is, who is really going to be interested in that? It’s never going to be a lead generator for you.

However, newsletters do have their place within the marketing mix and can be useful for maintaining relationships with stakeholders, employees and certain customers. The trick here is to make sure you have a well segmented list. Don’t just send out a newsletter to your full database.

 

The ‘thanks for subscribing’ email

If anyone signs up for your blog or newsletter, then make a fuss of them. Don’t just send them a ‘thank you for subscribing’ automated one liner. Instead, use it as an opportunity to cement your budding relationship and create a great impression.

Be friendly, keep it short and be careful not to try and cram too much in. Maybe flag up a webinar you have coming up, or highlight some of your most popular blog posts. Anything you think they may be interested in. You may be pleasantly surprised how much extra interaction you generate just by working on this part of the communication chain.

 

Attend our event

One of the best ways to land sales is to get face to face with buyers and to get them together with current customers. That’s where events come in and with them, many opportunities for email marketing. Encourage buyers to register for your event multiple times before the event itself. Don’t be afraid to be creative here. Use different types of content and share it through email, such as a short biog of any guest speakers you have attending, or videos from previous events. Keep your messages highly targeted and of course make sure you include the event details, like when, where, the benefits of attending and how to register.

 

Follow up email

There are many occasions when you might use a follow up email. For example, after you’ve held your event. In this case, it’s always advisable to have your follow ups drafted and ready to go, well ahead of the event happening. You’ll want a few different versions, including one for those who attended, and one for those who couldn’t make it.

If you met a contact at the event and discussed something in particular with them – especially if you promised to send them more information, or something specific – then make sure you always keep to your promises. And don’t leave it too long. Keep up the momentum while they remember who you are.

 

Generating referrals

The best way to secure new customers is through referrals and recommendations. Emails should factor into your strategy here, as a way to try and drive new business from existing customers and brand ambassadors. Send out something of value that can be shared, such as an offer or a mechanism that encourages people to sign up for a free trial.

 

Case studies

Case studies are a great way to prove your expertise and show your product or service in action. A happy customer is a powerful thing and so is being able to show your solution solving a genuine problem – especially if you can use a case study to demonstrate a complicated process. As ever, be selective who you send it to, to ensure it gets in front of the right audience. In the copy, focus on the customer and how they benefited from your solution, rather than the technical details, to avoid sharing any trade secrets.

 

Special offers

From time to time you may wish to promote a special offer to a segment of your database. Make sure the offer is highly tailored and will be of value. Include details for how to take advantage of the offer, what they can expect and make the next steps very clear.

 

Of course, if you’re using email marketing you should never think of any email in isolation. Have a plan. What’s the sequence that will kick in after you’ve sent your email out? Some may just slot in to your existing plans, but others may need a workflow of their own.

For example, what happens if you get a referral in – how are you going to respond to the lead but also the person who referred them to you? Map everything out from the beginning.

For more advice on email marketing, you may also like:


Marketing to the modern B2B buyer

Get an Exclusive No obligation Free 2 week trial with Lead Forensics with MCH

MRM Releases the Boost!

Multi Resource Marketing (MRM) based in Market Harborough, Leicestershire teams up with award winning pioneers in energy drinks Boost Drinks to create an on bottle campaign “Release the Boost”.

MRM worked hard with the Boost Drinks team to source the most appropriate prizes for Boost’s target audience… Fun-loving, savvy millennial, always looking for an experience. The competition includes three stages, an instant win offering a mix of cash, cinema vouchers and amazon vouchers, a prize draw of a £2,500 Virgin Gift Card and a final chance draw of a Zip-line experience in Snowdonia with a Go-Pro to give you life long memories.

The on bottle competition was launched on 18th September and is already growing well in the number of entries, which is not surprising with 3 bites at the cherry and over £25,000 worth of prizes up for grabs!

The Boost Drinks team come from humble beginnings and have excelled in their creation of energy, isotonic and protein drinks by putting their customers at the forefront of their thinking. Ambitious and innovative they are always concocting new “pick me up” recipes so keep your eyes peeled for new arrivals on the shelves of your local convenience stores.

To find out more or to enter the competition simply click on the link below:

https://www.releasetheboost.com/

Established in 1993, MRM is an independently owned marketing services provider based in Leicestershire, England. With strong industry links via the Institute of Promotional Marketing, the company provides both digital and physical (fulfilment) marketing campaign support to some of the UK’s best known brands.

 

Interested in running a similar campaign for your brand then get in touch:

* Email:caroline.duncombe@mrm.co.uk     * Tel:01858 414 761     * Twitter: @MRMPromoSupport

 

Atlas Translation: How Translation Can Help Your Business

We meet a lot of people at business shows and networking events, who’ve never required language services before. Some had never even heard of what we do, or considered that there could be such a thing as the ‘translation industry’. It’s always interesting to watch their faces change, as we explain what we do, and how our services help other business grow, as they reach that ‘Eureka’ moment.

It’s completely reasonable to be unaware of the existence of language services, or indeed the value that they can add to your business. The role of translations in business is usually viewed in the same way as petrol is for your car – a necessity purchase that is not needed unless unavoidable.

Someone who’s never been pressed into looking into language or translation services could be forgiven for having this attitude. After all, what use could languages be to someone whose business is conducted entirely in the UK, in the English language?

Broaden your Appeal

Firstly, take a look at the UK. Figures released in 2012 showed that 12% of primary aged schoolchildren speak English as a second language. That’s around 1.1 million people who, almost five years later, are on the verge of becoming potential customers for your business. The 2011 census indicates there are over 6 million UK residents who don’t speak English as a native language. In 2015 it’s been forecast that we had 34.4 million overseas visitors spending £22.0bn. This figure was predicted to rise to £22.9bn in 2016.

Clearly a large customer base of non-native English speakers exists in the UK, so how about trying to appeal to these people? One key way to do this, is to speak to them in their own language, and here’s where we can help. By translating your homepage, or some of your product listings you instantly forge a connection.

It’s not just getting people to understand what it is you do/offer more quickly either. Put yourself in your potential customers’ shoes and imagine being a non-native speaker in another country. It can be a lonely, even intimidating experience. So when someone makes the effort to reach out to you in a way you understand, it’s a big gesture, not to mention the priceless feeling of familiarity they will draw from reading your message in their own language.

Taking this first step is relatively inexpensive, and you’re more than likely to receive a return on your investment. If you’re worried about then dealing with enquiries in languages other than English, then we can set you up with the tools to handle these. A 24/7 telephone interpreting account instantly grants the capability to converse with anyone in any language.

Exporting/Importing

Then there’s the rest of the world. If you’ve never considered exporting your products/services, then perhaps now is the time to look into this. While the economy in the UK is predicted to weather some hardships in the next few years, other economies are expanding. British businesses have a global reputation for quality, and you can make the most of this by exporting to some of these growing economies.

Even if you are a small business, you can try selling overseas on sites like Amazon to test the waters. We have helped numerous businesses with this process and can do the same for you. Translating the details of your products is a cost effective way of appealing to a broader market base, and if successful, we can provide ongoing support for your business.

Expanding Opportunities

In a nutshell, language services can broaden your appeal to a wider base of consumers, and present more opportunities for your business to expand. So if you’re one of those people who viewing language services as a necessity purchase, perhaps it’s time to think differently. Instead of looking at translation as the fuel you’re forced to buy to get where you want to go, how about seeing translation as the road which can take your business to exciting new destinations?

Get in touch today to see how we can help your business grow.

Call us today on 01727 812 725 or email us at team@atlas-translations.co.uk. You can also chat with us live (during usual business hours) using the Live Chat box right now. This is a great way to chat with a real person and Atlas and get a good idea of price and timings for your translation work.

www.atlas-translations.co.uk

GKPR promotes QSC 50th anniversary

Glen King PR have devised a PR/marketing plan for their long-established client and independent retailer Queenstreet Carpets & Furnishings (QSC) based in Alphington, Exeter, who are celebrating 50 successful years as a family-run business.  The PR and marketing plan includes the creation of a ‘Golden Ticket’ competition to run throughout the summer months of July, August and September to increase ‘likes’ to QSC’s Facebook page.  Each Friday throughout the campaign a winner is announced for a £50 voucher and they will go back into the main draw for the chance to win the ultimate ‘Golden Ticket’ at the end of the competition.  The PR mix included creation of press releases, social media and digital marketing as well as focused advertising. The Glen King PR team together with Associate Partner, Becky Millington of Inky Fox, used their joint expertise to generate a successful campaign, which culminates in early October with the drawing of the ‘Golden Ticket’ winner who will receive a £500 voucher towards the cost of a new sofa/ chair or bed they can choose from the extensive range of products in store at Alphington or Topsham…  Our close working relationship with the local media, meant that QSC are gaining extensive promotion with editorials/ advertorials and advertising as well on-line social media.  This together with GKPR taking all press photographs and creating a video of the two family members, brothers Mark and Gary Dixie being interviewed on the sofa in-store, reminiscing about how their Mum and Dad started the business, has ensured that the brief is being fully met.

The Golden Ticket free prize draw is running throughout the summer months, for the chance to win a £50 voucher every week and an overall winner for a £500 voucher towards the cost of a new sofa, chair or bed will be drawn at the end of September. All in keeping with the companies ‘Golden Anniversary’. To enter like and share Facebook www.facebook.com/queenstreetexeter.co.uk, or visit in-store at Queenstreet Carpets & Furnishing Alphington, or CASA in Topsham. Full T&C’s on www.queenstreet.co.uk.

Glen King, director – Glen King PR said: “Our innovative consultancy team has worked tactfully to effectively promote the launch of this significant 50th milestone celebration – from the initial launch press release through to the social media campaign of The Golden Ticket free prize draw.  The draw has added value by raising the profile of Queenstreet Carpets & Furnishings to existing loyal and long-term clients, as well as new ones and increased footfall through social media, on-line and in- store with active participation.” She adds: “It’s always a pleasure working with this well-respected family owned business, who we have been helping for over 10 years.”

www.glenkingpr.co.uk