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).

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

DIRECT TEMPING

by BGL Communications on June 21, 2017
Direct-Temping-Logo DIRECT TEMPING

DIRECT TEMPING

DirectTemping is an online platform for managing all aspects of temporary and casual workforces across the UK, with a value for money proposition and a transparent fee structure. The client had developed a powerful backend technology, but was hampered in their attempts to grow the business by the design of the front end of the website.

We were contracted to develop a marketing strategy for the business, and subsequently to create a creative corporate brand proposition, and to apply this branding to the website and other materials to deliver a professional and credible first impression to site visitors.

The first stage in the process was to talk to the management team, so that we could better understand their needs and requirements and get a better feel for their customer base. We also researched the marketplace to seek insights from the competition. It became apparent that there was a need to unify the branding for several different satellite businesses within the overall corporate group. These each had a different area of focus in the recruitment sector – temporary, permanent, contract and executive search. We realised that we needed to create three websites – one for the corporate group, one to cover all recruitment services except temping, and one for DirectTemping. We developed a site map and structured the navigation to optimise the customer journey for each website.

We created three different concepts for the logo, and visualised how it would work across various pages of the website for all three corporate websites. We worked closely with the client to develop their preferred creative concept. We developed copy and designs for all the frontend pages for each of the three websites. We created CSS templates which the backend developers installed on their system. We created videos explaining the key benefits of the DirectTemping approach to both clients and temps. We delivered other sales and marketing communications collateral – stationery, brochure, folder and presentation templates. We photographed staff and sourced library images. We set up their social media channels and optimised the website for SEO, as well as providing recommendations for lead generation activities, which were delivered internally. This included a three-dimensional direct marketing campaign, the purpose of which was to bypass gatekeepers (secretaries, PAs, receptionists, etc.) who would prevent materials from reaching their boss.

‘Abacus Marketing created a number of excellent concepts to integrate our different corporate brands and services. The chosen concept was executed in a timely fashion. Their marketing knowledge, professionalism and unbounded energy made for a very successful project, that was delivered on-time, in budget and to a high standard. They took plenty of time to understand the needs of the business and the different stakeholders involved, and ensured we got the most from our budget. I’d highly recommend them.’

Tony Marven
Chief Technology Office
Direct Temping

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BGL CommunicationsDIRECT TEMPING

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