Grape balloon

Great design makes me notice the fairground sign, great advertising makes me want to go to the fair.

Design and advertising is a marriage of two crafts. One can’t exist without the other when trying to get an idea across. You could have the best idea in the world, however if this is poorly executed no one will see the idea for what it is. And the reverse, a bad idea brilliantly designed will get the wrong idea seen by everyone. Reduce, reduce, reduce So it is very important to think about everything. ‘KISS’ – Keep It Simple Stupid, is what was drummed into me at art school. Great design is a process, a process of thought and reduction. Just like a great tasting gravy comes from a pot full of vegetables. The end result of a creative process is the reduction of idea after idea until the idea can’t be any clearer and you’ve reached perfection. Be authentic Essentially the job of Creative agencies is to be thoughtful down to the smallest detail. If we’re creating typography for a poster then we need to explain why we’ve chosen the typeface. If we’re selling a vintage car will the font be from the same era? If so what were the printing methods of that time and how can …

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Top 5 Types of Film For Your Business

Stop Boring Your Customers, It’s Time To Tell Stories Film for business is one of the biggest and growing areas of marketing, companies want to create stories for their customers, build aspirations and sell a lifestyle. Ever heard of the expression “don’t sell the bike, sell the bike ride”, it means don’t sell your product features, sell the benefit that product brings to your customer. The easiest way to do that is with video. Here are some of the types of video in your arsenal, when you think about how your brand can portray itself, one of these will most likely do the job but of course there are many more, if you can do something in real life, you can film it and show it. Explainer video An explainer video is a really good way to cut down on lengthy copy, downloadable spec sheets and 2 hour long sales calls. A 2 minute video should explain the problem a customer faces, the solution and the benefits your product provides to fix that and gives your customer faith. These can be used in lots of different places, on websites, in meetings and to existing customers looking to buy more of what you …

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The Power of Film – Improve Your Company Image

Why Every Business Needs Video Video is one of the biggest and fastest growing ways of consuming media today, it’s the most effective form of portraying information due to it’s speed, simplicity and sincerity. In online marketing, if content is king then video is the crown. In business, video content let’s a customer into your office, into your culture and into your way of working. The power of video isn’t just in what you say, it’s how you say it and why it’s important because people can see you or they can see the results. It’s a very authentic experience. But that’s all very non-measurable and it creates a feeling of trust, but it’s proven too. Video helps not just the reaction and empathy a consumer has for you and your product but as a result, their propensity to buy from you increases, the length of time and effort they’ll put into researching you increases and the chances of being a better customer increases, here’s how: They understand you and your product better Customers can see you as a business, a persona. It’s a chance to get personal and customers can see what the product does, what it looks like …

Google Adwords v LinkedIn PPC – Fair Fight?

Google is the veteran heavy weight of PPC, but LinkedIn has been hitting the gym hard this winter and is fast becoming my favourite advertising platform when it comes to reaching a ‘professional’ audience, and because of its growing influence, it now puts up a great fight for a healthy share of my advertising budget. Google Adwords hasn’t lost any of its clout either and it still commands a big chunk of my monthly spend – but what are the pro’s and con’s? Which one has the knock out punch when it comes to ROI? And which one should you back with your Marketing budget? Here are my thoughts: In the blue corner…LinkedIn LinkedIn’s granular targeting functionality is outstanding. It’s so specific it allows you to get in front of individuals with a particular job title, working for a specific organisation who are located in the country of your choice…that’s powerful. Another great strength of LinkedIn’s advertising is that it’s simple to manage, their ad set up ‘wizard’ steps you through each stage, so even if it’s your first time, you’ll probably find it intuitive. Key strength The judges are split on this one as they both add a lot …

5 Steps To Marketing Your Startup

Regardless of your product or market, the one thing all businesses need is to be marketed. In my opinion marketing is the number one area of expertise required to run a successful business. But what if you’re not an expert? What should you do to get customers through your door? The following 5 steps take you through a simple example of marketing a new running shop. Although by no means exhaustive, it will help you get started or at least give you some marketing inspiration! Step 1: define your audience Quickly write a profile of your audience. For example: Men, women and children who enjoy running as a sport. Aged between 15 to 80, they typically live within 20 miles of the shop and are either new to the sport of have been running for a number of years. Next describe the value you will be offering them i.e. why they would buy from you. We offer equipment and apparel which will help them improve their running performance. We are different from other running shops because we offer advice and customised training plans whether you are a beginner or an expert. By writing both of these statements it sets your …

What’s The Role Of Marketing Communications?

Marketing communications is how you get your messages out to your stakeholders; this includes all internal and external audiences. The foundation of marketing communications is built on an understanding of what your different stakeholders want to know; for example you might communicate the benefits of a product to your customers and the sales figures to your shareholders. Understanding your stakeholder’s needs and therefore the key messages comes from your marketing communications plan (marcomm); but how are you going to reach them? The best chance of successfully getting your audience to take the desired action e.g. getting the customer to make a purchase, is to consider the DRIP analogy. DRIP stands for differentiate, remind, inform and persuade and should be a blend of messages delivered through a number of channels, over a period of time; this helps keep the key messages memorable. There are three communication strategies which are fully explained in the 3 P’s of marketing communication, they are; Push, Pull and Profile. Within the Push and Pull strategies you have above the line (ATL), below the line (BTL) and through the line (TTL) communication channels; ATL & BTL are a way of categorising the communication channels and are fully covered in …

Leading A Creative Team

Leading a creative team requires a different approach; creative people are a different breed and need different things. I run a creative marketing team who are full of excellent ideas, so I thought it would be helpful to break down how I try to get the best from them. Firstly though, where does creativity come from? In my simple mind, ideas come from some sort of inspiration. People often say that there are no new ideas and that new ideas are just elements of other ones brought together; well, I think that’s probably true, but that doesn’t mean the new version won’t work! So get thinking! How do you get the best from a creative team? Here are my 10 steps and although not definitive, they should get you thinking: 1. Hire creative people – it sounds obvious but not everyone is brimming with ideas, or want to be. 2. Embrace creativity – you must be open to creativity; some ideas need a different mind-set. 3. Encourage creativity – set up a creative environment, praise creativity and reward it. 4. Listen to creative ideas – there is always something to be found in every idea; listen and then think about the …