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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.

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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.

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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:

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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.

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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:

 Service

Message

Target Audience

Tools

Budget

Timing

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?

CHECKLIST:

  • PR
  • ADVERTISING
  • DIRECT MAIL
  • NEWSLETTERS
  • EMAIL MARKETING
  • BLOGS
  • SOCIAL MEDIA
  • WEB MARKETING
  • EVENTS
  • NETWORKING AND PUBLIC SPEAKING
  • LOYALTY AND REFERRAL SCHEMES
  • TELEMARKETING
  • SPONSORSHIP
  • CHARITY AND COMMUNITY INVOLVEMENT
  • SALES PROMOTIONS

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.

A Tasty Shout Out

A Huge Congratulations to our Tasty Teammate, Frankie, who has recently been promoted to Marketing Executive. Below she shares her thoughts on her contributions to Tasty Marketing, and the joy of Traditional Marketing. 

What does your new role entail?

I wouldn’t necessarily class it as a new role, rather as more of a role progression. So instead of assisting with client work I am now taking on board my own clients and taking charge of our event management and certain internal aspects of the marketing for Tasty.

What is your favourite part of your job?

I have always had a passion for copy-writing, and a love of being involved in the communication of the message. This to me is the heart of marketing and it is where the action is.  I get a real buzz from learning about a particular client’s area of business, then turning my understanding of what they do into engaging content for their campaigns, whether this is in the form of website content, blogs, or newsletter copy.

What has been your working highlights so far?

Having my slogan used in the rebranding of a client’s logo was one of my first achievements and I was thrilled to find out my work had contributed to the rebranding of their company. Being part of a Marketing Agency, we are generally silent contributors; but being able to look at a finished campaign and knowing the work we have put in has contributed to the growth and success of a business, really gives you a great sense of accomplishment.

What are your favourite aspects of Traditional Marketing?

I love Guerrilla advertising, I think the concept is fantastic and is a great way to demonstrate a brands innovation and understanding of consumerism. Lumpymail, which Tasty are the only official UK provider of, is a fantastic method of direct marketing. Event organising is a big part of my role and I think this face-to-face representation of ideas from concept to the eventual launch is fantastic.

What are your top tips for 2014?

I would say keep your eyes out for the regrowth of relationship marketing. We have hit a pinnacle moment in technological advances where people are realising that actually as awesome as technological based interaction are, they are missing that human contact that is at the heart of Traditional Marketing. If companies want to get a head in 2014 make sure your customer engagements are at the forefront of your marketing plans, get in front of your audience, personalise you communications and build long lasting relationships. We recently held a seminar on this very subject details of which you can find on our Facebook Page.

 

For more information on our Tasty Marketing services and how we can work with you, call us today and arrange a coffee and a chat on 01202 656 762. Alternatively you can visit our website.

PR Planning

PR can be one of the most daunting elements of any marketing plan…there is an entire world of advice we can give you, but it’s always helpful to start with a plan in mind.

We often get asked what the key elements of a PR plan are – here are a few things we include:

  • Press launches (Can you launch at an exhibition, do you have some news to announce, can you invite the press along?)
  • Press relationships (You won’t truly achieve press success if the media don’t know you. Start establishing relationships and regular communication with your target journalists.)

 

  • Target Media Lists (Develop your list of key targets and focus on them throughout the year. This list can be longer but you should only have a hand full of key targets or else you won’t be able to manage them and the relationships you need to build.)
  • News/Press Releases (Start writing and sending regular news and press releases to the media. You can start to plan out the topics and stories these may encompass. There are key techniques in how to write these, but that is an entire blog all by itself!)

 

  • Letters to editors (This is your chance to write something specific to one particular publication or journalist with your opinion / expert thoughts.)
  • Features (Features come from when a publication publishes a list for the year of topics and articles they will be covering. This allows you to write and submit a supporting story at the right time.)

 

  • Interviews (Opening yourself up to interviews will certainly enhance your chances of press coverage. Mention this on the bottom of every press release to welcome direct contact from the journalist.)
  • Mediums (This is all about the channels you plan to go through – will it be focused purely on the written media such as newspapers and magazines? Can you also think about TV and radio?)

 

  • Online PR (Can you take your PR online? This can incorporate online submission of press articles, trying to get online publications to publish your stories, linking through social media and so much more.)
  • Competitions + Reader Offers (This is such a creative way of achieving press success. Can you run an exclusive competition with a magazine? Not only does this get you the press coverage you want, it also has the possibility for database building from the entries.)

 

  •  Press Cuttings (All of this press success needs to be monitored. Can you manage the search for cuttings by yourself? Once it gets to be a bigger job, there are cuttings agencies out there who can do it for you.)
  • Public Speaking (Can you support your media PR efforts with more public speaking at events and groups?)

 

  • Stunts (Press stunts have become more and more common in recent years and it is always worth thinking about what you can do.)
  • Photography (Good photography can make or break a press campaign so it is worth investing in.)

 

  • Awards (Entering and publicising awards you have entered and won is an extremely powerful PR tool.)
  • Becoming a source for the media (It can be a long process but those who have status within their trade media, will always have success with media coverage, acting as a Barometer for the Industry.)

 

For more PR tips, come along to our Secrets to Successful PR training course…..

To find out more about our training courses please contact the team by calling 01202 656 762 or by emailing coffee@tastymarketing.co.uk.

Getting to the Top

Here at Tasty Marketing we are proud to be the only official partners offering the complete Lumpymail™ service in the UK. In an increasingly competitive market it is hard to get your message noticed amongst the marketing clutter, especially when it comes to direct mail. Lumpymail will ensure that customers open your letter first.

The trick is in the name; Lumpy. Adding to the intrigue of what’s inside, Lumpymail is a unique way to make your customers open the envelope. Being Lumpy means that its likely to be the first one your customer reaches for above the rest. As a result, it can generate positive word of mouth to get customers talking about you, your brand and services.

So how does this work?

The Tasty team will take the following steps:

Step 1: Identify your target audience so the correct customers are receiving your Lumpymail

Step 2: Collate appropriate information for your product and service to the reach the target audience selected

Step 3: Source a gift that represents your brand and will grab the interest of your prospective customers so your business won’t be forgotten

Step 4: Produce copy with a tone and key messages that reflects your company alongside the selected gift.

Step 5: Send Lumpymail at a strategic time in order to increase response rates

Step 6: Implement a follow-up plan to turn prospective customers into regular clients from your direct mail. This would involve emails and Telemarketing to engage with your audience and develop a plan that is tailored to your customers needs.

It’s as simple as that!

If this sounds like a tool that could help you communicate with prospective customers, then contact one of the Tasty Team at coffee@tastymarketing.co.uk to discuss the campaign further.

Alternatively why not attend the new Lumpymail training course starting this year, providing you with the tools needed to implement this creative, successful and highly personalised campaign.

 

What is the role of women in marketing?

We at Tasty Marketing thought it would be interesting to research how dominated the marketing world really is by females.

As most marketers will have noticed, women seem to have strong roles in the PR, advertising and media sectors, both in agencies and within larger organisations.  Often women choose this as a career course with the view that it will give them a blend of creativity and strategy.

Some writers say we are in a “Lipstick Economy” or a “Female Dominated Marketing World”: 1 and 2 Historically women have certainly dominated in the retail and advertising world, but now this is spreading  to all different types of sales  and marketing roles: In advertising there is a clear 50/50 split of male and female but only 3% of Creative Directors are female, which seems extremely low. 1

However, research shows that women are truly calling the shots in marketing departments universally, with a stronghold in managerial positions. 2 68% of Marketing Managers are female, 57% of Marketing Directors, 90% of Marketing Coordinators and 32% of Business Development Directors are female. This is an extremely high prevalence towards females in marketing roles.

Brandweek also commented recently that women experience great success in marketing as they approach things differently: Women look at things contextually, interconnecting relationships, experiences and unique selling points. Men are likely to be more linear and factual.

The BBC also carried out research 3 around the jobs which have more women than men, those listed included Therapists, Librarians and Teachers, but also incorporated several roles within the marketing and media sector: Journalists, Authors and PR officers.

But how many of these marketing roles are in senior management? This is the deciding factor that shows the way in which culture has changed over the years. Reports by Forbes Insights 4, show that the top 5 job titles occupied by women are:

1.)    Chief Financial Officer

2.)    HR Director

3.)    Corporate Controller

4.)    Chief Marketing Officer

5.)    Sales Director

Those last two show that marketing is certainly one of the core sectors for women across the board, but also significantly in senior roles.

But what does this mean for us as marketeers?

It means a great deal for agencies like us: We should be focusing a large percentage of our marketing efforts on females. Our clients are likely to be women in senior marketing roles, so we need to be focused on our message and branding.

To find out more about the topics covered or for any general marketing enquiries then feel free to contact us on 01202 656 762 or by emailing coffee@tastymarketing.co.uk

 

References:

1 The Lipstick Economy by Jamie Dunham

2 It’s a Women Dominated Marketing World, Exhibit City News

3 Which Jobs Have More Women than Men?  BBC

4 Women in Senior Management, Forbes Insights