May
29
Quality

A-Z of Marketing: Quality

May 29, 2015 8:32 am Published by Comments Off on A-Z of Marketing: Quality

Many businesses when they think about offering high quality think that this only applies to their products and services. However, when it comes to your brand and the marketing activity used to promote your business and its products and services, quality should be at the top of your agenda.

The quality of your communication, messages, content, design, website, presentations, etc… directly influence the overall viewpoint that your customers will have of your business. Many organisations make the same mistakes when it comes to the quality of the marketing activity that they put out into the world and they just don’t realise the negative impact that this is having on their brand.

Common mistakes when it comes to compromising on the quality of their marketing include;

  1. Do it yourself design

There are a wide range of affordable graphic design packages out there, however, great design isn’t just about the tools used. There is a science involved in ensuring that a message is communicated correctly and that the design catches your customer’s eye for the right reasons. This all has to carry your customers through to taking the required action, such as picking up the phone, completing your enquiry form, or pressing the Buy Now button.

  1. Poorly written content

Just like design, there is a science to writing content that sells. Badly written content will create a bad impression and even discourage customers from buying from you. Common mistakes in this area include not proofreading your content and publishing it with spelling and grammatical errors, not having a call to action, and leaving out vital information that could have encouraged your customer to contact you.

  1. The clip art logo

Your logo is the most tangible element of your brand, it’s a large part of distinguishing yourself from your competitors, and it’s often what your customers see first before they find out anything else about you. Investing in a high quality logo is one of the best things that you can do for your business, it will be with you a long time and is probably more affordable than you think. Nothing drags down the quality of a website or other marketing materials than a badly designed logo.

  1. A badly developed website

These days a company’s website is the most powerful bit of online real estate that they have. It’s also more than likely going to be the first thing that your potential customer will see of your brand. The design and usability of your website is vitally important. We are impatient when it comes to getting access to the information that we want, if it isn’t easy to find or your website is slow to load then people will leave and many get what they want from one of your competitors.

A well designed and functional website can be a key tool in helping you to grow your business. It can encourage a steady flow of enquiries, showcase your products and services, and be used as a platform for promoting great content.

We may be biased when it comes to promoting the use of a marketing agency to ensure that your marketing communications and materials are of the highest quality. However, you really do get what you pay for and high quality marketing is most definitely worth the investment.

Marketing is always better with Ketchup added, contact us today on 0330 088 9277 to discuss your requirements in more details. Alternatively, you can complete our online enquiry form

Feb
20
Logo Design

A-Z of Marketing: Logo Design

February 20, 2015 9:04 am Published by Comments Off on A-Z of Marketing: Logo Design

A logo is a tremendously important part of building a brand that your customers instantly recognise. It can be a symbol of trust and an automatic notification that a product is from a particular company. Logos have the power to evoke emotion, tantalise senses, and trigger memories. If you think of the ‘Coca-Cola’ logo, how do you feel? Can you almost taste the drink? A logo is a representation of what your business, products, and services are all about. Despite your logo being only one part of your brand, it’s perhaps one of the most important parts because it is the visual representation of your company.

If you’re putting off creating a business logo, maybe these benefits of having a logo will change your mind.

  • Encourage faith in your products – You may have the best product the world has ever seen, but if it’s poorly packaged, without a logo or anything else to show that it’s from a quality and trustworthy company, it will be harder to sell. How a product is packaged is extremely important to today’s consumer.
  • Make your company more recognisable – Many of your customers and potential customers will pay more attention to a visual advertisement than one full of text, a picture paints a thousand words as the saying goes. With many of us only having the time to glance at things during the hustle and bustle of the day, it’s important that you create something that can catch the eyes of your audience. A logo that is well known will always get attention.
  • Return on investment – The more people that see your logo, the easier it will become for them to associate it with trust, good products, and reliability. This means that they will take the time to view anything that has your logo on it. Investing in a logo and using it to build a strong brand will encourage customers to engage with your company and purchase your products, if you have the right logo you should gain a healthy return on your investment quite quickly.
  • Attract the right customers – A great designer will consider the colour, visual elements, and typography of your logo. The right kind of logo will attract the right kind of audience and result in more sales. How a logo is designed should be specific to the kind of industry you’re in and catch the eye of the type of customers you want to attract.

It’s a good idea to invest in a professional designer who will get to know your business and your products and then take all of this into consideration when creating a logo that can be used for anything and everything. Something that will accurately reflect your company and get it noticed. Some businesses have attempted to create their own logos using clip art or generic images – this will get you nowhere. If you’re going to use visuals that will last you through the years, they have to be created professionally by someone who knows what they’re doing.

If you want to get off on the right foot when it comes to the building of your brand and the design of your logo, contact the team at Ketchup. We have helped a number of businesses build a successful brand with a recognisable logo. Call us on 0330 088 9277, or complete our online enquiry form.

Aug
29

Serious business – playing with trains

August 29, 2012 10:35 am Published by Comments Off on Serious business – playing with trains

All boys like trains. Especially when their train sets cover over 19 acres of ironstone quarry and include classic trains, steam diggers, loco sheds and workshops, tracks, nature trails and events.

But playing with trains is a serious business if want to raise the money to go on restoring and expanding your train set. You have to attract the public, and that means steaming ahead with some motivating marketing.

The rail journey began with Ketchup

Ketchup’s planners and creative teams spent time with the Ironstone quarry’s main directors, discussing the possibilities. We knew we had to compete for the diminishing ‘leisure budget’ of local families as well as drawing in visitors to the region. And that meant devising a marketing strategy that would give the quarry an ownable niche, to differentiate it from other leisure providers and allow it to appeal to a defined market segment.

Rocks by rail website designThe obvious advantages of locomotive rides; plus giant, historic machinery; plus the quarries educational appeal allowed us position ‘the attraction’ somewhere between an out-and-out theme park and a museum. Perfect for a whole range of families looking for a multi-faceted experience in their day out.

The creative work? Just the ticket

Following the positioning, our copywriting team worked with the client to research groups of potential names. The one most on track – Rocks By Rail – encapsulates the locomotive and quarry aspects of the attraction, references the 1960s onsite café and even manages to sound like fun. You remember fun – it’s what attracts people to spend money when they’ve out and about.

rocks_by_rail_1_logo_design

From steam engine to search engine

Then flowed a train of creative ideas. Our designers created a new logo style and expanded it to an involving brand identity that hinted at the excitement, and quirky worthiness, of the attraction. Suddenly the project gained momentum. The website was built – steam engines became search engine friendly – and a direct mail campaign launched Rocks By Rail as a destination to families and enthusiasts in the surrounding regions.

To see the results of our epic rail journey, please click here.

 

Team GB? No, Team Ketchup
Aug
14

Another gold for the British rowing team

August 14, 2012 5:01 pm Published by Comments Off on Another gold for the British rowing team

olympic-atlantic-row-1-website-design-banner

A huge number of unseasonal icebergs off the Newfoundland coast forced the British rowing team of Andrew ‘Mos’ Morris and Roz Savage to cancel their heroic bid to row across the Atlantic to Britain.  The risks to crew and boat posed by the icebergs were simply unacceptably high.

So plan B swung into action. Raising money to buy a fleet of rowing boats to inspire both able-bodied and disabled young people had always been a golden goal of the OAR project. By rowing up the Bristol Channel and across the country via the inland waterway system, the OAR team managed to arrive in the Thames for the start of the London Olympics, thus achieving their own ‘gold’ and continuing the interest and legacy generated by our valiant Olympians.

Team GB? No, Team Ketchup

Of course, not all members of the team were actually in the boat, but that doesn’t mean they weren’t pulling hard for the project.

At Ketchup we put together our own ‘hands on’ team of specialists to steer the OAR marketing effort, ensuring the project attracted maximum attention and support. At the helm was our figurehead and leading marketing strategist, owner Michelle Jones, backed by a crew of able creatives.

Our OAR campaign was launched with our design of the innovative OAR logo which was then translated into a distinctive brand identity that informed the nature of all consumer-facing and internal communications.

Making a splash on both sides of the pond

Once underway, the campaign had a big effect. We designed, wrote and built a website that gave fans on both sides of the Atlantic the latest news, updates and project information. This website included links that allowed followers to interact with the project and find information on allied subjects – as well as including direct video links to the rowers during the voyage. Its dynamic presentation gave a true feeling of the epic nature and underlying difficulties of the endeavour, and the copy gave a sensation of the momentousness of the event as well conveying the essential facts.

The team were interviewed on TV and radio shows in Canada and Britain and were deluged by twitter and facebook commentary and messages of goodwill.

No, we haven’t got the blisters

The sense of disappointment at having to cancel the first part of the voyage was obliterated once ‘Bojangles’ – the specialist boat designed and built by British ocean rowing expert Mick Dawson – made its way up the Thames to massive applause, and came to rest at Tower Bridge. The gigantic Olympic symbol hanging from its upper bridgework was certainly an inspiring sight. Well, the marketing and creative team from Ketchup weren’t in the boat and hadn’t done anything more strenuous than thinking hard, and judiciously wielding a mac programme or two. But the sense of achievement was noticeable – even in land-locked Melton Mowbray!

 

Those famous 5 rings .. or is it?
Oct
12

Ready to rock and row!

October 12, 2011 1:08 pm Published by Comments Off on Ready to rock and row!

In my (quite extensive) experience, working with charity-based clients can be like herding cats. Or pushing water uphill without a paddle. Nothing could be further from the truth with OAR. To continue the watery metaphor – it was plain sailing.

The training boat

OAR stands for Olympic Atlantic Row, and the idea is that two highly experienced ocean rowers – ex-Royal Marine Mick Dawson and British entrepreneur Andrew Morris – will cross the Atlantic in a rowing boat called ‘Bojangles’. They’ll set out from New York to row west to east (the hard way!), arriving in London in time for the start of the Olympics. It’ll be an inspirational journey designed to demonstrate to young people that anything is possible with determination and the will to succeed.

Stirring stuff. Well, it certainly stirred us into creating an inspiring website.

Our copywriting team – working in sync with the client – painted ‘alone against the mountainous seas of the mighty North Atlantic’ word pictures. The website design department, meanwhile, created a powerful design format and built the site in the time it takes to…ooh…row across Rutland Water.

At the present time, our brand development, advertising and print design services haven’t been called upon by the OAR team. But we’re working closely with the team over the coming months and once ‘Bojangles’ is launched our web team will be implementing web-based GPS tracking and live links so millions can follow the effort, stroke-by-stroke.

We’re excited to be sponsoring and supporting such an epic event!

 

Oct
02

A fixed look at Bentons

October 2, 2011 3:44 pm Published by Comments Off on A fixed look at Bentons

Before all the hard work

One of my mother’s favourite sayings is: “if it isn’t broken, don’t fix it”.  What is it about mothers that makes you want to immediately disregard their finest wisdom as soon as it drops out of their mouths?

Bentons is a case in point. Nothing broken there. Bentons are a very successful Estate Agents based in Melton Mowbray.  It’s a family-owned business that has become the Leicestershire’s fastest growing Estate Agency.

So, nothing to fix then. But, in Ketchup Marketing, our saying is: “Always build on your successes”.

We talked to Bentons about a brand development programme that would make them more appealing to a wider audience. We didn’t want to ‘throw the baby out with the bathwater’ (another one of mother’s) so we were careful to design a brand identity that would attract a new, younger market sector while retaining the traditional client base.

Our consultants and design team worked alongside How Now Marketing to complete a full rebrand; from logo design to print design for office stationery, graphic design for signage and interior décor.

After, Bentons Your Property Experts, Melton office

Another of our clients – Juniper Ash Decorating – redecorated over the weekend to cause minimum disruption to Bentons operation. (A client working over the weekend for us? Nice change!) Then our creative team – including art director, web designer and copywriter – banged brains to produce concepts for future advertising, website design and marketing materials.

Working as an extended team, we fixed it for Bentons. Sorry Mum.

So if you are looking for a new company logo / identity, branded marketing materials, office stationery then give Michelle a call at Ketchup Marketing on 0330 088 9277 or use this contact form.

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