The revenge of analogue and how the marketing landscape is changing – yet again!

The revenge of analogue and how the marketing landscape is changing – yet again!

Have you noticed that things are starting to change? Particularly where the Internet is involved? Online was once the utopia. Promoted by many as the quick way to business success. The cheap and easy way to market. With search engine optimisation (SEO) came the promise of getting you ‘to the top of Google’. It was supposedly a new dawn in marketing – or digital, as it was and is still often called. Print and other ‘old ways’ to market were pronounced dead. Social media would kill TV advertising. Now, the tide has turned. · The only way you can get to the top of Google is by advertising · The love affair with the Kindle and electronic books is over · Online retail giant, Amazon, is not only opening physical bookshops, it is now launching a whole food supermarket chain in the UK · As for advertising in print, magazines never went away. Yes, some trade publications got thinner and published later in the month. But they are still read. There is still demand. In fact, you can now create, print and distribute just one issue, or hundreds of thousands of issues, of your own magazine or newspaper via the web · Many businesses continue to work on laptops and Macs rather than phone screens. And with the advent of targeted TV advertising down to post code level, television and TV advertising is stronger and more relevant than ever · People are buying records again To come to the point, through all of this we have helped the clients we work with find a way through the clutter. How...
Brushing the dust off some fantastic marketing tools – why not take advantage?

Brushing the dust off some fantastic marketing tools – why not take advantage?

We were chatting with a social media partner and the conversation moved towards the wide array of marketing tools that are out there just waiting to benefit your marketing activity. Some we used this week and some we haven’t picked up for years. That’s why now seems like a great time to brush the dust off a few of these and see if we can use any to help you. It’s not essential that we do the leg-work for you but it would give you a bit more time if we did. So what’s in the ‘toy box’ and needs to see the light of day again? Why not grab a coffee and have a quick read; briefly and in no particular order, as they say on TV… E-mail marketing An old favourite that really works. You can use us to write, build, broadcast and measure your email marketing while you simply follow up the leads. But, watch out, the new General Data Protection Regulations (GDPR)  come into force on 25th May 2018 and it’s more important than ever that you understand them. If you don’t, then we can help you with that too. Read more here SMS Text Messaging Why do so many businesses shy away from the concept of using text messaging for marketing campaigns? Used properly, SMS is highly efficient, direct, succinct and gets good response. It’s perfect for promoting events, offers, timed campaigns, or to remind people of closing dates or last chance call-to-actions, etc. Send images, links or just a few words direct to customers’ phones at incredibly low prices. Video Books This is...
Download this great track to celebrate The Beatles

Download this great track to celebrate The Beatles

50 years ago on 1st June 1967 one of the most important and influential albums of all time was released. Sgt Peppers Lonely Hearts Club Band was and still is monumental. The band were all in their mid-20’s. Not bad for four lads from Liverpool… For me they were the the best band in the world! I remember the early TV appearances and listening out for the first play of ‘Can’t buy me love’ on Brian Matthews’ ‘Saturday Club’ on the radio. I am still a massive fan! What I want to do is share a new track with you to celebrate today’s anniversary. Singer and Beatles fan Michael Armstrong, has got together Warren Bennett, son of ‘The Shadows’ Brian Bennett, to produce their own version of “Getting Better”.  It’s a superb version and sounds remarkably like the brilliant original. You can get your own copy by signing up to Michael’s free newsletter by clicking this link. It’s a brilliant way to celebrate the Beatles, apart from having another listen to the fantastic original Sergeant Peppers album, that...
What is it your website designer isn’t telling you – or doesn’t know – about why your web traffic is reducing?

What is it your website designer isn’t telling you – or doesn’t know – about why your web traffic is reducing?

Like many other businesses of all sizes, you may have seen a reduction in the amount of visitors to your website. If so, you are not on your own and there are things you can do about it. However, doing more of the same is not one of them. Instead of doing more, do things differently. And the things you can do are not necessarily big things. In fact, just making small changes to your business marketing can have a big effect. The problem you and other business marketers are having is down to one thing. Mobile. The way people, particularly consumers, are now looking at websites on their mobile phones and responding to advertising – or not. Instead of being sat behind a desk looking at your website on a PC, or at home with a laptop perched on their knees, they are looking at websites and email marketing on the go. When they are on the train, in a cafe, walking along the street or watching TV and looking at their phone at the same time. Wherever they are, they are making buying decisions. What they are not doing is filling in enquiry forms on websites, or signing up for white papers and similar downloadable information on their phone. They are doing things differently, which means you have to, too! If you have spent the last five years exclusively marketing to your customers online, then you might have to think again. Take the way we listen to music. For example, over the last ten years we have moved from LPs to CDs to downloading music from the...
Looking for pay per click then don’t fall for auto SEO

Looking for pay per click then don’t fall for auto SEO

New developments from Google this month include a new option called ‘Dynamic Search Ads’, which is now available to all advertisers and really does allow the machines to take over. With Dynamic Search Ads, you just point AdWords towards part or all of your website and that’s pretty much it. Not only will AdWords select the keywords for you, the algorithms will write the advertisement headlines too! The prospect of losing that much control is of massive concern to us, particularly as it will probably allow a new generation of super-low-cost agencies to arrive on scene, offering to run your AdWords campaigns for peanuts. They’ll just set up the account, tell Google to get on with it, and collect their fees.  Clients may be blissfully unaware until the day they see an advert for their company which looks like it was written by a robot …because it was. We are running ‘managed and targeted’ Pay Per Click (PPC) Adwords campaigns for engineering businesses that are really getting results. This is where we create the brief for you, write the ads, target activity where you need to find enquiries and then manage the campaign as it unfolds. With ‘Spambots filtered out’, our targeted campaigns are delivering great value for money in terms of ‘all PPC visits’ and ‘engaged visits’, i.e., people visiting more than one page or staying on site for more than 20 seconds. And if you want the UK only, we’ll give you UK only. No waste. No bots. No rubbish. Just rock-solid, cost effective value for your marketing Buck! And new leads, of course! There’s no contract....
Advertising works

Advertising works

“There’s a guy works down our chip shop swears he’s Elvis…” Well, that’s not true. But, what is true, is that I came across a guy in a chip shop who swears by advertising. I was travelling through a small town in West Yorkshire and had time to kill. It was lunchtime, too. That ‘fish ‘n chip’ feeling came on, so, where’s the nearest chippy. I drive this way quite regularly, so in the back of my mind was a small sign, on a wall, that read: “Fish and Chips, 2nd right after the park”. Where exactly was it? Had I missed it? No, there it was, just ahead. Took the 2nd turn on the right after the park and it was there, on the right. Fish, chips and peas was just the best way to kill 30 minutes or so. Fish and chips apart, what was at work here is advertising. Simple ‘Guerrilla’ marketing’ tactics. Low cost advertising. Just a small sign on a wall. Yet the proposition was clear and uncompromising. If I wanted fish and chips, then I knew exactly where to go. ‘Advertising doesn’t work’ is the often heard mantra. The thing is, advertising does work. Particularly if you make sure that it’s clear, concise and to the point. There were no ad-blockers on that sign! So where’s your ‘fish and chip’ sign? It could be in print. Online. On the Tube. Or on billboards outdoors. Your sign should be exactly where your audience is going about their business, ready to buy when they see the right product, the right message and the right call to...
Institute of Direct and Digital Marketing CPD Awards for 2017

Institute of Direct and Digital Marketing CPD Awards for 2017

Employees at Sheffield advertising agency, Adplace Marketing and Media have achieved their Institute of Direct and Digital Marketing (IDM) Continuous Professional Development (CPD) awards for 2017. The awards, which, are made annually, require members to complete 35 hours of training and knowledge improvement each year, are designed to ensure that IDM members have the understanding and skills to enable them to deliver the most effective marketing and advertising services for clients. AdPlace has been involved with the IDM since its formation in 2009 and managing director, Geoff Noake, has been a member for over 20 years. He says: “With developments in marketing, particularly online, moving so fast, it is important that we are as aware as we can be of the benefits of this technology to the marketing picture. It’s our job to look at what is happening in the world of direct and digital marketing and take the most relevant of these developments and transfer the technology and thinking to a level where our clients can benefit. This is where continuous training and event participation with large brands like Sony, IBM and Google can help increase our knowledge exponentially.” Client services and social media manager, Amy Helliwell (pictured), has also recently achieved a Certificate in Social Media and Digital Marketing through the IDM. This has enabled AdPlace to increase the work it does for clients in this sector, which has become another important part in the marketing mix, rather than being an end in itself. Formed in 2009, AdPlace Marketing and Media specialises in business-to-business marketing and works primarily with clients who have a turnover of less than...
A diverse range of B2B work

A diverse range of B2B work

As a small, specialist creative agency, we find ourselves doing a wide variety of work for different clients. For instance, in the last few days we have produced a diverse range of B2B work: Reprinted a series of technical datasheets for client in the offshore gas industry Written copy for a new brochure for a waste water treatment client Updated various website landing pages to measure advertising Attended the Institute of Direct and Digital Marketing Annual lecture on Artificial Intelligence (AI) in London. CMO of computer giant, IBM, explained  how predictive data helps improve the targeting of ads online – just one of many areas where AI will speed up decision making Have written and broadcast two e-shots to B2B lists Pitched for one new client  Created a hard-hitting new idea for a Charity Lots of other stuff too… There’s something about the diversity of what we do that makes the business we work in so much fun.  Can we help you too? If you could do with our help then give us a shout! A chat about your business and objectives costs...
The power of direct mail

The power of direct mail

This morning I received a mailshot in the post from a photographer who I last worked with at least 6 years ago. It was a nice mailshot. Good photographs. Clearly explained what he did and a web address and phone invited contact. And it reminded me of the power of direct mail! The main thing I liked about the mailshot was that he had bothered to send it. As I said, I do know him – but haven’t made contact in all that time. In fact, the truth is I had forgotten about him! He works in the sectors we work in. and now, if I have need for a photographer I am politely reminded that he could help me. What this underlines is the fact that your customers don’t remember you! They’re not constantly thinking of ways to use you, or buy from you, and if they are not losing sleep over you not keeping in touch. Do the same as my photographer friend and post something – a letter, a brochure, a post card – anything to remind your customers of your existence.  You never know, it might just generate a quick phone call or email for a chat. I think I’ll ring the photographer and say “Hello”! We have a brilliant download link on our Direct Marketing web page that explains the power of direct mail and well how it is received and retained. You’ll be surprised at the power of direct marketing by post. Why not go to the Direct Marketing page and download the free infographic now....
The Power of Colour in Marketing Proposals

The Power of Colour in Marketing Proposals

I have just watched a seven minute film on YouTube called ‘The amazing Hamleys experience‘, featuring a presenter called Geoff Ramm. It’s well worth Googling. Because what he talks about works. Geoff talks about the power of Personalisation, Colour and Standing Out in your sales and marketing proposals. Some years ago, at an agency I worked for, I ran a tender application for the design and printing of an annual report for a major organisation. The value of the work was well into five figures.  We created the designs. I researched and wrote the quote. We built in a decent margin on what was a tender involving a number of design agencies and printers. I put the original pitch document together in the way Geoff did. Microsoft Word. Portrait. A4. Customer logo. Centered client name. Testimonials, etc. But, in a price-driven tender, how could we stand out. Apart from our stunning creativity, of course! I changed the format of the document. Yes, I kept the portrait format. But made it A5 in size. I added glossy full colour covers. A wire bound spine. And clear film outer  covers. A few days after delivering the tender I got the “you’ve won the business” call! In his film, Geoff says his success rate went up by 25% when he changed the format of his proposal documents. Watch the film and change the way you do things. It works! Start winning. PS: We once designed a sales brochure for an orthodontic manufacturer. On the cover was a full colour shot of a girl, beautiful smile, with a parrot on her shoulder. It...