Supporting North West Businesses.
One of my more recent clients is Design and Form - a Lancaster based manufacturer of high quality baths and hydrotherapy systems. Now exporting its products throughout the world, it excels in the production of custom built bath-forms for architects, interior designers and discerning private clients.
In parallel with its bespoke products, the company also sells more standardised
baths from within its well respected 'Cabuchon' range. These are as popular
with hoteliers, health spas and leisure industry professionals as they
are with home owners, and they are shipped as far afield as as Canada,
Asia and Hawaii.
Given its multifaceted capability, Design and Form is not short of target markets, either in the UK or abroad, so an important early task has been to prioritise effort in order to ensure that the PR activity will yield a significant and rapid return.
The campaign has begun with a series of new product launch announcements aimed at UK based design professionals. It will subsequently be developed to include visually impressive photo-features and case studies of successful applications within hotels, private homes and even the occasional yacht...
In the latter half of 2010, I carried out some direct marketing work for a rather unusual client in Cheshire who is making a significant contribution to the world of archaeology through the use of highly advanced unmanned aerial vehicles (UAV).
sUAVe Aerial Photographers is run by Greg Colley - a former computer programmer, a keen amateur photographer and a licensed pilot. This rare suite of skills made him ideally qualified to launch his new hi-tech business, which offers high quality aerial photography to clients across the UK.
Since these small, remotely controlled aircraft can fly at low altitudes and can be launched without the need for pilots, runways or clearance from air traffic controllers, they enable impressive and highly detailed images to be captured quickly, easily, and at a small fraction of the cost associated with photography from conventional aircraft.
In the short time since its launch, sUAVe has been embraced by clients from many different industries. The archaeological sector has been a key market but Greg's services are also proving popular amongst heritage specialists, construction companies and public authorities.
The direct marketing activity has been very successful and Greg is now busy dealing with enquiries throughout the country. For details of some of his latest projects, please visit the sUAVe website.
If you would like to discuss a direct marketing or copywriting project of your own, please contact me.
They say that you shouldn't mix business with pleasure, but sometimes the opportunity is hard to turn down. That was the case when an EU funded business support project on which I was working was extended to cover the far north of Lancashire.
The project provided free support to small and medium sized businesses in ERDF-funded areas of the county. One of the companies that operates in the area is Capernwray Diving and Leisure - a popular scuba diving venue where I indulge one of my favourite hobbies - so I was keen to offer whatever help I could.
Although it attracts upwards of 37,000 visitors a year, Capernwray is largely unknown outside of the diving community, so I agreed to help the business to organise a series of press visits designed to raise local awareness about the centre. The campaign began with a specially organised press day, when we gave local newspaper and radio journalists a chance to discover scuba diving for themselves.
Chief instructor Adam Hanlon conducted the proceedings, introducing the journalists to the equipment, safety procedures and the site itself, before everyone entered the water and followed Adam on a fascinating underwater tour. My role was to co-ordinate the press invitations and the dissemination of information, enabling the reporters to put together their various feature articles. However, I also took the opportunity to act as underwater photographer for the event, which made the day as much fun for me as for the journalists - all of whom said that they had thoroughly enjoyed their visit.
This was the first in a series of media activities, which continued with announcements about the launch of an underwater filming business at the same site. Capernwray is now listed on a number of film makers' directories and has been used as a giant underwater film set by television and film makers.
Back in July 2007, I achieved the status of Chartered Marketer. Earned via a formal process of continuous professional development, Chartered status is intended to demonstrate that the holder practises the highest professional marketing standards by keeping his or her marketing knowledge and skills current.
The Chartered Institute of Marketing describes it as follows:
"Only The Chartered Institute of Marketing can award Chartered Marketer status to a marketer. We campaign with employers to recognise this status as the benchmark for highly skilled marketers. As a consultant in the marketing arena, Chartered Marketer status can demonstrate ongoing commitment and competency to your clients.
"Many marketers have a relevant marketing qualification, but Chartered Marketers must ensure that they maintain and develop the currency of their marketing skills and knowledge. Chartered Marketer status is an effective measurement of business competency and expertise, which will ultimately contribute to better business performance. It is also a reassurance that the marketer will be ethical, experienced and can demonstrate first class marketing skills to give (clients & employers) improved business advantage."