What is marketing? If you ask a group of people the same question you will get many different answers but lots of them tend to involve promotions and advertising – often worst of all is the perception of marketing as being ‘fluffy’.
Marketing is so much than this. At its core it is understanding customers and ensuring they are provided with the best possible service, differentiating the company from competitors in the process.
Mission statements and vision statements are meant to give an organisation a chance to tell the world about their aspirations and set them apart by communicating meaningful and inspirational company messages, but more often than not they all resemble one another and come across as cheesy and insincere. You get the feeling many businesses make up a mission statement based on what they think they ‘should’ be saying rather than the more challenging alternative.
For those who don’t know, a vision statement is an aspiration for the future direction of the company and a mission statement is an explanation of the company’s purpose.
Lately there has been much discussion around a modern, technology driven, scientific approach to successful advertising versus a more conventional artistic and emotional approach.
Moray MacLennan of M&C Saatchi was recently on Radio 4’s This Morning discussing the idea of producing a formula to merge the two together to find a middle ground and create a set of rules for clients to follow – could this work? It got us thinking…
As a marketing and design agency we are constantly trying to find new ways of demonstrating the fundamental importance of marketing and design to businesses and often find ourselves faced with phrases such as ‘marketing doesn’t work for us’ or ‘design isn’t a priority for our company’. This is often frustrating for us as marketers and designers as we see the results every day, but it is ultimately also up to us to demonstrate ROI in the context of our clients’ businesses.
Comprising core elements of business, we believe marketing and design should be embedded in every aspect of an organisation to help drive engagement with clients and staff alike and importantly drive business results.
We are really excited to be working with our old friends at Ooshi on the designs for their new shop in Great Yarmouth, which is due to open in July.
A full case study of our work on their Cambridge shop can be seen here or check out our designs and their amazing drinks at www.ooshi.com and be sure to pop in for a bubble tea when you’re in town!
If you think of your Website as the shop window for your business then you will appreciate the pivotal role it plays as part of your marketing tool kit. Whether it’s a new prospect or existing customer it’s essential that any one visiting your site is able to access the information they are looking for with ease.
It’s likely you have already spent a lot of time and money developing a website that encompasses the values of the business, presents information clearly, is easily navigated, and highlights the most important features and benefits of trading with your company. However the rapid advances in technology mean that your website needs to evolve and be regularly updated to ensure it remains “fit for purpose”.
With the vast choice of marketing channels to choose from you could be forgiven for getting overwhelmed. Marketing methods are evolving so quickly it can be hard to keep up – so how do you choose which marketing channels or activities are best for your business? From traditional methods like Direct Mail, Events, PR and cold calling to pay-per-click and social media there are so many choices it can be a challenge to know where to invest your marketing budget. Read more →
Marketing plans, done well, drive a business forward, providing them with direction, focus and an understanding of how to best win and serve customers in the most effective way possible. So, how do you create a marketing plan that does this? Here are some top tips, from Kara Stanford, Chartered Marketer and MD of KMS Marketing.
1. Know the difference between Strategic Marketing and Tactical Marketing.
A Strategic Marketing plan covers three key areas:
- A Situational Analysis: otherwise known as an assessment of the market place your company is operating in and your internal capabilities to meet the needs of that market place
- Objectives: this lays out where you want to get to. It needs to include high level marketing objectives, such as, “To increase our market share in xyz market from 10% to 15% over the next three years”
- Strategy: this sets out how you are going to achieve your objectives, using the four Ansoff strategies. Need a refresh on Ansoff? See top tip 3.
If you don’t know where you’re going and who you are trying to reach with what, then you will waste time, money and effort.
Advertising your business can be a fast track way to let people know about your products and services.
So what makes a good Ad? The simple answer to this question is impact.
The reality is that with any advert, online, in print or outdoor the time you have to make an impression on your audience is limited to seconds, so your image and headline must have impact. It’s also worth remembering that in ad design less is more.
Exhibiting at a trade show is a powerful marketing tool to drive brand awareness and generate leads. Check out our 9 steps to ensure you maximise the return on investment in both time and money.
1. Set objectives
Define what you would like to get from exhibiting for example increase sales, launch a new product or recruit new employees. You also need to define how you will measure success – for example by: number of leads, investment per lead, number of attendees at your presentation. Read more →