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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AZLAN

by BGL Communications on June 23, 2017
Azlan-logo-300x124 AZLAN

AZLAN

Azlan is one of the world’s largest IT distribution companies. They supply a vast range of computer software and hardware from global vendor brands, including HP, Cisco, Microsoft, Citrix and so on. We were commissioned to provide email marketing support to share key vendor information with various sales distribution channels. The process involved developing design templates that were relevant to both the client’s brand and the vendor’s products. We were given top line information on what articles were required, and left to our own devices to create relevant and informative copy. We had to quickly become experts in our understanding of the manufacturer’s products that they wished to promote to their supply chain. This involved online research to enable us to identify features and benefits to the end user and to the distribution channel. We created short copy for the email newsletter and long copy for hyperlink pages.

Once the copy was approved, we designed the e-newsletter and article pages. The next stage in the process was to create HTML code for the newsletter and the ‘find out more’ pages. The data was then cleansed and emails sent out to the distribution channel.

The project has seen engagement levels amongst resellers increasing substantially. There were several “calls to action” and the results have indicated a large increase in interest and attendance at product training workshops, seminars and webinars.

 

‘Highly recommended. Abacus were really easy to deal with. I needed to work with a marketing agency that I could trust to just get on with things without needing me to hold their hand every step of the way. This was a tricky project because it needed the agency to quickly get to grips with complex content, and then to generate simple messages and clear creative. Having good project management skills was also important.’

Gemma Stannett
Marketing Manager
Azlan

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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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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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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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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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