Over the last few weeks, we seem to have come across an increasing number of companies whose name really doesn’t tell us anything about their business activity. Whilst not a crime, it could present a problem when that business is trying to get their message heard. What amazes us more however, is the number of companies that don’t have a strapline either.
Today, we all search online to look for new suppliers at some time or another. So it goes without saying that our corporate profiles are very important. We need to tempt a prospect, particularly if they are online, to click through to our websites or call us for more information. When presented with the choice of let’s say 10 potential unknown companies, I know I would look at the company whose name and strapline told me exactly what they do.
We all have competitors and need to stand out from the crowd, so the use of a few little words after your company name can make all the difference.
For example, at Business Vitamins, we use "Energise your business through marketing". Perhaps just a touch more well-known examples would be:
- Carlsbergs "Probably…"
- HSBC’s "The Worlds Local Bank"
- Orange's "The Futures Bright"
- Hondas “The Power of Dreams"
- UK National Lottery "It could be you"
- ..and of course Nikes’ uber memorable "Just Do it!"
Having a strapline has many uses. You can also register your strapline as a URL and use it as a tracking device for specific marketing campaigns but that’s a whole other blog post!
Most importantly, your strapline is the key to your branding. It underlines your brand promise which if managed correctly, can improve customer loyalty. Your brand has the power to differentiate your products and services from your competitors - even when those products and services are exactly the same. Audi A3 or VW Golf anyone?
Research has shown 70% of customers are willing to pay a premium for their brand of choice, a strong brand is your most valuable asset.
So why wouldn’t you take some time out to come up with a great little line that could win you new business?
Do you need to outsmart your competitors? Contact us now on 0845 310 2457 to discuss what you want to achieve and how we can help you meet your goals.
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We all know that if we continue to consume the earth’s resources at the current rate, the planet is in serious trouble. Whilst many of us recycle as much as possible, how many of us think about sustainability and our obligations to future generations when we go about our business activities?
Typically we think of only larger companies having Corporate Social Responsibility (CSR) policies. But we can all do our bit, even those of us who are working in ones and twos. If you have already implemented recycling for your waste or changing your paper stocks where do you go from there? Looking at the sustainability of your marketing could be a great way to further your green credentials.
For years, marketing has been seen as the black sheep of the business family when it comes to the environment. The bad boys that encourage excessive consumption as new products are launched without a thought. But things are changing. Business owners must now consider the impact and resources their marketing campaigns use.
For those of you that feel sustainable marketing is just too difficult to undertake, consider the business argument. Consumer’s expectations change. Increasing numbers of us buy from companies and brands that are aware of environmental issues and are actively combating the drain on our global resources. Despite the recent economic downturn, ethical spending is up. So by increasing the sustainability of your marketing, you might also attract a new ethically aware customer base. It could also differentiate your brand from competitors, increase your customer retention and brand loyalty. Who would sniff at that?
If you want to begin to look at sustainable marketing for your business, where on earth do you start? My advice would be with a Sustainable Marketing Audit to look at the impact your product or service has on resources. This will allow you to gauge how environmentally friendly you are now and give you some ideas of where you can focus improvements.
First, write out the headings that cover the classic marketing topics of the four P’s: Product, Place (and distribution), Price and Promotion. Next, take each heading, and with your product in mind, decide whether you can or have the ability to apply the three R’s a) Reduce b) Reuse or c) Recycle.
For example, under Product you may ask ‘What is my product made from? How is it packaged? Or how will it be disposed of?’
Or under Place ‘Where is my product made? How is it transported?’
For Price you could consider ‘Does the price include a warranty for repair? Are pricing incentives being used to encourage over-consumption?’
For Promotion, ‘Are the product attributes being accurately communicated to the customer? ‘What resources are being used to communicate the products features?’
While these are only the first steps in setting up a sustainable marketing policy for your business, from small acorns large oak trees grow. And after all, isn’t that what this is all about?
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I’m not a film critic who claims to have “seen them all” or plays “hard to impress”. I was, however, astounded recently by something that in many films is usually an overlooked detail.
Subtitles. Oh yes, those slightly annoying words for those of us forced to read them when we don’t speaka-da-lingo. We spend hours with our eyes flicking between the action / drama / suspense / romance visuals and the written dialogue kindly transcribed into our mother-tongue for our reading pleasure. We need them, yet it’s a chore to read them.
Until recently. I spotted a film on TV that ticked enough boxes to suggest it might be worth watching. The nagging worry was that it was Russian! And with the greatest of respect to our Russian comrades, Russia has hardly been the epicentre of cinematic genius to rival Hollywood, Elstree, Ealing, New York and of course BBC Television Centre. But hey, in for a penny in for a Rouble…
Within minutes my wife and I had to rewind the film back a few seconds to check what we saw wasn’t the result of some bizarre collective hallucination. Yes, we DID see the man’s hand move in front of the words. There look, he’s done it again!
Anyhow, for the next two hours we were REALLY watching the subtitles (sad actually!), in awe of the ideas. I’m telling you, the production meetings for subtitling this film must have taken almost as long as shooting the footage.
Subtitles rippling to mimic watery scenes. Subtitles blowing away like smoke or autumnal leaves. Capitalised key words when they were SHOUTED LOUDLY!!!!! N**ghty words in RED from time to time. And many more simple effects, that genuinely added something to the whole film experience. They didn’t distract. It wasn’t a chore to read them. They “leveraged additional value” in finance-speak!
So… what mundane, chore-like, overlooked detail in your business can you change so radically that not only does it add value, it sets you apart and makes your entire business more memorable?
Answers in the comments box please..Do you need to outsmart your competitors? Contact us now on 0845 310 2457 to discuss what you want to achieve and how we can help you meet your goals.
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Last night I battled through the sleet and snow to attend one of my usual networking meetings. It’s a great group and the attendees have huge amounts of energy and enthusiasm for their work. It’s the kind of meeting that feels more like a night out with friends than a formal environment where I can build professional relationships.
Our presenter was a chap called Euan Semple. Some of you may have heard of him. He worked as the Director of Knowledge Management at the BBC for many years. And his topic for the night was ‘Working in a Wired World’ which as a Marketer, really appealed to me. The subject matter covered all manner of things from how easy it has become to publish on the internet, to the benefits of Twitter for business.
But the main thing I took away from the night, was how well Mr Semple communicated. I don’t just mean his natural ability for public speaking. I mean how he effectively uses so many tools that are available to all of us, to get his message ‘out there’.
In my professional capacity, I talk to numerous businesses of varying sizes. And what still amazes me, is how many of them are afraid of Social Media and the internet. The common feeling seems to be that they want to blog or tweet or have a fan page but they don’t know where to start or what to say. So they do nothing.
If you fall into this category, now is the time for action. Things are only going to develop further and you could feel even more left behind. Social Media is here to stay so now is the time to jump right in. Spend some time online researching the various options that are out there. Choose one or two sites that you think might work for you and/or your business. Then just watch what other people are doing.
I can guarantee that you will soon get the hang of things and one day, you will feel compelled to offer your opinion on someone’s blog, or respond to a tweet. And before you know it, you’ll be engaging with people online and building all manner of relationships that you can call on for help, advice or a good old argument. You might even look back and regret not getting involved sooner.
After all, in its most simplistic terms, social media is just a new name for an old pastime: Communication.
Do you need to outsmart your competitors? Contact us now on 0845 310 2457 to discuss what you want to achieve and how we can help you meet your goals.
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Business Vitamins is on Twitter. Yay. And?
Well, we rather like it actually. Let me divulge our Twitter strategy, which, by the way, is no great secret and you’re quite welcome to copy it, refer it on and claim it as your own or simply ignore it.
Here it is…
Ready?
We use Twitter to engage with people who we think might either become clients or might be in a position to refer us to new potential clients.
That’s it. Good eh? Not what you were expecting? No great mysterious cloak & daggeresque dark art? Nothing complicated or overly computery-utery? Nope, not here.
So how do we do this? Very simple really:
1. We signed up (free); we created our background (free); we downloaded Tweetdeck (also free).
2. We searched for local businesses and started following them.
3. We “tweeted” a few snippets of news and local interest information.
4. In doing so we acquired some followers , who, no doubt were searching on some of the keywords in our Tweets – ahhaaa…, did we choose our Tweets carefully?? ;-)
5. We followed people we met through local networking groups and Twittered with them directly.
6. We were ourselves - tough going, with only 140 characters!!
7. We Re-Tweet interesting Tweets that we see.
8. We suggest other Tweeters to our followers.
9. We allow about an hour and a half a week for all of this. Give or take.
So there you go, in less than 9 steps, and in four months we have about 400, extremely well targetted followers.
Let me tell you what we don’t do:
1. Participate in Twitter because we feel we should.
2. Start Tweeting with no strategy.
3. Always Tweet about our business.
4. Always Tweet "special offers".
5. Always Tweet on the same subject.
6. Follow too many celebrities or massive corporations.
7. Allow countless instances of Britney Spears (or similar) to follow us and publicise hyperlinks to iffy websites promoting, well, I'm sure you can guess..
Of course this is just our strategy and it might not work for you or fit with your business objectives. But if your objective is to build a local presence and get your name out there amongst similarly sized businesses, then you could certainly do worse than following the above steps.Do you need to outsmart your competitors? Contact us now on 0845 310 2457 to discuss what you want to achieve and how we can help you meet your goals.
Why not find out more about Business Vitamins, Strategic B2B marketing agency Suffolk.
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Picture this…
You’re in Portugal. On the Algarve. You’re lazily exploring a traditional local market. There are a few bargains and a lot of “designer gear” of iffy provenance. You see daily essentials you might expect to find more readily in a supermarket (toe nail clippers anyone?), as well as a big slice of local colour. For all that, you might buy something, you might not. Who knows?
There’s a stall ahead manned by a somewhat squat, sweaty, moustachioed, swarthy looking gentlemen. He’s selling ladies underwear no less. There he is, thong in hand and held up high, calling “Tiny knickers – Tiny knickers! Buy them here!”, to the young ladies ahead of you.
Upon nearing the stall, the man notices you approaching. The thong is quickly discarded, and a revised undergarment is being paraded around, flaunted at full volume, “BIG knickers! – BIIIIIIIIG knickers! Buy them here!”. A thousand eyes look your way, most of which are accompanied by a rather large smirk. You scuttle off.
True story, and one my mother-in-law enjoys telling, despite the somewhat size-ist connotations! Oh how I laughed when she told me..
I don’t know if a purchase was made or not, doubtful I would think, given her obvious embarrassment at the time. But it did make me think that despite the rather clumsy execution it was a micro-level example of great marketing.
The aforementioned swarthy gent was simply adhering to one of the oldest marketing rules : identify your potential customers, choose the correct product/service for them, tailor the messaging, clear call to action.
I guess the part he missed off was ‘try not to offend anyone’!
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I love cookies. Particularly chunky ones with lumps of chocolate in them the size of icebergs. Naughty but very nice. I love bananas too. Residing at the opposite end of the healthy lifestyle spectrum, the humble banana is high in fibre, vitamins B6 and C, as well as iron and potassium. In fact, the banana is a veritable smorgasbord of healthy goodness.
Driving back from a long meeting recently, I topped up my energy levels with a gorgeous looking white chocolate cookie. Scrummy. But as I ate, I got a funny aftertaste. After initially writing this off due to tiredness, my second bite yielded the same taste. Bananas!
As intriguing a combination as this might sound, the cookie was not supposed to be laced with essence of banana. I even checked the packaging to make sure I hadn’t picked up a rogue bag by mistake!
On reflection, I thought I might like to try a banana-tinged white choc chip cookie in the future, but that moment’s eating experience was tainted beyond redemption. Simply put, my expectations were not met. No matter how nice my “Banookie” might have been, it wasn’t what I expected.
We all need to be aware of and manage expectations carefully. As a marketing business, we need to be fully aware of likely response rates to various types of marketing campaigns. We think our clients should be too.
Many businesses might be surprised to learn that according to the Institute of Direct Marketing, a normal response rate to a direct mail campaign is “only” 2.6%. Sounds awful doesn’t it? 97.4% of contacts don’t respond! So if your campaign managed a 2% response rate, is that a complete disaster? What if your campaign achieved a 5% response rate? The reality is that whilst a 5% positive response is great, most businesses would STILL feel disappointed that 95% of the letters/cards/postcards/flyers they had paid to be lovingly designed, printed and distributed were so quick to find the recipients recycling system.
Of course there are tactics we employ to ensure response rates are significantly higher, such as multi-touch campaigns or tightly integrating direct mail into other marketing activity. In this way Business Vitamins aim to ensure that at LEAST a 2.6% response rate is achieved.
And to ensure neither our clients or ourselves slip up, we'll also ensure we discuss what you can reasonably expect to achieve. You might be surprised how much!
Banana update:
Try peeling a banana from the bottom and you won't have to
pick the little 'stringy things' off of it. Apparently that's how monkeys do it. Also, take your bananas apart before placing them in your fruit bowl. If you leave them connected at the stem, they ripen faster.
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The faintest sniff of global economic recovery is being smelt right now in Bury St Edmunds, Suffolk. For it is here that one young couple we know are feeling enough house-market positivity to embark on the arduous process of moving home.
Considering a more rural location, perhaps they’ve reached a certain age where town living isn’t as appealing as it was once-upon-a-curry-night ago. Typically, the impetus for change is being driven by the lady of the house. This hard shove is being felt by none more so than the ‘paterfamilias’, having spent the last few weeks tool-box in hand. All recent spare time has been spent cleaning, tidying, painting, de-cluttering and fixing. No mean feat with a young daughter running them both ragged!
It’s all been worth it though. What was already an extremely attractive property in a great location now has even more curbside appeal. Once inside, it even appears more spacious. Everything is shiny and new for all those prospective buyers to admire. A speedy sale is assured.
Like selling a house, appearance is everything in business. Yet everyday I see small elements that severely tarnish business image. One reason for this is that we’re often told to “focus on the bigger picture”; repainting the door won’t bring us new customers!
Well, yes and no. How do you react to dead links on a website? Do you say hey-ho and continue to browse the site? I expect you return to Google and search elsewhere. It’s not just dead links, typos on or offline, out of date news or poor quality stationery. A recent annoyance is “Twitter Spam” – unsolicited followers offering links to porn, dubious tablets and get rich quick schemes. Hardly the sort of association most businesses would welcome yet they can be blocked so easily.
This is all down to ensuring all customer touch points are inspected and polished regularly. Every one of them speaks volumes about your business and the emphasis you place on attention to detail. Every sub-optimal feature conspires to create an impression. Not a good one either. Few of us would go on a first-date wearing odd socks (no matter how trendy it was) or show buyers around your property without sweeping the floors first so why not apply the same care to a business? Chances are, your customers will reward you.
Do you need to outsmart your competitors? Contact us now on 0845 310 2457 to discuss what you want to achieve and how we can help you meet your goals.
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My father-in-law enjoys a good rant. Although not a grumpy old man, he is a man in his mid sixties; successful in his career although long retired. Whilst it’s not his defining characteristic, he is compulsively METICULOUS in his execution of spelling and grammar. He hates American exports.
He’s really thinking about their language exports in particular. Small pieces of Americana drip-feeding into our psyche. Example: Have you tried renting a film recently? You might have more success renting a movie. Would you like me to post it to you? Yeah, “mail” it to me. Not sure? Do the math. That sort of thing.
Now, he’s not suggesting that our blacktops will be lined with sidewalks or that we’ll be buying diapers and candy with our hard earned greenbacks just yet… but it may happen eventually. Does the gradual colonisation of the English language from across the pond matter though? Language has continued to evolve since, well, since forever. We don’t talk or write like our Victorian ancestors any more than they spoke or wrote like their Tudor predecessors.
So if this has always been happening, why the fuss? I “guess” it’s because the pace of change has increased significantly in more recent years due in part to the proliferation of American television programs; oops, that should be programmes. Also the vast number of websites written in (at best) international English but more likely spell-checked by the U.S. dictionary version of MS Word must be guilty of cultural imperialism.
How does that makes you feel when you’re on the receiving end of Americanized marketing material? I know how it makes my father-in-law feel because he told me. Several times. And in great depth too. It might be fair to say that a younger audience wouldn’t give “a rat's ass” and may even embrace cool, Americanised txt msg style yoof speak whilst the older consumer would much prefer the written word to be spelt in precisely crafted and fully Anglicised English.
The point is that clear audience segmentation prior to any form of communication is the key to successful marketing. A business might have a very wide audience encompassing twelve year olds boys through to octogenarian nuns, but to manage one marketing campaign to successfully engage with them all would be ridiculous to the point of possibly being offensive.
God bless America.
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Happy Birthday to Terry Wogan KBE, 71 years old today!
Revered as a British national treasure despite being Irish, Terry is one of our best loved and most loathed celebrities.
Rising to fame in the 1960s on Irish radio and subsequently Radio One, he moved to the smooth sounds of Radio Two in the early 1970s. He even released a single of his own and annoyingly, one of my earliest memories is of bopping around to Terry’s smash hit “The Floral Dance”. Thankfully Terry’s career in music-making was short-lived and he went on to become the face of his own TV chat show, Children In Need and of course your friend and mine, The Eurovision Song Contest.
Clearly, his long career in Radio and TV has made him extremely well known. And being so recognisable, both audibly and visually, it’s arguable he’s almost succeeded in becoming a brand in his own right.
But can a person be a brand? Or just a celebrity? Part of a brand’s image is its persona as embodied in human form, via likes, dislikes, gender, wealth, age, mood, status and more.
If we’re debating whether Mr Wogan has therefore become a brand, what does his brand represent? He’s Irish, obviously, and probably bald, but ‘Hello Magazine’ has yet to publish the photographs. He’s certainly an irreverent comedian, sarcastic too. He’s managed to position himself as a kindly uncle who’s fun and interesting to listen to (apparently) and yet also appeals to the grumpy-old-man, chiming with the Victor Meldrew streak alive in many of us. But I’m not convinced he’s a brand, to me he’s just a minor celebrity.
At the other end of the scale we have the Beckhams. They ooze glamour, style, wealth, vitality and sex. Cleverly, they entice us with their wholesome family image as well. You can buy Beckham branded products as their scent and clothes ranges have been launched around the world. For many, this allows us the opportunity to be them for just a moment… Back to my question, can people be brands? Surely if anyone can, the Beckhams are a good example?
As consumers, we have relationships with brands everyday via the products and services we choose. The strongest brands pop into our minds through association. For example, the mention of ‘family entertainment’ conjures up Disney for most of us. But a brand can also be a symbol like the Nike swoosh or the shape of the Coca-Cola bottle.
So can anyone actually be their own brand as opposed to being the face of a brand?
I guess that’s open for discussion.Do you need to outsmart your competitors? Contact us now on 0845 310 2457 to discuss what you want to achieve and how we can help you meet your goals.
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It's 75 years to the day since John Dillinger was shot and killed outside a Chicago theatre in 1934!
For those not in the know, this is very topical given the recent release of “Public Enemies”, starring Johnny Depp as the aforementioned Dillinger. No doubt this is a film I’m soon to endure as my wife has had a crush on “Pretty boy” Depp ever since he played the leather-clad digitally-impaired hairdresser/topiarist in Edward Scissorhands. Hmph.
The latest Harry Potter romp, a rather dubious sounding “Harry Potter and the Half Blood Prince” (half-blood always meant something else in my day..), was released recently too. Amazingly, just before the start of the summer holidays. Coincidence?
It’s not news that film companies time their release of films extremely well. Most films aimed primarily at children are released in the summer holidays or on the run up to Christmas. I seriously doubt the timing of the Dillinger movie is accidental either.
Even marketers without limitless budgets and access to Hollywood pin-ups can learn from this sense of timing. It all comes down to planning. Public holidays, construction projects, sporting events and even film releases can be spotted and jotted months or even years ahead.
So why is so much marketing reactive? It just piles the pressure on, leaves you wide open for mistakes and being 'last minute' often means concurrent campaigns are less integrated than they should be. One reason of course is that many firms notice what their competitors are doing and then want a piece of the action.
Why wait for your competitors?! Mr Dillinger waited for the FBI and look what happened to him! Oh I’m sorry, didn’t you know they shot and killed Dillinger?!
No need to see the film now Selina…
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It’s fifty years since the first UK postcode was introduced in 1959!
A nice little factoid and one I’ll certainly file away under “useful gems for the pub quiz”… but so what, surely they’ve been replaced by that ubiquitous item of personal identity, the email address?
I’m not so sure. There’s still a place for direct mail. Yes, emails are probably cheaper than direct mail, particularly when sent in serious volume, but not that much. Yes, measurement of certain metrics is easier (try measuring the open rate of a postcard), but surely the best measurement is that of the number of people responding to a campaign?
Emails can be designed with company values and branding in mind, but being digital media, I can’t help thinking something is lost. Perhaps that’s why email marketing is FAR more effective as a method of retaining, informing and communicating with existing customers than new prospects. It’s just too damn easy to hit “delete” if you don’t know who the email is from, no matter how targeted it purports to be.
Of course the beauty of direct mail is that it’s tangible. When I open a business letter, the senders choice of paper type, paper quality, typeface, printing quality, 1st vs 2nd class stamp, and all those other touchy-feely criteria tell me something about who’s written to me. Often it tells me something positive about them, other times it's a subtle warning. The point is, they’ve communicated with me before I’ve even read what they’ve sent me!
So has direct mail had its day? Is email the new king? Or is it horses-for-courses?
Do you need to outsmart your competitors? Contact us now on 0845 310 2457 to discuss what you want to achieve and how we can help you meet your goals.
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Today, we all search online to look for new suppliers at some time or another. So it goes without saying that our corporate profiles are very important. We need to tempt a prospect, particularly if they are online, to click through to our websites or call us for more information. When presented with the choice of let’s say 10 potential unknown companies, I know I would look at the company whose name and strapline told me exactly what they do.
