From Denise Taylor, managing director
Last week we were delighted to be part of the launch for the Midlands first creative consortium, of which we are a member. The key message of the launch was one that Bridge has advocated for quite some time now:
When done strategically, marketing can have a positive impact on business development, regardless of industry sector!
The event followed recent reports that 70% of CEOs have lost their trust in marketers carried out by Fournaise Marketing Group. In order for CEOs to really experience benefits Warwickshire Creative Fusion promotes the need to make marketing highly targeted, strategic, consistent, and creative.
We met a diverse range of businesses from throughout the UK at the launch, and they all enjoyed the series of linked seminars bases around nine different disciplines of marketing. They covered all aspects of marketing from conceptualising campaigns to making your product go international. I gave a presentation entitled: “The pen is mightier…” which gave tips on mining businesses for great content.
I was happy to present to a full room of delegates who were interested in learning about mining their businesses for good stories.
Key points from my presentation:
- There has been a seismic shift away from traditional print media to digital media. Sales of UK dailies have plunged by 20% in the past five years, however some trade magazines continue to fare reasonably well in sectors like manufacturing, but they also have a digital presence. This has completely revolutionised the PR industry and has opened up many more channels and opportunities for agencies and companies alike – but – it is a case of finding your way through all the noise and chatter.
- Good PR is about the content that exists in your business, and the content you create to tell your story. A survey of over 1300 marketeers by Outbrain on objectives of content marketing:
- Increase engagement: 52%,
- Increasing traffic to site: 42%
- Raising brand awareness: 35%
- Increased sales: 33%
- Improved SEO: 31%
- When having an online presence it is all about thought leadership and building reputation and credibility. If you can achieve this, then others will start to talk about your brand and products.
- Building campaigns around issues is creative and creates original content that the press will be interested in.A key tip is to create polls and stories and then your can use this information through a variety of channels.
We found that attendees left the event with a number of fresh ideas for their marketing campaigns. Cathryn Goodwin, Creative Engagement Officer at Creative Enterprise, founded by European Regional Development Fund (ERDF) and Coventry University said: “I gained some very useful tips about how to tell the story of my organisation, what we do and how we do it, and it was really good to talk to the supportive members of the team about how their skills could help our business and our clients. There was a good mix of people at the launch with a friendly positive vibe. We’re looking forward to dealing with the Fusion members again.”
The overall message from Warwickshire Creative Fusion is that when utilised strategically, the nine key areas of marketing; public relations, video production, design and branding, direct marketing, translation, print, photography, and web development can really deliver an effective return on investment, increase sales, and raise profit margins.