Start Thinking of Your 2016 Marketing Plan

Dec 15, 2015 | Consultancy

By Elvire Gosnold, Director – Blabbermouth Stop – you can’t go out celebrating Christmas just yet. You need to think about your 2016 marketing plan – it does not write itself. I have listed below some pointers you may find helpful to include in your plan. Be realistic – what are your business goals as a whole and how do you plan to measure your success? Marketing ROI can be tricky to measure, so think now how you will analyse your activity. It is helpful to include details of when these targets should be met so the wider team has a solid timeframe to work with. Here is the fact that surprises many – marketing is not free in terms of money or time. It is wise to budget for each activity you plan so that you give the project a fair chance but equally, don’t go spending a disproportionate amount to what the possible return could be. I find that so many people are very keen to write weekly blogs, but in reality everyone is busy with their day job. Monthly blogs are a more realistic target and one that the team are more likely to reach. Think about the whole project and what the extra costs could be. If you are sending out a personalised gift for example, it is not just the gift you have to budget for. It’s the postage and packing, the analysis of who to send to and the tracking of the customer or prospect journey after they receive the gift. And finally, make it clear to the team who is co-ordinating each...

What Makes Your Brand Influential?

Dec 2, 2015 | Branding

By Elvire Gosnold, Director – Blabbermouth Earlier this week, the Guardian reported that Microsoft was revealed the UK’s most influential brand, which got me thinking… what makes a brand influential? They tend to be companies that inspire, inform and motivate their audience. With the Internet being already saturated with content, becoming an influential brand is a great challenge for many companies. Often a brand will influence the way we live through technology, with many brands seen to be trendsetters and innovative. Compare the Market is a key example of a brand which has taken insurance to a whole nother level! The meerkats have become a brand in their own right, which encourages audience engagement all-year-round as opposed to just once a year when a policy is up for renewal. Brands, such as Compare the Market, impact the way we behave, shop and think, and here’s how: Understanding the target audience – marketing campaigns are tailored, relevant and specific to a particular audience, which is key to ensuring maximum engagement. Being online and social – staying active online and interactive on social media is a fantastic way to increase influence on the internet. Even Aleksandr Orlov the meerkat has a Twitter account! Being unique – getting the brand noticed and shared helps build a brand story. Providing relevant content – by producing content that your audience wants to see or by offering a solution to a problem is an essential way of increasing an online influence. Your brand is such a valuable part of running a business. We regularly run Brand Workshops here to help companies understand what their brand...