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Tasty Guides 3 of 3 - “All the great things are simple”

The resurgence of Direct Mail and the importance of getting it right.

In the last of our Tasty Guides, we are looking at Direct Mail and how it can best be utilised. It is one of the simplest marketing tools, but this doesn’t stop it from being one of the most effective.

Direct mail allows you to focus your marketing on a targeted audience, but to achieve this you need to start with a database. For B2B companies, it is best to start by setting a budget dependent on the number of companies you want to target. Then, develop or purchase a database which includes details such as: Head Office Address, Turnover, Telephone, General Email, Identify of Key Decision Maker(s), their personal email address, any other details that relate to the company and how your product/service can benefit them.

If you are creating this database yourself, the majority of this information can be found for free using online tools. For instance, websites such as Duedil will display a company’s public financials to determine if they are in a position to purchase your product/service. If the company has a LinkedIn profile it will show who the key decision makers are and if they know any of your previous customers. If details can’t be found on either of those, the company’s own website will always provide contact details and often information on the decision makers, although this depends on the nature of the company and what kind of information they wish to share.

Whilst the data is being collected (which can vary in working hours depending on the number of companies) the contents of the direct mail can be decided and drafted. The best direct mail campaigns have a personal touch, such as letters tailored to the respondent. Some campaigns will identify multiple decision makers to send each one a different letter depending on their position in the company.

Personalisation always helps generate a higher response rate but the best way to achieve this, alongside brand recognition, is to include something that makes the delivery more distinctive. One such thing is by including a gift in the mail package. For instance, Tasty Marketing offers a unique Lumpymail™ service that addresses such a need.

By including a gift or item that symbolises either your company, the industry or something that will interest the respondent, you will spark their interest. By interacting with the package the respondent is much more likely to remember the brand and read the materials contained in the package as the benefits on offer are clearly explained to them. This can then result in an increase in enquiries and ultimately sales. By going the extra step with a simple concept, you will achieve great results and add value.

That’s how you make Direct Mail work in your favour.

If you have any questions about Direct Mail and how it can benefit you and your business please contact us by emailing coffee@tastymarketing.co.uk or by calling 01202 65 67 62.

You can also view when our next Lumpymail training session, alongside others, via the link: http://www.tastymarketing.co.uk/iqs/cpti.19/tasty-events.html

Tasty Guides 2 of 3 - “We’re looking to make waves, not ripples”

Getting out of bad habits when writing press releases.

In part two of the Tasty Guides, we look at the process of writing press releases alongside touching upon other areas of PR. When we think of big PR campaigns, our examples tend to include expansive international projects or as part of crisis management. Often people will assume that by holding a big event or releasing a new product that the papers and trade magazines will automatically pick it up, when in actual fact, you need to send them the stories as part of your overall campaign.

This blog will give you some tips when writing press releases, how to maximise the coverage of your company and what needs to be sent when distributing the article.

Getting the attention of the crowd is what makes PR successful

1)   Make it a story – Newspapers and magazine publishers are the ultimate deciders of which stories are published and how. Just because you’ve sent them the story, doesn’t mean they will necessarily run it.   
The press release you submit will therefore need to be ‘story-like’ to deem it newsworthy. This means that the article should be about a significant development and be relevant to their readers. The tone must remain informative and not emotional, so avoid the use of adjectives and don’t use words such as ‘amazing’ unless it is included in the quotes (see below). It also helps to have a relevant picture to make the story more accessible.

 2)   Keep a clear narrative – As a story, the article will need to have a clear narrative to create a natural flow whilst it is being read. All press releases should follow the same narrative structure:


3)   Editor’s Notes – This section is attached at the end of the press release and gives a brief overview of all the companies involved. This is for the editors’ benefit and is not included in the article, unless they feel it worthwhile to mention further information about the companies.

4)   Who to send it to – This primarily depends on the size of your company, where it is based and who your audience(s) are. For events, publishing the article in the local papers is a must; make sure the event is mentioned on any event listings. It will also be necessary to send the article to businesses and trade publications as well, as it would be highly likely that your target audience will be reading them.    
All publications will have a general email for submitting articles, in case you do not have a known contact, these can be obtained either on their website, publication or by telephoning them.    
Do bear in mind that some publications will give priority to those who pay for advertising space, whether you do so or not is at your discretion.
You should also be aware that there is a strong likelihood that your press release will be reduced in length by the publisher. This is standard practice so be sure to have as much key information in the press release as possible.

5)   Competition – Where relevant, competitions are also a good way to achieve press coverage without the need for a story. It will need to be arranged with the publisher who will have a minimum prize value. This means the prize (or total number of prizes) must be above a certain amount, for instance £100. The number will vary depending on whether it is run online, in the publication or via social media.   
The competition could also be run alongside a promotional discount for those that were interested in the product/service but unable to win it, in an effort to help drive sales. A competition is also an opportunity to gather data and contact details from the entries.

Stay tuned for our final Tasty Guide which will be about Direct Mail.         
If you would like to discuss with us how to run a successful PR campaign over some coffee and biscuits, you can contact us at coffee@tastymarketing.co.uk or by calling 01202 65 67 62.

Tasty Guides 1 of 3 - “I love it when a plan comes together”

How market research benefits your business.

In the first part of the Tasty Guides, we take a look at market research and how to make sure your campaigns are on the right track.

As with most things in life, planning and preparation are key. When thinking about your business, do you know who your target audience are? Is your business appealing to them? Whether you are starting a new company or looking to develop an already established brand, you need to make sure that your marketing materials are appropriately matched, to have the greatest effect and communicate the right message.

If you start a marketing campaign without doing any prior research, you are effectively going in blind. This limits the project’s potential, and worse still, could potentially cause a negative reaction from the public. Market research is pivotal in the initial stages of starting a new company, as it determines whether there is a gap in the market for your particular service. It can highlight patterns of flux in the sector you wish to enter, allowing you to make an informed decision regarding how and when to proceed.


There are a number of questions you need to ask yourself before you set to work building/developing your empire. As the questions arise they will bring about concerns regarding the stability of your plans. This is why the research is so important, as it can remove any worries you may have. The following list highlights a few examples of common questions that market research can help to answer:

  • What do your customers value most about your product?
  • Where are your potential customers?
  • What type of sales promotions would they respond positively to?
  • Where is the potential for up-selling/cross-selling?
  • How do your systems of operation compare to your competitors?
  • Are there other marketing mediums that could be explored?

These primary questions set the stage for what is to follow in the secondary research. Once these have been established; you can then break them down into a series of more detailed questions which allow you to gain more in-depth information.

For instance the question “How do your systems of operation compare to your competitors?” can be broken down into:

  • Who are their target audience?
  • What forms of advertising are they using to reach their audience?
  • What sales promotions are they implementing?

Once you have these questions, you can start thinking about the methodology and how you will acquire the information. Whether the market research is carried out on a large or small scale, it can be performed using a plethora of methods, for instance:

  • By sending surveys to clients
  • Through asking social media followers
  • By analysing recommendations from LinkedIn
  • Reviewing and critiquing previous marketing campaigns 

The next stage of the research requires you to organise your findings, for the purpose of creating one coherent and consolidated set of results. These will need to be checked for errors, both in the figures themselves and the presentation.


 - Can you spot the error in this picture?

Now you may have the results of your market research, but there are still a few finalising steps to take. First you need to check there are no issues or anomalies in the data, as these will affect your results and the conclusions you draw from them. You will need to make sure that you fully understand your results with no bias, otherwise what will you have achieved from your research? The conclusions you draw in the final stages will depend on what it was you set out to discover, and what the research has shown. As a new company these results will help you map out your business trajectory, maximising all opportunities and limiting any wastage. If you are already an established brand, the results should not deviate too far from your current perception of your company but offer insight into what can be done to reinforce it as a brand, allowing it to grow and reassuring customers of your capabilities.

Summary: Whether you are an enterprising business or a well-established brand looking for a make-over, using research as a tool can help you better understand not only the current state or indeed the future potential of your company, but its relationship with your customers. It will offer insight into how your company is perceived, which areas may need attention and which areas you can afford to take risks with. For a company that is struggling to meet the needs of its target audience, a trip back to the drawing board may produce a new set of results that will equip you with the tools to combat your current challenges.

 If you have any questions about market research and the benefits that can be achieved from it, contact us by emailing coffee@tastymarketing.co.uk or calling 01202 65 67 62

You can also view when the next Market Research training session will be, alongside others, via this link: http://www.tastymarketing.co.uk/iqs/cpti.19/tasty-events.html

Matter of Opinions

We recently performed a survey investigating what those in a senior marketing position viewed as important with regards to their marketing campaigns and the relationships they have had with marketing agencies. This was carried out as part of an effort to build better relationships with our clients.

Previous Experiences with a Marketing Agency

The majority of respondents said the most positive aspect of a previous client/agency relationship was the maintained and truthful conversation between the two. By ensuring consistent but reasonable availability, an agency was able to create a more positive connection with the client. The second most positive aspect to the client, was the value of having access to the creativity of the marketing ideas, and the materials that were created for them.

However, some concerns to the client were highlighted, with regards to the guarantee of lead generation and Return on Investment (ROI). This is why Tasty Marketing always performs a full analysis before and after a campaign, to identify what is best for the client.

Seeking Outside Help

When asked what they would use a traditional marketing agency for the highest answers were Training (53.3%), Market Research (53.3%), Direct Mail (46.7%) and PR (46.7%).



The biggest challenge that almost all respondents claimed to face in terms of their marketing, was Budget Restrictions followed by Reaching Target Audiences and Time Management (both 46.2%). This suggests there is a call for smarter marketing campaigns that make full use of the resources available.

Tasty Solution: We recommend looking back at which previous campaigns achieved high success rates and then applying the appropriate characteristics to existing and future campaigns. It’s also advisable to allow for some flexibility in terms of hours and resources during the campaign. Outsourcing your marketing can assist with this as an agency is fully equipped to cater to your marketing needs. They can provide an increased level of focus and skill that tasks such as project development or training courses need.


When asked what they were looking to improve in business, most respondents answered brand awareness (63.6%) and customer engagement (54.5%). Customer loyalty is essential for company survival as two thirds of a company’s revenue comes from repeat business.

Tasty Solution: By focusing on your loyal customers you can maintain an engaging relationship, developing their business through upselling opportunities. Having a strong relationship with them means that they are also more likely to recommend and promote your company to others, in turn raising brand awareness.

Measuring Success

In terms of measuring the success of a campaign it was, unsurprisingly, demonstrated by the increase of leads/enquiries (92.3%) and sales (84.6%) closely followed by an increase of social media likes/follows (69.2%). Achieving an increase in social media is essential, and having a more engaged audience can help with achieving this. Interestingly no one used QR Code scans as part of their campaigns.


To conclude, the survey confirmed that the strategy and tactics Tasty deliver, assists others in their marketing and achieves successful campaigns that meet and exceeds their expectations.

Next week, we will be posting a series of blogs focusing on Market Research, Direct Mail and PR. The blogs will be looking at how these practices can be utilised to optimise your marketing campaign, looking in detail how best to perform these common practices of traditional marketing.

If you would to discuss how to face the challenges in your marketing and how to maximise on a budget, please arrange a meeting over coffee and cake by contacting us on either coffee@tastymarketing.co.uk or 01202 65 67 62.

Audience Engagement

In a competitive environment, your customers will chose the company which stands out from the crowd…and what better way to do this than by truly engaging with your audience.

To be a prosperous company, you have to engage with and understand your audience, and get them to pass your message on.

There are several ways you can do this:

Alignment: Align yourselves with affinity brands – people who are working with the same customers as you. This can also be extremely effective when you align yourself with customers through being fellow members of their trade bodies or special interest groups.

Conversation: Marketing should be a conversation not a speech. This means you need to give your audience the chance to interact with you. The best way to do this is by networking, attending events and exhibitions, getting involved with trade groups and running social media campaigns.

Brand awareness: Your audience will feel more engaged with you the more they see your brand and feel familiar with it. The most effective ways to do this are through sponsorship, public speaking and award entries.

CSR:  A company which is seen to be Socially Responsible will always be seen more favourably in their customer’s eyes. The simplest ways to so this are by engaging with charities and community groups.

Get people talking: Viral marketing is extremely effective; use videos, referrals and social media to encourage people to pass your message on.

Build relationships: Relationships are only built over the long term. Ensure your marketing has continuity and consistency and use the communication channels which work best for your customers. For example, what magazines do they read, which events do they go to?

In the end, audience engagement will become customer engagement, growing your customer base, sales, and ultimately profitability.

To engage with us, take a look at our social media presence on Facebook  Twitter Google+

Or come along to one of our events.

Alternatively contact us by visiting our website: www.tastymarketing.co.uk

Running Successful Corporate Events

There’s no such thing as a free lunch….. Corporate events and hospitality can be costly, but they can also be the foundation for your relationship marketing in 2014, as well as delivering impressive ROI.

In order to get the most from your events, be it a client workshop, open seminar or client hospitality, it is vital to put the attendee at the heart of the event and plan it accordingly.

Research has shown that corporate events often only achieve 65% of their corporate objective because they are not focused around the actual delegate.

The essence of making the event bespoke for the attendee lies in a formula we have perfected over the years of organising and marketing these events:

The right time and date

The right venue / location

The Allure 

The Format

The Right Time and Date

Thinking of this in the eyes of the attendee is a must. What time of day and what day of the week would suit them best?

Think about their working patterns, their free time and even their deadlines: We find most events work best at the beginning or end of the day and mid-week.

The Right Venue / Location

Yes the venue itself is important…is it well known, does it have a good atmosphere, is there space for your events?

But it’s also about its location. Will the attendees be able to drive / travel there easily? Is there accessible parking?

All of these factors can influence the decision to attend.

The Allure

This is by far the most important part and is made up of several factors:

a.)   The invitation – ensure it is branded, attractive and clear

b.)   The message / pull – clarify WHY the person should come along

c.)   The exclusivity – Is this BY INVITE ONLY? Think about how this will appeal to the guest.

d.)   The benefits – clarify to the guest what they will get out of the event – this could be what they learn or even the chance to network.

e.)   The speaker / entertainment – what is that makes this an experience they couldn’t have elsewhere?

f.)    The promotion – Going beyond sending an invite, how else can you promote the event? Social media and PR are great, cost effective ways of promoting things.

g.)   The food and drink – Guests will be drawn in by a strong menu or the appeal of something a little different such as Afternoon tea instead of lunch.

h.)   The specificity – The more bespoke you can make the event to their needs or sector the better.

The Format

This is the part that really matters for keeping people at the event until the end, and also in persuading the attendee to come to the next event and buy into what you do.

Keep the format succinct and stick to it. There’s nothing worse than an event that runs over or doesn’t deliver what is promises.

We usually have a strict agenda which we communicate to all involved, from the planners to the venue and the speaker.

Also think about how the format affects the seating layout and the equipment needed: Show your guests that you are the type of company who are prepared and think about their needs.

forthcoming event ‘Focusing on your Future is set to take place on the 21st May at Carey’s Manor. For further details email - events@tastymarketing.co.uk

If you are thinking of planning an event in 2013, drop us a line for support with organising it, but also marketing it to get the right people there….

Or visit our website: www.tastymarketing.co.uk

The Three Stages of Outsourced Marketing

How outsourcing to a marketing agency helps with the growth and development of a business.

There are many advantages to bringing in an agency to assist with your marketing, no matter what stage of development your company is in. With their specialised knowledge and experience, flexibility of work patterns and the opportunity to fine tune your creative ideas, a marketing agency can add significant value to your company.

1)   The Business Owner – Balancing marketing tasks with the rest of the business

Whether you’re a business owner trying to build the brand from scratch, or working on maintaining interest after its launch, there are a number of tasks that require the attention of the business owner. If the business owner is spread thin, then marketing efforts may be put on the back burner. A marketing agency can help create professional artwork (with the more caring agencies allowing the Business Owner to keep the finished product), manage daily and weekly tasks, liaise with 3rd parties and help with the development of the business creating a long-term plan of action.


2)   The Marketing AssistantNeeding to define a strategic direction

Once the business has grown to a sufficient size, a lot of companies will take on a Marketing Assistant/Administrator to handle their marketing needs. As business increases the work load mounts, at which point the Marketing Assistant can find themselves in need of defining a marketing strategy, which enables them to identify the elements to outsource to an agency. A marketing agency can help analyse the company’s current position and plot out where they can go with the development of a detailed marketing plan.


3)   The Marketing Manager – Aid in successful implementation

The company will eventually grow to a large enough size to appoint a Marketing Manager/Director who has a strong strategic focus going forwards, often with an assistant or two. At this stage the Marketing Manager may need assistance with particular aspects of the marketing that they may not specialise in, for instance, graphic design or event management. This is when the marketing agency steps back in helping them to implement their ideas.

A marketing agency can assist with any of the tasks mentioned at any stage of the business, ultimately they can be used to assist your business in the way it needs it most.

If you want to talk more about how Tasty Marketing can assist you over some coffee and biscuits, please contact us by emailing coffee@tastymarketing.co.uk or calling 01202 656 762.

Branching Out Into the Multi-Channel Approach

How media multi-tasking is helping brands resonate with their audiences

As the number of marketing opportunities and media outlets continues to grow, there is an increase in companies needing to adopt a multi-channel campaign (MCC) approach. However, before adopting this, it is essential you determine what it is you seek to gain from the marketing campaign and which channels are the most appropriate to use.

The most important aspect of MCCs is that they are customer-centric. It’s about placing the information somewhere the customer wants to see it. Whether it is an email campaign, blog or social media update, it is important to determine where most of your business is coming from and what can be done to increase the level of interest stemming from it.

Here are a few things to bear in mind when planning your multi-channel campaign:


There are many different channels to be used to get your company in front of your customers.

Your message is your linchpin

The main message of the campaign should be apparent in all materials and should be defined early on to ensure that it’s clearly communicated at each stage. If the channel makes it difficult to communicate your message, then it’s likely that the channel is not suitable for your campaign aims.

What your message communicates will depend on what you are trying to achieve with the campaign. Whether it is to increase brand awareness, generate ticket sales to an event or launch a new product, define it in a sentence and use it as your message.

It’s not just one thing

Never rely solely on social media, or on your offline marketing; a multichannel approach is guaranteed to catch you a larger audience. Ideally, offline and online communications should not be seen as separate entities but as ways of complementing each other. For instance, you can use social media to promote your offline event and then whilst hosting, you can use social media hashtags to engage with your online audience.

Customers are getting information and shopping across all channels, both online and offline, so engaging them through multiple channels allows for constant exposure and reminders. Having a plan and a timeline allows for successful implementation during each step of the campaign and allows you to recognise potential customers who come across the brand at different times.

Don’t do novelty for novelty’s sake

It is important to determine whether the latest trend can actually help your business or whether will hinder your company reputation. Sometimes it can feel like a concept has been ‘tacked’ onto the campaign and as a result you can lose credibility. An example of this would be the trend of QR codes which never met its expectations and could be argued as not being properly implemented. Each social media channel requires a slightly different approach and new upcoming sites need to be properly analysed and understood. You will need to know the longevity and/or relevance of a trend, and which channel it is suited to before you associate your brand with it. Again, your main message should help determine this.


Find the aspect that makes you identifiable and use it throughout your campaign.

Trends do not just apply to online media though; it also applies to your offline communications. There are constant developments and new ideas urging you to create something different such as intriguing business card designs, or placing a video in unexpected place (e.g. magazines). If it puts your company in front of the right audiences and links with your brand image then they are worth exploring, but don’t invest in a hit and miss trend just for the sake of conformity. Ensure your brand is standing out from the crowd.

Learn the reasons behind the statistics

‘Lots of data, but little information’ is a common phrase, referring to how it’s easy to accumulate lots of statistics about the company and their customers, but it is not as easy to make use of them. It’s important to analyse the data to see if there are any trends behind them, gaining information and working out potential reasons for aspects being more or less successful than others.

Follow up the leads and make those conversions

Once a lead has been identified, make use of the other channels to help support the conversion of them into a sale. Whether it is following or liking on social media (if a Business Customer), referring them to other supporting materials or arranging follow-up emails and calls, find a way to maintain their interest and influence them to make a purchase.

It is important to strike a balance in your communications to avoid bombarding them, as this could cause them to turn away. By not engaging in consistent levels of interaction, you may cause them to feel as if they have been forgotten about. A good tip is to create a grid identifying who your leads are, their potential sales opportunity and what communications they have already received. This can assist with striking that right balance in your marketing.

As your campaign continues you will start to learn what your customers’ preferences are and how you can adapt them to increase brand retention and loyalty. By engaging with your customers and adapting to their needs you can make them feel more appreciated, leading to them recommending your company to others, increasing brand awareness, and instigating business growth.

Click here to our training courses on Multi-channel campaigns.

If you want to further discuss multi-channel campaigns and customer engagement over coffee and biscuits, you can contact us by email coffee@tastymarketing.co.uk or calling 01202 65 67 62.

Visit our website - www.tastymarketing.co.uk

A collection of photos from The Councils: A Changing Future event hosted last week at the picturesque Grasmere House Hotel. Local Town and Parish Clerks came from the four neighbouring counties of Hampshire, to discuss the evolving landscape of the public sector, through a selection of specialist talks and exhibitor stands.

For more information regarding this event, or if you would like Tasty Marketing to organise your next corporate event, contact one of the team on 01202 656 762, or alternatively email events@tastymarketing.co.uk

Plan for success

Marketing is all about planning…..Marketing theorists say that 50% of your marketing budget is wasted…it’s just knowing which half!

 A good strategy is to create a marketing plan, which consists of 6 key elements:

  • Your services / offering
  • Your message
  • Your target audience
  • Your marketing tools
  • Your budget
  • The timing of the marketing element

These are a list of simple headers to use in a table format:



Target Audience




There are a few key questions to ask yourself when preparing your plan…

  •  How do your key customers find you now – what more can you do to repeat this effect?
  • What has worked and failed for you in the past?
  • What do you REALLY want to achieve?
  • Do you have the resources and budget to execute the plan as you wish?
  • What will you put in place to evaluate and measure the success of your marketing?
  • What do you want to say – how are you different and why should people buy from you?

Drop us a line for more advice….coffee@tastymarketing.co.uk

For further information about the training courses we provide click here

Visit our website - www.tastymarketing.co.uk

Some marketing questions to ask yourself…

Marketing can be a daunting proposition, especially for those who are venturing out on their own, or who are first time business owners. Having a marketing plan in place and using it to steer towards your business goals is your best chance at success. To help you along the way, we have devised a checklist; to ensure you are doing all you can to boost your business.

Do you have a marketing plan?

YES – superb – are you following it and keeping to it? Do your team get behind it too?

NO – Putting a plan in place will ensure that you stay on time and on budget, as well as enabling your marketing to have more consistency and integration. We would say it is one of the most vital things you can have in any business.

What does your brand say about your business? Is it really communicating your character and ethos?

YES – Terrific. Is it consistent across everything that you are doing?

NO – It’s time to think about a rebrand or a brand refresh.

Are you communicating with your existing customers / database on a regular basis?

YES – That’s great news. Are you monitoring what is working and what’s not?

NO – Can you implement a regular newsletter or other ways to keep in touch with them? Your existing customers are the heart of your marketing and should make up 2/3rd of your marketing spend.

Do your campaigns and marketing materials really grab people’s attention?

YES – Excellent. It’s a good idea to keep a portfolio of your most successful marketing collateral.

NO – You may be wasting money on campaigns which don’t really grab people. Most of the time you have less than 3 seconds to grab someone’s attention, so it’s important to get it right: Time to look at a fresh creative approach?

Are you targeting the right people? Do you really know your audience?

YES – Great.  Demographics can change over time: make sure you review this regularly.

NO – It would be worth reviewing your audience, running some more market research and planning your marketing so that it reaches the right people, through the marketing channels which suit them.

Do you measure your marketing results and where your top clients come from?

YES – Superb. Are you acting on the results and reviewing your marketing constantly?

NO – It is so vital to measure the results of your marketing in order to analyse where to spend time and money in the future. There are simple ways to set up systems and processes to do this.

Do you know your Unique Selling Points? Are they being communicated?

YES – excellent. Are you sure they are being communicated both internally and externally in your marketing?

NO – It would be a good idea to run a brainstorm session to identify your USP’s, and then update all of your marketing materials to reflect these messages. It is also vital to communicate these internally.

Are you using a strong mixture of channels?


  • PR

YES – This is fabulous.

NO – A strong blend of different channels will ensure that you are reaching people with several points of contact, through the medium they feel comfortable with.

Do people know of your brand? I.e. do you have strong brand awareness?

YES – Fantastic. Are you ensuring your brand is used consistently with strong brand guidelines?

NO – It would be valuable to look at brand awareness building techniques such as PR, social media and sponsorship.