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

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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 sales people 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.

We were 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

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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

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