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).

BLOOMBERG NEW ENERGY FINANCE

by BGL Communications on June 23, 2017
BNEF-Logo-300x70 BLOOMBERG NEW ENERGY FINANCE

BLOOMBERG NEW
ENERGY FINANCE

Bloomberg New Energy Finance (BNEF) is a research organisation that helps energy professionals to create business growth opportunities within the new energy industry, with a focus on the use of environmentally-friendly and sustainable sources of energy. We were commissioned to provide event marketing support for their annual summit, a premier invitation-only forum at the nexus of energy markets, industry, finance and policy.

The project involved working with the marketing team at BNEF to develop a website to promote the event, and to host materials on it that were to be created during the event, such as video clips of keynote speeches and presentation slides. We developed three creative concepts and worked with the client to develop their preferred design route. This included developing a logo for the event, and the whole design had to complement their corporate guidelines.

The website was built in Joomla, as the client required an off-the-shelf content management solution that they could manage internally. We provided training support and videos to explain how to fulfil various tasks identified by the client.

We also created a range of marketing communication materials to support the event, including a sponsorship brochure, a partner prospectus, a summit overview and an event programme. We provided copywriting and copyediting support, as well as image search, design, retouching and artwork. All materials were hosted on the website, and emails were sent out to a client-supplied database of event invitees to promote the event.

We also created a suite of digital adverts to promote the summit on various partner websites used by the target audience.

Finally, we created brand guidelines for the event, to ensure consistency of materials created during and post-event by third parties.

 

‘Working with Abacus Marketing was an excellent experience. Their creativity and professionalism were outstanding, and the results were second to none. They became an invaluable part of our extended team. I can’t recommend them highly enough.’

Vince Russell
Head of Knowledge Management
Bloomberg New Energy Finance

BNEF-Website-1024x823 BLOOMBERG NEW ENERGY FINANCE
BNEF-Overview-e1526571900268 BLOOMBERG NEW ENERGY FINANCE
BNEF-brochure-e1526571880329 BLOOMBERG NEW ENERGY FINANCE
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DELICIOUS INTERIORS

by BGL Communications on June 22, 2017
Delicious-Interiors-Logo DELICIOUS INTERIORS

DELICIOUS INTERIORS

Delicious Interiors is an online retailer specialising in the high-end furniture marketplace, with a particular focus on selling designer-label bar stools, dining room tables, and chairs. The client’s plan is to expand the range and sell a wider range of home furniture as the brand grew.

We were commissioned to design a new corporate identity, and to create an ecommerce website, which we built in Shopify. We wrote all content for the website and optimised onsite SEO. We liaised with manufacturers in order to source imagery.

The client shared their business plan and sales forecasts, and we held a facilitated discussion to create clarity around the strategic brand proposition.

As an essential part of the process, we analysed the marketplace to assess the digital marketing strategies of competitors working in the same marketplace. This enabled us to identify a number of key insights and ideas that we were able to emulate and improve upon. We were able to build up a profile of the core target market and their key demographics.

We recognised the opportunity to create an attractive service proposition to stand out from the crowd. This featured transparent pricing, free delivery, price matching and a quibble-free returns policy. We identified, by assessing the comments of customers placed on competitor websites, that these were the key factors affecting consumer behaviour.

We were subsequently contracted to deliver ongoing digital marketing support, including blog creation, social media management, search engine optimisation (SEO), website administration, and digital advertising, including pay per click (PPC)) and remarketing.

 

‘I was very impressed by Abacus and all the support they provided me with this start-up enterprise. I felt involved in the entire process including strategy and creative, and I was pleased with the look and feel of the website, which was ideal for our desired customer base. Sales performance in the first year has exceeded business plan forecast.’

David Grey
Marketing Manager
Delicious Interiors

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BGL CommunicationsDELICIOUS INTERIORS

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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PAOLO MARCHETTI

by abacus on June 19, 2017
PMI-Square-Logo PAOLO MARCHETTI

PAOLO MARCHETTI

Paolo Marchetti Interiors is a bespoke fitted furniture company with retail outlets in Hampstead Heath and Tottenham Court Road. Abacus was commissioned to deliver a variety of digital marketing support, including PPC, SEO and social media. We were also contracted to deliver ongoing management of the website. The backdrop to our engagement was that the client had been working with various UK marketing agencies without great success to encourage potential customers to book a free design visit – this was on the basis that their sales team was likely to convert a percentage of these visits into sales. Over an 18-month period, we managed to achieve a 400% increase in bookings.

Our strategy on Google AdWords was to start with a very broad list of almost 20,000 potential keywords, a total which was honed down over a period of time to about a tenth of this quantity, so that we were able to unequivocally identify those keywords which were most likely to deliver high quality visits.

Conversely, we focused on less than 20 keywords (e.g. bespoke fitted furniture) for our search engine optimisation (SEO) strategy, though we continually analysed performance for related keywords, and this strategy saw tracked keywords increase to 200 keywords over a two-year period.

The social media strategy was to build a high-quality audience of relevant followers and to ensure the client was perceived as being an expert within the home furnishings and interior decoration sector.

We identified that there were issues with the website that needed to be overcome, and we were commissioned to design and develop a new website with a greater depth of content and a more logical navigational structure, which significantly improved the user experience. We designed and printed a series of brochures too – these were also hosted in digital form on the website.

We delivered an integrated market research project, which included a review of the UK retail sector and the furniture industry, an analysis of competitor websites, mystery shopping, staff consultations, customer focus groups, and an online questionnaire aimed at the target market demographic.

 

‘The team at Abacus were a real pleasure to work with. They impressed us with their passion and enthusiasm and we really felt we were working with people who were like a virtual extension of our team. The results speak for themselves. Highly recommended.’

Alexey Nagaitsev
Marketing Director
Paolo Marchetti Interiors

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