so we’ve got your brand out there, everything is working fab!...
...but now you need to measure the effectiveness... back the winners and drop the losers!
cross media marketing
so what's next?
these are some samples of how we've used typography to enhance the messages of our clients
Have you thought about how something as simple as typography can influence your target audience? Take a script typeface and use it to try and tell the story to a young audience and your message will miss the mark, not because of what you are saying but because your target audience will not identify with the look and feel of your proposition.
Adding punch to your messages
Your typography is very effective in setting the scene so your words become stronger. Remember less is more, 2 or 3 fonts are much more powerful than 8 or 9, there are exceptions of course but for the most part this is gospel.
White space is not wasted space!
Often people will make the mistake of filling every area with text, all this does is look overwhelming to your audience and rather than furnish them with the information they need it can stop them altogether - think 'attention span'.
If everything is bold, nothing is bold
Highlighting important statements and lead text is very important to help your reader get an instant understanding of your proposition, though if too many words are highlighted then they lose impact and end up looking like a font choice.
...oh and of course keep it consistent.
Like typography the colours that you choose to convey your brand will greatly influence your target audience, if you have a budget priced proposition you wouldn't choose gold and british racing green would you?
You can use colour to...
set a mood, attract attention or make a statement, create ambiance or target a specific market sector. Be careful to use the right quantities of colour to create the right impression, bright vibrant colours can work very well for a young audience, but the same colours used sparingly can create an exciting buzz for a more mature audience.
Think about your brand...
and how you want your audience to feel, less primary 'off' colours can work very well to create an air of sophistication. Don't forget colours have symbolism and meanings, they can cause reactions in people - think of red which has been shown to raise blood pressure whereas avocado and pale yellows often create a link to the 70's.
Colour if used correctly can be a huge influencer in the success of your brand and marketing activities.
Photography verses Illustration...
...so which is best?
only one way to find out... fight!
Isn't that what you want people to say, swiftly followed by 'I want that!'... yes of course it is! So you've got to think very carefully about what the imagery you choose will say about you.
If you're selling a product, what environment does it need to be in? think about how a powerful contrast can make a huge difference and consider whether a well taken photograph will have more impact than a simple illustration.
Everything hinges on how you've built your brand strategy, think about how 'Innocent' use illustration and an almost child like approach to enhance the purity of their products whereas 'Magnum' Ice cream uses sultry seductive photography to create an image of luxury and almost forbidden pleasure.
So where do you start? Like your words and colourways that go towards establishing your brand identity, images need to be carefully considered and in line with your target audience. If we are appealing to 30 somethings with a dynamic new technology based product, then the imagery needs to reflect their aspirations. So choose your image content carefully and make sure it is in line with your brand.
You know the saying "a picture is worth a thousand words".... (though our copywriters don't agree!)
Words are power
Choose them carefully, ensure that they excite, reassure and encourage people to buy into your brand. It's not how many words you use, but entirely which words you choose and in which order you use them to promote your brand and products. Choose the right words and you can create a buzz and incite action within your target audience.
Tone of voice
How do you need to talk to your target audience, not everyone will respond to cut and thrust messaging. You may need to engage with these people over a period of time in order to reassure and build equity in your brand. Those that do it well experience great brand loyalty.... Isn't that what you want?
Think about who you are talking to, if you talk to children you alter your speech so that they will be engaged, whereas a conference full of bank managers will require more authoritative words, this is the same level of editing that you need to consider when writing your copy.
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Btitish Marine Association (BMF)
British Medical Association
Burgess (yacht brokers)
Camper and Nicholsons Marinas
Camper and Nicholsons Yachts
Capital and Counties Construction
CMN Yachts (France)
Cobweb Solutions Ltd
Commonfields (sliding doors)
Dacia Cars (Romania)
De Birs Yachts (Egypt)
De La Rue
DMG World Media
Dubois Naval Architects
Farnborough Aircraft Interiors
Fresh RM Ltd
Gale Yachts (Malaysia)
Halberg Rassey (Yachts)
Harcostar Garden Products
Heesen Yachts (Holland)
Higgs and Hill Homes
Hill Robinson (France)
Lee Filters (Film Lighting)
Les Proprietaires de l’Ouest (France)
Mayflower Theatre (Southampton)
Mids & Horsey
MSA ( Marine Safety Association )
Oceanco Yachts (Monaco)
Peter Insull (France)
Portsmouth City Council
Portsmouth Harbour Yacht Club
Princess Yachts International
Professional Yachtsmen’s Association (France)
Proteksan Turquoise (Turkey)
Rhoades Young Yacht Design
Royal Huisman Shipyard (Holland)
SBAC (Farnborough Air Show)
Silkiing (Silk Clothing)
Simpson Marine (Hong Kong)
Southsea Leisure Park
Sunrise Yachts (Turkey)
Superyacht UK (SYUK)
Ta Shing Yachts (Taiwan)
Ted Fontaine Design Group (USA)
Tradewind Cruises (Sweden)
Trend Marine products
University of Southampton
Valley Shutters & Blinds
Wiltshire (Builder Developers)
Wood & Douglas
Worldwide Travel and Cruise (USA)
Yachting Partners International (France)
AA Hotel Services
AA Motoring Holidays
Abeking & Rasmussen Shipyard (Germany)
AIB (Allied Irish Bank)
Air Vent Technologies
Alfonso Ice Cream
Alternative Group Finance
Amels Shipyard (Holland)
Andrew Winch Designs Limited
Apex Office Furniture
Arlington Business Parks
Beaulieu Motor Museum
Bournemouth Borough Council
British Dental Association
British Gas Developments
Lets begin refining... Through correct positioning of your brand, great messaging, fantastic imagery and use of the latest dynamic marketing tools we can help you suceed....
Lets get started...
Ask yourself... Are you proud of your company?
Can you sit in front of any potential customer and confidently explain your proposition knowing when you see buying signals as you enthuse this person to the point of purchase....Great!
Now ask yourself.... Will my website, brochure, direct mail, emails illicit the same response?
If the answer is 'Yes' it looks like your brand strategy is already in place and you will only need us to identify your target audience and deliver your message via our fantastic marketing tools.
If the answer is 'No' then you've got some work to do, so ask yourself...
What are the objectives that you hope to achieve with your brand?
What is it that you want your brand to do for your company?
What do you want others to know and say about your products or services?
"it's an altogether different animal!"
Look at the big brands...
like Virgin, you see the leaflets, liveries on aircraft, shop fronts, emails, websites and they all work together, do what they need to do and stay consistent regardless of the campaign..... from Virgin Travel to Virgin Money the brand is instantly recognisable.
Where's the challenge then?
In today's marketplace there are a mass of opportunities to present your brand via on and offline media. Many marketeers fall into the trap of working within their comfort zone or that of their agency. Where the knowledge wavers or ends so does the consistency and with that the effectiveness of the work... but it doesn't end there, the whole brand can be damaged by just one area of activity being left uncared for.
So now your project looks huge!
You have to build a brand, and present via a myriad of media channels, consistently. Phew!!
Well at least you know where to start...
the tools we use
It's a fair question, you first need to understand your objectives.
You may be trying to shift brand perception like Steve Jobs did for Apple.
Remember there was a time when Apple was uncool, hard to believe!
We all have objectives for our business, most revolve around the bottom line! Well that's fine and that may be the ultimate consideration, however there is likely to be much more to think about...
...so how are you going to achieve your objectives and what role does marketing play?
Who do you want to talk to, what do they read, or do they surf the days away.
What differentiates you from your competitors.
What messaging can you use as leverage.
So you think you know what they think.... but do you?
With a detailed understanding of your target audience, facts about competitor propositions and where you fit into the competitive landscape, you can establish exactly what your marketing effort needs to achieve for you.
Align this with your objectives...
Build brand awareness?
Change peoples perception of your brand?
Drive traffic to your website?
Sounds obvious, but you'd be amazed at how may brands and businesses presume they are in posession of all the facts,
With insight you can tailor your messaging, set goals and measure success.
'let battle commence'.
With the insight provided by research you are now in a position to define your strategy.
Who are we going to talk to? What are we trying to say? What do we want the outcome to be? What tools are we going to use to talk to people?
This should form the basis of your marketing strategy.
Of course you could always get yourself your own 'Strategizer 3000 Deluxe'...... Failing that. use ours, pour in a little condensed research and with the pure unrefined stategy, we can help you pull it all together, make sense of it and conquer the world!