All posts by rightontheline

Four Questions to Ask Before Your Next Marketing Campaign

By Kelly Wright

There are many components to successful marketing campaigns but the most important is strategy. To ensure your campaign has the biggest impact, you need a solid foundation. Before you get started with your next campaign, ask yourself these four questions:

Where do we want to end up and why?

Think about what you want to achieve from the campaign. Do you want to increase sales? Capture market share? Improve awareness? Setting well-defined goals will help guide your efforts throughout the entire campaign. Be specific – instead of just ‘increase sales’, how much and by when? Making your goals measurable is vital to track success – we’ll come back to that later.

Who is our audience?

Knowing your target audience is the single most important bit of information you can have. Without it, you are just stabbing in the dark. Who is your ideal customer? ‘Everyone’ is not an option. Are they male/female? What is their age range? What are their interests? What specific problem does your product/service solve for them? Spending time defining your ideal customer will help you figure out the best channels to reach them.

How does our product/service benefit our audience?

One of the biggest mistakes marketers make is to focus on the features of their product/service. You may think a list of technical features sounds clever, but customers don’t care about clever – they just want to know what’s in it for them. Benefits give customers a reason to buy. To change a feature into a benefit, ask yourself ‘so what’? What problem does this feature solve?

How will we know if it works?

Measurement should be a priority to prove success and see where you can improve. If you’re not sure what constitutes success for your campaign, this handy table will point you in the direction of possible metrics for your objectives.capture

Does Your Chinese Zodiac Sign Affect Your Marketing Decisions?

By Kelly Wright

The Chinese believe that the zodiac sign you are born under affects your personality traits. With personality driving a lot of our subconscious decisions, what does the year you were born say about your marketing?

People born in a rat year are adaptable which is great news for their marketing in the ever-evolving digital landscape. Their persuasive nature is reflected in their marketing, with the power to achieve an action from the customer.

A year of the ox means your marketing is strong and steady – characteristics that reassure customers that you and your products are reliable.

Is your marketing ambitious and confident? Then maybe you’re a tiger.

You can trust a rabbit to understand their customer with marketing that is genuine and empathic, tapping into emotions to create a human connection.

Dragons tend to be more artistic and imaginative which makes for marketing that really stands out from the crowd.

While snakes are organised, their initial actions can be impulsive. However they learn quickly from their mistakes, so expect their marketing to evolve and develop.

Horses are active and enthusiastic participants in the creative process and love to take centre stage. They strive to delight their audience with marketing that demands attention.

Goats are dependable and calm, reflected in their well thought out and planned marketing.

People born in a year of the monkey are quick-witted, lively and smart. You can expect their marketing to show some personality, often with a cheeky twist.

Roosters are guided by instinct, producing marketing that is confident and honest. Like the morning wake up call, they’re always first to wake up to new opportunities and may use more diverse communication channels than other animals.

You can trust a dog to understand the needs of their target audience and speak directly to their pain points – they are man’s best friend after all! Don’t expect them to push their brand outside of guidelines – dogs are fiercely loyal to their brand identity.

It’s easy to rely on a pig – trust them and they won’t let you down. They are modest and don’t need fancy bells and whistles to show off, preferring their actions to do the talking. This is reflected in their marketing, which is seen as honest, trustworthy and direct.

Not sure where you fit in? Find out your animal here and see if your personality traits influence your marketing decisions.

Colour Me Happy

By Kelly Wright

Colour psychology is a big consideration for marketers when hoping to influence consumers. Everyone has a favourite colour but a new quiz claims to be able to work out your personality type based on how you respond to a series of hue combinations.

Take the quiz to find out what your colour choices say about you.

Colours play an important role in branding. One study shows that 90 percent of snap brand judgements can be based on colour alone while another confirms that colours greatly influence brand perception and purchasing intent.

So what does orange say about us? Well, it means we’re friendly, optimistic and vibrant. We like to stand out from the crowd and we’re not afraid to try something different. We love a challenge, and get great satisfaction from helping others. We are people people who thrive on human social contact, so get in touch with us today – we’d love to meet you!

Advertising Fireworks, Social Bonfires

By Kelly Wright

“If advertising is a firework, then social media is a bonfire”. This phrase was coined back in 2009 by innovator John V Willshire. But what does this analogy mean for marketers?

Fireworks = Advertising

Think of advertising like fireworks – a big bang that demands attention. They’re great for raising awareness, and good ones draw people in from miles around. But they rarely leave a lasting impression – they fizzle out and leave people looking for the next bang to capture their attention. You have to keep lighting more and more to keep people interested, which can be expensive.

Bonfire = Social Media

If advertising is a firework, then social media is a bonfire. Building a bonfire takes time and it can be an effort to keep it going. It may go out but persevere. Slow to start, collaborative to build, it slowly gets bigger and brighter. As the fire gets bigger, more people are attracted to the warmth until it becomes the place to be. It’s where you make your longer term engagements, sharing and shaping opinions. From a small start you can end up with a hotbed of activity, just like social media.

Bonfire Night = 360 Campaign

Firework Display - 5th November - EnglandLike Bonfire Night without fireworks, advertising and social media work best when used together. Think of it as an integrated approach, not one or the other. If you have a raging bonfire already, use a few fireworks to create a buzz and bring people to the fire. If your fireworks are already grabbing attention, keep your audience by getting a good bonfire going and building a relationship.

Trick or Treat? Three Scarily Good Halloween Marketing Campaigns

By Kelly Wright

Halloween means big bucks for businesses. Here are three spooktacular campaigns from recent years that have given consumers a real treat.

LG – So Real It’s Scary (2012)

LG found a frighteningly creative way of transforming the traditionally dry product demo into something memorable – and truly scary! Testing their claim that their monitor has ‘lifelike colours’, they installed a grid of monitors on a lift floor. People got in, and a hidden camera caught their reactions as the floor appeared to fall away beneath their feet, making it seem like they were about to plummet through the lift shaft. No blood and guts and real human reactions, this was pure fear as its simplest. The advert has gone on to generate 24 million views and counting on YouTube. And there isn’t a killer clown in sight…

Airbnb – Halloween Night in Paris Catacombs (2015)

In what must be the most expensive and frightening Halloween night on offer, Airbnb rented out the Paris Catacombs for a morbid bed-and-breakfast experience like no other. Airbnb paid €350,000 to hire the maze of tunnels (and its seven million corpses) for one night and offered it as a competition prize for one thrill seeker to become ‘the only living person to ever wake up in the Paris Catacombs.’ Determined to up the scare factor this year, Airbnb offered a night’s stay in a velvet lined coffin in Dracula’s Castle in Transylvania.

Tide – Stains Better Be Scared (2013)

Can you get the essence of a full-length film across in six seconds? Tide did a scarily good job in 2013 with a series of seven videos parodying classic horror films including Psycho, The Shining, Paranormal Activity, and our personal favourite, Carrie.

Using the now defunct social video platform Vine (RIP), Tide jumped on the hype around the release of the movie remake and created their own version of the film’s iconic prom scene. Simple, memorable, and appropriately scary, this unique campaign left a lasting impression on social media users everywhere. With amazing marketing potential like this, it’s a real shame Vine found itself in an early grave.

Event Management

By Kelly Wright

Companies are striving to get closer to customers—both existing and prospective. Whether you’re selling a product, promoting a service or presenting a business update, events are one of the best ways to get in front of an audience and make connections. Watch the video below to see how we can make your event unforgettable.

A Royal Visitor

By Kelly Wright

Have ewe herd about our visitor? If you’ve passed our office or seen our Facebook page in the last week, you may have seen our colourful new resident.

Meet Sherfield. She’s part of a community art project called ‘The Queen’s Sheep’. Sherfield started out as a life-size wire sheep, before being sprayed blue and decorated in the colours of the Union Jack to commemorate the 90th birthday of The Queen.

The ewe-nique idea was developed by Basingstoke artist Louise Hight to reflect the fact that, until the 1970s, villagers had the right to graze animals on common land.

After completing her royal responsibilities, we’ve given Sherfield a new baaaa-se at our office.

Let Them Eat Cake: What Can the Great British Bake Off Teach Us About Marketing

By Kelly Wright

As The Great British Bake Off returns to our screens, we are set for another summer of baking madness. The impact that the series has on popular culture is huge. But what can a show about cake teach us about marketing?

Keep it real

The GBBO contestants are real people with real lives we can relate to – the retired primary school teacher from Yorkshire, the university student from London, or the hairdresser mum from Cardiff. They’re just like us, which makes us engage with them. Add in a teaspoon of unscripted dialogue, and a pinch of natural emotions, and you’ve got a recipe for success. In short, GBBO is authentic – just like your marketing should be. Give the contrived, one-shoe-fits-all approach a miss and focus on making your brand personable. Personalise your messaging, speak in your audience’s language and make your tone approachable and engaging.

A picture paints a thousand words

However tasty a cake may be, it needs to look good to really get the judges and the audience going. No sunken middles or soggy bottoms allowed. People eat with their eyes, and it’s the same with your marketing too. If done well, visual advertising can make an impact that will imprint your brand on your audience’s mind and leave them hungry for more.

Believe in your brand

If someone said you were about to watch 12 weeks of people baking cakes and be emotionally invested in rising dough, you’d probably scoff on your biscuit crumbs. But the last series peaked at 14.5 million viewers an episode, making it one of the most popular shows on TV today. This goes to show, there’s no such thing as a boring product, service or project. It’s all about how you sell it. The proof is in the pudding.