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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AXA INSURANCE

by BGL Communications on June 23, 2017
AXA-Logo-300x119 AXA INSURANCE

AXA INSURANCE

AXA is one of the largest insurance businesses in the world. AXA Insurance contracted us to deliver ad hoc marketing support. This mostly took the form of the creation of tenders and presentations to support their sales team in their negotiation of contracts with their broker network. We worked in close partnership with their marketing team to design and deliver professional materials, often working late into the night to hit tight deadlines, and to accommodate important last minute changes. This work helped to win several high value new business pitches for the client.

We were also asked to deliver campaign concepts for a number of direct marketing initiatives, one of which was for a taxi insurance product. This work included a series of focus groups with the target market, to discuss their views and opinions about the product’s features and benefits, as well as to establish their feedback regarding design visuals which we created for the event.

Another project involved searching for images from online libraries to support one of their brokers, who was struggling to create professional marketing collateral. We were subsequently commissioned to design and artwork various materials on their behalf.

We were commissioned to assist with the preparation of a presentation template, the purpose of which was to agree bespoke agreements with brokers on an individual basis regarding joint business plan arrangements, and outlining the commitments from the partner and the support they would be offered by AXA Insurance.

We were asked to come up with message propositions for tactical campaign ideas, to design event invitations, to create internal documents, to design HTML templates for email campaigns, to develop sales incentives, and so on.

‘They were great fun to work with. Highly efficient and personal, and responsive to all my needs. They were always available at the end of the phone, and they never once turned down any requests – regardless of how tight the deadline. I trusted them to get on and deliver the work and they always did a good job. Very reliable and down to earth. I would not hesitate to recommend them.’

Alison Barlow
Senior Marketing Manager
AXA Insurance

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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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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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BT

by BGL Communications on June 22, 2017
BT-logo BT

BT

BT is one of the largest telecommunications companies in the world. We were appointed to deliver communication updates involving sales education to 15,000 customer-facing representatives on a quarterly basis. The challenge facing BT was simple. How do you make sure that 15,000+ staff are aware of what is going on within the company, as well as understanding which key products to focus on selling in a dynamic business model, and to provide them with information about the most important features and benefits relating to these products? BT has a cascade training system in place. What they wished to achieve was a consistent corporate message whilst still providing an environment that allowed for group discussion, local personalisation and information sharing.

We created a quarterly 20-minute video featuring clips from senior managers within the business, who talked about the primary areas of focus which were most relevant to their areas of the business at that time. The video was hosted by an up-and-coming actor, with a clearly-defined script.

All customer-facing staff attended a meeting run by one of BT’s training managers at which this video was shown. We also created a presentation, supported by trainer notes, and a suite of desktop promotional accessories featuring sales prompts which were given out to all staff. Sales training support materials were hosted on BT’s intranet, and all advisers were expected to familiarise themselves with this content. The final element was an interactive online quiz, which tested audience knowledge about content relating to that quarter’s sales focus.

 

‘First class. The entire team were brilliant – great fun and very switched on.’

Channel Training Manager
BT

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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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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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DORA THE EXPLORER

by BGL Communications on June 21, 2017
Dora-Logo DORA THE EXPLORER

DORA THE EXPLORER

We were commissioned by Nickelodeon to develop strategic and creative concepts to support promotional point of sale concepts for Dora the Explorer, campaigns that could be tailored to the requirements of individual multiple grocery retail chains located across Europe – in the UK, this meant companies such as Tesco’s and Sainsbury’s, some of whose stores provide an important sales channel for Dora the Explorer products.

The objective underlying the project was to provide their sales force with presentation tools that they could use in preliminary discussions with their corporate customers to demonstrate a variety of sales promotion concepts to increase sales of products specifically featuring the Dora the Explorer brand. We additionally looked at opportunities to demonstrate the potential benefits of an integrated long-term strategy outside of these retail channels that would support and encourage repeat sales on an on-going basis.

The process began with market research, which revealed powerful insights about purchasing patterns, needs and values amongst the target audience. This helped to clarify strategic direction. The core objective identified in the client briefing process was to reward milestones – the achievement of “firsts” by children. Dora the Explorer is a powerful role model for kids, and our research identified a need to create an environment which rewarded family-specific issues, as well as firsts that might be small as well as big, and to reinforce positive new habits concerning everyday behaviour.

We saw an opportunity for the Dora the Explorer brand to recognise, reward and reinforce a wide variety of positive behaviours in children. We identified four types of ‘firsts’ and we proposed that the POS was provided in the form of a pack with physical elements to help parents to celebrate important milestones.

We created three different creative concepts – each of which could be offered to a specific multiple retailer and tailored to fit their corporate brand strategy. We developed add-on promotional ideas for retailers to use in-store to make the campaigns come alive. We identified third-party collaboration opportunities that would make the idea bigger and more powerful. We proposed shopping centre roadshows to provide wider exposure with positive PR opportunities supporting the key message that Dora the Explorer is the perfect brand guardian for important milestones in a child’s formative years. Finally, we created a concept to launch Dora into the world of social media with ‘Dora’s World’, where families would be able to safely share firsts and photos of their kids with family and friends in a secure way. This idea included an Explorers Club concept to encourage loyalty to the brand past the initial point of purchase.

 

‘Great concepts. Very pleased.’

Marketing Manager
Nickelodeon

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ESSO

by BGL Communications on June 21, 2017
Esso-logo ESSO

ESSO

Esso is one of the largest petroleum companies in the world. We delivered a forecourt campaign, the primary aim of which was to promote customer service to 6,000 staff employed at 600 privately-owned petrol stations across the UK.

We beat off the challenge of seven other agencies to win this work – the client told us that they were impressed by the depth of our strategic insights and the quality of our creative work, combined with the proactive approach we took at finding economies.

One of the key insights we gained from our research was that there are two types of cashier who work in forecourts – those who work less than six months, and those who work longer than six years. Therefore, we developed a two-pronged strategy to meet the needs of both audience groups. As it was also evident that there was a huge mix of nationalities, languages and cultures across the estate, we recognised the need to deliver communications in a tiered way to meet a wider variety of needs. The overriding concept was simple. We called the campaign Customer Watch to correlate with Esso’s through-the-line Price Watch consumer campaign. WATCH was an acronym for five simple things we wished cashiers to focus on when serving customers – Welcome, Attitude, Thoughtfulness, Consideration, Helpfulness. The key to the success of this campaign was to maximise registration – we used a variety of techniques to achieve 90% enrolment within a month of launch. The campaign strategy achieved 75-80% participation each month. This involved mystery shoppers, scratch cards, newsletters, promotions and quizzes. We made customer service visible, fun and interesting.

Mystery shopper scores rose steadily. The secret to the ongoing success of the campaign was to make the audience enjoy participating in the programme. We also used the monthly newsletter to highlight top performers and to promote important corporate messages and product news.

 

‘Great campaign. Highly impressed.’

Training Manager
Esso UK

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