Coke Goes Crystal…

Posted in Uncategorized by matt.lawrenson on November 1st, 2010

It may not be Marmite launching this new product but “You’ll either love it or you’ll hate it” might be a strap-line worth considering for Diet Coke.

The drinks giants have teamed up with celebrity jewellery designer Johnny Rocket to release these limited edition bottles covered in Swarovski Crystal designs (below)

The limited edition product was launched on October 14th at Selfridges, London, in a pop up workshop called “The Diet Coke Crystal Customisation Boudoir”. They are available on sale in the Selfridges food hall at £1.50, and wannabe ‘Rockets’ can create their own bespoke designs in the pop up workshop for £5.

I’m pretty sure I don’t quite fit the target demographic for this new product and I think this bottle would look most at home in the hands of tabloid frequenting day-glo orange Jordan-ites, (Although It’s probable that that’s exactly what Coke envisaged when they dreamt up the idea, as it appears millions of girls and women in the UK aspire to mirror those tabloid regulars!)
What do you think? Monstrosity or Masterpiece? Let us know in the Comment section

To find out how Forum can refresh your packaging design or create a whole range for a new product contact us today.

SOURCE: Marketing Week

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You’ve got Mail…ers

Posted in Marketing, Random, Uncategorized by matt.lawrenson on October 11th, 2010

As part of recent efforts to raise awareness of Forum, and attract new clients, New Business Development Manager Jo Jones set the design team the task of designing a range of fun and engaging A6 postcard mailers, which could be sent to contacts.

As well as ‘generic’ mailers, which can be sent at anytime, the design team were also required to produce designs that coincided with specific sporting events (such as the World Cup in South Africa and Wimbledon Tennis Tournament, both in July) and specific markets such as the catering, hotel, cosmetic and motoring industries.

This direct mail campaign has proved very successful, and one mailer, which gained particular affection amongst it recipients, was the ‘Jammy Dodger’ creative (See below)



Have you received a mailer? Tell us what you think by using the comments section on this post, or contact us today to find out how we can provide a creative solution to meet your marketing brief.

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“Banish Those Budgetary Blues…

Posted in Marketing, Random, Uncategorized by matt.lawrenson on September 9th, 2010

History dictates that when an economic downturn rears it’s ugly head, and businesses set about cutting costs to steady the ship, marketing budgets are often the first to fall under the axe, as those at the helm look for a quick fix to their financial problems.

Despite still facing economic uncertainty, many companies in the UK have bucked the trend by upping their ad-spend. I believe this shift in approach came about as marketers recognised the growing importance of maintaining and increasing levels of brand awareness and favourability amongst consumers, which is crucial at a time when rival brands can take advantage of a drop in awareness, or slide down consumer’s preferred set, and steal market share.

For example DIY retail chain Wickes upped their marketing spend over 83% as they sought to widen their advertising strategy, focusing on the competitive pricing of its own-brand products. (MediaWeek, 2010)

Retailers who continually show their faith in advertising and marketing include Tesco and Asda, with both upping spend by 25% to £97.7m and £89.5m respectively this year (Billets Media Monitoring 2010).

Variety retailer Wilkinson also bucks the trend as it continues it’s re-branding and expansion plan, opening and marketing new stores with the aim of having 500 stores by 2012

Whilst pumping money into above the line campaigns is a perfectly viable (and often rewarding) option for those lucky enough to be able to afford the luxury, I believe an unimproved or reduced marketing budget doesn’t have to instantly signal doom and gloom for brands.

Relatively low cost inbound marketing methods such as Social Media and SEO (Search Engine Optimisation) have proved an effective alternative for brands wanting to maintain visibility, and Direct Mail has also become much more effective, as a shift in mediums has resulted in people receiving less junk through their letter box than in their inboxes.

As a result, a well-targeted Direct Mail campaign with an equally well thought out creative concept can really grab the recipients attention, a welcome change from the ‘bin it en-mass’ approach to DM that disgruntled recipients often previously held.

To find out how Forum can turn your budget into an effective marketing strategy, no matter what the size, contact us today.

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Congratulations Sonal!

Posted in Marketing, Random, Uncategorized by matt.lawrenson on September 6th, 2010

Everyone at Forum would like to say a massive well done to new addition to the team, Sonal Patel, as she not only graduated this July with a First Class Honours in International Marketing from De Montfort University, but also clinched a Chartered Institute of Marketing sponsored award at DMU’s annual prize giving ceremony in August.

Sonal won the prize for best BA (Hons) International Marketing and Business student.

To read the story in full visit the link below: http://www.dmu.ac.uk/news_events/news/current/100812_CIM_Awards.jsp

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The Importance of Fresh Thinking

Posted in Marketing by matt.lawrenson on July 30th, 2010

Since 2007 Supermarket heavyweight Morrisons have used celebrity names including Lulu, BBC Football pundit Alan Hansen and housewives’ favourite Richard Hammond, of Top Gear fame, in their TV campaigns.

Come mid 2010 and they have dropped the famous faces signalling a change in strategy. Their new strategy will focus on using freshness as a differentiator between Morrisons’ products and those offered by their rivals.

The campaign kicked off with their debut new ad aiming to communicate that the brand is the only supermarket to sell 100% British fresh meat.

In place of celebrity faces the ads will include a child cast, and focus on their inquisitive minds. The first ad shows children on a school trip to a farm, where they ask farmers and buyers questions about the meat. They are later seen in-store, where a butcher explains how Morrisons Is different to main rivals Tesco, Asda and Sainsbury’s.

When asked about the new strategy and move away from use of celebrities Marketing Director at Morrisons Michael Bates said:

            “Any Campaign has a life cycle, and we feel the time is right to move the message on”

I believe a constant evolution in strategy is a necessity if retailers are to keep pace with the ever-changing demands of consumers. I also believe Morrison’s change of focus will see those rivals who haven’t already adapted their strategies, follow suit.

Waitrose and Sainsbury’s have already made forays into the digital world, with the former recently launching a branded channel on MSN, and Waitrose launching a channel of video hosting site YouTube. ASDA are expected to adapt their strategy, as experts have warned them against continuing their ‘blinkered price promotions.’

Meanwhile in the variety store sector, Wilkinson are continuing their re-branding and expansion plan (aiming to have 500 stores by 2012), amidst increased competition from brands such as B&M, Poundland and the new ‘Family Bargains’ variety chain which is to be launched by the founders of 99p Stores.

Look here to find out more about how Forum have helped Wilkinson with their marketing strategy.

To find out how Forum can take your marketing strategy in a new direction contact us today.

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Forum Solve UKTI Puzzle

Posted in Marketing by matt.lawrenson on July 13th, 2010

Forum have recently completed a three part direct mail piece with a difference…

UKTI East Midlands wanted to get in touch with their lapsed business contacts, in an effort to remind them of the capabilities their Overseas Market Introduction Service (OMIS) can offer.

UKTI expressed a desire to communicate in a friendly and ‘non-corporate way’, with a quirky mechanic that would be remembered and responded to.

Forum’s solution was a three-part direct mail piece, with a follow up tele-marketing day. The campaign spanned four weeks.

The first mailer was an A5 teaser, with the front taking on the image of a jigsaw, positioned over a vital piece of information was a ‘missing piece’. This was printed on 500 mic boxboard, to give it a weighty jigsaw feel.

The first mail-out with 'a missing piece'

 

The second mailer was a A5 roll fold leaflet, which contained the ‘missing piece of the puzzle’- and the answer to the reader’s overseas trade and research problems- OMIS.

The second mail-out with the answer to the previous teaser

 

 The third part was a corporate brochure, sent with a bespoke letter, personalised to the addressee.

For more information on the innovative direct mail marketing solutions Forum can offer you, contact us today.

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African Ambush

Posted in Marketing by matt.lawrenson on June 25th, 2010

The World Cup is well underway, and just like every four years, things are taking an all too familiar shape. England have provided their compulsory underwhelming performance on two occasions (well ahead of the scheduled knock out stage disappointment) and we find ourselves barraged with ads eluding in some way to what is taking place In South Africa.

Suffice to say the World Cup bandwagon is well and truly bursting with brands eager to capitalise on the benefits of association with the biggest sporting event on the globe.

Those companies who chose the official route (such as Adidas, Coca Cola, Mars and Budweiser), and shelled out millions to FIFA ensuring they became the exclusive sponsors of the tournament, have been left with a bitter taste in their mouths, brought on by the success of rival brands who have shunned legitimate ties in favour of ambush marketing techniques.

Nike’s “Write the Future” ad has had overwhelming success, with over 16 million hits on Youtube, viewers have gone online to watch Nike endorsees Rooney and Ronaldo, two of the biggest names on show in South Africa. Adidas’ offering lags far behind with just under a 1/4 of Nike’s viewing figures.

The most controversial Ad has to be Nestle Kit Kat’s “Cross Your Fingers” campaign, which has ruffled the feathers of official sponsors Mars, to such a degree that they have threatened legal action, although ambush marketing has previously been deemed perfectly legal.

Other brands capitalising on World Cup ties through guerrilla tactics include Carlsberg, whose unapologetically patriotic “Probably the Best Team Talk in the World” ad (Saatchi & Saatchi) included appearances from a host of sporting legends, celebrities and national heroes such as Sir Ranulph Fiennes in a 90 second epic.

Carlsberg also presented fans with the chance to win the opportunity to present their own ‘Best Team Talk” to England stars and the Internet was swarmed with videos of fans delivering their own inspirational messages.

All these efforts by Carlsberg have culminated in the overwhelming overshadowing of Official World Cup beer, Budweiser.

Social media has played a huge part in the success of Nike and Carlsberg’s ads, with research by Nielson Co. finding that Nike “was mentioned in 30.2 percent of the English-language messages online tracked by Nielsen from May 7 to June 6, making it the most talked about company in relation to the World Cup.”- CNBC.com

It seems Mars are on the warpath and there are many calling for stricter guidelines and punishments, for those who use such tactics, I’m inclined to disagree.

If anything the anger shown by Mars and the like should perhaps be turned introspectively, as Nestle, Nike and Carlsberg have achieved everything the official sponsors dreamed of, whilst at the same time avoiding emptying their coffers to pay for legitimate sponsorship. For this they should be applauded not vilified.

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New Look Wilkinson in Leicester

Posted in Marketing by Amanda on March 19th, 2010

Forum have helped to launch another new look Wilkinson store in Leicester!

Wilkinson at Beaumont Shopping Centre

Wilkinson at Beaumont Shopping Centre

With the help of our local radio station Leicester Sound and their Thunders, the store opening was a great success. There was plenty of winners with our ‘higher or lower’ competition taking away vouchers to spend in store and money off coupons handed out by our eye-catching Look Walkers.

You can see more of the action at Leicester Sound’s website, check out the link below.

For more information on how Forum can help you with your store or product launch, check out our case studies online or give us a call.

Wilkinson Lookwalkers and Leicester Sound Beaumont Leys

Wilkinson Lookwalkers and Leicester Sound Beaumont Leys

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Own brand Champion

Posted in Marketing, Packaging by Amanda on March 18th, 2010

Only recently I popped in to my local Shell garage to re-fuel and pick up some snacks to stop the hunger cravings, where I was pleasantly surprised to find a great range of own brand Waitrose products neatly stacked and purposefully merchandised.  Lured in by the tempting packaging graphic design, I immediately set about selecting the items most tempting and devilish, and subsequently spent far more than the originally planned ‘snack stop.’  Well who wouldn’t! Read More…

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How do you shop?

Posted in Marketing by Amanda on March 18th, 2010

Do you tend to scour the internet and cost comparison sites for best price? Do you have the red laser app downloaded to your iphone? Would you prefer a day of speaking to sale assistants, picking up information and ‘testers’ before making your purchase? Perhaps it’s all of the above?

A study carried out by Leo Burnett’s marketing services arm, ARC, asked 6,000 consumers in the UK, US & France about their multi-channel shopping habits. It was found that the journey customers take is partly based on what product they’re looking to purchase.  Six multi-channel personalities were identified by the study.

Strategic Savers: do the most research, with a big emphasis on finding the best price.

Opportunistic Advernturers: love to shop and enjoy the thrill of hunting for bargains.

Savvy Passionistas: trend setters who enjoy shopping, and have emotional connections to the shopping experience.

Quality Devotees: put their shopping emphasis on quality, and are loyal to brands that deliver it.

Efficient Sprinters: don’t enjoy the shopping process, and just want to get their buying over and done with.

Dollar Defaulters: are very disengaged and use price to make quick brand decisions.

Which one do you fall in to? Personally I could fall in to a couple of categories depending on what I am to buy and it could be for this reason that most consumers are now considered to be multi-channel in some way.

Price comparisons followed by research and learning about the product are the top reasons motivating people to use multiple channels on their shopping journey.

What should be learnt from the study is that it is important to engage with your potential customers at different and frequent points in the shopping journey. Giving further reason to why it is essential to have a clear consistent creative across all channels of communication, saying the right thing at the right time.  Using frequent and consistent messages across all of your communications is essential to increase a campaign’s effectiveness.

Forum Advertising Agency Leicester understands the importance of joined up thinking on creative and marketing campaigns. Contact Forum today for more information on how we can help you with your cross channel communications.

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