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).

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

READ MORE
BGL CommunicationsDORA THE EXPLORER

IDT FINANCE

by BGL Communications on June 20, 2017
IDT-Finance-black-logo-300x50 IDT FINANCE

IDT FINANCE

IDT Finance is a leader in mobile phone card technology; they now wished to enter into the prepaid credit card marketplace due to a declining marketplace for phone cards. We were chosen to launch the first ever prepaid MasterCard available over-the-counter, with a £1m+ campaign budget.

We were involved in developing the branding, communication and marketing strategy to support the business plan, which initially involved recruiting thousands of independent CTN (confectioner tobacconist newsagent) retailers around the UK. We created various brand concepts during the pitching process and Prime Card was born.

We demonstrated how the features of the card provided a broad range of benefits to different target audiences. The unbanked, who desired the ability to make online transactions. Parents who wished to share money with children travelling overseas. Gifting to friends and family. Migrant workers who wished to send money home. We held focus groups with target audiences to better understand their needs.

We were responsible for the creation of the website – content, structure, navigation, copywriting, photography, graphic design and so on. We also created product packaging and retail point of sale packs; desk mats, window posters, promotional leaflets, shelf wobblers, etc. We helped to train the selling-in team.

We managed to achieve coverage within 15,000 PayPoint and ePay retailers across the UK during a three-month pre-launch campaign. Our strategy involved ongoing retail refreshment POS packs to maximise support and visibility.

Advertising activities included a targeted door drop campaign, London tube car advertising, six-sheet posters, pay-per-click advertising, regional radio, local press and PR. Fresh campaigns were launched throughout the year as additional product features were added.

The campaign was a success – purchases of Prime Card overachieved sales targets outlined in the business plan. The product launch won an industry award.

‘They were a pleasure to work with. They are reliable, delivering quality work on time; energetic and enthusiastic; and very good with people. They are problem solvers – willing to find solutions for business and marketing challenges – and excellent at managing client relationships. They combine an impressive background in marketing and communications with a commercial pragmatism, appreciating the important balance between creative thinking and a client’s commercial realities. I look forward to working with them again.’

Jamie King
Managing Director
IDT Finance

READ MORE
BGL CommunicationsIDT FINANCE

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

READ MORE
BGL CommunicationsTESCO DIRECT