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Marketing tips

Maximise your efforts for best effect

Maximise your efforts for best effect

Have you been on a British Airways plane recently? They have managed to transform the humble safety video with a star studded cast and a refreshing approach. The video with a difference was created in conjunction with Comic Relief and launched in September.

I first saw it on a weekend trip and giggled along as they went through the various safety elements with different actors (Rob Brydon demonstrating the jacket was my favourite …) I thought it was a great way to refresh an important series of messages and re-engage jaded frequent flyers. On the return trip 2 days later, they showed the same video which lost some of its impact as I had already seen it.

As it happens I had a work trip the following weekend, and yes, the same video. And again on the return trip. My colleague and I ended up predicting and joining in with the lines.

It strikes me that gathering all those celebrities and actors together must have been an enormous feat – and surely they were hanging around with potential to say more than one or two lines. Why not make the most of it?

Frequent flyers are notoriously the hardest to communicate with when it comes to safety advice, and it’s most likely to be seen week in, week out by them.

If they had mixed it up and swapped people around, they could have created 4 or 5 versions of essentially the same video but with different characters playing different parts each time.

Having said that, it’s had more than 7 million views on YouTube so perhaps it’s doing what it’s supposed to do! You can see it here if you haven’t already.

 

 

 

A new way to manage social media posts

November 14, 2017  |   Marketing tips,Social media  

A new way to manage social media posts

I am currently trialling a new social media tool that enables you to schedule posts across the various different platforms. There are of course several tools such as Hootsuite which already do that, but what I like about this one is it’s attractive and user-friendly visual appeal. You can also schedule posts ready for approval if somebody else needs to see them before they go live.

  • It has visually appealing calendar format so you can clearly see what’s been posted for when, and on what platforms
  • You can move a post simply by dragging it to another day, so it’s easy to organise
  • You can preview a post as it will appear on the platform
  • It’s easy to ‘re-use’ a post – handy for those evergreen ones

I have yet to find a tool that does everything I want, all in one place (that would be a miracle!) but this is close, and they are continually developing it. For instance, when it started out you could only schedule a week at a time. You can now do it months ahead!

If you want to give it a go, it’s called ContentCal – you can create a free trial account here http://www.contentcal.io/

 

 

How to choose your customers

September 26, 2017  |   Marketing tips,Target Market  

How to choose your customers

It can be difficult to narrow down your target market, perhaps because you’re worried that you might miss an opportunity. The problem is, you simply can’t be all things to all people. And when you’re promoting your product, it has to talk to somebody. Somebody has to look at it and think ‘that’s just what I need’ or ‘that looks interesting, I’d like to know more’.

The pitfalls of writing a sales letter

The pitfalls of writing a sales letter

It’s no easy task, putting together a letter to a prospect. You don’t know their personality or their current situation so you are making a lot of assumptions. But if you make assumptions about people and get it wrong, it can backfire. 

There are always several schools of thought on the ‘right’ approach, but in my view you should imagine yourself receiving that email and how you would respond to it.  

This was forwarded to me recently  

“Joe Bloggs our CEO asked me to introduce myself should you require any assistance with *our service* in the future. I have also signed you up for our alert service to assist with any needs you have in the future. You will not receive any junk mail or sales calls on the back of this, it is just a service offering which Joe thought you might find useful. Please do let me know if there is anything I can help with in the future.  

Have a great week,  

Fred Smith, Head of Sales” 

… which prompted the response below  

What’s the magic ingredient for this successful café?

What’s the magic ingredient for this successful café?

Whilst travelling to the Cotswolds on business recently, I drove past a café on the side of the road – it was set off the road, perpendicular to it but it had a large ‘headerboard’ sign in nice grey and lilac colours with an attractive typeface. There were chairs and tables outside, and potted plants around a nicely tended patio. It looked like somewhere worth going back to. So I did! When I got inside, I found reserved signs on most of the tables – unusual for a café, but a good sign that it was a popular spot. The WiFi code was clearly displayed on the blackboard along with the specials. A waitress found me a table with a plug so I could charge my phone and laptop, and I spent a happy couple of hours watching the comings and goings, fuelled by their delicious cake and coffee. 

Bloomin’ marvellous!

June 05, 2017  |   Advertising,Marketing tips  

Bloomin’ marvellous!

An innovative and carefully thought through solution to avoid common problems with fresh flower deliveries.

If you order flowers for somebody, it’s often done as a nice surprise which is kind of spoiled when you have to check if they’ll be in to receive them. Alternatively, you risk causing inconvenience for the recipient of having to track down an undelivered bouquet. This company have cottoned onto the problem and have devised a clever solution.

Their package is designed to fit through letterbox. What? Fresh flowers in a package? Yes indeed! 

The importance of the ‘preview’ line on email bulletins

April 26, 2017  |   Email marketing,Marketing tips  

The importance of the ‘preview’ line on email bulletins

When an email arrives in your inbox, how do you decide whether to open it or delete it?

Apart from the headline, the next thing you often see is the preview line … the small line of text at the top of the email that gives a further hint to the content that follows.

This is often the way people make a decision whether or not to open your email so it’s pretty important.

View it as a sub-heading that supports your main subject heading. Will somebody be more likely to read your email as a result? Can you draw them in with a few extra words? 

Simple but consistent styling ensures widespread recognition

Simple but consistent styling ensures widespread recognition

There is a cleaning company near where I live that appears to be everywhere. It seems that every time I go out, I see one of their cars buzzing around, or parked outside a house where they are cleaning.

The cars are all red, with the company logo on the back and sides – very simple, not too obtrusive, in white only. They are also always clean and shiny.

It’s a consistent, instantly recognisable look, and as a result, whenever I ask anybody if they have seen or heard of this company, the response is always positive. They apparently don’t do any other advertising, but have built their business based on word of mouth. I am not connected to this company in any way, but admire their effective approach.

They chose a very straightforward name ‘Husband and wife cleaning services’ which conjures up a friendly, reliable team, and it seems from their website that this is an authentic and professional business.

Each target market wants something different – so don’t try and please everyone

February 27, 2017  |   Advertising,Marketing tips,Target Market  

Each target market wants something different – so don’t try and please everyone

Searching for a hotel for a short break with my teenage daughter I realised that my needs as a mother and daughter are entirely different to my previous experiences as a family, a couple a group of girlfriends or a business traveller.

I skipped straight past all the ‘grand’, ‘luxurious’ ‘impressive’ as I didn’t want somewhere we would feel overwhelmed or out of place in. Dark, lavish interiors were out. So were large, sprawling restaurants and conference facilities. Simple, modern décor with a bright and airy feel to appeal to teenage tastes were key. We wanted slightly different things – I wanted things to look at and see, daughter wanted to ‘chill’. We both wanted sunshine, and prefer a pool to the beach, so a city location with a rooftop pool was ideal. A chic café would be nice. Somewhere we can both hang out and feel at home.

If it was a romantic break, or even a grown up girls weekend, we may want somewhere more opulent but not this time.

I eventually found it – simple, stylish, and in a good location for a young, hip visitor … my daughter obviously! The website highlighted (with fabulous enticing images) how near it was to the key features of the city that would appeal. The funky architecture, trendy cafes, cool beach area with the appropriate use of language and imagery helped me make my decision.

If your audience is bored they’ll move on!

If your audience is bored they’ll move on!

While videos can be a great tool for communicating a message, they can also be a disaster.

I recently watched one (when I say ‘watched’ I mean ‘skipped through’) that was 4 and a half minutes long, giving safety tips on driving in winter. It was a single camera shot of a gentleman talking very calmly to camera with the following advice:

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latest articles

  • Maximise your efforts for best effect Maximise your efforts for best effect

    Have you been on a British Airways plane recently? They have managed to transform the humble safety video with a star studded cast and a refreshing approach. The video with a difference was created in conjunction with Comic Relief and …

  • A new way to manage social media posts A new way to manage social media posts

    I am currently trialling a new social media tool that enables you to schedule posts across the various different platforms. There are of course several tools such as Hootsuite which already do that, but what I like about this one …