How do I choose an advertising agency?

How do I choose an advertising agency?

How do I choose an advertising agency? If you are thinking of choosing an advertising agency then you need to consider a few things first. You need to think about what you want the agency to do for you. You need to establish your budget, or what you are happy to spend on your advertising. Finally, do you want to advertise retail products to individuals or consumers, or is your business selling products or services to other businesses? Some agencies specialise in consumer advertising. Others, like ourselves, specialise in business-to-business ( B2B ) advertising and marketing. You also will want your agency to be of a size that you are comfortable with. Be sure that they have experience in the sectors and with audience you are selling into. Also, you need to be happy that they can give you the service and turnaround you are looking for. Once you have your check list than you can start to search for one that can help you. Why should I choose an advertising agency? Choosing to use an advertising agency can help you in many ways. If you need help creating a campaign to promote existing products, or to help you launch a new product, then an agency can help you to think about the following: Focus on your product USP (Unique Selling Proposition) – identify what’s different or special about your product or service. Sell the benefits, not the products. In otherwise, focus on the ‘sizzle’ not the ‘sausage’ itself. People buy benefits! Create a strong and compelling advertising message for on-the-page or site impact Find the right medium or media mix for...
Email marketing works

Email marketing works

Client success through Email marketing!   “That was the best day we’ve had in years. I had to recharge my phone twice!” were the words of the managing director of a software company that produces 3D design packages for kitchen, bathroom and bedroom designers. He said this following a first outbound e-shot to around 800 customers, to announce the launch of a new software version following a major redesign of the product. They had had virtually no contact with his company for some time and the email, written and broadcast by AdPlace Marketing, was designed to re-connect with them and announce the new software. 53% of the audience opened the email with the client receiving phone calls directly following delivery, as well as a number choosing to click the ‘call me for more information‘ link. Significantly, not a single ‘unsubscribe‘ request was received. Construction client finds Email marketing a success too   Another example of successful Email marketing is for a specialist construction subcontractor in the glass and glazing sector. This company designs and builds facades and regular sales emails have helped him to redefine his customer base.  Telling us that his company had secured business until the middle of 2019 (that’s 6 months at the time of writing) this AdPlace client has not only increased turnover but is now working higher quality projects for a smaller number of reliable customers. Which is the perfect business model! These are just a couple of examples showing how e-marketing works for our clients and can work for you too! If you want to find out how email marketing can help your business,...
AdPlace Sharing Content

AdPlace Sharing Content

ADPLACE LINKS YOU TO SOME INTERESTING AND USEFUL POSTS Here at AdPlace Marketing we are great believers in sharing good quality content that we think can benefit others. There is so much info out there, so we thought that providing links to information we have searched for will help others to find what they are looking for. We hope that you find the the news, feeds and business information useful. Top Blog One of the biggest challenges of maintaining a website is to keep all your content fresh and up to date. Especially with big sites this can make you feel quite overwhelmed. Not to worry, here are five tips to make this daunting task doable. Find out where to start, which content to tackle first and what not to forget. Happy updating! Source: Marieke van der Rakt. Read it here on the Yoast! blog. Best of the Rest All the best Christmas TV adverts of 2018 Here’s a wonderful post by DigitalSpy ranking the best of the 2018 Christmas television commercials in ascending order. John Lewis, Lidl, Argos, Boots, et al, are all here for your delight. Do you agree with their choices? Whatever your choice, it’s great to see them all in one place to view and compare. Source: Olivia Blair. Watch them all on the Digital Spy website. Advertising   Sasha Strauss | $100,000 of Brand Strategy Advice We are all constantly making decisions based on brand promise. However, do we really know what the Mercedes logo is? Or what the Nike swoosh is? Even the ‘bite’ out of the Apple? This short presentation by Sasha Strauss takes...

The Essential Elements of Cross-Channel Marketing

If there’s one thing that the internet has changed, it’s connections. We can reach people across town and across the globe. But that also means how you reach your customers and potential customers has changed too. You can’t rely just on one way of connection—say, via the mail or even via a store. You must reach them however they want to find information and however they want to spend their time. That, in turn, means that marketing is no longer single-channel, but what’s now termed multi-channel marketing. But multi-channel marketing can be confusing, especially if you aren’t sure what your audience wants. There’s a good way to start the conversation, though—ask them. Wherever your customers may come to you, make sure you’re gathering information from them in the form of surveys, signups and the like. What else does multi-channel marketing look like? This graphic helps to explain it. Guest Article: Written on behalf of Salesforce...
Does That Big Christmas TV Commercial Really Work?

Does That Big Christmas TV Commercial Really Work?

Now that the eagerly anticipated Christmas TV commercial from John Lewis has appeared, does it live up to its hype? Yes, it’s a superb piece of film featuring Elton John and at 2 minutes and 20 seconds long, is easy to watch. It’s warm, it’s engaging and it looks and sounds great. However, would it make you buy more from John Lewis? Sainsbury’s, M&S, Tesco and other big retailers all have their Christmas ads on air, but my next question is this; can you tell them apart ? Boots have cleverly squeezed their brand logo into shot in the middle of their Christmas ad, but for the others, you must wait until the end to be sure who the commercial is for. The purpose of great advertising is to disrupt markets, grab attention and encourage the consumer to do something. Visit, download or buy. I’m not sure any of them do this, although without evidence to the contrary, that is simply an observation. Has Iceland done it better? The Iceland Christmas ad, featuring the baby ‘Rang-tan’ certainly engages. Banned from TV by Clearcast, it uses animation to plead the case of the World’s disappearing natural forests to accommodate the march of Palm Oil. This film has had no mainstream television exposure but has generated much press publicity, has taken social media by storm and has generated millions of views online. You might argue that it has been successful because it was banned. Even Coke got it wrong! If you can remember 1979 and one of the earliest big brand productions, you will recall that it was produced by Coke. Called...
Direct Mail Helps Engagement With Customers

Direct Mail Helps Engagement With Customers

Royal Mail and GDPR – Four Letters that Make Letters More Valuable The introduction of GDPR in 2018 has made marketers think a little deeper about how they develop and maintain relationships with customers. How we engage with customers, keep them up-to-date with new products, promotions and events has to be carefully managed. This is because engaging with a customer is expensive, and businesses do not wish to see them opt out of receiving regular brand communications. Royal Mail has created a guide you can download free. Inside, you will find out about opportunities in the GDPR, along with tips, research and statistics that will help you manage personal data and use it legally and safely. You can download the full information which explains how direct mail helps engagement with customers using this link. Yes, Customers Really Do Value Mail Royal Mail has recently carried out a major market studies to show how direct mail is received, retained and responded to in the home. It made fascinating reading. 70% of people say that receiving mail makes them feel more valued When asked, 87% say they believe what they receive in the mail, compared to 48% for email* 1 in 3 people have ordered or bought something as a result of receiving mail in the last 12 months** People who receive mail from a business spend 31% longer on average looking at that business’s social media content*** Build Longer-Lasting Relationships With Mail Mail has never been more important in demonstrating how you value your customers. It builds trust and helps them to feel valued by you. And has the power to...
A worthy idea for new £50 note

A worthy idea for new £50 note

Don’t wait around for someone else to come up with a suitable solution! Miss Beatrice ‘Tilly’ Shilling didn’t. She is a great suggestion for the face of the new £50 note – here’s her story. During the Second World War, RAF pilots discovered a serious problem with their fighter aircraft. When the ‘plane went nose-down into a dive the resulting negative g-force would flood the carburettor and the engine stalled. In 1940 its rival, the German Messerschmitt 109, had a more sophisticated fuel injection and could easily evade a pursuing RAF pilot by flying a dive manoeuver which the British ‘plane couldn’t follow, which gave it a significant advantage. When the British aircraft  went into a dive, centrifugal forces pushed the carburettor float upwards, cut off the fuel supply and and the engine stalled. Which is where a mechanical engineer called Tilly Shilling comes into the story. It was going to take many years to design a new kind of pressurised carburettor or fuel injector to overcome this problem, so instead of sitting around waiting for someone else to come up with a solution, Tilly Shilling set about finding her own. Her idea was to weld a small metal disc with a hole in it into the engine’s carburettor. Before long, all British fighter aircraft were fitted with this collar, and now, when a ‘plane went into a dive, it stopped the float from rising and cutting off the fuel to the engine. It no longer stalled. This very simple component became affectionately known in the RAF as ‘Tilly Shilling’s Orifice’! As a consequence, this simple, practical and cost-effective idea, saved...
Hairdressing startups

Hairdressing startups

Creative work for Hairdressing Startups Yes, you may know us for our work with manufacturers and service industry organisations, but we have often produced great work for businesses in other sectors. Two new hairdressing start-ups came to us for corporate identities and we produced some fantastic ideas. Fabrik Salons opened in Huddersfield and as well as their brand logo, we created all of their point of sale , appointment cards and promotional materials. We also created the ‘be salon fabulous’ strap line for them.       In 2017, we were approached to create a new brand identity, logos, print and other point of sale materials for another hairdressing start up, USER Hair Social. Another superb piece of design to be proud of!         Other non B2B work we’ve been involved in over the years includes television ads for the UK gardening sector, mobile phone marketing for Motorola, recruitment advertising for Capita and social media marketing for Zen Oracle, the market-leading golf coaching company and manufacturer of the iconic Zen Green Stage. To find out more, please e-mail Adplace Marketing and Media...
10 Takeaways from 2018 Search Conference

10 Takeaways from 2018 Search Conference

Last month, we attended the annual Search Conference in Manchester. Again, a high quality speaker platform was drawn from across the international advertising and marketing industry. As in previous years, some of the content was more for the technical guys in the room. However, most could be applied by any marketer taking the time and trouble to do so. According to Ellie England of Bing/Microsoft, 90% of the world’s information has been created in the last two years! That single fact reflects the size of the task any web marketer has when trying to stand out. Catagorised into Content, News and Search, here are ten top takeaways from the day. If you need more information about any of them, then please get in touch. Content Your content is useless without traffic. Create internal links on the website so that you help Google bots to find it when they visit your website Try to write your website copy with a unique sales proposition (USP) on every page. Tailor your content for your audience Responsive design allows your website to be presented in the most suitable format for the device it is being viewed on. It is now the desired format for Google ranking The best strategies are the most simple! Create an action plan for your web content and don’t lose sight of your original objectives Some products are more likely to turn people into brand advocates than others. Can you attach more value to these products? News ‘Fake News, has been around since the time of Pompei and it is believed because of repetition. People trust local news rather than national news. Make your web news or...
What we can learn from ‘Fearless Girl’ on Wall Street

What we can learn from ‘Fearless Girl’ on Wall Street

I have just returned from a holiday in the USA and spent a couple of days in New York. One of the things I wanted to see was the controversial ‘Fearless Girl’, a bronze statue set in front of the famous ‘Charging Bull’ statue on Wall Street. ‘Fearless Girl’ was placed there in March 2017 to celebrate International Women’s Day. This small statue looks as if the girl is defying the bull and caused much controversy when it was created. This is because the artist that designed ‘Charging Bull’ did so at his own expense and, following the global stock market crash in 1987, gifted the $350,000 3 ton statue to the city to increase public morale. He argued that ‘Fearless Girl’ was a commercial advertising campaign and as such, devalued his original work. However, what makes the ‘Fearless Girl’ campaign clever is that it had taken something that existed already and re-purposed it. Back in the nineties, I was a media planner for a business-to-business advertising agency and the largest wire producer in Europe was a client. One of their products was stitching wire, which was regularly used to staple the spines of thousands of magazines and other publications. The company had decided to launch a new range of stitching wire in various colours and wanted to advertise this to the UK print sector. ‘Printing World’ was a weekly publication read by thousands of printers and was wire stitched. This made it the ideal platform to showcase our client’s new wire. I negotiated a deal with the publisher and the client booked the centre spread for four consecutive...