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).

BRAUN/ORAL B

by BGL Communications on June 22, 2017
braun-logo BRAUN/ORAL B
OralB-Logo BRAUN/ORAL B

BRAUN/ORAL B

P&G are one of the largest corporations on the planet. We were appointed by an event management company to provide them with strategic and creative event marketing support for two of P&G’s global brands – Braun and Oral-B. This was specifically with regards to an annual week-long training event, attended by hundreds of Boots retail consultants. All key UK suppliers of electrical products (Braun, Oral-B, Panasonic, Philips, etc.) were given the opportunity to present the key features and benefits of the hero products they would be focusing on in the all-important pre-Christmas sales period, a period which accounts for about half of annual sales within this sector. For Braun, this meant a focus on their premier collection of men’s electric shavers and female hair removal products (shavers, epilators, IPL) and, for Oral-B, we focused on their award-winning series of electric toothbrushes and other related ancillary products.

We were involved in every stage of event delivery, including selling in the concepts to the marketing teams at P&G, and then to present them to the conference management team at Boots. Each year, we created a new theme for the presentation we delivered, and we consistently received highly favourable feedback from delegates. Our strategy was simple and effective. Firstly, we created a memorable theme that resonated with the target audience and which was current, engaging and fun. This involved dressing up a conference room so that the experience for delegates entering the room was as if they were entering an entirely different world.

We created a slick and professional presentation, and appointed a professional and personable host. We planned everything to the smallest detail and rehearsed late into the night to get things right. The presentation involved substantial audience interaction and hands-on time with the product and we never overloaded delegates with information. Delegates also got to interact directly with the P&G sales training team, who were an essential part of the proposition. We discussed the key features and benefits, always focusing on the three most important messages we wanted them to remember when they left the room. We timed the presentation to ensure we never overran, so delegates had time to prepare themselves before their next session, and this small detail made a big difference to the impression delegates took away with them. We put together a suite of materials to create a training support pack for delegates to take away, to enable them to share key messages with their in-store colleagues.

 

‘The training sessions were amazingly creative and were really well received by delegates. Very professional team and great attention to detail in every respect.’

Marketing Manager
P&G

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BGL CommunicationsBRAUN/ORAL B

LAND ROVER

by BGL Communications on June 20, 2017
Land-Rover-Logo LAND ROVER

LAND ROVER

Land Rover is a global automotive brand. We delivered a range of dealership marketing activities, including group incentive travel, channel communications, and corporate events.

Our primary area of involvement was in the creation and delivery of a sales incentive programme to recognise and reward the achievements of various dealership departments, including management, sales representatives, service engineers and parts specialists.

Working closely with our clients at Land Rover, we devised a series of campaigns to encourage these departments to deliver tangible added value benefits for the business. For dealer management, targets were set to assess performance aggregated across all departments within the business. They were split into regional groups and the best performing dealerships won an incentive to join an exclusive annual travel trip. Parts, sales and service managers were rewarded with attendance at prestigious domestic events, and sales representatives also accumulated points that could be exchanged for gifts or vouchers.

The programme also included knowledge testing and mystery shopping. We sent out regular newsletters to remind dealer staff about key points of focus throughout the year.

We also devised and delivered bespoke training campaigns, including a ‘ride and drive’ roadshow, where dealership sales staff were invited to attend a series of events around the UK, which allowed them to compare Land Rovers with competitor models. This helped to assuage fears and doubts about the perceived strengths of the competition.

 

‘Really enjoyed working with the team. Very pleased with everything they delivered.’

Operations Manager
Land Rover

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BGL CommunicationsLAND ROVER

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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VIRGIN HOLIDAYS

by BGL Communications on June 6, 2017
Virgin_Holidays_Logo VIRGIN HOLIDAYS

VIRGIN HOLIDAYS

Virgin Holidays has been arranging holidays since 1985, and is the largest and most successful transatlantic tour operator, the market leader for travel to the USA and the Caribbean. We worked with their event management partner to deliver creative services for a range of domestic and international events. This led to us being commissioned to deliver their annual global management sales conference.

The process began by meeting with board directors to discuss each of their departmental strategies for the year ahead, as well as meeting with the Strategy Director, Finance Director and Managing Director to discuss their content requirements within the main conference presentation. We created one overall theme for the event, with associated sub-theming for five breakout sessions. As well as being informative and educational, the event was intended to be interactive and fun, in keeping with the client’s brand values.

Each department was involved in developing the thematic identity for their own particular session, as well as for delivering it. This was important, as it meant they owned their content and messaging. We spent time with each department brainstorming ideas.

Delegates were split into one of five groups and each conference room was dressed according to its theme, and props supplied. We produced a variety of materials to reinforce key messages regarding the strategies for each breakout session. The creative concept fitted in with their consumer advertising campaigns, and we used audio and animation sequences to bring a sense of theatre to the occasion.

 

‘Very pleased with all aspects of their work.’

Marketing Manager
Virgin Holidays

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BGL CommunicationsVIRGIN HOLIDAYS