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).

APERIO INTELLIGENCE

by BGL Communications on June 23, 2017
Aperio-Logo-300x90 APERIO INTELLIGENCE

APERIO INTELLIGENCE

Aperio Intelligence was a start-up enterprise seeking the services of a marketing agency in the London area, initially to deliver corporate branding and website design and development. Aperio provides a business service that delivers specialist reports and offers investigation skills to help regulated organisations seeking to do business worldwide to remain compliant with the latest global financial legislation. The owner of the business had previously been supplying the same services for one of the big six management consultancies, so he knew what he was doing.

The first stage in the process was to digest their business plan and sales forecasts. We then reviewed the marketplace to better understand how competitors were marketing themselves. We created visuals for three design concepts and developed the chosen design in close collaboration with the client. We developed the site map for the website and edited copy supplied by the client. The website was built in WordPress and training materials were provided to assist with internal management. We recommended a hosting platform for the website which would optimise user experience and SEO benefits. We developed a bespoke online tool called DataMap that allowed the company to provide updates on the financial, economic and political situation around the world. We provided ongoing web maintenance to ensure that the website was always up-to-date and secure.

We designed and printed various sales support materials, including a brochure and folder, various stationery and report templates, as well as creating brand guidelines to ensure a consistent brand experience across all materials. We also created sales training presentations.

We were subsequently commissioned to design a monthly newsletter (we edited copy supplied by the client) which was hosted on the website for SEO purposes, and which we emailed out via MailChimp to a database supplied by the client, achieving extremely high open rates and click through rates.

We also provided ongoing SEO support, achieving first page status for several important keywords within 9-12 months of activity.

We also delivered social media marketing support to emphasise their position as thought leaders within their industry, to grow follower numbers to acceptable levels, to connect with industry journalists, influencers and bloggers, to promote content hosted on the website, and to gain SEO benefits for the company.

 

‘Thank you for all your help. Much appreciated.’

Adrian Ford
CEO
Aperio Intelligence

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BGL CommunicationsAPERIO INTELLIGENCE

OPTIMAL DATA

by BGL Communications on June 19, 2017
Optimal-Data-Logo-300x72 OPTIMAL DATA

OPTIMAL DATA

Optimal Data is a document scanning business working in the B2B marketplace. We were commissioned to deliver a lead generation strategy. The client had tried telesales activities in the past but without success. They also invested in Google AdWords but, with an average CPC in the region of £15 per click for core keywords relating to their business, this did not make commercial sense. Email marketing campaigns using purchased data had led to minor new business acquisition.

We manually and technically analysed competitor websites and used this information to generate insights and ideas to inform our strategic recommendations. We also researched the primary keywords used within the industry. We looked at customer profiles and identified key market challenges – for instance, their industry sector is perceived as being a commoditised service whereby it is often difficult to create meaningful differences between competitors other than via a value add brand proposition. The market is price-led and most forms of marketing are expensive. Our research identified that good branding and clear messaging on the website, along with easy navigation and relevant content, would be likely to have a significant positive impact on lead conversion. We saw an opportunity to develop trust in the business by creating case studies, and by using client logos and testimonials.

We recommended that the first step in the process was to freshen up the brand identity and then to redesign the website – before investing in any more lead generation activities. We developed three different concepts and worked in partnership with the client to develop the preferred creative route across the website, brochure, stationery, uniforms and packaging. We supplied logo and icon packs as part of this process. We proposed that the company redefined itself as “the paper to data people” serving the needs of the UK, and that it communicated itself as being an integrated document management company. We also recommended the introduction of a “quick quote” facility on the website with an online calculator that would provide suspects with instant cost estimates. The primary aim was to capture email details to support business development activities and feed the sales pipeline.

We created a proposition based on five key service factors that we felt would appeal to the target audience – the use of the latest document management technology, high levels of security, proven expertise, an environmental focus, and pricing transparency. We also recommended the creation of an engaging brand story to stand out from the crowd. In terms of lead generation, we recommended a focus on social media, SEO and content to deliver longer term benefits to the business, and to invest in a CRM system to optimise the sales pipeline process and minimise churn, and the introduction of marketing automation software to maximise customer lifetime value, as well as to encourage referral and recommendation opportunities.

 

‘We are very pleased with the work Abacus delivered for us’

Kevin Anderson
Managing Director
Optimal Data

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BGL CommunicationsOPTIMAL DATA

VERITA

by BGL Communications on June 7, 2017
Verita-Logo-cmyk VERITA

VERITA

Verita is an independent investigations consultancy that specialises in supporting the needs of regulated organisations within the healthcare, education, charity and government service provider sectors. Abacus was commissioned to deliver a strategic and corporate brand proposition, and we were subsequently contracted to deliver website design and development, as well as ongoing social media marketing and search engine optimisation.

The initial stage in the process was to understand the business better. To do this, we reviewed the business plan and the marketplace, and held face-to-face meetings with every member of staff, including managers and directors. These were confidential interviews to encourage transparency and honesty. We spent time in the office reviewing their sales processes and systems. We tested opinions and beliefs about the company using an online questionnaire. From these processes, we were able to identify a number of organisational issues and cultural practices that needed to be addressed – these were relatively simple tasks, such as making sure all staff had read the business plan and understood the financial goals for the year ahead, and putting communication processes in place to ensure that all staff were aware of company performance on an ongoing basis.

We held a facilitated workshop session to develop the brand proposition, in terms of values, virtues, views and vision. This enabled us to create a clear positioning statement and to develop core messages – a customer service charter was delivered internally using this information as the base.

We developed three creative concepts for the website, and developed the preferred option in close partnership with the client. We developed a site map and navigation structure to reflect changes in the business plan, and provided a copywriting and copyediting service too. We designed and developed the website and optimised onsite SEO. As part of our planning work, we analysed a number of competitor websites and established the most important keywords for the business to focus on. We created a brand handbook for the business that is now used by members of staff to ensure a consistent house style across all stakeholder communications.

After the website was launched, we provided social media and SEO, as well as delivering ongoing consultancy support for other marketing activities delivered internally.

 

‘We value the contribution that Abacus makes to our business greatly, and consider them to be a virtual extension of our marketing team.’

Ed Marsden
Managing Director
Verita

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BGL CommunicationsVERITA

XEROX

by BGL Communications on June 6, 2017
new-xerox-logo-lead XEROX

XEROX

Xerox is a document management company providing a wide range of products and services.

We were commissioned to deliver a corporate incentive scheme to engage with their pan-European sales channel. A secondary aim was to develop a database of sales staff working within their third-party network of distributors, corporate partners and value add resellers.

All campaign materials were translated according to the decision of the local market client. Some preferred us to use our translation partners, other preferred to use their own translation teams, or to translate it themselves. Materials were printed locally to reduce delivery costs and timescales.

The programme primarily rewarded sales performance within the channel, with incentives rewarding every sale, along with quarterly domestic events and an annual group travel event. The programme also communicated about key products and these were promoted throughout the campaign. An online quiz reinforced core messages about the features and benefits of these products.

We devised a framework for the campaign that was flexible enough to be tailored to the discrete needs of each market. This was not just to ensure compliance with legal, cultural and taxational issues, but also to ensure that country managers felt a genuine sense of ownership for the programme, rather than sensing that this was just another programme imposed upon them by head office.

We communicated by individual conference calls with each market, which included the UK, the Nordics, Germany, France, Spain, and Italy. Although this took longer than group calls, it led to clearer communications and better outcomes, saving time and effort in the long run.

The campaign operated for a nine-month period and increased sales by 13%. Just as importantly, Xerox now had an up-to-date and accurate database of channel sales staff, which they were able to use to communicate directly with them about future marketing initiatives.

 

‘This was a complex project to deliver – they worked tirelessly to deliver it well.’

Marketing Manager
Xerox

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BGL CommunicationsXEROX