Oct 17

Better, not bigger! Is diversification the key to success in printing?

General Business, Print No Comments »

It seems that the print industry is settling into two camps at the moment: those who diversify their offering and those who don’t.

It’s become such a talking point that one of the keynote speakers at Pira International’s recent Global Print Markets event made it the crux of his speech.

According to Dr Ronnie Davis, vice-president and chief economist at Printing Industries of America, printing companies need to work on either expanding out their offering and working on a more diverse range of products and services (such as print and brand management) or they need to become better at what they do to the point of being able to offer better service to clients as a result of such expertise. (see http://www.printweek.com/bulletin/printweekdailybulletin/article/1097618/print-companies-urged-become-diversified-specialists/)

The diversification route seems to be popular with litho print becoming just one of many strings to the bow of many print companies. As a marketing services provider, Mulberry Square is a good example of how this can be successfully achieved. By expanding out from just print into areas such as design, branding, eCommerce, marketing support and print management, the client relationship becomes more involved over a wider area of interaction and the printing company becomes more of a marketing partner than just someone to buy cards and letterheads from.

However, the specialist approach is where many print companies see the future. A niche approach gives the print company greater efficiencies, specialist knowledge and expertise which can be hard to find elsewhere. As a result of this, specialist print suppliers can and should give better customer service (and in most cases better value for money) through offering high-level advice and support that general printers may be unable to give.

Both directions have merit (and benefits to clients) and it’s up to the respective print companies to show their clients how they can more effectively and efficiently support their business.

The British Printing Industries Federation has recognised these two distinct directions and has reacted by offering more advice, support and training for these two key strategic approaches.

So, Dr Davis’ urge to become “better, not bigger” has already become a key facet of the wider printing industry’s business philosophy.

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May 23

To cut or not to cut…

E-commerce, General Business, Marketing, Social Media No Comments »

Apparently 5% of marketing executives cut their budgets in the first three months of 2011.

This compared with 20% who said they had increased their planned spend.

In fact, the Institute of Practitioners in Advertising survey suggested that confidence among marketing executives fell to its lowest level since the recession began. Pessimism was at its highest for two years. Fears around public spending costs, rising unemployment and political uncertainty all contribute to whether we’re confident about spending, both on a business and personal level.

Now marketing folk are generally upbeat and optimistic – we can always make things better. We’re creative and enthusiastic by nature. We’re also opportunist and so it was no surprise that the same survey revealed that TV, press and radio advertising, and the budget for PR and events, actually increased, albeit only slightly.

Generally though, there was little to cheer about although the debate about cutting a marketing budget in recession is not new. If the time is right to launch a product or service, then surely you shouldn’t delay. Economic downturn creates competitive pricing. As not all companies survive recession, there’s an opportunity for the others in a particular sector to win market share from competitors.

So cheaper advertising and the chance to launch new products can push spending up rather than down. But, not surprisingly, online marketing has enjoyed the biggest boost during the recession. The web is comparatively inexpensive. More importantly it’s easy to measure success with the number of site hits, social network activity, enquiries and firm orders via e-commerce sites.

Being noticed amongst the many thousands of marketing communications and messages that are seen and transmitted each day seems daunting, but if you have a clear vision of how you want your customers to see you, there are great opportunities. Well crafted content that appeals to the search engines; punchy, direct and relevant words in an online advertising campaign or an e-shot, all contribute to success.

Add to this the power of social media and you have a successful route to market.

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May 17

Think big with words

General Business, Marketing, Public Relations No Comments »

Media relations is a key element of PR activity and the marketing mix, and it needs to be as creative as any other activity.

Success is not just a case of preparing the release and distributing it; it’s about knowing how to do it best to get results. Just like great design, high-impact advertising campaigns or a well-organised product launch event, it needs thought, care and resources.

Our aim is not simply to send out press releases for clients and see their name in print, but to get coverage in a way that promotes the brand, enhances reputation and creates sales interest.

So, to be successful, media relations needs a ‘hook’; information that actually interests news editors and reporters. This is not necessarily the same subject that the writer/sender thinks is great news. You’ll get more coverage if you avoid boring the recipient.

Well-written, interesting news releases, media kits, background information, case studies, fact sheets, FAQs, biographies, discussion documents, white papers and photography are all important.

Printed publications are great but they have a limited life expectancy. Consider also using newswire services – they are the megaphone of your media campaign. They provide added coverage and exposure, reaching a more of the media, their audiences and, most importantly, your customers. The better your megaphone, the more chance there is of being found on the internet.

If you want to communicate clearly and effectively do it in the manner the recipient prefers. Media contact services will advise you on how to best reach busy journalists, whether it’s email, telephone, text, or podcast. There are so many ways these days, so don’t presume they’ll spot your release if you send it through the post.

There are also services that keep the media in touch with the PR provider, allowing journalists to reach out for information, interviews and comment. Often journalists will send out a message saying they need specific information about a subject area or are looking for an opportunity to interview someone about that subject.

Match your products and services to a publication’s features list. These are published in advance, often on an annual basis. That doesn’t mean though that you can’t approach editors with ideas in the meantime and don’t miss the chance to provide a by-lined article about particular areas of expertise. The more you get to know journalists the more you’ll understand what ‘does it’ for them.

Consider entering for awards, either industry based, professional or community. And when you enter don’t be shy about shouting it from the rooftops. Awards attract attention and build awareness.

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May 12

Our marketing services business gains East Midlands media coverage

Branding, Design, E-commerce, General Business, Marketing, Photography, Public Relations, Social Media, Web Design, Web Development 2 Comments »
The Mulberry Square team photographed by the Buttermarket in Mountsorrel, Leicestershire

The Mulberry Square team photographed by the Buttermarket in Mountsorrel, Leicestershire

I recently chatted with local reporter Tom Pegden to discuss the state of play in the local business economy as news of a high profile media success had made its way along the grapevine to Leicester Mercury towers – the launch of Leicester based luxury hand made leather satchel brand, Zatchels!

Zatchels, the brainchild of local businessmen Dean Clarke and Brian Brady of Charter Street manufacturer Leicester Remedial and Sewing Ltd was launched to the world with its satchels, hand made here in Leicester, on their beautifully designed e-commerce website on 20th April 2011.

This is one of the most comprehensive product/brand launches we’ve ever undertaken for a client and we’re delighted about the reaction so far. The satchel is the ‘must have’ style accessory for 2011 and Zatchels has launched a truly iconic British collection of leather satchel style bags that have caused a major stir since it was discretely introduced to fashion observers and stylists during this spring’s London Fashion Week. It was essentially a UK launch but already Zatchels are getting interest and media coverage from overseas, so we’re delighted for our client.

Since the Zatchels.com website went live three weeks ago it has had more than 6,600 visitors/hits, with orders coming in from the UK, USA, Australia and France as well as from UK based retailers who want to offer Zatchels satchels to their customers on the high street.

The new website features 71 different bags, with high quality creative studio shot photographs taken by Mulberry Square account manager and Leicester Photographer Ian Bursill, who has gained world wide acclaim for his photojournalistic style of photography.

We were involved right from the early stages and worked with our client to develop a logo and identity for the brand that was really strong and represented all of the key values and strengths of the product; and this in turn led to the introduction of the branding to the product itself with the stitching in of the distinctive woven label which coupled with its fantastic designs, materials and finishes sets Zatchels leather satchels apart from competitors in their market.

As well as designing the Zatchels brand identity and website, we have also been involved in leading and managing the launch campaign which benefitted massively from PR and media relations being added to the usual marketing mix. This involved product placements with magazines and newspapers such as Bliss, Heat and the Daily Express, gifting to members of the band McFly coupled with a social media campaign using Twitter, Facebook and blogging.

To visit the Zatchels website click here
To enter the Zatchels Facebook competition click here
To find Zatchels on Twitter click here

Our marketing services business based on Loughborough Road in Mountsorrel, Leicestershire faced a tough time in the height of the recession in the later part of 2009 but has really bucked the trend over the past 18 months with a full order book keeping our six fantastic staff very busy indeed.

We will build on our historic turnover of £300,000-£320,000 p.a. this year as we have really focused and tried to get across our message that we cover all aspects of the marketing mix and therefore can really make a difference to our clients, some of which have been using our marketing services knowledge and experience for the past 18 years.

To view our portfolio click here

As a result of our networking efforts we have been working on the launch of another new brand for a £20 million turnover Leicester business, with the launch of this planned for later this month. Rather than being fashion with the emphasis on consumer marketing this new brand will be very much B2B and will feature another eCommerce website designed and built on the Magento platform.

We seriously have seen an upturn in the local economy, especially from manufacturers who have ridden out the recession and are now investing to take advantage of a better economic climate to come.

Are we aiming to win more big clients? You bet we are!

Mulberry Square feature on the thisisbusiness East Midlands website

Mulberry Square feature on the thisisbusiness East Midlands website

Read Tom Pegden’s article at www.thisisbusiness-eastmidlands.co.uk/news/Marketing…/article.html

View the Leicester Mercury version here Mulberry Square feature in the Leicester Mercury 060511

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Apr 28

Mulberry Square’s launch of Zatchels – a resounding success!

Branding, Design, E-commerce, General Business, Marketing, Photography, Public Relations, SEO, Social Media, Web Design, Web Development, Web Hosting No Comments »
Home page of the Zatchels online boutique

Screen grab of the Zatchels online boutique

We can safely say the launch of the new Zatchels brand – a range of contemporary and stylish satchels – has been a resounding success.

A successful media campaign (albeit almost under the cover of darkness to keep the launch a secret!) plus the launch of the Magento e-commerce website at www.zatchels.com means that the fashion world now has a new star.

The reaction to the Zatchels range has been incredible; everyone who’s seen the products and viewed the website seems impressed. We’re pleased, our client is pleased, the journalists were warm in their praise of the products, and the consumers seem equally impressed.

It would seem then that we’ve bucked the economic trend. With retail sales down, consumers struggling with bills, and the whole world seemingly on a bit of downer at the moment, we could have been forgiven for thinking the timing was all wrong.

The fact is though that fashion does buck trends. In 2008 leading fashion pundits were forecasting that the recession, which had still to really bite deeply back then, would take its toll. By 2010, the retail sector was suffering but it didn’t collapse. Even if some brands did suffer it basically came down to a question of image.

The fashion industry can sometimes be seen as decadent and self indulgent so what sets Zatchels apart from the crowd?

Well, it seems everyone’s agreed that satchels are the ‘must have’ accessory of the year, which is all well and good so long as people can afford the ‘must have’. And fashion, accessories and cosmetics spend is also considered therapeutic; when all else fails buy yourself a new dress or a new lipstick.

Where the Zatchels range really is a winner is in sensible pricing, affordable quality and the fine craftsmanship that lies behind this very British brand.

And apparently being British – especially in the world of fashion accessories – can be cool.

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