Marketing – brookscomm

Why you need to integrate PR & Marketing to drive your business forward

Posted by mandybrookscommon May 2, 2023September 1, 2023in Integrated ServicesLeave a comment

The evolution of Marketing and PR, with the advances of technology, means that amazing, measurable, cost effective and successful integrated campaigns are now increasingly possible. Fast scale-up tech businesses, such as Blink, have used combinations of Digital Marketing and PR in cost-effective ways, escalating and accelerating their route to global success.

It helps that Marketing and PR as disciplines are ever more measurable and ever more similar. Marketing and PR, advertising and social media campaigns are moving closer to each other and overlap in how they are planned and delivered.

Growing expertise of remote working, initially enforced by the pandemic, using entirely online systems and processes, and providing more instant measurable results, is now opening lots of doors in terms of how we all work together and integrate.

It makes complete sense for our customers that we integrate these disciplines and provide a seamless, customer focused, story led approach for brand communications. It’s also much more rewarding to become a part of the client team and look at the business growth and brand boost challenges and opportunities from the business point of view. Solving problems and delivering longer term solutions as a trusted partner with a client makes much more sense than providing a few individual bits of marketing and PR outputs. An effective integrated set of marketing and PR strategies provides clients with the most effective parts of the marketing mix at the right time, seamlessly integrated with other elements of marketing and PR. This should be straightforward but is it?

The challenge of integrating PR and marketing

Let’s face it – integrated service delivery involves losing the smooth edges, the boundaries of individual expertise, the boxes in which we know our particular expertise can sit separately from our colleagues. This can feel uncomfortable.

George Bernard Shaw remarked that the UK and USA are two countries divided by the same language. It is similar with Marketing and PR (or strategic communications). The processes of understanding business goals, who we are targeting, whether customers or other stakeholders, where we will find them and what we need to say to resonate with them and then how we measure the effect of our efforts in terms of business success is the same essentially, across these disciplines. The terminology and approach can be different.

Strategic communications, or PR, still has an identity problem. From my years of PR qualification collecting, I know that PR is just one element of strategic communications. From those same years spent with customers, I know that customers reference PR more often than strategic communications and many customers and practitioners alike are hazy about the definition of both!

Added value for clients from integrated services

It’s challenging to get it right but when you truly integrate you foster:

The opportunity for SMEs and larger businesses alike to have the best pieces of the most useful marketing and PR elements at any one time with a flexibility to switch as required
Greater innovation as a consequence of the collaboration of a multi-disciplined team of experienced communication professionals
Better visibility and understanding of how the components of marketing services work together and therefore a better service delivery for the client
A more client focused approach with all of the team taking responsibility for working towards delivering shared business goals, enabling the client to get on with running their business
Less jargon, duplication and avoidance of disjointed, disorganised outputs

Defining Integrated services

For us this means ….

Tailoring a range of marketing and PR component services to produce a combined, harmonious suite of services with a unity of purpose and unified systems control. This minimises time and cost and maximises results. These integrated services are brookscomm delivered, client delivered, and/or a combination of both.

Some businesses talk about integrated services but, in reality, offer a number of different marketing and PR services being delivered by different specialists working in silos. This can result in duplication of effort, disjointed messaging, delays, lack of clarity, and potentially failure to deliver business success.

To ensure the range of services are truly integrated and aligned to our customer’s business goals, there needs to be a focus on team information sharing and knowledge, underpinned by collaborative, efficient systems and processes. At brookscomm we are committed to team education and awareness plus effective shared, secure online systems and processes so that we provide the most effective tailored set of services in the most cost effective, time-efficient, and focused way possible.

This is not only better for profit but also better for people and the planet. Something we are very committed to. But more on integration and sustainability next time!

Finally, back to the human element, this is all and always will be a work in progress and we keep talking to our customers and to our team, sharing learning, rolling our sleeves up, and working really hard to deliver success and satisfaction for our clients.

You might also be interested in reading:

How baked beans and Weetabix can help your social media strategy

Ensuring a delivery focused approach to PR and marketing

Think BIG with your communications strategy

Beast from the East and agile PR

Choosing the right communications partner

Posted by brookscommon January 14, 2023September 1, 2023in UncategorizedLeave a comment

As we settle into a new year, most organisations will be reviewing their communications activities and anticipating how they will contribute to their overall business strategy over the coming months. And despite the current economic climate still looking somewhat uncertain, it’s encouraging to hear that 61% of marketing leaders are expecting budget growth throughout 2023, with 86% even predicting that the political and economic environment over the next two years will have a positive effect on business performance.

However, with this budget growth and optimism comes a responsibility: how do you utilise your marketing spend to get the best return and crucially, how do you find the right partner to help you achieve your goals?

A tailored approach

Look for a communications partner that is flexible and adaptable to your needs, so that you are getting the most out of the relationship to add measurable value to your business. This enables a seamless partnership with your own team and resource so that a communications agency can simply be an extension of your existing operations.

Unique insight

The adage is true that many hands make light work but working with a communications partner isn’t just about having extra pairs of hands. The right agency will also add value with innovative ideas, an external point of view and expertise to ensure you’re making the most out of your existing marketing and communications activity. They will listen intently and ask relevant questions, challenging you with concepts and new solutions that you might not otherwise have thought of.

Commercially focused and industry qualified

Ask a potential partner to demonstrate how they have added value for their clients. Do they have client case studies and testimonials that showcase previous successes? Discover how they measure the impact of their communications activities, how they present this information and how often they review activities with their clients. It’s imperative that your communications partner is commercially astute and understands that its function is to help meet your business strategy. The CIPR and CIM are champions of best-practice cost-effective communication strategies, so find out if the practitioners in your communications agency are qualified and active members of these institutes.

Powerful relationships

Building strong relationships with your partner ensures that all stakeholders are aligned with clear objectives, measurable outcomes and a comprehensive understanding of messaging. The better your relationship with your communications agency, the more value the team can add as a business partner. Find an agency team with great business acumen and one that has your best interests at heart.

By getting the right communications agency in place and all fully committing to achieving the same goals, the partnership could be one that continues to add value for decades to come. To find out how brookscomm could become your trusted communications partner, please get in touch.

How to improve paid media campaign conversion rates

Posted by michaelbrookscommon June 19, 2022September 1, 2023in How To:1 Comment

The likes of Facebook, LinkedIn and Twitter have honed the art of targeting and content delivery to near perfection. For brands it’s never been easier to utilise these digital advertising tools to reach, inform and persuade potential customers to click through to their website.

However, the decision of where to direct the consumer has the greatest impact on the cost-effectiveness of campaigns. This is where a campaign flourishes or flounders, no matter how good the marketing mix of product, price, promotion and placement is.

Simply put, if the destination webpage does not continue the same smooth user journey from social media it will likely result in a costly, wasted click. So, what can be done to improve conversion rates?

Consider a situation where the consumer is directed to a conventional product webpage. The user journey changes from micro to macro in an instant. The distinct message or image they originally engaged with is now one thread of a much wider range of information.

The end is the most important part of the journey

A product webpage displays a navigation menu to the rest of the website, allowing a visitor to find out more about other products, the company, its history, its social media channels, etc. This is useful content which has its place in digital marketing, but from an e-commerce perspective, this provides too much choice which then undermines your conversion rates. A product page is for everybody and to a larger extent converts nobody.

What is a landing page?

A landing page is a custom configured webpage that serves the fulfilment objective of the campaign. They are more effective than webpages for digital advertising because they are focused on a single goal. A product web page provides a wealth of information to a range of visitors, whereas a landing page is aligned with the message or offer made in the advertisement, tailored for those that click on it.

The landing page gives digital marketers greater scope to fine tune page elements such as copy, visuals and layout. Using analytics to monitor user behaviour, they can adopt a test, measure and adjust approach to improve conversion rate optimisation (CRO) during the campaign. This is hard to emulate with a general product web page as the profile and needs of users will be much broader.

Here are five defining characteristics of an effective e-commerce landing page:

It delivers on the promise: The messaging describes how the product fulfils the need outlined in the advert, leaving the consumer with the logical outcome to purchase.
It keeps it simple: The page displays a clear checkout process; it’s not cluttered with off-topic content or other products.
It restricts choice: There are no distracting menu options; the page focuses on the product and how to order it. If they do not buy there and then, a voucher could appear if someone moves the cursor towards the close browser button. Alternatively, retargeting could be used to offer visitors a discount, providing an incentive to return.
It champions robust delivery and returns processes: Digital advertising drastically speeds up the sales funnel process. A consumer could go from having never heard of a brand to being asked to hand over payment details in the space of one click. A good landing page anticipates any consumer concerns on payment security, and any delivery concerns by offering reputable third-party payment methods such as PayPal as well as secure, tracked, speedy delivery and return options.
It includes customer reviews and testimonials: To help assure customers on quality, short positive comments from other customers are prominently placed.

To reduce churn, wasted clicks and achieve a better return on digital advertising, why not consider using a landing page approach on your next e-commerce campaign?

How baked beans and Weetabix can help your social media strategy

Posted by brookscommon November 19, 2021September 1, 2023in Uncategorised1 Comment

Do you have your Weetabix with baked beans?

No, we’re not going mad. If you didn’t know, in 2021 a Weetabix tweet went viral (and then some) after the brand suggested that topping your breakfast Weetabix with Heinz baked beans was a viable breakfast option. The post created strong opinions and got everyone talking. Brands such as Dominos, Nando’s, NHS, KFC, Tinder, Lidl, Sky, TfL and Specsavers replied with puns, gags and jokes that kept consumers and other brands alike engaged and talking about it for the rest of the week.

From a marketing perspective, it was fascinating to watch this unfold. A simple post with a (very) bold claim got Weetabix and the contributing brands some of the best engagement they have seen on social media in a long time – with over 250,000 interactions on Twitter for Weetabix alone. Critically, it didn’t stop there. Weetabix has reported a surge in sales of its cereal with Sainsbury’s seeing a 15% sales uplift from the day the post went live.

At a time where there’s more emphasis on digital marketing channels in the midst of the pandemic, what is the secret behind these powerful and funny contributions from different brands? What impact will they have on the brands’ audiences for the long term, and what can Weetabix gain from going viral?

Join the conversation

This social media event is proof that whoever your target audience is, people buy from people. Gone are the days of impersonal or corporate messaging on social channels. Audiences are human and want to engage with another human – especially at a time when seeing others is restricted – and a bit of light heartedness is what we all need right now to keep our spirits up. Contributions from the brands demonstrate their intent to be friendly and customer centric, and may help them get in front of new audiences, or remind their existing audiences they’re alive and kicking.

Customer centricity is not just about how you engage with your customers when you’re speaking to them directly. It’s about the reputation you have, what you do when you don’t know if your customers are looking and how you present yourself to the world.

Avoid the status quo

It’s clear from Weetabix’s image – along with its marketing efforts – that the brand makes a concerted effort to be fun and spark conversation, and sometimes do this by being a little “out there” (!) with serving suggestions. Despite its simplicity, this is part of an intentional marketing strategy to be perceived in a particular way by their consumers.

By having an awareness of consumer perception, knowing what the brand wants to achieve and how to engage with its target customers, Weetabix has developed a social media strategy that is fuelled with creativity which helps the brand challenge the norm and resonate with consumers.

It is easy to stick to what you know when it comes to implementing marketing activity or choosing channels, but brands need to continue to innovate to ensure that their marketing strategy is reaching their target customers and their content is resonating.

Give messaging the time it deserves

Not all brands got their replies to Weetabix quite right: some jumped in to promote themselves, lacked creativity or simply weren’t that memorable. It’s a lesson in the importance of creativity in marketing to compete with large brands, and it emphasises the significance of tight brand messaging.

Messaging isn’t just what you say, but how you say it, when and why. It’s crucial to be consistent with tone of voice across all marketing channels and create a style guide that is easy to follow. This allows brands to respond to opportunities quickly, whether it’s a social post like this, a breaking news story or an urgent customer query.

Here’s some of the brand replies to Weetabix that we loved. What was your favourite?

If you know you need to devise a marketing, social media or content strategy for your business but don’t know where to start, get in touch on hello@brookscomm.com.

Christmas TV ads: what are the magic ingredients needed to win the top spot?

Posted by brookscommon November 28, 2020September 1, 2023in UncategorisedLeave a comment

By Mwamba Malama, PR and Digital Account Executive

Every year the never-ending debate on whether the Christmas season begins in December or November causes a stir. But our favourite brands and retailers are set on making the decision for us by releasing their new Christmas adverts from early November to get us in the festive spirit.

With all the effort and big budgets marketing departments put into their creative campaigns, what is the ultimate recipe for a successful Christmas ad?

A spoonful of synergy

Brands are increasingly optimising multiple platforms to deliver their new Christmas messaging to audiences, and this year is no exception. Incorporating different media such as TV, print and online as part of a strong marketing strategy ensures that the ads have a wider reach and impact.

Marks&Spencer – Go Jumpers

M&S has broken the mould this year from the standard warm and fuzzy Christmassy ad with an energetic dance ad. Dancers shoulder roll to the soundtrack of House of Pain’s Jump Around. With an undeniably good pun, the retailer also partnered with Spotify to create the ultimate throwback playlist and developed the Metro’s first ever video embedded wrap for selected London commuters. And if that wasn’t enough, a flash mob recreated the infectious dance at London stations which sparked online conversation Traditionally, the target market of M&S has been perceived as an older generation, so this modern campaign appears to be a step change from that to entice a younger audience.

Sainsbury’s – Nicholas the Sweep

Sainsbury’s uses age old tropes such as the Dickensian fairy tale and a falsely accused orphan, Nicholas, to pull at heart strings and to commemorate 150 years of service. Like M&S, the supermarket giant invested in a wrap of the Metro designed as an old newspaper that reported on the escapades outlined in its TV advert. The appearance of orange satsumas in the black and white scenes is a smart highlight of the retailer’s brand image and a nice tie in with the festive season. The company has utilised multiple channels to grab consumer attention and no doubt sales of easy peelers will be up this festive season.

A pinch of community

A common theme appearing across many adverts this year is a strong sense of community and the importance of unity during the merry season. This is a theme that is always well received at this time of year and is bound to win hearts and minds all over the country (take a look at our previous blog to see how the Christmas ads tug at our heart strings!).

John Lewis and Waitrose – Excitable Edgar

John Lewis, the godfather of Christmas adverts, joined forces with Waitrose this year to create a two and half minute cinematic experience around Edgar the Dragon. An emphasis on acceptance and inclusion is beautifully depicted in this short film, as the little girl’s flame breathing friend is excluded and eventually welcomed back by the community. The advert has been received remarkably well with #ExcitableEdgar trending for days on Twitter after its launch, achieving over 45k Twitter retweets and eight million YouTube views gained online – not to mention the Excitable Edgar merchandise that’s selling out in stores. Once again, it appears John Lewis is the front runner in best Christmas ads.

A dash of originality

IKEA – Silence the critics

A Christmas ad with no sign of snow, Santa or sleigh bells ringing? Unheard of! We can’t look at this year’s Christmas ads without mentioning IKEA. The home retailer has creatively disrupted the status quo in its very first Christmas ad. The Swedish store enlisted UK grime artist D Double E as the voice of inanimate objects that convince homeowners to redecorate for the holidays. The unexpected arrival of the ad and inclusion of D Double E stimulated conversation online which resulted in #IKEA trending nationally. The retailer is hosting in-store events to help customers be ‘home ready’ for guests over the festive period as part of the campaign. This is a great example of how originality can help set a brand apart, get people talking and create something memorable for its audience.

Brands continue to compete for the top spot with their Christmas ads each year and while they choose their own flavour, these core ingredients still pop up. Whatever your favourite is, it’s clear a true feast of Christmas ads has been served for 2019.

Which one has been your favourite and why? Tweet us on @PRexpertsUK to tell us or leave a comment below!