Ensuring a delivery focused approach to PR and marketing

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We are delighted to announce that we have created a new role, appointing Carys Geer as Client Services Director.

The role of client services director is crucial to our business, as evidenced by our recent smooth switch to whole team remote working. Carys joined brookscomm in 2018 as Project Leader and has key industry experience plus a commitment to exceptional service provisions for our clients.

We caught up with Carys to find out more about the role, what it means to her and how it will benefit brookscomm’s clients.

What does this new role mean for brookscomm? 

Marketing and communications as a practice is continually evolving, changing how we consume and share news with partners, customers, prospects and our peers. As an integrated agency, brookscomm has continued to thrive over the last 25 years by staying agile, anticipating and adapting its services to what its clients need. The Client Services Director role is central to the team, exploring ideas to improve the agency’s future delivery and ensuring outputs are aligned to our clients’ strategic goals. This will enable us to develop our service in a dynamic and forward-thinking way. This is critical when rolling out changes in a business to ensure consistency for both the team and clients.

What does the position mean to you?

In my career to date, I’ve experienced a few different agency environments. Finding the balance between successful delivery to clients, advancing the agency from a commercial perspective and investing in a growing team is notoriously difficult. What’s exciting to me is that this role is an opportunity to oversee and maintain this careful balance at brookscomm, working across all facets of the business. The increased focus on business leadership and development is something that really interests me and provides a great progression for my career path. It’s really rewarding to help shape the agency, develop the PR and marketing experts of tomorrow and deliver services that not just meet client objectives, but also wow our clients.

What prompted the introduction of this new role?

The different elements of this role have always existed at brookscomm sitting within different remits in the agency over the years. The creation of this new role reflects our continued commitment to an integrated approach to delivery at brookscomm. We have various specialists across our service areas within the team and so this role oversees the combined expertise, bringing it all together to provide a seamless, valuable service for our clients. Our integrated service, combining various marketing and PR activities, is adding real value to clients’ businesses and we anticipate this area of the business growing considerably, very much supported by the introduction of this role.

Has COVID-19 impacted how this role was designed to look?

Like the rest of the world, we couldn’t have anticipated the significant changes brought on by the coronavirus crisis. And while we’re extremely fortunate that we can continue working and servicing our clients, how we do this looks different to how it did a few months ago. The same is the case for the client services role, however the fundamentals of the position remain the same. Having a client services lead has been critical in transitioning the team to work from home, ensuring that delivery to clients is impacted as little as possible, and ensuring we can run systems and processes virtually for the agency as normal.

What should prospective clients look for when choosing their communications service supplier?

A company should never underestimate the value of a great marketing and PR agency. We’ve found in recent years that companies get more from in an integrated approach to PR and marketing rather than the disciplines operating in isolation, which helps to streamline activities, get better results and measure outcomes more effectively.

The right agency will be so much more than a group of people delivering good results; they will be consultants with great business acumen, partners that have your best interests at heart and will treat your business as if it was their own. That’s always been our approach at brookscomm, which means our clients get so much more from us than what is agreed at the outset of the campaign or contract. It’s no wonder that so many of our client and media contacts have been with us for decades.

Follow brookscomm on Twitter (@PRexpertsUK) or LinkedIn to stay up to date and find out more about our integrated service offering here.

 

5 ways for Amazon sellers to cash in on Black Friday

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The 29th November sees the return of Black Friday. The sales from last year’s shopping bonanza topped £1.49bn online, making it the second biggest online selling event of all time – second only to July’s Amazon Prime Day which saw Amazon sell over 175 million items across 18 countries.

Black Friday 2019 is anticipated to be bigger than ever, and the sales are no longer refined to the weekend. UK deals are opening earlier, with sales starting on Amazon at 00:01 on Friday 22nd November this year – a week before Black Friday. What’s more, Amazon is hosting a ‘Black Friday Countdown Sale’ between 18th November and 22nd November.

Black Friday offers tremendous potential to companies currently selling on Amazon. But as a seller, how can you make sure you’re getting the most out of the Black Friday extravaganza?

Here are our five top tips for seller success.

1. Optimise your listing title for searches

Making sure your product is as visible as possible in searches needs to be your priority (visibility within Black Friday deals comes later). Make sure you include a generic product description of what your product is within the title. Even if people haven’t heard of your brand, this will ensure that they know what type of product you are offering.

2. Seal the deal with bullet points

The five bullet points are arguably the most important feature of an Amazon listing. Listing features is not enough to persuade buyers; you need to motivate the viewer to buy by setting an expectation of what benefits they will get out of using the product. This is why Amazon places the customer buy-box next to the bullet points – more often than not, it’s the bullet points describing the benefits of the features that convince buyers.

3. Participate in Black Friday Lightning Deals

The main concept around Amazon’s Black Friday is to offer hundreds of exclusive discount deals on popular, quality products. To be able to be a part of this, your product(s) need to have a certain number of positive reviews and a three-star rating or higher. You must also reduce the price of the item by at least 40% to be considered.

You need to choose the quantity of stock you want to sell and submit the deal in advance of Black Friday to Amazon. Amazon then decides when to schedule it. Lightning Deals are tremendously popular due to their high visibility on the homepage, and huge volumes of stock can be sold in a very short time period.

4. Increase your keyword bid strategy throughout Black Friday promotion

If you already use Amazon’s display and brand keyword advertising tools in seller central, make sure you allocate extra budget for the duration of Black Friday to ensure your products are promoted above organic search results.

You’ll reap the benefits of a low advertising cost of sale (ACOS) as your customers’ intention now will be to buy rather than browse.

5. Use vendor powered money-off coupons

Amazon customers use the ‘wish list’ function to keep track of products they’ll be looking to buy at discount during Black Friday. Sellers can make their products more attractive during the sale by buy adding a money off coupon onto the listing. A glance at the wish list will display the discount on offer to the customer.

Couponed listings also stand out in search results. As a seller, you are in control of offering a percentage discount or a monetary amount off the list price, making this a very useful sales strategy instead of Lightning Deals.

As Black Friday’s popularity continues to grow every year, missing out on the opportunity for increased sales around the shopping event could see your brand suffer. Following these tips puts you in good stead to maximise the opportunity Black Friday offers to sellers.

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Want to find out more? Get in touch!

If you have any questions about how to make Amazon an effective channel for your business, please check out our Amazon Marketing services or get in touch. We’ve helped several brands launch and establish themselves on Amazon in Europe. Call us on 01483 537 890 or email hello@brookscomm.com

Identifying the right communications practices for your business

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A communications strategy isn’t something that any business would doubt is important, but the reality of developing it is a lot easier said than done when there is a wealth of tools and practices at a company’s disposal, with their own benefits and risks attached.

This month’s issue of the Law Support Network’s Briefing Magazine features some invaluable insights from Peter Rogers, Director of Risk at Bevan Brittan, as part of the feature entitled ‘Brain Training’.

While focused on the legal sector, the piece gives a great analysis of the challenges faced by many businesses when choosing the most appropriate internal and external communications tools, due to the wealth of them on offer. Rogers also offers interesting anecdotes on the evolution of information transfer – from a telex machine that occasionally spurted into action to a more recent scenario where emojis were used to instruct a lawyer!

Overall, the piece encourages businesses to maintain a view of evolving trends, ensuring enough assessments and measures are implemented by your risk, communications, HR and IT teams to appropriately mitigate potential issues across your workforce ahead of time.

This evolution of communications channels is something we know all too well working within the PR and marketing industry. Gone are the days when our focus was placed squarely on traditional PR – we now maintain relationships with our friends in the press, while also building a reach with other, less-traditional influencers across a wide variety of outlets and channels.

This is proven to be a more realistic and time-efficient approach to communications and opens a huge opportunity for our clients, but also requires that we offer clear counsel to help manage the potential risks associated with spreading your message too broadly.

Much like Rogers’ own recommendations in the Briefing article, we work with clients to determine the most appropriate methods of sharing information, with key considerations including:

  • Which of your target audiences do you hope to reach with this information?
  • What communications channels do you plan to use and why? How do these fit with your targets?
  • Is this information time-sensitive?
  • Has the information been approved by all stakeholders, both internal and third-party?
  • How will you manage any follow-up, especially relating to enquiries or feedback? Have you considered the impact upon your internal team and put plans in place to manage this?

Rogers also makes recommendations for implementing best practice within your organisation, including carrying out a review of how staff currently disseminate information internally and their experiences with this. Here are some additional thoughts from us on implementing communications best practice:

  • Consider running internal workshops, to inform and promote communication policies and practice.
  • Implement guidelines to cover the use of tools which may increase informality or indiscretion, e.g. social media or messaging apps.
  • Ensure that your workforce understands potential communications risks and are well-versed on the importance of protecting both your business IP and corporate reputation with appropriate, responsible activity.
  • Raise awareness of any relevant legal implications – especially where something might be considered as innocent or informal by your employees.

If you would like to discuss this in more detail, or learn how brookscomm might help your business to implement similar communications practices, please do get in touch.  

Think BIG with your communications strategy

Since its inception, PR has involved managing and enhancing the reputation of an organisation to its target audience via influencers such as key stakeholders, partners, analysts and the media. The overall objective is to raise the organisation’s profile to support the sales and marketing cycle. Though the core principles haven’t changed, the methods of communicating with audiences and stakeholders have dramatically.

When the main way of communicating with the media a few decades ago may have been franking a press release, we’re now in an always-on environment where accessibility to audiences and influencers has transformed the day-to-day role of a PR professional. Despite these considerable developments, many organisations still devise traditional PR campaigns that don’t make the most of integrated communications, new technology and measurement techniques.

Here’s some recommendations from us at brookscomm to ensure that whatever industry you’re in, you’re thinking big with your communications strategy.

1. Be reactive

By developing articles or commentary in response to changes occurring within your market, or in response to national breaking news stories, you don’t have to be reliant on having your own news to secure press coverage. Sometimes these can take the form of thought provoking and quite controversial commentary, which will create a “buzz” within your area of specialism.

Talking about national issues at a regional, trade and national level will help to establish your reputation as an expert in your field. It also provides a level of reassurance to your existing client base, and future clients, as they will see you as an organisation with an opinion that is respected by the press.

2. Spread the word

Social media has a big part to play in an integrated communications strategy. Once your articles have been published, either in the media or on your website, further reach can be achieved via social media platforms. People may not be reading the publication or browsing your website on the day that your content was published, but we can safely assume now that people are regularly checking their own social media and absorbing new content in this format.

What’s more, sites such as Twitter and Facebook have brilliant SEO qualities. This means that if a prospect is googling you, there’s more chance that your name will appear higher in their results as social media sites are pointing to your name or website.

Our Senior PR Account Manager Alison has also been sharing advice with legal firms around making more of your press coverage. Check out our latest article in the Hampshire Law Society magazine, Hampshire Legal.

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3. Go bigger

It’s easy when you’ve been serving a specific set of customers to stick with the same communications approach and focus on them as your target audience. While it’s wise to prioritise this audience, messages you’re promoting to those customers could be replicated to another potential market without much extra work.

Whether that’s a different industry or a region, thinking outside of your existing strategy could reap huge dividends. High quality and informative written material is worth its weight in gold, so if you’ve written it, make the most of it!

4. Track your progress

Whenever you’re completing any communications activity, it’s crucial that you measure the success of your efforts. Not only can you learn the most impactful ways to reach your prospects, you can also discover what content resonates the best and what approach is most beneficial for your sales and marketing strategy.

By utilising online tools such as Google Analytics, you can track what content is bringing the most traffic to your website, and what pages on your website are of most interest to your prospects. Analytics are now also embedded in social media platforms so you can track how many people are viewing or engaging with your tweets, and how your LinkedIn likes have increased overtime.

Whatever your communications strategy, make sure you’re maximising every opportunity to raise your profile by developing creative and relevant content, considering new audiences, showcasing your hard work and measuring your success.

Want to find out more? Get in touch! 
If you have any questions about your communications strategy or how we can help you secure media coverage, please check out our strategic communications offering or get in touch. We’ve helped several organisations raise their profile with their target media resulting in increased sales. Call us on 01483 537 890 or email hello@brookscomm.com

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Lush quits social media: smart or a stunt?

On Monday, the popular British cosmetics brand Lush announced on Twitter, Facebook and Instagram that they would be “switching up social”. The brand will be shutting down its LushUK accounts as well as Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla. This dramatic shift comes from the brand being “tired of fighting with algorithms” and that it does “not want to pay to appear in your newsfeed.”

Lush concluded its announcement by stating “This isn’t the end, it’s just the start of something new. #LushCommunity – see you there.”

It remains to be seen what impact this will have on the brand’s digital presence. Could this announcement simply be a headline grabbing tactic, or does it speak into the future power of influencer and community marketing over corporate messaging?

Controversial marketing

Lush hasn’t been a stranger to causing a stir with publicity tactics that push boundaries and provoke conflicting reactions in the past.

The particularly divisive “Live Demonstration” from 2012, where a performance artiste was subjected to animal laboratory tests in the shop window of Lush’s Regent Street branch, was a provocative move. Most would agree that the overall message of the campaign was positive, however, this graphic approach to the issue certainly ruffled a few feathers and had a memorable impact. Much like this move away from social media, it certainly goes against the grain.

Maintaining online influence

The term “#LushCommunity” appears to hint towards a new way for Lush customers to engage with one another and the brand itself. Through which platform is unclear, but maybe that’s the point – that the community isn’t confined by a platform, or indeed by role.

Lush has collaborated a lot with online influencers in the past and in distancing itself from social media in one sense, it’s likely the brand will put more time, money and effort into working with lifestyle influencers and online ambassadors to keep the brand alive online.

The brand has already been successful in this arena, largely via reciprocated content. There are large numbers of videos on YouTube of popular beauty, fashion and even family vloggers testing Lush products. Some of the most successful videos are Lush factory tours which have come about as a result of Lush inviting influencers to come down to its factory for a tour. The success of these videos may be a sign of content yet to come for the brand.

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Redefining community

The future of Lush’s communications strategy is unclear, other than the fact that it appears the brand is moving its engagement with consumers into a ‘community’, which will likely include vloggers and influential online ambassadors.

What is clear, however, is that Lush is on the front foot when it comes to making bold decisions in its marketing and communications strategy. This decision has already given them a lot of exposure, but it’s hard to tell whether this short-term win will translate into a long-term gamechanger. The bottom line is that Lush’s attempt to reshape the structure of online communications is relatively uncharted territory and worth keeping a close eye on.

#LushCommunity – see you…where?

Aaron Jackson – PR & Marketing Executive

At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of providing an integrated communications strategy. We can help you boost your business, email hello@brookscomm.com or call us on 01483 537 890. 

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