Projects 2012

Retail Marketing – Maximising Your Resources.

Posted by 30 Jan, 2013

The figures just released on Retail Sales over the Christmas period is a good indicator on the power and continual rise of online shopping and trading.  Increasingly it is not just components such as cameras, computers and non perishable easily posted items that are purchased online.  Retail businesses generally and particularly in creative,  fashion and […]

The figures just released on Retail Sales over the Christmas period is a good indicator on the power and continual rise of online shopping and trading.  Increasingly it is not just components such as cameras, computers and non perishable easily posted items that are purchased online.  Retail businesses generally and particularly in creative,  fashion and interior furnishing sectors need to focus on how they can  maximise sales and drive their margins by using online marketing channels.

As a case in point a Client I have worked with over many years contacted me a couple of months before Christmas.  He had recently been appointed as marketing manager of a specialist, sustainable flooring company in Bristol and looking to see how digital marketing could expand sales of new products, drive special offers and stimulate interest and imagination in potential customers.  Whilst their core business was in providing personalised, high quality carpeting and flooring solutions for commercial and domestic customers locally, they now wanted to reach beyond their business base in Bristol and the South West.

I therefore spent some time going through their business marketing model and identifying where modern technologies and marketing channels could be used to drive the business.  They already had a good working web site so the key areas were identified as follows:

1. Email promotion of special offers and new products to their existing customer database.

 

2. Instore digital signage to create product awareness and stimulate customer interest.

3. Website promotion of special offers, fashion items and accessories.

4. A new web module enabling web customers to create their own flooring design from a wide range of options, have it made and delivered all online.

5. Using Social Media channels to create conversation, interaction and awareness.

Following these initial discussions in October Applause has now provided the following digital media solutions:

    • Product photography
    • Digital signage programme running on plasma screens in store
    • A new special offer sustainable rugs feature on the Naked Flooring website
    • A ‘Happy Christmas and New Year email to existing customers with special offers on fashion items and new product and we are shortly to go live with a new ‘My Rug Creator’ feature.
    • If you would like your own customised Sisal Flooring – click here!

I am also now working with their team to develop and create engaging social media conversations through SM channels.  In addition I will be helping their team analyse web traffic and direct sales result to determine the return on their investment.

Postcript: ROI achieved in within four weeks of the site module going live!

(0) Comment Categories : interactive media, internet and web, Projects 2012

Wales & West Festival – New Look

Posted by 19 Nov, 2012

The Wales and West Wine and Beermakers Festival is traditionally held on the late spring bank holiday and this year coincided with the Queen’s Diamond Jubilee.   The event was a huge success attracting some 450 enthusiasts from all over the country. After the event the management team were straight on to working on the 2013 […]

Wales and West Wine and Beermakers Festival BrochureThe Wales and West Wine and Beermakers Festival is traditionally held on the late spring bank holiday and this year coincided with the Queen’s Diamond Jubilee.   The event was a huge success attracting some 450 enthusiasts from all over the country.

After the event the management team were straight on to working on the 2013 event and  immediately realised that because all the promotional material had been themed to the Jubilee a complete refresh would  be required.  A good point then to rethink the whole strategy and an opportunity to start with a fresh new look.  6 page brochure for the Wales and West FederationApplause were asked to look not only at a new concept but to come up with ideas on how potential visitors who are not necessarily involved with clubs and affiliated associations could be attracted to the show

We suggested the potential of getting online retailers on board; as they are in regular contact with individual home brewers who buy supplies from them, by providing them with mailers to send out with orders WWWF could reach out to these potential customers.  The idea was well received and we subsequently were able to sign up 8 major retailers who were happy to help.DL letter sized mailing for distribution by online retailers

WWWF were also keen to make their website more up to date and to consider creating  an online booking facility.  The existing site was now showing its age, built in 2006!, so they had had their money’s worth but time to refresh.  The intervening years have seen the development of much more sophisticated and easy to use content managed systems such as WordPress, Joomla and many more.  It was felt the WordPress would be the easiest to set up and understand and we have therefore created the site on this platform.

Wales and West Federation of Wine and Beermakers Website

Summary:

We have created a DL size mailer for the online retailers to send out providing a postal tear off, plus email and links to their new web registration facility.  The usual 6pp A4 brochure plus 2pp booking form and A5 leaflet were redesigned and the website rebuilt from scratch using the WordPress platform.  This provided the additional advantage of a CMS system that would allow members of the management to update pages themselves and also make a much easier transition when volunteers joined or left the team.

(0) Comment Categories : design for print, internet and web, Projects 2012