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).

LABINJOH LONDON

by BGL Communications on June 20, 2017
Labinjoh-London-Logo LABINJOH LONDON

LABINJOH LONDON

Labinjoh London is a men’s fashion retailer launched by Justin Labinjoh. It sells exclusively online and the product portfolio is limited to a range of long-sleeved formal shirts. Labinjoh commissioned us to deliver a marketing strategy for the business. It was clear that, to be successful in this competitive and mature marketplace, Labinjoh had to find as many ways as possible to stand out from the crowd, and to find some clear space to operate in. The first stage in the process was market research. We investigated 100+ competitors to gain insights into their digital marketing and communication strategies. We identified demographics around their core customer base – we recommended a focus on ambitious professionals in the 25-25 age bracket – well-groomed, trend setters, health focused, status lovers etc. We established new potential markets not mentioned in the business plan.

We identified product features to create consumer benefits – quality fabrics, innovative designs, affordably luxury, contemporary fashion, and bespoke personalisation. We recommended creating a story about the background and motivations of the business owner to enhance a unique personality for the brand, as well as offering swatch books and signature touches to prospective customers. We also proposed a no-discount pricing policy, but to deliver an added value experience with every sale, such as by offering discounted cufflinks or free personalised handkerchiefs. We also suggested interactive video technology to better showcase the product range on the website. We looked at the brand proposition in terms of values, vision, mission, character traits, positioning, USPs, etc. We identified the need for logo development to mirror the classic/contemporary image and we recommended a redesign of the website to provide a better user experience. We looked at the marketing communication needs of various stakeholders, including staff, investors, prospects, customers, stockists, partners, media and suppliers.

We recommended a digital marketing approach as the basis for lead acquisition strategy, using social media, SEO and content marketing supported by marketing automation techniques to optimise retention, loyalty, cross-selling and referral – as well as the creation of a ‘member’s club’ to encourage loyalty. We identified the need for sales pipeline, CRM and customer touch point strategies. We recommended social advertising and promotion, targeted PPC campaigns to test keyword efficacy, network remarketing and email marketing. We proposed an investment in PR to connect the brand with industry bloggers, journalists and influencers, with a series of media events, fashion shows, and a talent competition as a viral sales promotion.

 

‘I am very pleased with the work Abacus has delivered. We are now seeking investment funding to deliver the marketing plan.’

Justin Labinjoh
CEO
Labinjoh London

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ONE TRUST

by BGL Communications on June 20, 2017
OneTrust-Logo ONE TRUST

ONE TRUST

OneTrust is the new trading name for a day care centre for adults with learning disabilities. We were commissioned to deliver a strategic marketing plan and brand proposition to support a change in the business structure of the day care centre from being owned by the local authority into a standalone not-for-profit social enterprise. This was a part of Wandsworth Council’s ongoing aim to safeguard essential services.

The purpose of the marketing plan was threefold. To develop a comprehensive brand identity that established a meaningful character and personality for the organisation congruent with its vision and values. To identify key collateral for all stakeholder groups. To provide recommendations for sales and marketing activities, the intention of which was to create business development and funding opportunities through various stakeholder channels. We also considered the lifetime value of customers in terms of retention, referral and cross-selling, as well as referral and recommendation opportunities.

We were given access to the business plan and sales forecasts, and visited the centre and its four hubs to understand how the organisation operated. We researched the marketplace to look for insights and ideas from other day care centres providing similar services. We interviewed management and staff on an individual basis to get a better feel for their personal views, thoughts and concerns. We held a series of workshops with the management team to develop the marketing plan.

At the first of these workshops, we analysed marketplace competitors and discussed customer segmentation and demographics. At the second workshop, we agreed the new trading name for the business – OneTrust – and developed the core brand proposition. The third workshop outlined stakeholder communications priorities into three tiers, and the final session identified the core sales and marketing activities needed to generate business development opportunities.

We then moved on to the creative brand proposition – this involved the development of three brand concepts for the client to choose from, and we worked in close partnership with them to develop a brand identity and logo, which was then applied to the website, stationery, brochure/folder and vehicle livery.

 

‘The board have been very impressed with all the work that Abacus Marketing has delivered and are in full agreement with the recommendations outlined in the marketing plan. We are also delighted with the strategic and creative brand proposition.’

Louise Hayes
Director of Operations
OneTrust

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AHP

by BGL Communications on June 6, 2017
AHP-Logo-cmyk AHP

AHP

AHP is a team of architects and surveyors located in Sevenoaks. We were commissioned to develop their corporate brand proposition, and then to design and build a website. The main issue they faced was that the business had grown quite significantly in recent years, and it was becoming more and more apparent that the company needed to invest in marketing activities to ensure that they delivered a credible and professional image to prospective clients.

The first stage in the process involved sitting down with every member of staff, including the directors, to gain a better understanding of the company, as well as spending time in the business getting a feel for the inherent atmosphere. This was followed up with a confidential written questionnaire. This research enabled us to unearth several insights that were helpful to the directors in providing clarity on the direction the business needed to take, and on internal issues that needed addressing.

We developed three different design concepts and worked in close collaboration with the management team to fine tune the preferred creative route. We developed the website in WordPress and provided training materials to assist the client to make updates internally on an ongoing basis. The website clearly explained all of the services offered by the business, as well as the sectors they worked in. Case studies helped to demonstrate their experience across these services and sectors, and the About section showcased their people, background and values. Most copy was supplied by the client and edited by ourselves. We commissioned photography on their behalf too.

 

‘You would have thought that a firm of architects would have been capable of redesigning their own logo and rebranding the business but alas the rigours of running a business consistently frustrated our attempts to complete this task in-house. We therefore sought creative expertise and Abacus stood out head and shoulders above the rest of the field. They took us through a structured process and 12 months after completing their work, we have received nothing but praise for the quality of our website and the overall presentation of our company branding across all of our sales and marketing materials. Their enthusiasm and attention to detail is superb, and it was a pleasure to work with them.’

Philip Hiscocks
Director
AHP Architects & Surveyors

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BGL CommunicationsAHP