Monthly Archives: April 2015

VIDEO

Digital Masterclass: How to Boost Your Brand with Video Marketing

VIDEO

When it comes to using video in your digital marketing – forget about watching the funny TV ads on YouTube.  Instead, spend time working out what works and what doesn’t, and why. Remember that video channels such as YouTube aren’t just about advertising. They’re about publishing content that helps (and commonly entertains) its audience. Visitors just love videos when they arrive at your website, and videos are a very powerful sales tool.  In fact, they are great at getting your audience to do all sort of things…

Video marketing is currently worth  a staggering £325m a year in the UK – growth of 63 per cent year-on-year – according to a recent ad spend report by The Internet Advertising Bureau. Online video traffic, meanwhile, will account for 55 per cent of all global consumer internet traffic by 2016, according to Cisco.

So with video marketing continuing to grow, how can you create something that will be remembered? Firstly, consider some of the reasons and benefits for using video in your digital marketing:

  • Keep visitors on your website for longer and enhance the value of the content on your website.
  • Present your business as forward-thinking and reinforce the perception that you are an expert by sharing knowledge and positioning your business as thought-leaders
  • Add personality to your website and social media
  • Increase awareness of your brand/business, such as increasing social media engagement
  • Increase lead generation by putting links to offers for additional content like whitepapers or webinars at the bottom or end of the video
  • Add powerful visuals and branding elements to your content.

The mobile generation

Over 50% of web users access the internet using a smart phone, so most savvy marketers realise that mobile is an increasingly important marketing channel. Considering this, your marketing content should always be easy to consume – and this is where video can make this happen on mobile devices.
CE Top Tip: Video content is a great asset to promote social sharing. Integrate videos in your social campaigns to further increase engagement, as videos often have high share rates compared to other types of assets

Since hitting the play button is so intuitive, it makes it very easy for your prospects to engage with your marketing message. Not having to navigate or scroll on their mobile device makes it much more likely that your marketing message will be delivered.

Best practices

Think about the type of content you want to produce:  Testimonials?  Product demonstrations? Training videos? With client testimonials, no one can sell the benefits of doing business with your company better than an actual customer! Pick out a client or two that can advocate for your business. Ask them a couple of questions about their personal experience with your company.

Products can be complicated, and explainer/demonstration videos are a great way to explain what you do or how a product works. A quick video series explaining how to use a product, helps educate your customers and prospects in a unique way. You should consider creating a library series of short explanation videos that people can go back and access easily via different platforms such as Youtube or Vimeo, that can be easily embedded into your website.

Other best practices include the video length – try stick to 60 seconds if possible, and always deliver a call to action (CTA).

Set Objectives

You need to think about what you want to achieve from your video marketing. Common objectives for video marketing include:

  • Promotion of your product or service launch
  • Promotion of an added value offer
  • Education (for example of an improvement to the product)
  • Thought leadership
  • Demonstration of your expertise in this field
  • Building general brand awareness (reach and frequency).

Final thoughts (and words of caution!)

It’s tempting to try to make do with a single ‘one-size-fits-all’ promotional video for all your audiences.  Don’t.  If you try to appeal to everybody you’ll just end up appealing to nobody! Remember, hours and hours of video is loaded onto YouTube every minute and only a miniscule percentage of this goes viral. Your aim shouldn’t be to go viral but more about attracting the right quality of viewers who will respond to your calls to action and marketing messages.

Complete Branding Solution

We’re experts in providing the complete branding solution for our clients, so please get in touch today to discuss your requirements and how we can help you with your branded merchandise and clothing. Call us on 08707 500057 or drop us a line by email.

strapline

The Power of a Great Strapline

strapline

It goes by many different names: slogan, strapline, tagline – to name a few; but aside from being some text next to your logo, your positioning is the single most important thing about your brand. Why? Because it distinguishes your brand from your competition and should demonstrate its advantage to your target audiences – capturing what you do for your customers in just a few words.

So what exactly is a ‘strapline’?

Your strapline should be a summary of your brand promise – what you offer to your customers that is unique, different, and reliable. Ideally this is a catchy and concise phrase that captures the core values of your brand, and sticks in your customer’s mind. Its purpose is to encourage and/or remind your internal and external audiences of what your brand can achieve. It also acts as a subtle positioning statement to position your brand in the minds of your consumers. A famous and successful example is:

Nike ‘Just do it’

As a positioning statement, ‘Just do it’, like all straplines should be, is memorable, distinctive and relevant, and it summarises (and strengthens) Nike’s brand promise succinctly. Basically Nike is saying “our sports equipment and apparel is so performance-enhanced and reliable that you don’t even need to think for a moment how to apply it – just do your own thing, and we’ll take care of the rest”.

Other famous brands have developed their positioning statements into straplines. Here are a few of our favourites:

  • Adidas – “Impossible Is Nothing”

Funnily enough, this is Adidas saying pretty much the same thing as Nike, just in a slightly different manner; the implication is the same!

  • Coca-Cola – “Always Coca-Cola”

The “Always Coca-Cola” positioning suggests that throughout the best moments of your life, Coca-Cola is always there to help you celebrate.

  • McDonalds – “I’m lovin’ it”

This is a classic aspirational statement – the consumer is having a wonderful time / life, and McDonald’s is saying it’s a part of that wonderful lifestyle with you.

  • L’Oreal – “Because I’m worth it”

Possibly the ultimate in aspirational statements – you are buying something because your status as a human being has earned it and deserves to be rewarded at this level.

  • Stella Artois – “Reassuringly Expensive”

This is really just a mass market beer, but it has a slightly higher price point, which gives the illusion of better quality; consumers will buy this to demonstrate their belief in higher personal prestige.

  • Ronseal – “Does exactly what it says on the tin”

The ultimate in no-nonsense statements, this one brings it all down to basic function. This is about total reliability, it’s saying ignore all the fancy shmansy competing products, because ours is precise and exact and very good value in that it really does just what you would expect it to do!

What’s your brand’s story?

A strapline is just one part of creating a credible and compelling brand promise, but it needs to be part of a wider ‘story’ about your brand. You should tell a story about what your brand is, what it stands for, and the values and beliefs that customers should associate with it.

For example, developing a positioning story can be based on the market e.g:

  • Heineken was first to market in taking the ‘refreshment’ position in the Beer category;

It can be customer related e.g:

  • focused on a unique type of buyer such as Glenfiddich whiskey ‘Independently minded, Independently made’;
  • or developed around customer experience, such as Guinness ‘The ultimate experiences are worth waiting for’

Or, it can be based on redefining the brand’s appeal e.g:

  • Pepperami has a distinct personality ‘A bit of an animal’
  • Dyson is all about ‘Cyclone Technology’.

CE Top Tip: When considering your brand story, ask yourself:

How do you want your target audiences to think and feel about your brand?

Developing a clear brand promise

The fact it, when it comes to developing your brand promise, your strapline and story both play a vital part in bringing this promise to life. You should consider things such as:

  • What do you stand for?
  • What benefits can you offer this audience?
  • Why should they take any notice of what you are saying?
  • How can you fulfil their needs and/or solve their problems?
  • What does this audience think about your product/brand? (What do you want them to think?)

And remember… Never put the strapline before the thinking!

If you want to have a strapline, let it come from reality (truth) rather than what you would like to be the truth! You need to think deeply what you really offer that makes you better; and if the answer is “nothing”, it may have the happy result of making you improve what you offer till you do have something!

Complete Branding Solution

We’re experts in providing the complete branding solution for our clients, so please get in touch today to discuss your requirements and how we can help you with your branded merchandise and clothing. Call us on 08707 500057 or drop us a line by email.

image (2)

Day in the life of…

Every month we’re going to shine a spotlight on a member of the team, to give you a little bit of insight into what they do, why they love what they do and what makes them tick – so you can put a face to the name the next time we work with you, and see why it’s great to work with us! This month we’re saying ‘Hi’ to our lovely account manager Emma Killingbeck….

Us: “Hi Emma! So, for our blog readers, can you describe a typical day in the CE office – in no more than three words?”

Emma: “Exciting, Demanding, Varied!”

Us: “What one word would you use to describe why you love your job?”

Emma: “Creative”

Us: “What has been your biggest creative challenge so far and how did you overcome it?”

Emma: “My biggest creative challenge was being able to look at customer briefs with fresh eyes to make sure that the ideas and presentations I proposed were exciting and inspiring to prospective clients. Breaking the industry norms isn’t an easy challenge – but it’s something Creative Emporium as a whole aspires to do across all merchandise – from day-to-day items such as pens and mugs to complete UK wide marketing campaigns. My main goal as an account exec is to provide excellent client service, which means not only suggesting creative ideas, but being quick and responsive to client briefs. This is really important as often our client comes to us requiring a fast turnaround for an event or campaign, so being able to utilise the in-house skills of our design and production teams, as well as our extensive supplier network, is essential to providing a fast solution to a client’s brief or requirement.”

“Answering a customer brief, but answering it in an unexpected way and introducing people to new products and branding ideas is what makes working at Creative Emporium so exciting! It’s never about the norm here; it’s about breaking the mould – because we’re committed to excellent customer service and aim to always be helpful, responsive, reliable and creative to exceed expectations!”

Us: “What has been your favourite promotional campaign or project for a client and why?”

Emma: “Working on the Manchester Business School 50th Anniversary campaign is fantastic! They’re currently celebrating their 50th Anniversary, and in commemoration we’ve created a completely new and bespoke range for the online MBS eStore. Putting together a cohesive and comprehensive branded retail range really challenged my creative and commercial skills, and theming the range around the celebratory gold colour really made this project one to remember.

mbs 50thWe are currently planning for the 50th Anniversary celebration in July, putting together a plan for an anniversary event to remember…including chocolate bars with golden prize tickets! Fingers crossed as the prizes are looking fantastic!”

Us: “Tell us your fave 3 promo products and why in no more than 3 words each”:

Emma: “This is a tricky one as there are so many to choose from, but here goes…”

  • Prodir Pens

Prodir Pen

“Quality, design, custom”

  • Confectionary

Sweets

“Varied, colourful, sweet!”

  • Powerbanks

powerbanks

“Hi-tech, functional, stylish”

Us: And finally, what is it that makes clients want to continue working with Creative Emporium?

Emma: “Firstly it’s about the people. We employ the best industry talent; people who have a ‘can do’ attitude, who are friendly and dynamic – which is all part of ensuring we provide our customers with the most positive experience, so that we can develop a strong long term relationship. Secondly, I genuinely believe clients see the added value, creativity and structure that we bring to their projects – from having a dedicated account manager, to having in-house design and production capabilities. I think it gives clients peace of mind that their branding requirements are in safe hands and that we can become a partner to their business – they think of us as an extension to their marketing team, not just another service provider!

Linkin with Emma here!

Complete Branding Solution

We’re experts in providing the complete branding solution for our clients, so please get in touch today to discuss your requirements and how we can help you with your branded merchandise and clothing. Call us on 08707 500057 or drop us a line by email.