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).

KUEHNE + NAGEL

by BGL Communications on June 20, 2017
K-N-Logo-300x60 KUEHNE + NAGEL

KUEHNE + NAGEL

Abacus Marketing Services

Kuehne + Nagel is one of the largest global providers of integrated supply chain solutions. Abacus Integrated Marketing was appointed to provide ad hoc marketing services and support to their UK office by their sales and marketing director, who wanted to work with an independent marketing agency to deliver effective solutions at a fair price. He was also looking for a marketing partner that he could rely upon to deliver work on time and on budget, who was responsive and flexible, and who had a good reputation for the quality of their strategic and creative work. Being a busy man, he also needed to work with an agency who he could trust to get on with things without constantly demanding his input.

The first project we worked on was an award entry, which they had never previously won. Under exacting time pressure, we interviewed the relevant people and absorbed a significant amount of information. We wrote the entry and created supporting assets, all the time working in close partnership with our client contacts. Kuehne + Nagel won the award, and we were subsequently invited to support them with another award entry, which they also won. As part of this process, we developed a series of email marketing campaigns to promote the award nomination process, and then to announce the success to their customer network.

Marketing Services provided

We were subsequently commissioned to deliver a series of leaflets, promoting various products and marketing services, which involved research and planning, design and artwork, copywriting and copyediting, image search and retouching. We were then asked to assist with the creation of signage for their new flagship head office near Heathrow. The designs have proven so popular that they have now been rolled out in regional offices across the UK and EMEA.

We were asked to assist with the creation of a corporate presentation that could be used by the company’s 500+ salespeople across the UK. The challenge was to integrate content from various vertical and horizontal parts of the business, all of whom had previously developed their own presentations, none of which were congruent with the brand proposition. We also needed to make sure that the presentation was compliant with corporate guidelines. Another key objective was to make sure that it was easy to navigate around the presentation, technically ensuring that it would display correctly on every single person’s laptop. We designed the presentation so that it had sections which could be edited by the user to personalise it to their particular presentation needs. We created an interactive presentation with a menu system that allowed users to access any section in two clicks. This was important as the presentation ran to 200+ slides, and a linear solution would have proven unusable. We created an animated video to launch the presentation, which is now used behind reception at many of their UK offices to provide a visually interesting welcome to the business.

 

‘Abacus have never let me down. They are very reliable and I trust them to get on and do the work.’

Francis Blackmore
Director – Customer Solutions & Marketing
Kuehne + Nagel

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BGL CommunicationsKUEHNE + NAGEL

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

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

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

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

XEROX

by BGL Communications on June 6, 2017
new-xerox-logo-lead XEROX

XEROX

Xerox is a document management company providing a wide range of products and services.

We were commissioned to deliver a corporate incentive scheme to engage with their pan-European sales channel. A secondary aim was to develop a database of sales staff working within their third-party network of distributors, corporate partners and value add resellers.

All campaign materials were translated according to the decision of the local market client. Some preferred us to use our translation partners, other preferred to use their own translation teams, or to translate it themselves. Materials were printed locally to reduce delivery costs and timescales.

The programme primarily rewarded sales performance within the channel, with incentives rewarding every sale, along with quarterly domestic events and an annual group travel event. The programme also communicated about key products and these were promoted throughout the campaign. An online quiz reinforced core messages about the features and benefits of these products.

We devised a framework for the campaign that was flexible enough to be tailored to the discrete needs of each market. This was not just to ensure compliance with legal, cultural and taxational issues, but also to ensure that country managers felt a genuine sense of ownership for the programme, rather than sensing that this was just another programme imposed upon them by head office.

We communicated by individual conference calls with each market, which included the UK, the Nordics, Germany, France, Spain, and Italy. Although this took longer than group calls, it led to clearer communications and better outcomes, saving time and effort in the long run.

The campaign operated for a nine-month period and increased sales by 13%. Just as importantly, Xerox now had an up-to-date and accurate database of channel sales staff, which they were able to use to communicate directly with them about future marketing initiatives.

 

‘This was a complex project to deliver – they worked tirelessly to deliver it well.’

Marketing Manager
Xerox

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BGL CommunicationsXEROX