February 20, 2015 9:04 am
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.
December 15, 2014 12:44 pm
It’s a well-known fact that images can convey a lot of information quickly. With this in mind, it’s clear how powerful sharing images can be, and how important it is to do so on a regular basis. There are many different ways of sharing images with customers and potential customers, and with the rise of social media sites like Facebook and Instagram, it is must if a business wants to survive.
Take a look at why you should use images are part of your marketing strategy.
- Gain a following on social media – With image based social sites such as Flickr, Pinterest, and Instagram growing in popularity, you can show the world what your products are, how they’re made, and what makes them unique in visual form. Images can tell a story in seconds, use them to your advantage on social media so that customers can see your appeal.
- Increase brand awareness – By sharing images with your likers or followers, or your email list, you can build up your brand. Develop a style for your images and you will build up awareness and recognition that those images belong to your company. In addition, when people share your images with others it will allow your brand to be seen by a larger audience.
- Gain more website traffic – Often, when images are shared on social networks, the audience will want to know more about the products and company. For this, the majority of people will visit a business’s website, so sharing lots of images is a great way to increase website traffic. Even if a social site won’t allow you to promote your business by advertising your website, most people will Google your business and visit your site via search results.
- Building relationships – There’s nothing like sharing images to give your audience a personal insight into what you do and sell, who your staff are, and how your business is run. Customers can get a much better idea of the passion you have for your business by seeing images of products in the making, how products work, staff and business achievements, and your daily activities. It will go a long way towards connecting with your audience and them connecting with you.
- Receive additional business – The great thing about images is that if one person likes it, it’s almost guaranteed that many more will. When an image is liked on a social media site, such as Facebook, the friends of the person who liked it will see it too. This will result in more likes for your page and more business. The same goes for many other social networks, the more engagement your image encourages, the wider the reach of your business.
- Improve SEO – Search engine optimisation is important to any business. Without good SEO, customers would not be able to find the businesses they are searching for. Google loves relevant images so they go a long way to improving SEO, ensuring that your business has a better chance of ranking higher in searches. Images are also a great way to update the content on your website, for example, the addition of an infographic to your blog or downloads page.
Sharing images and graphics can be an ideal way of modernising a portfolio. Every business needs a means of showing and promoting their products and services, and by sharing images you have got the ultimate portfolio that can be presented on some of the largest world platforms.
At Ketchup marketing we help B2B and B2C businesses of all sizes with their marketing. If you want to find out how we can help, contact us today on 0330 088 9277 or complete our online enquiry form.
October 16, 2014 4:45 pm
The whole purpose of marketing is to bring in more customers, and therefore increase sales. However, it isn’t just the presence of marketing that will do that, part of a great marketing strategy will include high quality and effective design that will appeal to your customers.
When you create a website, a logo, a newsletter, an advertisement, or anything else, you’re building a brand that people can recognise. The objective being that when a customer sees your brand, they will instantly know that it is a trustworthy and quality product or service. Therefore, if part of your brand and anything associated with your brand looks less than professional, your customers are going to second guess the values of the entire business.
What can good design can do for your business?
What do we mean by good design? Good design should be effective and professional, it should represent your company and appeal to your customers. Good design speaks for itself and will attract many more people than a design which obviously contains no effort or understanding of the organisation’s key customers. The design of your marketing doesn’t just have to catch someone’s attention, it has to keep it.
Any design work created for you should complement your business and the products and services you are selling. It’s important to know what will attract your customers and make them want to find out more about the business and what it does. For example, the colours, text, information, and images on your website should all be well-designed to incorporate what your customers will be drawn to.
A good Graphic Designer will take the time to understand your business and your market and will have the knowledge and experience to incorporate the right elements into an effective design. Every business is battling to be seen amongst the thousands of marketing messages broadcast each day, a visually appealing and well-designed message can really help to get you noticed.
Creating consistent and eye-catching design throughout your entire business, whether through an in-house team or an external agency, will maintain a level of communication between you and your customers. However, in order to get that relationship with your customers, you must first know them well enough to be able to predict how they will respond to certain visuals and designs. Many businesses have customers that will provide feedback or suggestions, so the task of designing with them in mind becomes easier. This will allow you to provide something they’ll actually want. For example, if you have a well-designed website, customers will actually want to voluntarily sign up for your newsletter, buy something from your online store, or watch a video targeted at them. If they find the design of your marketing collateral compelling enough, they may even share with friends and family on social networking sites which could increase the number of users you have.
Many businesses will tell you that great design work is one of the main reason for their marketing success.
If you need help with designing the perfect marketing collateral for your business, whether it’s print or online, contact Ketchup Marketing on 0330 088 9277 for an informal chat today or use the contact form here.
December 12, 2013 11:17 am
Being paid for doing a job well feels great but getting good feedback feels brilliant – and not all of the projects we do for clients are big expensive strategy documents, sometimes all your business needs is a simple solution, as long as it is well-thought through and executed properly.
So when we recently produced this flyer for a client (pic below) we were confident it would have a positive impact on their bottom line, which is ultimately what marketing is for – to help your business attract profitable customers.
Here’s what our client said…
“I can’t lie…the response has been awesome! What would have been a very poor month has, within the last week turned into a good one! The foot flow and telephone enquiries have increased and the quality of customers has been good. It’s something we’ll definitely do again.”
Not all marketing activity needs to be budget-busting! A simple case of analysing the situation, understanding your client and communicating with your target audience effectively can make a huge difference. Whether it’s a flyer, press advert, brochure, simple web presence through complete campaign, re-brand, social media strategy and management or ecommerce-websites – we won’t try and sell you something more than you actually need.
We work by the KISS principle – Keep it Simple, Stupid! So, want some Ketchup with that?
Need a simple solution to your marketing problem? Just pick up the phone and speak to Michelle on 0330 088 9277 or contact us here – yes it really is that simple
Getting bogged down in data
June 18, 2013 10:00 am
It’s not sexy, management information… data…stats… stuff that needs interrogating to tell you that what you’re doing in your business is either working or not.
We always wished Ogilvy hadn’t uttered the immortal words about only half his advertising working but he didn’t know which half. We can’t be so blasé these days, we need to make every penny count, give us a return on our investment.
That’s why we build tracking into every single website project we take on. Basically what it does is monitor how visitors find, use and share the information that’s been published online. So, how many people visit your website each day? Are they unique visitors or do they come back regularly? What page do they land on – and what page do they leave from? And what about the emails you send? Do you actually know who reads them?
Don’t get the wrong idea, all of this information can get overwhelming, but without it you’re really only partly guessing about which of your marketing efforts are making a difference to your business performance.
Equally, make sure that you are interpreting the data with some context.
For example if your data report tells you that someone opened your email really soon after you sent it, maybe that just means they were taking a quick look to make sure it wasn’t important before hitting delete to clear their inbox.
And if someone is looking at every page on your website, is it because they love it so much they need to investigate every conceivable corner of your web presence? Or just that they can’t find what they’re looking for?
It’s fair to say there is always a risk that you can misinterpret your web stats. But it can also be harnessed to powerful effect; our tracking software will give the IP address of the visitor – just think, how could you use this information?
Also, we make a point of testing various homepage designs for larger projects – which means that when your site launches. You’re going to be safe in the knowledge that the user will find it easy on the eye as well as easy to buy into (or from, in the case of e-commerce sites).
The moral of this story? If your website and email marketing constitutes half of your marketing budget (other marketing methods are available!) make sure you know it’s working for you. That’s not to say that you should apply the same principle to the other half. Want to know how Ketchup can help you? Call Michelle Ogilvy Jones on 0330 088 9277
June 10, 2013 10:00 pm
When you’re out networking, as many busy business-owners & directors do week-in, week-out, you build up a great rapport with some of the contacts you make, and this can lead to great introductions and ultimately, convert into paid work.
It’s good practice to tweak your pitch, see what generates a good response, see what seem to hit people’s hot buttons, and then keep on honing it to perfection. Also, it pays to mix it up a bit if you’ve got a particular offer or deal, or if you’re swamped with one kind of project and need to keep your whole team busy by promoting one of your other products or services.
So the other week Michelle ventured out to networking group she’d been going to for a while. A nice bunch of people, and a lovely venue. We have, to be fair, been absolutely stacked in the studio with website work, so this time we’d decided in advance to promote more of the strategic marketing side of the business.
All was going well until in passing someone said how much they’d love to work with us, but that they simply couldn’t afford it. Now, alarm bells were set a-ringing by that, not because we didn’t like people to think we might be fractionally more expensive than the next agency, but because after having invested time and effort in promoting our technical expertise and great creative thinking, but because the individual concerned couldn’t see that as a general rule ‘you get what you pay for’.
There is a common misconception in small business that in order to be competitive you need to undercut the competition. No you don’t. You need to differentiate yourselves from it, add value to every stage of every transaction and deliver what you said you would at the time you said you’d deliver it. In so doing, you’re justifying the extra little bit of money you might be charging – because people are buying your expertise.
Let’s put it like this; If you’re booking a flight with a budget airline, the headline price might seem great. But then you end up getting charged for your hand luggage, charged to book your seat, charged if you check in at the airport, charged for your in-flight meal, charged extra to pay by debit card or credit card when you pay… and actually it adds up to double what you originally thought. Whereas if you booked with a non-budget airline, the ticket price you pay includes all of those extras. The same applies when you’re choosing your agency.
So yes, it’s true that we aren’t the kind of agency that promotes an inexpensive service. There is a perception that perhaps we are more expensive than the next agency. But it’s funny how things transpire… a couple of projects we’d lost based on price earlier this year are now back with us. So perhaps alarm bells needn’t have rung quite so loudly after all.
If you’d like to have a chat with Michelle, and get a quote for marketing strategy, a new website, social media management, email marketing or SEO… then pick up the phone and dial 0330 088 9277. After she’s gently grilled you (!) to make sure you know what you want, she’ll meet you to get a clear understanding of your business & she’ll prepare a no obligation quote for you. And if you go ahead with your project, unless you suddenly ask for something extra, they price you are quoted is the price you’ll pay.
Simple as that!
It’s my turn to have a little bit of a grumble today...
May 31, 2013 2:12 pm
It’s my turn to have a little bit of a grumble today. I shouldn’t really, the sun’s finally out and at Ketchup Marketing HQ the atmosphere is bubbling with focused creative energy as we busy ourselves with some juicy projects… but something has been irritating me.
Over the last few weeks I’ve spotted that a couple of local small businesses have invested in A-boards. A-boards and other such signage can be a great way to attract passing pedestrians into your premises, but getting the message and position right is critical. The thing that has irked me is that these two new, shiny A-boards are situated on a busy A-road, so very few passers-by on foot. Most people who spot them will be, like me, driving past at 40 mph. And guess what? You can’t actually see what the boards say from your car at that speed.
It bothers me on two levels; As a marketing professional as well as from the point of view of a small business owner in tough economic times, we all want as much bang for our buck as possible. So spending a couple of hundred quid on something that has no impact whatsoever actually makes me feel a bit sad that these small businesses have wasted their hard earned money. Yes, yes, it’s my usual mantra about return on investment. For the same money – or less, the businesses could have chosen something much more effective – a vinyl banner, a sign positioned perpendicular to the building, posters, or leaflets distributed to target postcodes.
Here at Ketchup Marketing we wouldn’t dream of selling you an ineffective “solution” to help you attract more customers. If you have a store and you want more people to come into it, we can advise you on how best to get your message to people (one that is meaningful, and importantly, one that they can actually read) to maximise your return on your marketing spend. So, give me, Michelle a call on 0330 088 9277 and I (and Gary) will help you avoid the A-road-A-board error, among others.
May 20, 2013 11:17 am
Ever look at your own website and think it’s not quite up to scratch? Fed up of the familiar colourways, images and calls to action? Don’t worry. That’s perfectly normal. Many of the most successful entrepreneurs are those who are most self-critical – they’re always trying to improve and innovate, and there’s nothing bad about that.
All of your online and offline marketing presence whether it’s your tweets, press adverts or glossy brochures have been created by you and your agency to pitch you differently to those of your competitors. And bench-marking them against what your competition pumps out is a good exercise to do now and then – but don’t compare them like-for-like – yours are meant to be different – that’s half the point.
It’s easy to get bored with the way your business presents itself when you are in the thick of it, day in-day out. And that’s often the case with your blog articles too. You scrutinise them, pick holes in them, spell-check them, read them over and over again for some grammatical flaw that you think everyone will notice (but chances are they probably won’t) so it’s no wonder that you pause just before you hit ‘publish’ … of course you’re going to be bored of them if you’ve just spent hours writing/rewriting and generally faffing around with them to achieve some kind of impossible perfection.
This is where you need to go and do something totally different, grab a cuppa with a business associate or maybe a mentor who you can trust to give you a bit of reassurance. This is the better response than running off to a new agency crying “ Please change everything I have spent the last X number of years developing!!”
Don’t get me wrong, we’re always happy to do a brand refresh for a client or give strategic marketing input – that’s where we excel – but just because you’ve got a bit bored with the way you market your business it doesn’t mean your customers have.
Think about the Kelloggs Corn Flakes Chicken (Or is it a Cockerel? See, it’s OK to admit you don’t have all the answers…) but back to the point, which is, that poultry personality has been on the front of the Corn Flakes box since the very beginning. It has a bit of an image update every few years, but it’s never been replaced by a Turkey. Or a Pig. Or a Duck. See, our knowledge of farm animals isn’t perhaps the best either but that’s fine, because we’re not in the business of farming.
If your blogging and tweeting and literature and press ads and the service you give to your treasured customers is working, don’t go messing with it. And don’t worry if you feel it’s not quite as cool as your competitor’s – chances are that they are having those same painful moments of self-doubt as you are.
If however you simply can’t escape the thought that your marketing just isn’t working, by all means give Michelle a call on 0330 088 9277. Michelle will tell you straight, based on proper research and insight if you can improve what you’re doing. And if she doesn’t think you can, then she’s not going to try and convince you otherwise and sell you anything unnecessary. This is the Ketchup commitment that you can trust.
May 3, 2013 2:42 pm
Back in February I met John and Lynn who whilst local to our Melton Mowbray office had purchased a caravan and camping site in Cornwall, and were looking for our help with designing a website. Over coffee and cake we devised a sitemap and I sold the prospect of weekly blogging and social media to Lynn, John (renamed the silent one), just sat and look at me a little bewildered and often mentioned budget!
So whilst the sale of the business went through and prior to moving “down south” we designed and launched The Meadows website.
Open for Caravans
We have had weekly updates and photos of the refurbishment of The Meadows, from the discovery of old cars, vintage farm machinery, and caravans hidden in thick overgrowth, the tales of “odd” workmen and of course the arrival of Camp Dog Harvey (Head of Security) and his new work boots! Lots of the treasures discovered have been ‘upcycled’ and appear around the site for customers to enjoy. In addition, you will have often seen us mentioning Camp Dog Harvey in our tweets and The Meadows has appeared on our blog.
12 weeks on, and many man hours later (and budget … John, see we are a “bargain in comparison to new electrics) The Meadows opens for business TODAY. The camp site, now benefits from hard standing grass pitches, and the shower block refurbishment is fantastic. New electrical hook up points next to the stream have been installed and a shop will open on site this weekend ready for Martin Doreys arrival, and of course lovely new signage to welcome guests. There is also a fab new decked area for guests to enjoy and in the evenings the old log burner will be lit, with a kettle for customers to fill up.
As for the website, well it’s attracting over 1300 visitors a week and on average there are 7 bookings a day – what a great start to The Meadows first season in Cornwall.
Team Red and Head of Office Security – Tommy Ketchup will be visiting in June, can’t wait to see it for real and for one of Johns breakfast baps (how much?).
Enjoy your first weekend from all at Ketchup HQ.
Yes it's that time of year again...
April 26, 2013 2:56 pm
Yes, it’s that time of year again, the sun’s come out (finally) and shown us the cobweb that was sitting unnoticed high-up in the design studio, and that shiny, sticky bit of wall behind the spray mount cabinet where the propelled glue has managed to creep around the guard and land on the paintwork.
Mr Tommy Ketchup
So, at Ketchup HQ we got busy yesterday morning. Not with client work (although we probably should have done) but instead with our environment. We moved the desks and vacuumed underneath and behind them, washed the cushion covers on the sofas and even Tommy Ketchup’s bed got the once over. He doesn’t like it as much now since it doesn’t smell of him anymore.
It makes you feel good to have a bit of a once-over. It re-confirms your faith in what you’re doing, renews and revitalises you. And yes, perhaps you saw it coming, but it’s worth doing that once in a while for your website, too. A bit of a ‘website MOT’ can work wonders for your marketing and taking the time to invest in that can pay dividends.
A bit of an update, a cheeky tweak to a page that could be converting better, a slight reformatting of contact forms, adding your Twitter or Facebook feeds… all of these things can have the effect of making your site easier to find in Google, more user-friendly and more sticky – that is, makes your visitor stay on the site a bit longer, read just a bit more and potentially become a customer.
Think of it as a spring clean of your online presence. And it’s a spring clean that needn’t cost you anything since we offer a free audit of your website as standard. Sound appealing? Feel the urge to get the digital duster and virtual polish out? Then give Michelle a buzz on 0330 088 9277 and them maybe she’ll get down from up that ladder where she’s cleaning the windows. Seriously, she’s gone a bit obsessive, please, call her now – if only for the sanity of the rest of the studio!
Original Thinking – No Artificial Additives
April 9, 2013 10:30 am
As we’re fond of telling anyone who’ll listen; we’re immensely gratified when a client comes to us on the recommendation of one of our existing customers. It means we’re achieving the right results, and we’re good to work with. It gives us a glow as warm as…ooh…being paid on time.
It’s as satisfying as an ex-client returning, but more of that later.
There’s another aspect of being recommended that is very helpful. The incoming client usually has an idea of what sort of charges to expect. That’s not to say that people begin biting their knuckles and turning white when they see our invoices – it’s just that the phrase ‘good not cheap’ fits the bill here.
Fiat mechanic or glass of pink?
We’ll prove the point. Our design fees are very competitive. That means that they’re on a par or – more often than not – less than equivalent designers in other agencies within the region. And our boys are hot; you only have to look at the portfolio pages of this website to see that.
Our copywriting team also has vast experience. Our copy director, for example, has spent years working for the top international ad agencies in London, on major brands. No other local marketing agency can truthfully claim to offer you that level of insight. Yet our charges for copywriting are very modest.
If you drive a Fiat your mechanic costs more per hour than a Ketchup copywriter. If you drive a BMW you probably pay twice as much.
Put it another way; you could have an hour’s copywriting for the price of three 125ml glasses of pink champagne in St Pancras International. Ouch!
Buying customers at 10 grand apiece
‘We told you so’. We didn’t say that; we didn’t even think it. A year ago we pitched for a new client and lost out to another agency. It can happen for a variety of reasons. In this case, they liked the work and agreed with our marketing proposals. They used phrases like ‘spot on’ in their feedback. The all-important chemistry seemed to be there, but the sticking point was price. The other agency was cheaper, so the business went to them.
Now it’s back with us. The other gang spent the £20,000 budget and attracted exactly two new customers for their client. Now that isn’t great ROI by anyone’s standards.
So what had gone so wrong? The cheaper option soon began adding “additional” elements not covered in the original quote. They should have compared apples with pears at the pitch stage.
We could have told them that. But it would have been the cheap shot.
April 2, 2013 9:00 am
At Ketchup we’re rather proud of the fact that our most successful new business initiatives are the ones our clients run on our behalf. In other words, most of our business comes from positive word-of-mouth from satisfied customers.
Second to client recommendations comes our website, which pulls strongly. As you’d hope, since we’re in the business.
Amongst the recent leads generated by our site was the invitation to tender for the copywriting and design of a new website for a large firm of accountants; Acme Bean Counters or ABC Ltd. You may have heard of them.
(We think that years ago they cunningly contrived their name to give them lead position in the Yellow Pages but, as often happens when firms do their own marketing, their plans didn’t add up. Aaron Aardvark Accountants (AAA) beat them to it.)
Anyway, that’s another story and we could spend all day inventing names for companies. In fact, our copywriting team often does.
50 pages of carefully crafted copy before lunch
ABC wanted a quote for design and copywriting for a comprehensive, 50+ page site. Our lead copywriter did two separate estimates; one for a full site, the other for just creating copy for the 15 or so key pages.
ABC baulked at both prices. Which is odd, because our rates for copywriting are about a tenth of their rates for tax accounting.
‘We thought it would only take a couple of hours’ they said. Why? As accountants surely they could have figured out that writing fifty pages in – say – four hours meant we’d be spending just over 4 minutes on each page. We’re fast, but…
Even if it were physically possible, would you want your website – your primary point of contact with new business prospects – chucked together in under five minutes a page?
Then the Bean Counters came up with another plan. Could a copywriter spend a day with them showing them how it’s done? Because, of course, you can learn everything you need to know about marketing in a day, can’t you?
Astoundingly, we heard ourselves saying OK. Well, we try to be helpful. We also wanted to see how employing one of their £600-an-hour accountants to write 50 pages of web copy was going to save them money.
And we also thought we might pick up some tips on doing our books ourselves.
For more information regarding our copywriting or web design service please give Michelle a call on 0330 088 9277 or use our contact form here.
"exceeded our expectations"
March 15, 2013 9:07 am
Client testimonial from Westminster Associates:
“Michelle and her team have just dealt with our company (re)brand and website refresh.. and did a professional and contemporary job! They exceeded our expectations and delivered more than what we had asked for, whilst still managing to stick within our budget. The team achieved great results, were innovative with their approach, did what they said they would, when they said they would and listened fully to our needs. They asked the right questions at the right time to draw out information from us and then translated this into great outcomes. Thank you!
To visit the site click here
To see more of our website design work click here.
Thank You – from The Meadows
February 27, 2013 4:09 pm
Dear Michelle and your fabulous team
John and I were so excited to see our website “live” and what a fantastic job you have done.
We have been so impressed from start to finish and in particular with regard to delivery. You have interpreted our initial ideas and made these in to the most fantastic website, and you should be very proud of what you have produced for us, as we certainly are. What a great start for our new business venture and our camping site could not have a better platform for launch thanks to you and your team.
The time constraints were very tight and you have worked so hard, and have done everything you promised and more. The whole process has been so easy for us, as you have set everything out so clearly for us, and most importantly you have done exactly what you said you would, absolutely on time and on budget.
We would not hesitate to recommend “Ketchup” and we are more than happy to display your details on our website, and to include our website in any of your advertising material.
Thank you once again for the excellent job you have done. Your company deserves its success, and thank you for giving ours such a good start.
All the very best to you all.
Lynn Bowler & John Brooks – The Meadows, Cornwall
August 29, 2012 10:35 am
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.
The 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.
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.
A hedgehog smoking a pipe
April 10, 2012 9:14 am
Life’s a pitch – part two
Those of us in this industry with long memories talk glowingly of the time when prospective clients actually had something called a pitch budget. That’s right; they would see choosing a new advertising and marketing agency as akin to hiring new staff, and have recruitment costs built into their business overheads projections. They would pay agency pitch expenses. Those were the days.
Yes, they actually shot the pilot
Then they realised agencies would pitch for free, and the budgets disappeared. Of course, in advertising ‘free’ is a four letter word, so costs were recouped via other channels. But the expense was spiralling out of hand – some agencies were shooting pilot commercials for new business presentations – until a select band of London agencies stopped doing creative pitches altogether, relying on presenting their credentials instead. (Bartle Bogart Hegarty was one of them and they now work with British Airways, Dulux and Google, amongst others.)
Well, we tried that with The Caravan Club (see Life’s a Pitch – Part One) and it went down like an Elddis Buccaneer off Land’s End.
A hedgehog smoking a pipe
So for Parkers Cars – part of the massive Bauer Media group – we did it differently. We went in with three different strategic routes. We created concepts and wrote baselines for each route together with some carefully crafted copy. We created layouts with three different visual identities. And, because the art of advertising is to persuade people to buy stuff without them being able to see how you’re talking them into it, we produced full creative rationales for everything we’d done. So Parkers would see the full cunningness of our ideas.
Well, sometimes clients think you just make things up for the hell of it. I know – let’s stick in a picture of a hedgehog smoking a meerschaum pipe, that’ll flog a few cars!
A foot in the door. As it slammed closed
So did we win the business? Well, we made useful contacts and the people we impressed will certainly consider working with us going forward. So that’s a ‘no’ then. Maybe that hedgehog wasn’t such a bad idea ….
Life’s a pitch – part 1
November 7, 2011 10:42 am
Sometimes, running a busy marketing company with a wide variety of differently-sized, clients is like running blindfold through a zoo. You can’t envisage what sort of creature you’re going to bump into next!
Our sponsorship of the local Rotary Club of Grantham Kesteven springs to mind. The Rotarians had received a donation of 10 bottles of tomato sauce from Wilkins & Sons and challenged our graphic design and copywriting teams to come up with a way of using them to raise money for their ‘End Polio Now’ campaign.
Tomato sauce and Ketchup Marketing? Hmmm, obviously a natural fit in there somewhere.
We devised a bottle baton race, the sauce passing from person to person to create a…well…gravy train of £1 donations. With 10 bottles and 201 or more donors the race would raise over £2012 towards polio eradication by 2012.
The Rotarians were delighted and we set about a logo design, whilst our print design team and lead copywriter created a graphic but inexpensive advertising promotional leaflet to market the events to fellow Rotarians and prospective bottle baton participants.
We’re also sponsoring a saucy competition. A case of wine will be awarded for the most interesting photo of the bottle, taken in situ. So our web design team will be posting pictures on the blog as the bottle baton race continues.
Gives a whole new perspective to the idea of ketchup marketing!
October 2, 2011 3:44 pm
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.