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).

ASPIRE WELLBEING

by BGL Communications on June 23, 2017
Aspire-Wellbeing-Logo-300x159 ASPIRE WELLBEING

ASPIRE WELLBEING

Aspire Wellbeing is a not-for-profit social enterprise that was spun out of Lambeth Council to safeguard the provision of day care for disabled adults living in the local area. Aspire were looking for a London design and marketing agency, and we were appointed to create a corporate brand proposition, to design and develop the website, and to deliver a suite of marketing communications materials. The first step in the process was to get to know the business, the staff and their customers. We analysed the business plan and researched the marketplace to seek insight from competitors.

We developed three brand concepts and worked closely with the client to fine tune the preferred creative route. This led to the creation of the website, which we built in WordPress. Training materials were provided and we supplied ongoing web maintenance and hosting. We have recently developed an online booking system.

We also designed various materials, including a brochure and folder, uniforms, signage, stationery (business cards, letterhead and compliment slip), exhibition stand, gazebo, leaflets, PowerPoint templates, posters, adverts, certificates, lanyard badges, promotional items (mugs, notepads and pens), ring binders, security passes and internal forms. We managed the print process for all these items.

We created brand guidelines (as well as full logo and icon packs) to ensure a consistent brand experience at every customer touch point.

We were subsequently asked to join their Advisory Committee, which meets on a quarterly basis to support the management team basis in the delivery of its business objectives on a pro bono basis.

 

‘‘I could not recommend Abacus Marketing more highly. Their creative work is always favourably commented on by our customers and other stakeholders, and we appreciate all the consultative support and strategic advice they provide us with too. They are extremely easy people to work with, they are professional and friendly, and we think of them as a natural extension of our business. They have a great eye for detail and a visible passion for their work. Great energy, enthusiasm and integrity.’

Keith Edmondson
Managing Director
Aspire Wellbeing

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BGL CommunicationsASPIRE WELLBEING

IFF RESEARCH

by BGL Communications on June 20, 2017
IFF-Logo-300x81 IFF RESEARCH

IFF RESEARCH

IFF Research is an independent market research company. We were commissioned to create and deliver a marketing plan for one of their products. The aim of the project was to increase awareness and sales. The process involved face-to-face meetings with key members of the team, and a facilitated workshop. We researched the marketplace to better understand the digital marketing strategies of core competitors.

We worked in close collaboration with the client to develop the marketing strategy. We identified several changes that we recommended should be made to the core product proposition – such as making it a monthly service rather than a bi-monthly one to ensure it was available whenever customers wanted it. We recommended the provision of a suite of webpage communication tools, including a video and downloadable PDFs, to improve the webpage experience for prospective customers. We identified primary keywords for SEO and PPC activities. We recommended changes to website navigation and proposed a tiered suite of reporting options to create a greater perceived choice, and we also promoted the omnibus as having both one-off and repeat usage benefits. We promoted the option for clients to bolt on bespoke data in order to focus on particular audience demographics relevant to their needs. We encouraged enquiries from all prospects, knowing that the client would potentially be able to deliver other research solutions if it turned out that this particular service was not appropriate to their needs.

We looked at the target market demographic profile and identified the types of organisations which would potentially be interested in using a product such as this. We considered departments, levels of seniority, channels and sectors. We identified a list of business services which we knew would benefit from using the product. We identified a range of needs and drivers to support webpage messaging and lead generation activities. We created a five-pronged service proposition – quality, experience, service, flexibility and value.

We identified features and benefits that would resonate with the target market. We created implicit ways to support the client’s corporate credentials, by showcasing client case studies, testimonials and logos. We developed a new name for the product with fresh branding that was in keeping with the existing corporate identity. We designed and developed the new webpage. Finally, we launched a series of lead generation activities, including social media promotion, content generation, search engine advertising and on-site SEO, supported by the setting up of a CRM system to manage the lead generation process. We implemented a number of reporting tools to assist with the analysis of the performance of ongoing campaigns, as well as lead forensics software to identify companies visiting the website, in support of internal business development activities.

 

‘Very impressed. Highly recommended.’

Mark Lynch
Marketing Executive
IFF Research

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BGL CommunicationsIFF RESEARCH

P&G PRESTIGE

by BGL Communications on June 19, 2017
PG-Prestige-logo-300x90 P&G PRESTIGE

P&G PRESTIGE

P&G Prestige is the fragrance segment of P&G that includes prestige fragrances such as Hugo Boss, Gucci and Dolce & Gabbana. We were commissioned to create a corporate presentation to assist the P&G Prestige sales training team with the delivery of core messages around customer segmentation. They identified three specific categories. We were given various raw assets which we needed to disseminate to understand what content was of value to populate the presentation with.

We created a site map and content for each slide. The presentation was over 140 pages in length. We broke it down into several different sections – scene setting, the world of fragrance, the role of a beauty consultant, the steps in the sales process, the shopper profiles, and a quiz. The content included graphics, imagery and video supplied by the client.

The presentation was created in a modular fashion, so that the trainer could select which parts of it they wished to refer to in the time they had available for specific training sessions. The presentation was created in Shockwave Flash, and was programmed to display optimally on all laptops and PCs – we also supplied an ‘install and play’ guide and provided a back-up of the presentation on a branded USB stick.

The coding was developed in such a way as to make it easy to translate the text into different languages. We managed the translation process for the South American marketplace, and it was also translated into mandarin by another agency for use across the Asia Pacific region. Although the aim of the presentation was to ensure a consistent approach to training across the global sales channel, we incorporated the option for trainers to create bespoke slides to personalise and tailor the presentation to individual audiences.

Our event management partner created training videos at P&G Prestige’s global training centre in Geneva and engaged a presenter to analyse these videos. We provided a training manual, with trainer support notes for each slide. The presentation also included certificates of attendance, which could be either filled in and printed out online, or printed out and filled in by hand.

We provided materials which could be printed off to create posters for the training room to promote key messages, and we visualised how the room might look for both small and large groups of delegates. We also provided a document to explain how to set up the room, with ideas for workshop sessions to encourage participation.

At all times, we worked in close partnership with the client and their event management partner to successfully deliver this project.

 

‘Great work. They worked really hard to delivering a successful project that was well received in the field, and which far exceeded all our expectations – and the success of any previous activities.’

Marketing Manager
P&G Prestige

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BGL CommunicationsP&G PRESTIGE