Magnetic London Develop Campaign Identity for eHarmony UK
London design agency, Magnetic were appointed by eHarmony UK to create an exciting campaign identity that would help position themselves as champions of singles. In line with Valentine’s Day, eHarmony wanted a campaign design that would provide users with a masterclass into finding true happiness.
Magnetic were responsible for all aspects of the campaign development and execution, from naming the campaign and designing the campaign identity, to developing and executing the final website design.
‘The School of Happiness’ campaign took users on a journey to improving their overall happiness. Each week a new topic was unlocked with access to tips, advice and downloadable resources.
Magnetic’s London’s creative agency worked closely with eHarmony to develop a campaign idea that was in line with their current brand identity. Their team of designers created a bespoke logo design that suited the simple yet memorable campaign name, as well as an engaging web design and informative downloadable resources.
The positive reaction on social media and quality of the users who were driven to the main eHarmony site meant the campaign more than achieved its goal in terms of awareness and brand preference and consideration metrics.
To learn more about how London design agency, Magnetic can help with corporate branding, promotional material or campaign design, get in touch today at http://www.magnetic-london.co.uk/
Ten step checklist to achieve direct mail success
Follow Baker Goodchild’s ten step checklist to achieve direct mail success!
1) Define project objectives and audience
The first step is to decide on your key project baseline measures i.e. how many extra sales / donations you require from your campaign, what your budget is, your time scale and what you define as success. You then need to identify the key required outcomes from your direct mail campaign, which could be anything from generating new sales to membership recruitment.
2) Write the copy
Your copy needs to be clear, informative and exciting. It should have a punchy headline and captivating text so readers don’t get bored!
3) Define your offer
Including an offer or incentive can increase the success of your direct mail campaign. Examples of offers are the opportunity to donate (for non-profit), discounts and attractive payment terms such as interest free or free shipping.
4) Is your call to action clear?
Your call to action should tell customers what you want them to do. It must be precise, clear and easy to understand. Keep it simple, ask for the sale and create excitement, using phrases like ‘act now’ or ‘for a limited time only.’
5) Implement tracking
Use mailshot specific telephone numbers, landing pages, QR Codes and PURLs to track responses from your direct mail campaign. You can also measure its success using online software like Google Analytics, which track website stats, trends and spikes.
6) Embrace technology
Integrating your direct mail campaign with technology can help to boost its effectiveness. Explore technologies such as QR codes, augmented reality, USB web keys and NFC to take customers online and provide them with additional content.
7) Check quality of data
Make sure your data is up to date and relevant in order to comply with the Data Protection Act and avoid wasting money on non-interested / non-existent customers.
8) Personalisation
Personalising direct mail has been proven to improve response rates. Be sure to include the customer’s name in the letter message and on the outer envelope. You can also take it a step further by including personalised offers and recommendations based on their purchase history.
9) Define your print format
Consider the print format for your direct mail. We recommend using recycled paper (it’s cheaper and environmentally friendly), experimenting with shape and size to improve impact and incorporating textures to make your direct mail more interesting.
Make sure all of your direct mail is fully branded and keep it looking professional so it doesn’t get thrown out as junk mail.
10) Distribution
Last but not least, consider how the mailshot will be distributed. Do you plan to do it in-house or outsource it to a direct mail agency like us? Think about the time and week of distribution and check your direct mail is small enough to fit through all letterboxes.
We hope you’ve found this checklist useful. For help creating and distributing direct mail, get in touch with the Baker Goodchild team today.
MRM Appoints new Managing Director
Award winning marketing services, handling and fulfilment business MRM has kick started its 2017 with three senior appointments within its management team.
Founding partner Peter Kerr takes on the new role of Executive Chairman following the acquisition of ex Howell Penny Client Director Marc Rigby as Managing Director. Chairman Mike Wood has now taken on the role of Strategic Director.
The appointments cap a successful 12 months for the business in which MRM were recognised with four IPM COGS Awards including the prestigious Grand Prix for their incredible work on the 2016 Sport Relief Campaign.
The Market Harborough business – now in its 24th year of trading – concluded an MBO last year following 5 years as part of the French based HighCo Group. It numbers the Department of Health, The Co-operative Group and British Gas amongst its 70 strong client base across a wide range of industry sectors.
Peter Kerr comments, ‘Whilst last year was hugely exciting for the business, that success needs to be the platform for accelerated growth; the marketing environment in which we operate is evolving. We are no longer just a service company – we are a service agency offering a wide range of marketing solutions. And to ensure our business model is in line with the needs of the market, I wanted to bring some fresh skills into the company from the world of agency & brand marketing. Marc’s background will help us augment our delivery capability and build the breadth of service we can offer to our clients. Along with Mike Wood, our former Chairman and M&A specialist, I will be devoting more time to exploiting some key strategic opportunities that we have identified in the market.’
Marc Rigby, who boasts Interfocus, IMP and Saatchi & Saatchi amongst his past marketing agency roles commented, ‘I was astounded not only by the core traditional skill sets here but by the levels of digital expertise inherent within MRM. We are well positioned to deliver a wide range of marketing service solutions as both a strategic and tactical partner. I am looking forward to the challenge of blending our processes, data and people to help our clients connect their brands, products and services with their audiences.’
Lay out the red flooring for that special client this Valentine’s Day ❤
Hope you’ve had a great start to the year and are set to have a great 2017! Can you believe it’s February already?
So since Valentine’s Day fast approaching, we want to roll out the ‘red flooring’ for our favourite clients with a special deal we know you will love! Until the 28th February 2017, we are offering our brand new stock product of Custom Printed Cushioned Floor Vinyl at a special introductory price!
For as little as £40 per square meter you can fill out your next exhibition space or shop floor with stunning custom printed graphics featuring absolutely anything you could want to really entice customers and clients in to view your products.
That’s a whole 1/3 off of our normal retail price!
If you would like to take advantage of this limited time offer, give us a call on 020 8507 1612
Your brand is what other people say about you when you’re not in the room
The quote in the title, by Jeff Bezos, Founder and CEO of Amazon, succinctly expresses the truth about branding. At its core, it’s about personal connections and human emotions. Think hard about how you want to make your customers feel. Every part of your marketing should be laser-focused on achieving that feeling. Let’s define that feeling as your brand promise. It’s what your customer expects to experience when purchasing your product or service, and is the fundamental reason that people will buy from you, rather than your competitors. Many factors work together to form your brand promise – the quality of your product, the behaviour of your staff, and your pricing, are just a few examples.
It’s crucial that you fully understand this complexity and how they interact, if you are to successfully and consistently communicate your offer to your customers. Your marketing can be divided into three areas: your external marketing (how you communicate your brand promise to your customers), your internal marketing (how you communicate your brand promise to your employees), and interactive marketing (how your employees deliver your brand promise to your customers). The concept of the Brand Triangle, shows how these three areas must interact in a balanced way to consistently influence your customer’s perceptions of your brand.
Without all three sides of the triangle aligned, your customer’s experience will be confused and they’ll find it hard to decide to buy from you. Let’s look at your external marketing. It’s your designer’s job to translate your brand promise into persuasive communication, reaching your audience, delivering your message, and turning sales prospects into paying customers. To do this your marketing must achieve four things: Interrupt, Engage, Educate, Offer. Only then will you ensure your customers sit up and take notice.Working with a creative consultant can really pay off here, helping you step back from your business and view your brand as your potential customers do. This will help you find alternative channels and cut through the digital noise. For example, direct mail is making a comeback. Your competitors don’t do it anymore. Which is why you should reconsider it. Designed well, it brings a personal connection with your customers that’s very hard to match online. Remember: how do you want to make your customers feel? I expect you want them to feel important. Cared for. Valued. Opening a beautifully designed, high-quality piece of direct mail is hard to beat in giving your customer that warm, enticing feeling about your brand.
This is just one example of how to stand out from your competitors, and offer your customers something different and compelling. Your marketing needs to adapt to an ever-changing landscape. Make sure you regularly review your approach and the channels you use. In my next post, I’ll look more closely at the part internal marketing plays in enabling your employees to deliver your brand promise.
