Archive of: March, 2017

  • Oxford Blue v Cambridge Blue

    The 2017 Boat Race

    BZ-Marketing Chester-The BNY Mellon Boat Race

    More than 250,000 are expected to line the banks of the River Thames this Sunday as two of the world’s most famous universities, Oxford and Cambridge go bow to bow in the annual Boat Race. A further 15 million or more will watch the whole race unfold on TV. The race is rowed between eights on a stretch of the Thames in West London, from Putney to Mortlake covering a distance of 4.2 miles (6.8km). Since 2015 the race has been known as the University Boat Race and the Oxford and Cambridge Boat Race. This year the race will adopt the title of “The BNY Mellon Boat Race”, as its current sponsors have donated all sponsorship money to Cancer Research UK.

    BZ-Marketing Chester-The BNY Mellon Boat Race Course

    The tradition was started by Charles Merivale, a student at St John’s College, Cambridge, and his old school friend from Harrow, Charles Wordsworth who was studying at Christ Church, Oxford. The battle first took place in 1829 at Henley-on-Thames and apart from the World War years, the event has continued annually since 1856. The second race was in 1836 starting from Westminster and ending in Putney, but there was disagreement over the next couple of years as to where the race should be held – Oxford preferred Henley and Cambridge preferred London. But once the Oxford University Boat Club was formed in 1839, the annual Boat Race resumed from Tideway with the loser challenging the winner every year to a rematch.

    BZ-Marketing Chester-The BNY Mellon Boat Race-Oxford Paddle

    Oxford Blue

    Oxford Blue is the official colour of Oxford University and the brand guidelines specify it as Pantone 282. The original colour was chosen by two members of the 1829 Oxford boat crew, and because five members of the crew, including the stroke, were from Christ Church, then Head of the River, whose colours were dark blue, the ‘Dark Blues’ of Oxford were born. Oxford Blue is strongly associated with the University of Oxford, especially their official sports teams who are also called Oxford Blue.

    BZ-Marketing Chester-The BNY Mellon Boat Race-Cambridge Paddle

    Cambridge Blue

    Cambridge Blue is the official colour of Cambridge University and the style guide defines Cambridge Blue as Pantone 557. This colour is commonly used by their sports teams, but there is considerable dispute regarding the correct shade. The colour used by Cambridge University Boat Club was created by Alf Twinn by adding more yellow, which is inconsistent with the blue used by their rugby union team.

    Based on the uncertainty of colour of the Cambridge University brand, you’d crew with Oxford every time. Maintaining colour consistency is a vital element of branding and the shade you select is a crucial part of brand recognition. Colour can increase brand identification which helps boost sales and engagement. Therefore it is crucial that your colour, or colours remain consistent across all media and all brand touch points, both on and offline. And what a lot of people don’t understand is that colour does not render itself 100% accurately across different platforms, mobile devices, PC’s, Macs, printers, papers, boards and substrates which is what we creatives have to factor in when creating a brand. Inks react differently on uncoated and coated papers and solid Pantone colours will not look the same when separated into CMYK (Cyan, Yellow, Magenta, Black) and printed using a traditional litho press. The same colour will look different when printed using a digital press or viewed digitally in RGB (Red, Green, Blue) online. For instance the Cambridge Blue paddle above will also look different on my Mac screen than how you are viewing it, as my screen maybe larger and of a higher resolution. Managing colour consistency is somewhat complex, so we have to adjust the colour accordingly to what print process is going to be used or what platform, but there has to be a degree tolerance. This process is not always automated, it is done by experienced creative eyes. Sometimes we may be lucky and a colour will convert from one process to another without the need to adjust the colour percentages. Regularity in colour plays an enormous part in promoting brand consistency which is key to making a brand enduring and memorable.

    BZ-Marketing Chester-The BNY Mellon Boat Race-Cambridge

    So what blue are you?

    Just for the record, since 2016, and despite inconsistency of colour, Cambridge University have been more consistent in performance with 82 wins over Oxford’s 79. So my money is on Cambridge, but I’m a little uncertain ; ) Come on you blues, whatever the shade!

  • Raise a glass and raise some cash

    Social drinking for a good cause (sensibly of course!)

    BZ-Marketing Chester-Heroes Vodka

    With my father being ex-army I couldn’t think of anything better than to raise a glass and raise money for our Armed Forces charities at the same time.

    Military veteran, Chris Gillan, founded Heroes Drinks as the UK’s first spirit social enterprise. Chris’s vision was to create a vodka that could command a premium over Smirnoff with the pledge to donate a minimum of 20% of all profits to UK Armed Forces charities as well as providing employment opportunities to injured veterans.

    Heroes Vodka is a seven times distilled wheat grain vodka, and the product’s authenticity have been drawn upon to enhance quality perception whilst using the social enterprise aspect to add gravitas to the brand. And a nice bit of branding it is too. Achieving a balance of these two key selling points was critical to the success of the product; both in terms of securing listings and engaging consumers.

    BZ-Marketing Chester-Chris Gillan-Heroes Vodka

    Heroes Vodka is the first Scottish based company to gain listings of a new product in over 350 ASDA stores nationwide, selling out in a number of stores in its first week.

  • What is Omni-Channel Marketing?

    Omni-channel marketing defined

    BZ-Marketing Chester-Omni-Channel Marketing

    Marketing is fast moving away from “push” marketing towards more personalised consumer communication, through the multi channels and devices now available. The Return On Ad Spend or ROAS and the effectiveness of traditional ad media and gun shot email campaigns are on the decline. And when it comes to omni-channel, multi-device marketing, today’s consumers are leagues ahead of most marketers.

    So what does that seamless omni-channel experience actually look like?

    Multi-channel is how operationally you allow customers to complete transactions in each marketing channel. Omni-channel, is viewing the experience through your customers eyes, planning and implementing the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that a customer may begin in one channel and end their transaction in another. Quite simply put, omni-channel is multi-channel done right.

    Here are 7 suggestions for any marketers looking to implement omni-channel marketing.

    1. Take a walk in your customers shoes

    Regularly review the experience your customers go through in order to research and purchase your products. Test the experience by interacting and making transactions via every channel and report your findings. If possible, arrange for the tests to be executed by external and internal people. Does everyone have the same experience?

    2. Measure everything!

    Data is everywhere and data is big business, and marketers are becoming increasingly savvy about the best ways to leverage it without becoming invasive.

    Measure success in terms of the response of real people over time, in addition to measuring individual campaigns. There is enough data now available at the customer level to see how they interact both online and in the store, so you can tailor messaging and offers to your customers appropriately by channel. Strive to balance the use of consumer insights with the use of customer data to inform content relevancy is coupled with a sense of discovery and inspiration.

    3. Segment your audience

    Segment your audience according to which data points are useful. Which data points actually help you to understand your audience better? You can use marketing automation companies to help streamline your data and capture information to build extremely rich profiles about your customers and their journey. You could even partner with companies like Acxiom to enhance your data with more intelligence.

    This rich data can then be harvested to create customer use reports and build consumer personas. For example, female iOS users between the age of 20-30 who work in fashion are more likely to make a purchase based on fashion tips and fabrics. So if you are marketing to that particular audience, you need to include or highlight those subjects in your landing pages and nurturing strategy.

    4. Develop content and messaging that addresses your customer use report

    We all know that content and messaging is key. So if a customer has purchased one of your products previously, you should consider that in your marketing. If a customer has added a product to the shopping cart, but not yet purchased, use your content to reference that intent. Referencing previous purchases and recommending complementary products is the type of content and messaging that makes consumers feel personally spoken to, and helps drive much higher engagement, loyalty, and purchases.

    I recently purchased a rather expensive bottle of aftershave from Penhaligon’s retail outlet store in Chester. Three weeks later I received this email.

    BZ-Marketing Chester-Omni Channel-Marketing- Penhaligon's-Savoy Steam

    5. Don’t limit customer use reports to marketing and sales

    Consider how listening and responding can help your support team, product team, merchandising teams, and even your customer service. If you listen and respond you will be able to improve the service you provide to your customers. If you can plug social into your CRM [Customer Relationship Management] you will have a fuller customer profile. If you know their Twitter handle, and you know whether they prefer to purchase your products from one of your retail outlets rather than online, this will help you to treat individual customers in a way that they want to be treated.

    6. Listen and respond on preferred channels and devices

    An increasing number of people are using multiple devices during a single online transaction process, so listen and respond to their interactions. For example, if you are an e-commerce retailer you should be striving to preserve your customers items in their shopping baskets across every device. If an item is added to their shopping basket on their mobile, it should still be there when they login via desktop or tablet.

    If you’re only focusing on mobile, you’re really only solving yesterday’s problems. Today’s consumers search and purchase across multiple devices, from smartphones to desktops and laptops to tablets and TVs. 90% of consumers start on one device and complete their journey on another and they are miles ahead of where advertisers and publishers are currently.

    This info graphic illustrates the percentage of multi-device paths to purchase.

    BZ Marketing Chester-Multi-device purchase path

    7. Start immediately!

    Consumers may be ahead of many marketers now, but this soon won’t be the case. Those marketers who thrive will be the ones who can deliver on the promise of a personal, omni-channel experience.

  • Is programmatic marketing the future of digital advertising?

    What is programmatic marketing?

    Programmatic marketing is deemed to be the future of online advertising, and over the next few years, programmatic marketing will probably account for the majority of digital advertising spend. The only problem is that marketers don’t understand the complex process of automated bidding used in programmatic marketing and therefore feel safer buying ad space using traditional methods.

    It is estimated that by 2019 programmatic marketing could be 50% of all advertising, so here’s a quick insight into the benefits and potential opportunities.

    Programmatic marketing defined

    The concept of programmatic marketing can be quite bewildering because during page loading times, millisecond long auctions are happening behind the scenes via algorithms. But in essence it is really quite simple… It is automated bidding on digital advertising space in real time for the opportunity to display an advert to a specific customer in a specific context. And because Programmatic Marketing is a general term, you need to divide it based on whether it involves Real Time Bidding (RTB) or not.

    How does it work?

    When anyone clicks on a web page with advertising space that is configured for programmatic advertising, the publisher puts up an ad impression for auction in an ad marketplace. The ad marketplace then holds an auction among advertisers interested in displaying an ad to that specific customer that clicked on that page. The advertiser that bids the highest wins the auction and their ad is displayed to the customer when the page loads. Because it is an automated process and each advertiser’s maximum bid for the impression has already been programmed in, the auction can be completed within the milliseconds it takes for that page to load. Here’s a simple infographic that explains the process.

    BZ-Marketing Chester-Progrommatic Marketing-Digital Advertising

    What are the advantages?

    It allows advertisers to buy digital media without having to pre-negotiate a price, so they only pay for the impression that gets displayed. Advertisers can also apply a minimum budget or a minimum number of impressions which makes digital advertising more flexible, and because they can buy digital media across various publishers it reduces administration costs. But programmatic marketing isn’t just about making digital ad buying easier and more flexible, the opportunities are much greater. With programmatic marketing, bids are arranged for each individual visiting a site so people can be targeted far greater than ever before.

    Programmatic technology uses customer data to identify what appeals to each individual and target them at the right time on sites they frequent most. This is why customer data is extremely valuable and why programmatic advertising is growing at such a fast pace.

  • Another marketing channel on the rise

    Digital audio

    BZ-Marketing Chester-Digital Audio-Advertsing

    An increasingly important and effective marketing channel that delivers emotive resonance in an immersive way, filling the gaps within the customer journey.

    Music is accessible wherever we go, whether it’s sitting on a train with your iPhone plugged in, listening to a CD in the car, or listening to the radio whilst cooking at home. Most of us take our music wherever we go because it evokes memorable life experiences. Digital audio has the power to forge long lasting emotional connections with consumers in an authentic and contextually relevant way, with new technology making audio advertising more effective than ever before.

    So why are more brands adding audio advertising to their omnichannel marketing campaigns?

    Digital is making audio advertising accurate, relevant and easy to scale, strengthening brands audio advertising considerably. Thirty years ago you could only advertise on radio during programmes that appealed to a large portion of your target audience, with a percentage falling outside your demographic. In contrast, platforms like Spotify now allow marketers to log in to data to target specific listeners based on age, gender, listening preferences and habits. Digital not only informs advertisers that they’re reaching the right people, but its reporting tools assist in understanding exact audience figures and reactions.

    Digital audio providers are starting to allow marketers to access their data with the same programmatic buying tools they use to buy digital video. For Spotify, this gives brands the opportunity to target listeners to specific playlists in virtually real time and deliver extremely relevant advertising messages. For example, a local gym can now target someone listening to their ‘Thrash Metal’ playlist with an advert persuading them to go and pump some iron after work.

    Programmatic audio buying tools will make it much easier for marketers to successfully target audiences at scale. In addition to extending terrestrial radio buys online, marketers can automatically purchase user segments across video, display and audio data lists all over the web, making it much easier to include audio in programmatic media plans.

    Audio bonds your brand to the songs and shows your consumers love

    By advertising on specific days and times, i.e. in the middle of the news, chat or music, brands can get entwined with the habits of their target customers and actively attach themselves to artists, songs and the presenters they love.

    Audio advertising has been proven to shift perception and drive sales at rates that would make most marketers weep. A study done by Nielsen in the US found that advertisers on terrestrial radio received an average of more than $6 in bricks and mortar retail sales for every $1 spent. Spotify reports that its adverts drive 60% greater recall than a benchmark of more than 1,600 online campaigns.

    In the emerging field of podcast advertising, publishers are connecting brands to listeners by leveraging the relationships listeners have built with podcast personalities. According to a study by the Interactive Advertising Bureau (IAB) and Edison Research, podcast listeners are more likely to take action in response to hearing an advert during their favorite podcast, with 45% visiting a website, 42% considering a new product or service and 37% information gathering. Podcast advertising is still in its early stages, but data lists are available and expected to grow massively this year.

    Increasing the volume

    The opportunity in digital audio advertising is only going to strengthen. Over the past three years, the US audience for digital radio has expanded tremendously and is expected to grow to more than 191 million listeners by 2019. Programmatic buying tools are only just scratching the surface of digital audio, and its combination of emotionally engaging content, pinpoint targeting and growing scale is a mouthwatering proposition for anyone who is trying to reach consumers.

    Balancing your overall media mix is imperative to ensure you communicate your brand’s story across all touchpoints throughout the customer journey, including digital audio. But we’re saying nothing, after all, audio is a proven! ; )

  • 5 Marketing predictions for the next 5 Years

    #PART 3/5: Social commerce and Facebook money

    BZ Marketing Chester - Social Comnmerce

    Social commerce will become a mainstay channel for consumer purchases, but many retailers still aren’t sure how social commerce fits into their acquisition strategies. However, in 2015 the ‘Buy It’ button was launched by Pinterest and Instagram created “Instagram Ads”. At the same time Twitter and YouTube and other social media channels updated their sites and mobile apps to favour easy e-commerce purchases. This shows quite clearly that there is a trend towards social commerce.

    So just how willing are consumers to buy via social media?

    56% of consumers who follow brands on social media sites do so to view products. As part of their everyday shopping behaviour, these ‘social shoppers’ visit social media sites and use images they see to inspire purchases. 31% use these channels to browse for new items to buy. Facebook is the most popular network people are using (26%), followed by Instagram (8%) and Pinterest (6%).”

    The biggest game changer in social media could be Facebook’s recent acquisition of leading virtual reality company Oculus VR. But what potential did Facebook see in the acquisition? Facebook is advancing on several fronts, including the implications of VR (Virtual Reality) on its platform, but more important is the development of Facebook’s new service that lets users swap money with others, as opposed to businesses, via Facebook Messenger.

    As Facebook continues to bring on other technologies, such as Oculus, it will become the largest shopping platform in the world and other social channels will need to work quickly to catch up with social commerce consumer demands.

  • How much does it cost to advertise on TV?

    UK TV advertising rates

    In a move that could see Facebook compete with platforms such as YouTube and traditional TV channels, last week Facebook unveiled a set top TV app to host video content.

    Whilst TV still remains at the centre of the marketing mix, digital ad spend is leapfrogging it at supersonic speed. eMarketer predicts that by 2020, 60% of marketing budgets will be spent on online adverts while only 21.5% will be spent on TV, a decline from the projected 25% anticipated this year.

    Broadcasters Audience Research Board (BARB) claims that the average UK viewer watches 45 TV adverts without skipping channels. And although digital will continue its route to domination, the effectiveness of TV advertising is still likely to be a hot topic over the next 12 months.

    Here is a guide to the average cost of a 30 second TV slot on each network, however prices are susceptible to change throughout the year.

    BZ-Marketing Chester-X Factor
    Morning slot: £3,000 – £4,000, Daytime slot: £3,500 – £4,500, Peak rate: £10,000 – £30,000

    BZ-Marketing Chester-Countdown
    On average Channel 4 is cheaper than ITV. Daytime slot: £1,000 – £2,000, Peak rate: £10,000 – £20,000

    BZ-Marketing Chester-SuperCasino
    Channel 5 is the cheapest national ex-terrestrial channel to advertise on. Daytime slot: £800 – £1,600, Peak rate: £2,500 – £4,500

    SKY 1
    BZ-Marketing Chester-Futurama
    Daytime slot: £150 – £250, Peak rate: £650 – £1,150

    BZ-Marketing Chester-Sky Sports
    Rates vary depending on the type of sport, the advertiser and fixtures. Daytime slot: £10 – £50, Peak rate: £60 – £750, EUROSPORT: Daytime slot: £50 – £100, Peak rate: £100 – £150, BT SPORT: Night time slot: £5 – £30, Early peak rate: £20 – £200

    BZ-Marketing Chester-Horror Channel
    Horror Channel: Daytime slot: £50 – £150, Peak rate: £150 – £300, Alternative digital channels: £0 – £50.

  • 5 Marketing Predictions for the next 5 years

    #PART 2/5: From mobile first to mobile only

    BZ Marketing Chester-Mobile Only

    Over the last decade mobile marketing has increased considerably. Organisations across all sectors have adopted mobile strategies ranging from mobile apps to mobile email and beyond. Consumers and their smartphones and tablets have become virtually inseparable and they rely on them more than ever before, visiting websites, using apps and making purchases. This trend will only increase in the coming years as each year mobile technology becomes more intuitive, more sophisticated and more functional.

    In the first quarter of 2016 global sales of mobile devices totalled 349 million, up 3.9% on 2015 and 78% of sales were represented by smartphones.

    In order to get real-time insight into how end users are, or aren’t engaging with their mobile marketing programs or applications, smart marketers need to continue to test and optimise their mobile marketing strategies. Just because a mobile marketing strategy was effective a couple of years ago doesn’t mean it will be in the future.

    No longer will designing for mobile be a secondary approach, it will be mobile first and E-commerce organisations will move away from responsive to completely mobile shopping experiences. The mobile-only approach won’t just be a smaller design, it will also include more responsive websites which will lead to fully tailored shopping experiences primarily designed for a mobile device. And within the next five years, and similar to Tinder’s user interface, consumers will be able to swipe left, right and up and down to make their selections via their mobile devices, click once, purchase and the items arrive at the consumers house.

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