MARKETING MATTERS

We like to share our thoughts on matters relating to the integrated marketing services we offer – including marketing strategy, corporate branding, marketing communications, website design and development, digital marketing (search engine optimisation, digital advertising, social media marketing, content marketing, email marketing and marketing automation), and non-digital marketing (advertising, direct marketing, sales promotion, event marketing, public relations and corporate incentives).

FIRST ASSIST

by BGL Communications on June 21, 2017
Firstassist-logo FIRST ASSIST

FIRST ASSIST

FirstAssist is an insurance broker. We were initially asked to develop a full branding and marketing strategy. This having met with their approval, we were subsequently commissioned to deliver marketing support materials. This involved redesigning their entire suite of sales and marketing communications collateral, with a primary focus on the website and product-specific brochures. Being a financial services company operating in a busy marketplace, we needed to create a visual concept that stood out from the crowd.

Following a detailed client briefing and some intensive market research, our design team devised three creative concepts – one of which was chosen and developed in close partnership with the client. We devised the navigation site map for their website and worked with their internal web development team to provide CSS templates, images and copy content for them to replicate on their internal server. The website was essentially an online catalogue of corporate brochures featuring their entire range of financial products. We implemented their on-page SEO too.

The project included the creation of a suite of printed product brochures and a corporate brochure and folder. We also printed their stationery – business cards, letterhead, compliment slip, labels and PowerPoint presentation templates – and developed an exhibition stand with different sets of graphics to promote a variety of products and services.

Customer acquisition activities included 3D direct mail, pay per click advertising, email marketing and trade press advertising. These campaigns helped to drive traffic to their website and call centre. Response levels increased significantly in comparison with previous campaigns, and onsite metrics demonstrated high levels of engagement with site visitors – with lower bounce rates and longer time spent on site than had previously been achieved.

 

‘We were really impressed with the quality of their work. I felt that they took the time to understand our needs, and delivered excellent results for the business.’

Peter Underwood
Marketing Manager
First Assist

 

Formerly First Assist Insurance Services and now called Cigna Insurance.

FirstAssist Insurance Services and FirstAssist Legal Protection will be part of Cigna International’s Health, Life & Accident (HL&A) division.

Following the purchase of FirstAssist by Cigna, the arrangement between Great Lakes Reinsurance (UK) PLC (a wholly owned subsidiary of Munich Re) and First Assist has been renewed. Great Lakes will remain the fronting insurer for First Assist’s travel, protection and accident policies offering continuity for clients and policyholders.

Services.

Aiming to be Your #1 Marketing Agency London

Abacus Marketing is an independent London marketing agency that works with funded start-ups, ambitious SMEs and corporate blue-chip clients operating in the UK and EMEA. We deliver marketing consultancy (market research, strategic planning and customer insight), corporate branding, website design, marketing communications, digital marketing (SEO, social media, digital advertising, content marketing, email marketing and marketing automation), event marketing, advertising and direct marketing.

Find Out More About What We Do

 

Our honest and transparent digital marketing work speaks for itself. We deliver a personal, passionate & tailored service to each and every one of our clients, big or small, based in London or abroad. We strongly believe that understanding your company DNA is the only approach to SEO, SEM, CRO, Content Marketing, Social Media or Corporate Branding. Our digital marketing methods are innovative and always anticipate the intent of your customers and search engines.

Core to the success of what we achieve for our clients is our understanding of the fluid relationship between attracting customers and engaging them through a well-defined digital relationship model.

If you want clear, honest and tangible results online with the opportunity to learn how they’re achieved then get in touch now to see how we can help.

Reach Out for a Chat and a Coffee

Locations that we can meet to chat with you are strategically located near all main London train stations: Paddington, Marylebone, Kensington, Kings Cross, Euston, St Pancreas, Waterloo, Liverpool Street, Victoria, and London Bridge

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BGL CommunicationsFIRST ASSIST

HAMPTONS INTERNATIONAL

by BGL Communications on June 21, 2017
Hamptons-logo-300x106 HAMPTONS INTERNATIONAL

HAMPTONS INTERNATIONAL

Hamptons International is a leading UK residential property company. We were asked to create a promotional door drop leaflet that they could use to remind local customers about the services of regional outlets in the Thames Valley area. The initial brief asked us to look at two territories, but we perceived certain tactical advantages in promoting a third – they also agreed to our proposition to highlight the key salespeople working out of each of the locations to deliver a more personal flavour to the campaign.

We developed three different concepts for the client to choose from and developed the chosen concept in partnership with the client. We wrote the copy and created the artwork, before supplying press-ready artwork files so that Hamptons could arrange the printing process with one of their preferred suppliers.

Abacus Marketing was subsequently commissioned to develop promotional leaflets for other branches, as well as to design brochures for high-end properties being sold within these networks.

‘Abacus is a very professional company and I have always been impressed with their attitude – hard working, driven and focused in everything they do. They deliver on time and on budget – and successfully, always looking for solutions and facing challenges head on. I have no hesitation in recommending them.’

Sadie King
Sales Manager
Hamptons International

About Us

Hamptons International offers an extensive portfolio of the UK and international property, marketed via our more than 90 offices.

Hamptons International has provided market-leading property expertise – locally, nationally and internationally – for 150 years. Our property-based services include sales, lettings, residential development services, new development sales, international estate agency, financial services, property investments, valuation, wealth and property management, corporate home search and tenancy management.

The History of Hamptons International

Hamptons International originally started in 1830 when William Hampton opened a shop in Cranbourn Street, London for the sale of furniture. In 1869, the shop was destroyed by fire and Hamptons Limited was formed with George Hampton being named as the Managing Director. A satellite store also opened on Wimbledon Common.

The estate agency business was also established in 1869, with an office on Pall Mall and eight staff. Following a bombing raid during the First World War, the site then moved to the Sainsbury Wing of the National Gallery.

Hamptons continued to grow through the 1920s with the addition of a successful auction house, whose most notable sales were the luxury liner, The Mauritania, sister ship to the fateful Titanic, and also the Cameroon islands!

In 1936, the Estate Office moved to the former French embassy building on Arlington Street, and 21 years later, the estate agency separated from the parent company when a partnership was formed by the founder’s grandson.

During the 1980s, there was a period of expansion and acquisition, culminating in Hamptons being bought by Bristol & West Building Society. In February 1996, Hamptons was purchased by Cluttons London Residential Agency, and then in 2005, it was purchased again by Wheelock Properties (Singapore) limited. In August 2006, the global real estate giant, Emaar Properties, acquired Hamptons International and in June 2010, Hamptons International was acquired by Countrywide, the UK’s largest estate agency.

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BGL CommunicationsHAMPTONS INTERNATIONAL

IDT FINANCE

by BGL Communications on June 20, 2017
IDT-Finance-black-logo-300x50 IDT FINANCE

IDT FINANCE

IDT Finance is a leader in mobile phone card technology; they now wished to enter into the prepaid credit card marketplace due to a declining marketplace for phone cards. We were chosen to launch the first ever prepaid MasterCard available over-the-counter, with a £1m+ campaign budget.

We were involved in developing the branding, communication and marketing strategy to support the business plan, which initially involved recruiting thousands of independent CTN (confectioner tobacconist newsagent) retailers around the UK. We created various brand concepts during the pitching process and Prime Card was born.

We demonstrated how the features of the card provided a broad range of benefits to different target audiences. The unbanked, who desired the ability to make online transactions. Parents who wished to share money with children travelling overseas. Gifting to friends and family. Migrant workers who wished to send money home. We held focus groups with target audiences to better understand their needs.

We were responsible for the creation of the website – content, structure, navigation, copywriting, photography, graphic design and so on. We also created product packaging and retail point of sale packs; desk mats, window posters, promotional leaflets, shelf wobblers, etc. We helped to train the selling-in team.

We managed to achieve coverage within 15,000 PayPoint and ePay retailers across the UK during a three-month pre-launch campaign. Our strategy involved ongoing retail refreshment POS packs to maximise support and visibility.

Advertising activities included a targeted door drop campaign, London tube car advertising, six-sheet posters, pay-per-click advertising, regional radio, local press and PR. Fresh campaigns were launched throughout the year as additional product features were added.

The campaign was a success – purchases of Prime Card overachieved sales targets outlined in the business plan. The product launch won an industry award.

‘They were a pleasure to work with. They are reliable, delivering quality work on time; energetic and enthusiastic; and very good with people. They are problem solvers – willing to find solutions for business and marketing challenges – and excellent at managing client relationships. They combine an impressive background in marketing and communications with a commercial pragmatism, appreciating the important balance between creative thinking and a client’s commercial realities. I look forward to working with them again.’

Jamie King
Managing Director
IDT Finance

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BGL CommunicationsIDT FINANCE

SAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS

by BGL Communications on June 19, 2017
Feelgood-Logo-300x140 SAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS
SRT-Logo-300x95 SAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS

SAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS

Savile Row Travel and Feel Good Holidays are two brands owned by the same independent tour operator. One of the brands delivered a higher end experience, but both offered tailored holiday experiences to discerning foreign travellers.

We were commissioned to deliver a number of marketing communication projects. These included the creation of a new logo for Savile Row Travel, design templates for both websites, holiday brochures for both companies and magazine adverts. We provided copywriting and copyediting services, as well as concept visuals, graphic design, image retouching, artwork and press ready files. We also liaised with their printer to manage the print process on their behalf.

We worked closely with the owner of the business throughout the process, and researched competitor websites to get a better feel for how others were operating in the marketplace. This enabled us to generate insights and ideas that fed into our work.

We subsequently developed an outline digital marketing plan to generate leads – the strategy included search engine optimisation, pay per click advertising, social media marketing, content creation and email campaigns.

 

‘I was very pleased with the work delivered by the Abacus team. They are very easy people to deal with and always bent over backwards to accommodate our needs. We now have a more professional collection of brochures to hand out to our customers.’

Giles Hoff
Managing Director
Savile Row Travel / Feel Good Holidays

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BGL CommunicationsSAVILE ROW TRAVEL / FEEL GOOD HOLIDAYS

TESCO DIRECT

by BGL Communications on June 19, 2017
Tesco-Direct-logo TESCO DIRECT

TESCO DIRECT

Tesco Direct is the online segment of Tesco, the national supermarket chain. We were commissioned to manage their B2B gift voucher business, a project which included dealing directly with their corporate customers to discuss their needs and negotiate rebates, as well as creating various sales and marketing materials for lead generation purposes.

The background to this requirement was that the use of gift vouchers had grown into a large enough piece of business to warrant proper sales and marketing support. Tesco Direct decided to outsource this requirement to a third party for a three-year period, during which time we increased annual sales by 250%.

We were supplied with two set of data – sales purchases and customer information. We created a bespoke database management system which allowed us to integrate these two sets of data, and then to update it with regular feeds from the client. We identified that there were four different audience segments – corporate customers purchasing gift vouchers on a regular basis throughout the year as rewards for staff and sales channels, companies purchasing gift vouchers on an annual basis as Christmas gifts for staff and customers, marketing agencies purchasing gift vouchers for a variety of promotional activities and incentive schemes on behalf of their clients, and private consortiums purchasing gift vouchers to gain a discount on their monthly food bill.

We created a presentation, brochures and leaflets for engagement with corporate clients, seasonal customers and marketing agencies. We created media adverts to promote the offer to corporate customers. We devised direct marketing campaigns targeting marketing agencies to promote the offer, and we provided hotline support to Christmas customers. We created and manned an exhibition stand at relevant industry conferences to meet prospective clients face-to-face.

 

‘Great strategy perfectly delivered. They worked really hard to support us.’

Marketing Manager
Tesco Direct

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BGL CommunicationsTESCO DIRECT