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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BGL CommunicationsAPERIO INTELLIGENCE

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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BGL CommunicationsAZLAN

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