Through news 3
Whatever your disposition, if you really care about survival, then the rest of 2009 will be about being seen. By the right people. In the right places. Doing the right things.
So what are you going to do about it? First thing's first. Your staff. Happy staff means a happy company so there will have to be plenty of reassurance and briefings. Keeping your people informed so they are all on message and understand what is going on in the business and market as a whole.
Next your existing customers. Make sure you service them like there is no tomorrow. Make them feel valued. Build relationships and loyalty. And above all offer them a fantastic service so they have no reason to go elsewhere. And keep communicating with them. If you don’t then you can be sure that your competitors will.
Next you need to be seen by your prospects. You need to make more noise than your competitors as there are companies out there that do need your services – finding them is the trick.
Never before has your brand been so important. Why? Because the common link between all your stakeholders is your brand.
We believe that a strong brand equals a strong company. It is the umbrella behind which all your staff can unite. If used correctly it gives your customers belief and trust. And when implemented consistently it generates awareness, trust and a clear understanding of what you stand for. All this makes it easier for companies to believe, trust and buy from you. And never before has this been so important.
Helping the University of Liverpool's information exchange
The University of Liverpool has selected Through Creative to handle its Business Gateway newsletter - one of its flagship publications.
The business was awarded to the Macclesfield-based creative agency following a competitive pitch, the objective of which was to receive ideas to evolve the current newsletter format and make it more appealing to internal audiences as well as the business and wider communities.
Among the recommendations was the suggestion to change the name to The Exchange, the rationale being that it builds on one of the key objectives of the newsletter: to showcase and share the successes and outcomes of the University’s knowledge exchange projects.
“Their ideas were fresh, invigorating and basically hit the nail right on the head,” explains Mark Ratcliffe, head of marketing at Business Gateway. “The newsletter needs to have a distinctive, strong visual identity that fits with the University’s corporate brand guidelines. It also needs to be clean, organized with the consistent use of imagery. Through Creative achieved this while also making many suggestions to improve its production and fulfillment efficiencies.”
In order to meet the brief one of the suggestions put forward by Through Creative, and accepted by the Business Gateway team, was a more environmentally conscious publication. This was achieved by using Forestry Stewardship Council (FSC) accredited paper stocks and approved printers.
Mark Ratcliffe concludes: “We have worked with Through Creative for some years now so have a good working relationship based on quality of service, value for money and trust. Long may this continue.”
North west PR agency launches new website
Through Creative has developed and launched a new website for Macclesfield-based public relations company Croft PR.
The brief was to create a site that was uncluttered and simple to navigate but also one that positioned the firm’s key specialism. In addition the website was seen as the starting point for a brand identity refresh and any designs developed needed to be applied consistently across other media.
At the centre of the new designs is an emotive strapline – ‘because the world is watching’ – and all the photography supports this key message. In addition, a content management system was developed as the firm wanted to be able to regularly and easily update the site, including the ability to post news items and expert comment.
Stuart White, director at Croft PR, comments: “Through Creative developed a creative theme that focuses on the importance of public relations as a far-reaching medium. Since the launch of the website there have been numerous enquires at both local and national level.”
Stuart concludes: “Using the new site as an information resource I will be working closely with Through Creative to drive more traffic to the site by improving our search engine rankings. Their advice in this area has already proved invaluable and I’m looking forward to seeing further results.”
Multi-national re-appoints Through Creative
The UK arm of multi-national cable management specialist HellermannTyton has re-appointed Through Creative as its approved creative marketing partner.
Operating on a retained basis for a further 12 months, the creative agency will work closely with HellermannTyton’s UK marketing and product management teams, to develop and deliver a number of communication projects.
The objective of the communication programme is to raise awareness and generate sales leads with prospects while ensuring ongoing communication with the company’s existing customer base. Specific communication activities include e-marketing, direct marketing, literature development and new product launches.
As one of the world’s leading suppliers of cable management products, HellermannTyton supplies a wide range of markets including rail, utilities, defence and aerospace. Specific campaigns are to be executed in these key markets.
Victor Ortiz at HellermannTyton comments: “We’ve worked with Through Creative for several years now and they always look for the most creative angle in everything they do. They know what works on and off-line which fits well with our plans and they have worked hard to build relationships with our team to really understand us and what we want to achieve.”
Brand refresh and website for Onesoon
Through Creative has created the new identity and website for specialist mobile business application provider Onesoon Ltd.
The new brand identity and website have been developed to unify the Onesoon product offerings. This has been achieved by bringing all of Onesoon’s products under a single banner and website which significantly simplifies the offering and communication with stakeholders.
The new brand identity builds on a strong colour palette and establishes a flexible visual style taken directly from the new icon based logo.
Alternative marketing
As marketers we don’t always get it right. Here we showcase some companies that have learnt the hard way.
The Dairy Association's huge success with the campaign ‘Got Milk?’ prompted them to expand advertising to Mexico. It was soon brought to their attention the Spanish translation read ‘Are you lactating?’
Coors put its slogan, ‘Turn It Loose,’ into Spanish, where it was read as ‘Suffer From Diarrhoea.’
Clairol introduced the ‘Mist Stick’, a curling iron, into Germany only to find out that ‘mist’ is slang for manure. Not too many people had use for the ‘Manure Stick.’
When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the smiling baby on the label. Later they learned that in Africa, companies routinely put pictures on the labels of what's inside, since many people can't read.
Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine.
Pepsi's "Come Alive With the Pepsi Generation" translated into "Pepsi Brings Your Ancestors Back From the Grave" in Chinese.
Frank Perdue's chicken slogan, "It takes a strong man to make a tender chicken" was translated into Spanish as "it takes an aroused man to make a chicken affectionate."
When American Airlines wanted to advertise its new leather first class seats in the Mexican market, it translated its "Fly In Leather" campaign literally, which meant "Fly Naked" in Spanish!
*Various sources
Top 10 tips – networkings
GETTING TO KNOW, LIKE AND TRUST.
Networking is all about building business relationships - not selling!
Plan. What do you want to get from the event? What types of business would you like to meet? Try to target specific business sectors and remember to ask the people you talk to if they know anyone in the sectors you are after.
WHAT TO SAY.
Avoid saying a list of what you do and using the words “I am a…” as we all prejudge, which we shouldn’t but we do! Spend time before the event developing a one line statement or ask a question that builds curiosity and gets them interested in finding out more at a later date.
LESS IS BEST.
Say too much and they will forget what you have said as it will be boring and they will switch off. If they ask you to explain in more detail, then arrange to do this at a later date over a coffee.
KEEP IT SIMPLE.
Use ordinary language that people understand and avoid confusing jargon.
IT IS ABOUT THEM, NOT YOU.
Be interested in THEM - so get in there first! If they beat you to it, just say: “Actually I know what I do and I am much more interested in what you do.” They will think you are wonderful and you are on the way to developing that relationship.
FOLLOW UP. ALWAYS ALWAYS FOLLOW UP.
If you do not intend to call them don’t say that you will as it conveys unreliability! I can collect 15-20 business cards from an event and I hear from 1 or 2 people! Why? What about the others? Contact everyone and ask how they got on and how you can help them! Get that appointment!
HOW TO REDUCE NERVES.
We all experience this! arrive early and get talking to the organiser and ask if they could kindly introduce you to the types of people you want. Smile and say “hello” to people as they come through the door and start a conversation. “Have you been before?” “Are you local?” This breaks the ice and relaxes them and you.
ATTENDANCE.
This is directly linked to reliability. If you only turn up occasionally this will convey lack of reliability!
HAVE FUN!
Enjoy the event! Greet people with a smile and be enthusiastic. This will be infectious and people will be drawn towards you. What is more, they will remember you.
By Roger Jackson, Business for Breakfast
