ISSUE 03
MARKETING, BUSINESS AND CREATIVE DIGEST FROM BLOOMTIDE
CODING THE FUTURE
HTML5 BRANDED YOUTUBE CHANNELS DESIGN INSPIRATION
HOTEL FOCUS: CONVERT CUSTOMERS WITH CONTENT
FINE MAGAZINE NOW LAUNCHED
VIDEO IN PRINT IS IT REALLY POSSIBLE?
“IN THE MIDDLE OF DIFFICULTY LIES OPPORTUNITY.” ALBERT EINSTEIN
UK £Free2U
THE OPPORTUNITY ISSUE
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5STARS YOUTUBE
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THE BENEFITS OF A BRANDED YOUTUBE CHANNEL ARE CLEAR: convenient way to host, group, & organise your video content raised profile of your brand more dynamic social network interaction improved search engine results an easy way to share your video content With the most popular channels bringing in literally millions of subscribers and billions of views, brands are increasingly making good use of this fast developing medium. To give you a little creative inspiration we have selected what we believe to be some of the best branded YouTube channels.
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1. Gillette – Gillette have really pushed the boat out with a splash introduction that is completely bespoke and makes the channel very much their own in terms of look and feel.
OPPORTUNITY IS MISSED BY MOST PEOPLE BECAUSE IT IS DRESSED IN OVERALLS AND LOOKS LIKE WORK.
2. Panasonic – In this example Panasonic have added their own menu option alongside the YouTube standard options to specifically focus on Smart Viera.
THOMAS A. EDISON
5. Samsung – Good use of the background image area to help promote the ‘Smart TV’ and keep the channel consistent with other Samsung branding.
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3. Top Gear – We like the way the background notepaper and snapshots have been added to give the appearance of seamless integration with the YouTube template. 4. Pepsi – Just like all their marketing this channel is high impact. Aside from the YouTube logo and menu at the top you would never know this is a YouTube channel.
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John Munsell, CEO of Bizzuka
PRIVACY IS DEAD, AND SOCIAL MEDIA HOLDS THE SMOKING GUN. Pete Cashmore, Mashable CEO
Jonathan Zittrain, Professor of Law at Harvard
IF CONTENT IS KING, THEN CONVERSION IS QUEEN.
THE QUALITIES THAT MAKE TWITTER SEEM INSANE AND HALF-BAKED ARE WHAT MAKES IT SO POWERFUL.
The Social Netword SOCIAL MARKETING ELIMINATES THE MIDDLEMEN, PROVIDING BRANDS THE UNIQUE OPPORTUNITY TO HAVE A DIRECT RELATIONSHIP WITH THEIR CUSTOMERS. Bryan Weiner, CEO at Digital Agency 360i
INNOVATION NEEDS TO BE PART OF YOUR CULTURE. CONSUMERS ARE TRANSFORMING FASTER THAN WE ARE, AND IF WE DON’T CATCH UP, WE’RE IN TROUBLE. Ian Schafer, Deep Focus
YOU ARE WHAT YOU TWEET. Alex Tew, Monkey Inferno
FOCUS ON HOW TO BE SOCIAL, NOT ON HOW TO DO SOCIAL. Jay Baer, Convince & Convert
HOW CAN YOU SQUANDER EVEN ONE MORE DAY NOT TAKING ADVANTAGE OF THE GREATEST SHIFTS OF OUR GENERATION? HOW DARE YOU SETTLE FOR LESS WHEN THE WORLD HAS MADE IT SO EASY FOR YOU TO BE REMARKABLE? Seth Godin, sethgodin.com
THE GOAL OF SOCIAL MEDIA IS TO TURN CUSTOMERS INTO YOUR PERSONAL EVANGELIST. Shane Barker, ShaneBarker.com
THINK LIKE A PUBLISHER, NOT A MARKETER. David Meerman Scott, Marketing Strategist
Don Tapscott, dontapscott.com
McDonald’s
Jure Klepic, jureklepic.com
ALL ONE NEEDS IS A COMPUTER, A NETWORK CONNECTION, AND A BRIGHT SPARK OF INITIATIVE AND CREATIVITY TO JOIN THE ECONOMY.
OUR HEAD OF SOCIAL MEDIA IS THE CUSTOMER.
WHAT HAPPENS IN VEGAS STAYS IN VEGAS; WHAT HAPPENS ON TWITTER STAY ON GOOGLE FOREVER!
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A FINE APPROACH
OPPORTUNITY COMES LIKE A SNAIL, AND ONCE IT HAS PASSED YOU IT CHANGES INTO A FLEET RABBIT AND IS GONE. ARTHUR BRISBANE
ANOTHER FINE CUSTOMER MAGAZINE ROLLS OFF THE PRESS
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he latest edition of Fine magazine is now available. Fine is a premium estate agency brand marketing some of the UK’s most distinctive luxury homes. Bespoke photography and interviews with the current owners provide an engaging and genuine insight into each of the listed properties. Stunning homes, great design and appealing editorial combine in this unrivalled publication where vendor instructions increase with each published issue. This new edition features an interview with Daniel Craig discussing the upcoming release of the new James
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Bond film Skyfall, tips from the ingenious celebrity chef Heston Blumenthal and a review of the latest Range Rover model. Are you interested in producing a customer publication that will captivate your audience and build your brand? At bloomtide we are able to provide a complete end-to-end solution in customer magazine publishing both in print and digitally. If you are interested in exploring ideas please feel free get in touch on 0141 621 3900.
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CODING THE FUTURE
HTML5
FIVE THINGS YOU SHOULD KNOW ABOUT HTML5 AND ITS IMPACT ON BRAND WEBSITES
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<HTML5> will support video natively without. relying on third party providers such as [Flash.]. This means no more black screens or plug-in requests on Apple. devices such as the “iPhone”,. “iPad” and “iPod Touch”..
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Brands with multimedia content that want their website to appear on all devices are already starting to recode in <HTML5>.
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The dynamic nature of <HTML5> means it can be used in new. ways in different environments such as the. office and kitchen. For example, if you are a recipe. curator with a website, you can build pages that work on. a touchpad built into a refrigerator.. People will know what ingredients they have in their refrigerator. and keep track using an <HTML5> app on the screen..
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Brands favour <HTML5> because it can replicate experiences previously only available inside an app. Many companies don’t like being part of a third party ecosystem (example iTunes) because they lose control of pricing and subscribers. Interestingly, “The Financial Times” recently announced it will shut off its iPad app completely following the success of its <HTML5> web page. This is a trend that is likely to snowball within months.
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<HTML5> will change the role. of [Flash] on the web as it. will make much of its commonly. used functionality redundant.. However, with [Flash] pioneering 3D. immersive gaming and HD. feature-rich cinema. graphic content. it looks like [Flash] will still. have a future role to play..
TOO MANY PEOPLE ARE THINKING OF SECURITY INSTEAD OF OPPORTUNITY. THEY SEEM MORE AFRAID OF LIFE THAN DEATH. JAMES F. BYRNES
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TO SEE MORE OF OUR WORK VISIT BLOOMTIDE.COM OR SCAN THE QR CODE 01. CLIENT: Thames View PROJECT: Chard Magazine 02. CLIENT: Prestonfield Hotel PROJECT: Video 03. CLIENT: Barony PROJECT: Menzone Bodyspray Range 04. CLIENT: Great Occasions PROJECT: Branding 05. CLIENT: Tods Murray PROJECT: Third Sector Forum Leaflet 06. CLIENT: Cello PROJECT: Environmentally Friendly TV Box 07. CLIENT: EPM PROJECT: Corporate Website C e l e b r at e a Day, C e l e b r at e a L i f e , C e l e b r at e a n E v e n t
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T: 0 8 4 5 5 1 9 9 0 4 9 E: LO R NA @ g r e at- o c c a s i o ww w. g r e at- o c c a s i o n s . c
07. 100 S A M P L E S T R E E T SA M P L E TOW N SH 4 9 X P
OCCASIONS GREAT
DI R E C TO R
LO R NA H E AV I S I D 04. WWW.TODSMURRAY.COM
Email: louise.mccreath@todsmurray.com Tel: 0131 656 2088
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Please visit www.todsmurray.com/thirdsectorforum2012 for further details and to register your interest, or contact Louise McCreath: WE HOPE YOU WILL BE ABLE TO JOIN US AT ONE OR ALL OF THESE SESSIONS.
HOW TO REGISTER
TODS MURRAY IS PLEASED TO INVITE YOU TO JOIN OUR THIRD SECTOR FORUM CHAMBERS AND PARTNERS 2011
THIRD SECTOR FORUM SEMINAR SERIES
THIS SMALL BUT HIGHLY RESPECTED TEAM IMPRESSES INTERVIEWEES WITH ITS S H 4 9 X P 100 SAMPLE STREET, SAMPLETOWN, “PROMPTNESS, EFFICIENCY AND T: 0845 519 9049 | E: INFO@great-occasions.com | w w w. g r e at- o c c a s i o n EXCELLENT COMMUNICATION” WE WOULD LIKE TO INVITE YOU TO OUR FORTHCOMING SEMINARS
OUR THIRD SECTOR FORUM WAS SET UP IN ORDER TO HELP THOSE INVOLVED IN THIS INDUSTRY SHARE IDEAS AND LEARN FROM THE EXPERIENCES OF OTHERS. The seminars are designed to be practical, whilst providing you with expert commercial guidance. Our speakers will draw on real life examples so you will find our seminars to be unique, engaging and relevant. For those involved in the Third Sector, these are not to be missed.
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OUR THIRD SECTOR FORUM EVENTS ARE HELD IN OUR EDINBURGH OFFICE AND WILL BE AVAILABLE SHORTLY AFTERWARDS ONLINE AT WWW.TODSMURRAYTV.COM VENUE: Edinburgh Quay, 133 Fountainbridge, Edinburgh, EH3 9AG
1 FEBRUARY 2012 Can Scotland’s Voluntary Sector DNA help lead The World in difficult times?
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Mel Young, Chairman and Co-founder of the Homeless World Cup looks at Scotland’s unique charitable approach, what it can offer the world and what in turn might also be learned from charitable approaches around the globe.
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Visit www.todsmurraytv.com/homeless to watch a video
2 MAY 2012 The Changing Face of Fundraising
Morag McIntosh, formerly Regional Fundraising Manager for CLIC Sargent Cancer Care for Children, will discuss how the landscape of fundraising changed during her time with CLIC Sargent and how she thinks things may develop in the future.
6 SEPTEMBER 2012 The Big Debate - Engaging Legacy Donors An interactive debate with a stellar panel who will raise questions on what charitable organisations can do to engage with people to leave legacies in their will, how to ensure these are received, as well as explore other opportunities to get individuals involved with charities during their lifetimes.
28 NOVEMBER 2012 Are Charities becoming more like Businesses? Jane Whitworth, Project Manager for The Cranfield Trust, will talk about three key business areas providing the greatest challenges for voluntary sector organisations and the value of commercial skills in helping charities develop and serve their communities effectively.
TIME: 12.30pm - 2pm
CHARITY REGULATION IN SCOTLAND HAS UNDERGONE MAJOR CHANGES IN RECENT YEARS. WE ARE AT THE FOREFRONT OF THE NEW LEGISLATION AND ADVISE THE VOLUNTARY SECTOR ON WHAT THE LEGISLATION MEANS FOR IT. Our Charity Law team acts for a growing number of charity clients, of all shapes and sizes including not-for-profit trading organisations, fundraising and grant giving bodies and deals with all aspects of charity law and practice.
THIS SMALL BUT HIGHLY RESPECTED TEAM IMPRESSES INTERVIEWEES WITH ITS “PROMPTNESS, EFFICIENCY AND EXCELLENT COMMUNICATION”
SOME OF THE SERVICES WHICH WE PROVIDE INCLUDE:
• Setting up charities • Modification and re-structuring • Governance • Mergers • Trustees’ powers and duties • Trading subsidiaries • Winding-up
• Preparation and submission of tax returns • Repayment claims • Tax planning • Commercial and property • Employment • Litigation
CHAMBERS AND PARTNERS 2011
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A VISUAL SHOWCASE OF RECENT BLOOMTIDE PROJECTS
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HOTEL SPOTLIGHT
CONVERT CUSTOMERS WITH CONTENT HOTEL & HOSPITALITY BRANDS CAN BUILD BRAND LOYALTY AND REACH NEW CUSTOMERS THROUGH CONTENT MARKETING Content marketing can encompass a vast array of approaches spanning web-optimised copy, email campaigns, blogs and interactive apps to name a few. Customer magazines are one of the most effective content marketing tools for lifestyle brands, in particular those within the hospitality and leisure industry. Hotels for instance can publish their very own magazine, which adds value to a customer’s experience and advocates the brand at the same time.
Online video is currently the medium on the rise when it comes to content marketing most notably due to its ability to increase your search engine ranking. Hoteliers find that conversions from browsing to booking can increase by simply hosting a video on their website – and this doesn’t need to be limited to hotel tours. Add a personable approach to your video and interview members of staff, discuss their role at the hotel or even watch them demonstrate their skills.
GROWING TREND FOR HOTEL MARKETING VIDEOS Luxury Scottish hotels Prestonfield House and Fairmont St Andrews have joined the growing number of hotel marketers looking to exploit the opportunities of online video. bloomtide are delighted to have worked with each establishment to produce compelling videos that are very special and unique to both. With 89% of web users stating that hotel videos directly influence their hotel booking decisions* it’s not surprising that the industry is quickly switching on to the medium. Scan the QR codes to view the videos: Prestonfield House Fairmont St Andrews
WHEN WRITTEN IN CHINESE, THE WORD “CRISIS” IS COMPOSED OF TWO CHARACTERS. ONE REPRESENTS DANGER AND THE OTHER REPRESENTS OPPORTUNITY. JOHN F. KENNEDY
FOR INFORMATION ON HOTEL MARKETING VIDEOS CALL IAN OR HOLLIE ON 0141 621 3900 *Nielsen’s Hotel Marketing Report
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VIDEO MAILERS VIDEO MARKETING COMMUNICATIONS DELIVERED STRAIGHT INTO THE HANDS OF YOUR AUDIENCE.
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ou’ve joined the video marketing revolution, so what is next? Sharing your message is easy with the advent of social networking and email campaigns, but with the deluge of similar alternatives filling up timelines and inboxes where is the USP? Video mailers cleverly merge traditional direct mailing with digital video and present this on a high-resolution LCD screen set within a bespoke brochure. Your audience can then view this on the 4.3 inch screen; pause, rewind and fast-forward their way
through a selection of videos all with the touch of a button. Promoting your marketing message becomes a two-stage process – first producing highquality video that really speaks to your audience followed by designing a brochure to clearly reflect the campaign. Add value to a presentation, engage your readers with interactive elements or share your latest video production while strengthening your brand identity. To get started, call today on 0141 621 3900.
YOU ARE YOUNGER TODAY THAN YOU EVER WILL BE AGAIN. MAKE USE OF IT. ANONYMOUS
SEEN ANYTHING YOU LIKE? FEEL FREE TO GET IN TOUCH ON 0141 621 3900
Suite 29, Unit 1 Spiersbridge Business Park Spiersbridge Way Glasgow G46 8NL
T 0141 621 3900 F 0141 638 4736 E hello@bloomtide.com W bloomtide.com
FOLLOW US ON TWITTER FRONT COVER IMAGE: By kind permission of Bryan Dale Norton | @NortonArtist