With the London Olympics about to leap in to action this summer I think it is safe to say that the traffic on our roads will not be moving as fast as the athletes.  And it is highly likely that most of us haven’t dedicated even one training session to thinking about how this might affect our businesses. 

Ok so there isn’t a gold medal in the balance, but wouldn’t you rather cross the delivery line on time and to a cheer, rather than a boo from your customers?

Well it just so happens that we can help.  Our client CBVC who are vehicle and fleet management experts have put together a document (please follow the link below) with a few top tips which will help you to plan your business travel amid all the lycra. 

Hope this helps!

Guide to 2012 OLYMPICS

Happy Travels Olympians

Sarah

Start 2 Finish is delighted to be supporting the Meningitis Trust. And to be working with them to raise funds and offer any strategic help that we can to increase their profile.

The decision to support the Meningitis Trust was made by Steve, one of our Directors who at the age of 4 had bacterial meningitis and was extremely lucky to survive, especially without any after-effects.  It was the Pride of Britain Awards that really prompted Steve to forge links with the Trust.  He was touched by a story about a family who the Trust had been working with and decided there and then that he wanted to help.

Steve has since met with Matt Croxall from the Trust to talk about raising funds.  And we will also be looking at the many ways that we can apply our knowledge and resources to help them to market themselves in this competitive market.

Marketing for charities certainly raises a number of key challenges which need to be acknowledged and overcome. These include budget restraints, differentiation and an extremely wide audience

Budget restraints is a key influence on how charities are able to promote themselves and places a restriction on the different marketing avenues that are open to them. In order to raise their profile on a national level it would be hugely advantageous to execute a comprehensive campaign to include a range of television and radio commercials and really get into people’s homes and minds.  This would of course cost a small fortune and for this reason there would certainly be objections from supporters and beneficiaries.  It is a bit of a vicious circle as by raising the profile you will experience a direct impact on voluntary donations and an increase in income.  However the initial outlay involved is also crucial to the work that the charity does to improve the lives of the people they are supporting. For example one area of the Meningitis Trusts work is the offer of financial grants to survivors of meningitis and their families.  These are for crucial things such as wheelchairs, respite care, home adaptations, and so much more.  And as the ongoing support of Meningitis survivors is central to the Charities work it is difficult to argue that this money would be better spent elsewhere. To successfully manage this balancing act it is crucial that all marketing is well thought through and that any proposed spend can demonstrate how it will positively impact upon the profile of the charity, and  the care of those people it is set up to help.

Differentiating yourself from the competition is crucial with any successful marketing campaign.  People need not only to know what you do, but more importantly why they should use you rather than other people claiming to offer the same product or service. And the question ‘how will you help me?’ is never more important than with a charity. After all it is ‘help’ that is central to the work of every charity. 

This can become more problematic when there are a number of charities for the same cause.  The Meningitis Trust must clearly communicate how they are different from two other Meningitis charities.  This isn’t simply an issue of income, but more a desire to ensure that the people that need their help get it.  Harriet Penning, Communications Manager for the Trust explains ‘…the general public and even some of our supporters are confused as to what each charity does.  Some think that we are just one big charity, so it is crucial for us to differentiate ourselves.  We really don’t want people who need our support to decide against asking for help because they are unsure as to what we do and can’t find out who can help them.’

The issue of marketing yourself to a wide audience is also a challenging one.  The most successful marketing campaign talks directly to the intended audience, and taps into the things that they need, things that will motivate them to say yes please I want to work with you.  Of course when you are marketing a charity such as the Meningitis Trust your audience is everyone as Meningitis can affect anyone, at any time of their life.  To be effective your message will need to be tailored and your audiences separated.  For instance what the Trust need to communicate to a health professional or other professional body will differ from your message to a meningitis survivor and their family; will be different for people who have not had meningitis, and again from those people who are also potential supporters like us.  Alongside these there will also be consistent key messages that need to be communicated to everyone.  So there is certainly a lot of work to be done here, and all on a restricted budget.  

So how is the Meningitis Trust overcoming these significant challenges so that they can continue to help people rebuild their lives and take control again?

Holding charity status means that the Meningitis Trust can pitch for pro-bono opportunities.  ‘Last year we were lucky enough to pitch for and win £50,000 worth of support from a London PR agency.  This was a huge deal to us as we were able to launch a national campaign in Parliament, with long-term reach that we are continuing to build upon to date.’ Says Harriet

In addition the Trust has successfully incorporated as many free alternatives to advertising through PR, and digital and social media as possible. And with a huge amount of growth identified in these areas they have invested in expanding the Digital Team within the charity. Twitter and facebook are providing excellent mediums for interaction, raising profile, and brand awareness.  With many of the charities supporters and beneficiaries very active on these platforms this is the perfect place for them to interact and spread the word. 

Whilst it is certainly true that hurdles such as these do make life more challenging for charities, they can also be seen as a positive.  What I mean by this is that by the nature of what they do a charity is forced to plan every piece of marketing.  And each campaign must be well thought through in order for it to be as effective as possible and therefore justifiable.  In order to do so there must be clear objectives and a structure to what is being carried out, which is something that many don’t do and as a result campaigns fail.  When budgets are tight planning is key to marketing success, together with keeping up to date with the latest free opportunities out there and maximising these with clearly targeted messages that engage the audience.

The oldest Meningitis Charity in the world, the Meningitis Trust is responsible for not only raising awareness of the symptoms, treatment, and effects of Meningitis but plays a wonderful and invaluable role offering free help, support and advice to families and individuals who have survived the illness. The Trust is 100% reliant on voluntary donations to carry out its important work so you can see the importance of getting the messages out to as many people like you as possible. 

We are really excited to be a part of the Trusts important work and look forward to making a significant contribution to their cause from now on.

Any inspiring ideas for fundraising please let me know!

Thanks Sarah

When I started to write this blog it was a classically grey and dreary January day. And I was sitting at my desk regretting the grey & brown ensemble that I was sporting that day. I had an urge to throw on a bit of bright yellow and start singing in the rain (as the result would surely have been a sudden downpour I decided against it.) Why? Simply because it would cheer me up, and make the world feel like a brighter place.

Just as a piece of bright clothing would I am certain have lifted my mood then, colour is used every day to evoke strong emotions in each and every one of us. Whether we realise it or not colour is a constant influence. Certain colours say ‘buy me’, others ‘eat me,’ ‘slow down’ ‘hurry up’, ‘relax,’ ‘welcome,’ ‘go away,’ the list goes on. And with psychologists stating that 60% of the acceptance or rejection of a service or product is down to colour, we cannot ignore the major part it plays in influencing consumers, both positively and negatively.

So rather than risk losing 60% of potential customers, why not include colour as an important element of your design research. A bit of time spent at the beginning could prevent colour becoming your design downfall, and instead lead you to that pot of gold.

When choosing colour think about the message that you want to convey, what you are offering, who you are looking to attract, and the effect of colour on your target audience. For instance you might be slightly put off choosing a dentist with a website that is full of black, grey, and red. I am seeing the Sweeney Todd of dentistry, rather than the reassuring impression you want from the person about to stick a drill inside your mouth.

Don’t forget that as with all marketing it isn’t necessarily about what you personally like or want, but much more about what will engage your target audience, and what will appeal to them so that they continue to read your brochure, website or flyer.

A bit of basic colour psychology to get you started:

Of course different tones and depths of the same colour will evoke a different emotional response. Take pink as an example. Soft pink is immediately delicate, quite traditional and feminine whilst a bright hot pink is much more bold, modern and edgy.

So what I have noted here is a basic list of colours to illustrate what message each colour is sending out.

BLACK: technically the absence of all coloursBlack is a dominant and serious colour that can be overwhelming to some. Strangely it can also be seen as a submissive colour. Authority, power, stability, strength, intelligence, bold, classic, elegant, tradition, conservative, distinctive, formality, mystery, secrecy, serious, sophisticated, simplicity, dominant, evil, death.

WHITE: compression of all the colours in the spectrum white is a neutral colour which can be used to suggest an absence of colour, of space, and of light. Purity, innocence, peace, cleanliness, sterility, modernity, freshness, simplicity, honesty, neutrality, surrender

Grey: a neutral colour that sits between black and white. Serious, Authority, Quality, Grown up, Dull, Moody, Practical, Respect, Sombre, Stable, Classic, Neutral, Cool, technical

RED: an intense, noticeable and bold colour that draws attention Red is the colour of energy. It is often used to excite, energise, raise blood pressure, and induce hunger. Movement, excitement, love, passion, speed, action, danger, adventure, aggression, blood, strength, life.

Pink: Softer than red, delicate and feminine Feminine, Girly, Romantic, Delicate, Soft, Floral, Gentle, Gratitude, Innocence, Soft, Tranquil, Young, Calming.

Blue: A popular favourite particularly among men. Blue is known both as a serious colour, but also for its calming effect. Authority, Calm, Confidence, Steadfast, Dependability, Wisdom, Dignity, Established, Loyalty, Power, Success, Security, Trust, Peace, Tranquillity, Strength, Relaxation, Restful, Justice, Productivity, Corporate, Cold.

Green: A Calm tone that is easy on the eye. It is used frequently to signify nature and also in hospitals and waiting rooms for its relaxing properties. Crisp, Environmental, Eco Friendly, Fresh, Natural, Nature, Refreshing, Harmony, Health, Soothing, Healing, Restful, Relaxation, Renewal, Inexperience, Life, Progress, Jealousy.

Orange: This mix of red and yellow is an extremely flamboyant colour that draws attention. Fun, Happy, Energetic, Warm, Organic, Ambitious, Affordable, Creative, Enthusiastic, Exciting, Fun, Jovial, Light hearted, High-Spirited, Playful, Youthful, stimulates.

Yellow: Similar to orange in its cheerfulness and flamboyance but can also be overpowering. Tempers can flair if over used, however used effectively yellow can lead to greater sales. Cheerful, Laughter, Playful, Happiness, Joy, Optimism, Positivity, Sunshine, Warmth, Bright, Highly Visible, Attention Grabbing, Speeds up Metabolism, Creative thinking, Caution, Cowardice, Curiosity.

Brown: This calm deep colour is reassuringly unpretentious and classic. Stability, Friendship, Nature, Organic, Genuine, Reliable, Calm, Depth, Earth, Rough, Rich, Simplicity, Serious, Subtle, Unpretentious, Neutral, Warm, It can however be seen as dull and boring by some. And in India it is the colour of mourning.

Purple: This mix of red and blue is both warm and cool and often symbolises luxury. It can however be seen as artificial as it rarely occurs in nature. Quality, Wealth, Sophistication, Royalty, Nobility, Luxury, Loyalty, Power, Ceremony, Mystery, Spirituality, Romance, Magic, Fantasy, Dignity, Respect, Independence, Justice, Mystery, Wisdom, Knowledge.

So think about your product or service, decide what message you want to portray, fun and funky, or serious and knowledgeabe for instance. And about what will attract your audience. Will they be drawn to sophisticated purples, or would they prefer a down to earth brown. Then use this information to go off and have some fun with colour in your designs.Happy ColouringSarahPS My favourite colour is green (in case you were wondering!)

Digital communications are reaching all corners of society and Comms 2.0 needs to bridge the divide between old media and new. In the Black Country, Danks Cockburn PR are bridging that divide with traditional industry in an unlikely way.

When we talk about trailblazers in social media, manufacturers would not be the first group of people that spring readily to mind.

I would have agreed with this popular consensus 12 months ago when I stood in front of ten down to earth engineering directors and extolled the virtues of ‘twitter’, LinkedIn and, to a lesser degree, Facebook.

Now, even I knew this was a difficult pitch. Yet no one could have prepared me for the first response…’what the **** do we want with twatter’.

Cue unbridled laughter from a room full of cynics and an uneasy look from my business partner, who was desperately trying to motion me to move on as he knew we’d bitten off more than we could chew.

Right, so how do we get manufacturers on board? I searched desperately for the answer as more and more derogatory comments were thrown at me with the sort of accuracy that most of them use to produce components for the many global markets they serve.

‘For a start it’s free’ I blurted out…silence followed…’and I tell you what I’ll manage it for the first three months to get you started’. Tumbleweed turned into a few nodding heads and from there I knew I had them.

This group of unlikely users is the Midlands Assembly Network, a ten-strong collective of world class manufacturers who work together to share best practice and importantly win orders domestically and from across the globe.`

The heckler will, for the purpose of this blog, remain nameless but needless to say he now has his own twitter profile. 

So once the battle lines had been drawn, we set about establishing MAN on twitter, growing its followers organically and engaging in two-way conversation with interested parties. Some manufacturers and potential customers, others just individuals and companies who had been bitten by the social media bug.

We quickly integrated it into the media relations strategy and encouraged each member company to email us news snippets or updates on what they were up to each week.

Within six months we had passed 250 followers for MAN and importantly twitter had been responsible for 80% of traffic to the collective’s website.

So the cynics had started to become ambassadors and we encouraged firms to develop their own individual company profiles – at the last count 70% of the group are on board.

The following year has been nothing short of sensational. We are now on 740 followers, but that is just a minor statistic. 

During that time we have disseminated important news and group achievements all over the world, we have engaged in market research and discovered new supply opportunities. 

Barkley Plastics have taken a £25,000 tooling order direct from twitter and more than £500,000, yes I did write £500,000, of national and trade coverage has been secured through social media.

This is just the tip of the iceberg and I genuinely believe we are only just starting to see the full potential of what manufacturers can achieve.

However, the use of social media by this sector goes way beyond the tangible business benefits for MAN.

Being at the coalface of updates and coordinating interaction has given us firsthand experience of the birth of a vibrant new community, a community that is keen to inter-trade, help, educate and inform.

Social media – twitter, Facebook, LinkedIn, Google+, whichever channel you choose – is helping promote manufacturing far wider than any conventional medium and will be crucial in engaging the engineers of the future.

So it may be the digital movers and shakers that come up with the ‘apps’ and the ‘buzzwords,’ but it is the traditional heavyweights that are using it best to boost their bottom line.

Russ Cockburn, Director of Danks Cockburn Public Relations

 On the off chance we do get on the nice list our perfect Christmas would have to include:

 Steve

Present: Maximum points for Chelsea over the festive period

Tipple: Port

Track: The Christmas Song, Nat King Cole

Carol: Silent Night & Oh Holy Night

Warren

Present: I love surprises

Tipple: A Snowball

Track: Last Christmas, Wham

Carol: Oh Come All Ye Faithful

Shawn

Present: IWC Portuguese Watch

Tipple: Guinness

Track: Do they know its Christmas, Band Aid

Carol: Silent Night

Leon

Present: Mac Book

Tipple: Scotch on the rocks

Track: Let it Snow, Dean Martin

Carol: Silent Night

Rich

Present: Quiet Kids

Tipple: Port

Track: Fairy Tale of New York, The Pogues

Carol: Sorry I am not really a carol man

Alex

Present: Wii

Tipple: Whisky & Coke

Track: Last Christmas, Wham

Carol: Sory just not sure

Sarah (Me)

Chris Martin

A Dirty Mother

Fairy Tale of New York, The Pogues

Silent Night

Ho, Ho, Ho and a very sparkly Christmas

Sarah (Token office bird preparing for night out with my S2F brothers, HELP!)

Busting the marketing myth ‘you shouldn’t market over Christmas because everything stops.’  We say what better time to market your business than when nobody else is!

Ok well as a marketing agency we would say that, but why would you wait until the New Year when all the other direct mailers and emails are landing.  Why not get ahead of the game and secure those New Year appointments now, before your competition does.

There are plenty of businesses for whom Christmas doesn’t start until the day itself.  Think about these businesses that work right up until and some over Christmas, such as Hospitality, Retail, Care Sector, Medical Professions and the utilities.  How can you help them?

Even those businesses that may be winding down the week before Christmas are still worth contacting.   And who knows, yours may be the only promotional email in the MDs inbox.  Your mailer will stand out against the numerous printed Christmas cards as you show how you can be of benefit, rather than simply being just another Happy Christmas.

Things to consider when marketing at Christmas:

1.       Timing – Make sure your email or mailer lands earlier in the morning before those Christmas lunches, and of course in time for you to make those important follow up calls before the holidays.

2.       Message – Make it relevant to the reader, you may need a different message for each target audience dependent on their needs.  Suggest using the Christmas period to get ahead of the game and plan for January.  For instance it might be that if they order now you can deliver before the Christmas break so that they can hit the ground running.

3.       Call To Action – Encourage them to act now, don’t wait until January, Call Today, Get ahead, and start the holidays with a clear head knowing that everything is sorted.

4.       Follow Up – As at any time of the year, and with any marketing campaign you should always follow up with calls. Don’t expect to send out your mailer and sit back waiting for the phone to ring nonstop, because chances are with this alone it won’t. Ideally you should mail, email, and then call. Of course don’t forget to wish them a happy Christmas with lots of festive cheer. And make sure you leave the humbugs at home.

Business goes on despite the big red guy so don’t miss out by following the crowd.  After all good marketing is all about standing out from the crowd rather than blending in.  So get your business noticed this Christmas, and cash in on all those opportunities that the competition are leaving until next year.

Here at Start 2 Finish we do have the Christmas tunes on, but it is very much business as usual. That is until we have our night out in Brum next Thursday.  Productivity might slide somewhat post party!

 Happy Christmas, Ho Ho Ho, Jingle bells, and all that sparkly stuff! Sarah

Successful marketing needs a clear and well planned approach.  Just like any good book, it needs a beginning, middle, and an end. And ideally a sequel that builds on the first and keeps your audience reading. 

Apply our simple five step approach to get the most from your marketing

1.      Set clear and measurable goals & targets

• Set yourself clear and measurable results and timescales.  And understand the barriers to achieving these.  Make sure you have thought about the effect of achieving these objectives, and what will happen if you don’t meet your goals.
• This will give your marketing a clear aim and keep you focussed. If you feel you are going off track – revisit your goals and targets.

2.      Understand your target audience & what makes them tick

• Make sure that you understand who your target audience is. Find out what they are doing now and what you need them to do to become your next customer. You must also have a clear idea of the competition so that you can differentiate yourselves and offer something better.
• Understanding your audience means that can you offer a solution to their problems and offer a more targeted approach.

3.    Communicate the benefits that you bring & create your big story

• Construct a message that clearly communicates your offer, and the benefits of your service or product in a way that connects with your target audience. Tell them why you are better than the competition and don’t forget the all important call to action – don’t leave the audience guessing what you want them to do – tell them.
• Shouting about the benefits rather than just the features means your target audience can instantly see how this will help them.  And they will be far more likely to want to know more.

4.    Reflect the personality of your business in all areas of your marketing

• When communicating your sales story to your target audience it is crucial that as well as understanding them, you also know yourself.  Think about the personality of your company, and the ways that you can get this across in your marketing collateral.
• This will help you to stand out from the crowd, and really help to create a strong and recognisable brand.   

5.    Measure your results & learn from them

• When planning your 5 step approach make sure that you consider the skills, budget and time you have allocated for assessing your results. It is important to realise whether the campaign was a success, to learn what did and didn’t work, and to use the results to make future plans.
• This will ensure that you maintain a momentum with your sales efforts. And that your campaigns go from strength to strength. 

For more help and support with practical marketing solutions, and none of the fluff and nonsense please give us a call on 0121 607 1908.

Hope our little festive gift to you is helpful.  If it is please tell us, and who knows I might even get on the nice list.  More importantly I might get those lovely christmas boots!

Happy Marketing, Sarah

Ps: We can do the all that agency jargon bit if you like.  But we prefer to stick to the things that will help you to achieve your business goals, but that’s just us!

Right now I am feeling a little left out in the S2F offices.  And on this occasion I have to admit that this is something I can’t beat the boys on.  Don’t get me wrong, it’s not that I hanker after a handlebar or a Fu Manchu, even though I really do like saying Fu Manchu.  It’s more the camaraderie of Movember that I feel I am missing out on.

Our charitable S2F Mo Bros, raising money for prostate cancer in a big hairy way are Rich, Leon, Shawn, and the bosses Steve and Warren.  Of course boys being boys there is a certain amount of banter going on, together with a few grumbles surrounding itch factor, and a healthy dose of competition regarding growth rate.  The former boss cleverly managed to time his first week of growth with a holiday, so rather than showing up with a light dusting of cotton wool whiskers, he appeared on Monday sporting a good healthy coverage.

To include myself in some way I thought that I could put myself forward as artistic director/stylist.   I could advise on which style would suit who dependent on factors such as face shape, hair type, and growth rates.  It will be my job to match the mo with the man.  Ooh this is where I can really have some fun.

So, not being a mooch expertess  ( yes I know it’s a made up word but I like it) I needed some help from men who nose what it’s all about, sorry I couldn’t resist the pun.  Having searched the net for hairy top lips and chins I have made my decisions, so boys listen up.

Let’s start with the bosses. For Warren I suggest a Will Ferrell (Anchorman) beard and mo, for Steve may I advise a full on Kenny Rogers tosh and beard. Shawn has requested a Yosemite Sam, but as chief stylist I think he should stick with the old Fu Manchu.  For Rich it has to be a Groucho, and last but not least Leon you get the Magnum PI.

Please support us in our embrace of Movember.  Check out our team photo now and again at the end of the month to see our fully grown hairy bunch.  Will the boys include me (sniff sniff, no pressure) by taking my style advice seriously?  Who will win best beard/mooch?  Please send us your style suggestions for the team, and  feel free to post in a nice fake mo for moi.

A big hairy thanks for reading, and a happy Movember one and all, Sarah.

With all this jazz about X Factor’s saggy swagger, and Strictly fox-trotting its way up the ratings I can’t help feeling that it was all disappointingly predictable. And when I squint beyond Alex’s sequins and blink my way through the mist of Frankie’s hair spray I can definitely spy a little business lesson here for us all.

X Factor for me has lost its oomph. Yes it still staggers on to my television like a bad habit I can’t quite shake, but last week I forgot to switch channels from Strictly, and only this week did it make it on to my Sky planner, (to be honest it got the kids to bed.) So my allegiance is definitely faltering and I didn’t even realise until now. I have always enjoyed a bit of Strictly as ‘getting ready telly,’ but never saw it joining me in my jammies on the sofa for a take away and bottle of vino. This slot was reserved for the big X and up until now no amount of sequins could convince me otherwise. 

Like most relationships (including business ones) the early days see grand gestures that are thrown around like a Pase Doble with Anne Widecombe, and the effort involved clear for all to see. The attention to detail is rivalled only by Danni Minogue’s many hair styles, and the enthusiasm is as consistent as Simon Cowell’s trousers.  As time passes however the grand gestures can become floppy handshakes, the effort is more like a shoulder shrug, the detail gets filled in with a big fat marker pen, and enthusiasm is as forgotten as last year’s runner up.  Once at shoulder shrug stage the relationship is damaged and should a potential suitor arise, a takeover is a real possibility.

So, put simply don’t get to shoulder shrug stage with your clients.  Remember why they chose you in the first place, think what you did to impress, and keep on doing it.  Keep asking how you could do things better, what do your customers need from you, and how you can stand out from the crowd.  Keep on adding that extra bit of sparkle, and do this without being asked. Don’t think that you can keep on missing the high notes and nobody will notice because they will.  They will switch channels quicker than you can say Jedward.  And it is far easier to maintain your existing relationships than to go out and learn a host of new lyrics from scratch.

Ok so X Factor hasn’t quite reached the shoulder shrug stage for me just yet, but they have definitely performed a head shake.  And even though old habits die hard I can always use Strictly as my replacement patch.

Thanks for reading, Sarah (off for a spray tan and a bit of lypo before saturday!)