How to be successful in business...
...get all your ducks in a row
Branding
A multi channelled approach A marketing strategy
Multi Channel
A strong brand
Marketing
An innovation strategy
Innovation
dare to be different and do it with Passion
We can help you get all your ducks in a row A strong brand is invaluable as the battle for customers intensifies day by day. After all, your brand is the source of a promise to your consumer.It is a vital piece in your marketing communication and one you do not want to be without. As your customers are now using the web, it is crucial you have a multi channelled approach to grab their attention. This combined with a strong results driven marketing strategy, will be an investment in your business. Above all you need to be innovative and passionate about staying ahead of your competitors. Passion for Creative was established in Ireland in 2004 and is based in Waterford. We are a leading provider of marketing, advertising and design solutions throughout the country, with over 27 years experience in the UK and Ireland. We are highly experienced in the following sectors: retail, financial services, travel, tourism, professional services, transport, property and construction. Having worked with some of the biggest brands in the UK, we know what it takes to create a successful business supported by effective marketing and advertising. We are now offering this wealth of knowledge to independently owned businesses across Ireland.
Dare to be different and do it with passion
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Everyone has a brand whether they like it or not. “ Your premium brand had better be delivering something special, or it’s not going to get the business.� Warren Buffett
Your brand resides within the hearts and minds of customers and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, some of which you cannot. A brand is a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of others. Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, it is about getting them to see you as the only one who provides a solution to their problem. The objectives that a good brand will achieve include:
4 Delivers the message clearly 4 Confirms your credibility 4 Connects your target prospects emotionally 4 Motivates the buyer 4 Strengthens user loyalty
Branding
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.
A strong brand is invaluable as the battle for customers intensifies day by day.
Dare to be different and do it with passion
Finding your brand essence To define your brand essence you will need to find the characteristics and personality that will seduce your customers. Remember that branding engages your customer to lean forward and pursue you, whereas advertising chases after your customers and reminds them that you have something to offer them. Here at Passion, we have spent years perfecting the technique of helping businesses like yours define their brand essence. We can facilitate a brainstorming session to provide an open forum for the key stakeholders to describe the business in their own words, voice their opinions, share their concerns and offer suggestions on future strategy and direction. The objective is to strip away the layers of corporate speak and get to the essence of the business and brand. The result is a document that summarises the key findings and provides a blue print for moving forward.
Branding
It’s important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It is a foundational piece in your marketing communication and one you do not want to be without.
A novel approach to business analysis, the brand essence review uses a number of visual techniques to encourage discussion and generate ideas. By raising issues and gaining consensus, it provides the basis for a fresh understanding of the overall business and the possible re-alignment of key goals. A brand essence review is the best place to start on any new project, especially one where numerous parties are involved and a new brand identity needs to be created. It provides the basis for all future marketing, both on and off line. This approach has been extremely beneficial for numerous clients in recent times and they’ve all found it extremely beneficial.
Enforcing the consistency of your brand is integral to the success of your business.
We can help you produce such a document and outline in detail the exact use of your logo and strap line, colours and typefaces. We can also design templates that show how your brand should appear across a wide range of media including:
• Stationery • Signage • Vehicle livery • Point of sale • Presentation documents • Marketing literature • Websites • Press ads
The brand style guide will also include a full section on your company background and mission statement as well as examples of copy and photography style. Such a document is ideal when briefing suppliers and can be handed to printers, designers, publishers and other third parties.
Branding
Every business should have a brand style guide that explains in detail what their brand is about and how it should it be presented.
A brand touchpoint is simply an opportunity to enhance or strengthen the brand. Tangibles like packaging, websites, business cards, newsletters and spoken communications are all examples of brand touchpoints.
If your brand isn’t consistent, your message is diluted and the customer is left confused.
Printed communication offers the broadest range of visual touchpoints for strengthening a brand. Corporate communications such as stationery and brochures are integral pieces in communicating the brand.
Web and multimedia communication Digital communication is as important as printed communication when it comes to strengthening a brand. Web sites are available on demand. In an average day, a person can easily take in more banner advertising than TV advertising. Interactive demonstrations and presentations are becoming more and more common. These opportunities are potent vehicles for building brand awareness and strength.
Email, phone and spoken communication The most basic levels of brand consistency are the most often overlooked and least understood. A company whose employees answer the phone consistently, use the same language when describing their services, and use similar email auto signatures, is going to be more memorable than a company whose verbal communications are inconsistent and scattered.
Branding
Printed communication
Case Study
Signage
Livery
36 Parnell Street, Waterford
Branding
Stationery
Advertising
Branding Marketing Literature
Website
Branding
Multi-channel marketing is offering customers more than one way to buy something. Multi-channel marketing is marketing using many different channels to reach a customer. These might include a retail store, a web site, a mail order catalogue, or direct personal communications by letter, email or text message.
Retail Store Web Site Mail Order Catalogue
We have over 27 years experience working with some of the biggest brands in retail, mail order and financial services - Littlewoods, B&Q, Argos, Woolworth, Marks & Spencer, Staples Office Supplies, MBNA, Capital Bank and Royal Bank of Scotland to name but a few. We have a clear understanding of how to communicate with customers who shop in a multi-channelled environment. By using direct personalised marketing communications in these environments you can track your customers purchasing behaviour and see what return you are getting on your marketing investment. It’s all about the customer journey and understanding the touch points. If the customer experiences these as consistent and positive, and you occasionally exceed expectations, you create value and set the conditions for nurturing a long-lasting and profitable relationship. Since such customers often recommend your organisation to others, managing the customer journey and experience is a key profitability driver.
Multi Channel
Passion is a new breed of agency offering marketing strategy for a multi-channel approach.
Customers are looking for a convenient way to shop 24/7
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“ Information technology and business are becoming inextricably interwoven. I don’t think anybody can talk meaningfully about one without talking about the other.” Bill Gates
Multi Channel
If an organisation is serious about differentiating its offerings in a marketplace driven by customer demand, it simply cannot ignore the negative impact that a disjointed, inconsistent and piecemeal customer experience will have on its business.
•M arketing Strategy • Branding • Press Ads • Radio Ads • TV Ads • Direct Mail • Point of Sale • Signage
• Vehicle Livery •M ail Order • Brochures • Leaflets • Posters • Websites • Copywriting • Print Management • Media liaison
Multi Channel
Passion has the expertise to ensure you offer a consistent message at every point of contact you have with your customers.
Running a successful business is not like a field of dreams; you can build it but they might not come. Marketing is all about letting people know about the product or service you offer, and persuading them to buy or use it.
What you need is a marketing strategy and a marketing plan. What’s the difference between a marketing strategy and a marketing plan? Your marketing strategy is a summary of your company’s products and position in relation to the competition; your marketing plan is a summary of the specific actions you’re going to undertake to achieve the goals of your marketing strategy.
So in effect, you can’t have a marketing plan without a marketing strategy. It provides the goals for your marketing plan. It tells you where you want to go from here. The marketing plan is the specific roadmap that’s going to get you there. Passion can assist you in preparing your marketing strategy and marketing plan including details about your company’s unique selling proposition, brand positioning, advertising and marketing promotions.
Marketing
The marketing plan is the practical application of your marketing strategy.
There are two sides to every successful business, each as important as the other.
50% of your time should be spent on distribution (Getting your product to market.)
And the other
50%
Fact: Most business owners actually spend 90% of their time on distribution and only 10% on marketing. You’ve got to market yourself properly if you’re ever going to be really successful.*
* Bradley J. Sugars
Marketing
of your time should be spent on marketing (Getting the market to you.)
“ Insanity: is doing the same thing over and over again and expecting different results.� Albert Einstein
Marketing. It’s a numbers game.
Marketing
Let us show you how you can have an unlimited marketing budget, and buy as many customers as you want.
Expense or investment? Any accountant will tell you that sales, marketing and advertising fall into the expense side of your business. Yet any successful entrepreneur will tell you that, done properly, marketing is your best investment. Marketing. Cost or investment? You decide. Instead of spending a fixed amount, when you invest in sales and marketing you need to understand that every investment has a purchase price. In business most people think that you invest in the stock you sell, but the same is true of customers.
To really succeed, you need to grow your income.
Marketing
Remember: To survive in business, you need to reduce costs.
From a marketing point of view, the only thing you’ve got to buy are new customers. The question is, how much are you paying for them? Here’s how it works If you put E1,000 into advertising and have 100 phone calls, then you’re paying E10 for a lead. If you only sell to 1 in 5 leads, you’re paying E50 (5xE10) for a sale.
And here’s the exciting bit Imagine that you knew you could create a marketing plan that buys a customer for E50, and on average they’d spend E500 with you, of which E100 was profit. Then how many times would you invest E50? As many times as you want, spend E50, make E100.
Are you ready to start reaping the profits? It really is that simple! Once you know how much it costs to buy a customer, and as long as you make more per customer than the aquisition costs, you’re ready to start reaping the benefits.
Test and measure To really understand the return you’re getting on your investment, you simply need to test and measure. Ask every customer who walks through the door, every caller, every prospect, the simple question:
“By the way, where did you hear about us?”
And then for exponential growth, all you have to do is continue spending on what works and stop spending on what doesn’t. That way, every euro you give to marketing will give you more in return.
Now do we have your attention? It’s time to look at getting the right message to your customers. With our expertise we can help make every communication with your customers count.
Marketing
Remember you cannot manage what you cannot measure. By asking the simple question, you’ll quickly find what’s working and what’s not.
The Pareto principle. 80% of your sales come from 20% of your customers. The explanation starts with Vilfredo Pareto, an Italian economist and political sociologist who lived from 1848 to 1923. He devised the law of the ‘trivial many and the critical few’, better known as Pareto’s Law, or the 80:20 rule. This rule says that, in many business activities, 80% of the potential value can be achieved from just 20% of the effort, and that one can spend the remaining 80% of effort for relatively little return.
The 80/20 rule pops up all the time. And for good reason. It works. If you really take the time to analyse your customer or client base, you will find that 20% of them are generating 80% of your revenue. And the other 80% are costing you way more than they’re worth in terms of effort and expense.
So what’s the solution?
Doesn’t it make sense to only go after those customers or clients that represent maximum value to your business? Rather than just throwing out a big net and trying to grab everything you can get? If you really want to cut costs in a tough economy, don’t cut employees. Cut the customers that cost you more than they are worth. And only go after the people that represent maximum value. This will either cut your marketing costs dramatically because you aren’t casting such a wide net, or it will increase your revenues more dramatically because you’re using the same amount of marketing money to go after the premium customers or clients.
Marketing
You need to really dig into that 20% and find out why they keep coming back to you. Because they are the answer to growing your business with only low cost, high return, premium customers.
If 80% of your sales come from 20% of your customers- the ones who make the big purchases and are repeat buyers. Cherish that 20%.
Almost any business can start a customer loyalty program of some kind. Once you have at least a year’s worth of data, go back and look at who represents the top 20% of customers or clients.
Contact them any way you can. Email, phone calls, letters, whatever it takes. And have each one of them answer questions, why they shop or do business with you, what they love most, what they love least, what changes would entice them to use you even more.
Then revamp your business to give that top 20% exactly what they want and target your marketing to them.Then you’ll see a dramatic growth in your company, your revenues, and your return on investment.
Kathryn D. Cramer, a psychologist who has written the book “Change the way you see everything” points out that we spend 80% of our time on things that don’t work, whereas research shows if we spend more time on the things that do work, we achieve success quicker.
Marketing
And get all the demographic information you possibly can. Combine that with the answers you get to your questions and profile the perfect customer or client.
“ Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.� Stuart Henderson Britt
WEBSITES In this day and age, if you’re in business, you need a website; it’s as simple as that. As a brand building and sales generation tool, it’s arguably the best investment you can make in your business. A website is available 24/7 to anyone in the market for your services or wishing to learn more about your company.
It can showcase a sample of work completed to date, a series of insightful case studies and a number of positive client testimonials. It can invite people to subscribe to an e-mail newsletter, read an online diary entry or download a white paper on industry developments.
Of course, there’s little point in building a website if no one can find it. This is where search engine optimisation and management become necessary. It’s essential to select the right meta-tags (titles, keywords and descriptions) for key web pages. A pay per click campaign such as Google Adwords will also draw targeted visitors to the website.
Marketing
It can provide an introduction to your business and an overview of your services.
What’s under the hood? Visible - What you see Your website needs to reflect your brand style and act as your shop window. First impressions count. The homepage needs to generate enough interest in your product or service for your customers to want to find out more. Think of your home page as an advertisment rather than a dumping ground. Excite your customers, draw them closer and then tell them more. Drip feed the information, don’t bombard them.
Invisible - What you don’t see What’s invisible, or under the hood, is typically far more substantial than what the average visitor sees. These items have nothing to do with what the site looks like, but how the site functions; and mostly how it performs. • Sound Programming • Well Planned Framework • Goal Driven Design • Effective Maintenance • Usability
• Accessibility • Quality Assurance Tested • Web Marketing Strategy • Search Engine Optimisation • ISP Services
We start with a strategic objective We approach website design differently. We start with an objective in mind, then we look at what your customers need to know. We then look at how we can present you in the best way. A website should excite and inspire someone to want to find out more. It shouldn’t be a dumping ground for so much information that the customer gets lost. Your website is a marketing tool and should work hard at getting your message across.
Purpose This is the crux of what we talk about when we’re up on our soapbox. You’ll hear us use the word ‘objectives’ a lot. Why do you have a website? What’s its purpose? How are you going to measure your success?
Design We’re talking about things like colour choice, alignments, visual interest, and meaningful metaphors.
Message Content is king. Every page in your website needs a goal. You need to understand who your target audience is and what you want them to do. Then you must provide them with the appropriate information and a meaningful call to action.
Architecture How are your pages organised? Is it intuitive? Will your target audience understand?
Usability & Accessibility
Online Marketing Appealing to the search engines is a game. Get it wrong and you’ll find yourself banned. Do it right and you’ll be rewarded with lots of free, targeted traffic. It’s not difficult, it just takes experience and planning.
Technical Stuff Is your domain easy to remember? Is your ISP reliable? Do they have 20,000 other websites hosted on your server? Do they support the right technologies for your website to grow?
Marketing
HTML is still a coding language and it needs to be well formed and accessible. Not everyone who visits your site is perfectly enabled. Some people have disabilities, some have slow connections, some can’t install the Flash plug-in. Knowing your target audience and your goals certainly helps to set your usability and accessibility standards.
“ Direct marketing is simply talking to your customers directly.� Jill Hincks
DIRECT MAIL We are big believers in direct marketing and have different contact strategies for different customers:
It’s about building a rapport and remaining top of mind. All too often, businesses focus on hunting new accounts or winning new business. It’s the old adage. It’s a lot easier and less expensive to win new business from existing customers than it is to win new business from new customers. The method of approach, design of literature and tone of voice must match the target audience if direct mail is to be successful. We love direct mail. It tells us what your customer wants and doesn’t want. We have found this method of marketing the most informative. It’s measurable and that’s what counts.
Marketing
• Active or hot – These are customers with whom you do business on a regular basis, the bread and butter of your organisation. • Lapsed or lukewarm – These are clients with whom you do business on an infrequent basis. They occasionally use you for ad-hoc projects. • Cold – These are potential customers. They are within your target market but have not yet been approached or converted.
PRESS ADVERTISING Anyone can design a press ad but only a professional will do it properly. That’s why it’s always worth contacting an advertising agency like Passion with a proven pedigree. You might pay a little bit more but the return on your investment will be worth it. The ingredients of a good press ad are no secret. It needs to grab the reader’s attention by ringing a bell or offering an reward. It needs to hold their interest by being relevant and providing details. It then needs to stroke their desires by appealing to their emotions. A good press ad must end with a call to action. It must tell the audience what to do. It will not be judged on its artistic merits but on its ability to generate business. And therein lays the truth. Press advertising is not a creative endeavour, it’s a commercial imperative. It needs to be held accountable, constantly tested and measured.
“ No company that markets products or services to the consumer can remain a leader in its field without a deep-seated commitment to advertising.” Edwin L. Artzt
THINK NOW, DESIGN LATER In creative advertising, no amount of glossy presentation will improve a bad idea. That’s why at Passion we are not ‘graphic designers’, we are creative thinkers. We look for the big idea. We start with a clear understanding of the strategy. We ask the question. What result do we want from this campaign?
STRATEGY Defining the marketing & selling approach ‘The creative brief’
t CONCEPT/IDEA
t CAMPAIGN + TAGLINE A campaign is a series of ads that make up a concept/idea, ie. an idea that has more than one execution. Campaigns are therefore considered to be bigger ideas than the one off ad. A tagline basically sums up the campaign idea and is the common theme that links the ads together.
t EXECUTION This the artwork stage, where we design the ad on computer using actual photographs or illustrations and final copy. This is the last stage before going to print or press.
Marketing
Original thinking - we start with a pad and pencil first. We don’t go near a computer until the idea is right. Without a great concept you simply have mutton dressed as lamb.
Original thinking we start with a pad and pencil first.
Marketing
Quickstop Ad campaign a series of 5 qtr page local press ads
RETAIL DESIGN Designing a store layout or shop front requires a great deal of consumer psychology. The outside needs to welcome them in. The inside needs to guide them around. And it all needs to appear effortless and seamless. The trick is to match the retail design with the customer journey so they find what they want with the minimum of fuss and maximum of enjoyment. Remember there are branding considerations and physical limitations. Any logos, slogans or images used on exterior signage or interior displays should be the same as those used on the company’s website or press ads. It’s all about consistency of image and enforcing the same standards across all media. This is why it makes sense to deal with the one agency for all your design needs. At Passion we have a proven track record in Retail Design having worked with some of the biggest retail brands in the UK. Staples, B&Q, Woolworth, Littlewoods, M&S Outlets, Argos and Homebase. We have the expertise to help independent retailers with everything from signage inside and out, to store layout. It’s all about the customer journey and how they interact with your store. If a customer feels comfortable and well informed you have more chance of converting a sale.
“ Passion does the advertising, marketing and retail store design for many of our nationwide stores. They make sure our branding is consistent and standards are maintained. As we continue to grow, they continue to support us.” Aidan Candon Euronics Ireland Over 40 Independent Electrical Stores Nationwide
“ We knew what we wanted but weren’t sure how to get there. Passion helped us to structure our thinking and realise our goals. It’s been great working with them.” Fiona Gainfort Gainfort Hair & Beauty Supplies
“ Passion made our new store look bigger, brighter and better. We couldn’t ask for more.” Ian Joyce
Marketing
Joyces Homecentre
Retail is in our blood
Innovation is imperative if you want to establish and maintain a competitive advantage.
To maintain this advantage requires a continuous commitment to innovation, not only from you as the owner, but from everyone in your business. According to recent research, companies which make a large commitment to innovation – where it penetrates through the organisation – are exceptional performers in their respective industries. The precursor to innovation is creativity, so infusing a creative environment where people are allowed to break the rules and push the limits is vital.
• Encouraging employee innovation • Building innovation into your business practices • Innovation and staff skills • Innovation and your customers, clients and suppliers • Researching innovation elsewhere • Implementing innovative ideas • Monitoring the level and success of internal innovation
Innovation
Strategies capable of producing innovation require resources and energy; we can help you create a culture of innovation.
“ An invasion of armies can be resisted, but not an idea whose time has come.� Victor Hugo
Charles Goodyear was born in December 29, 1800 in New Haven, Connecticut. He was an American inventor of the vulcanization process that made possible the commercial use of rubber. In 1839 he accidentally dropped some India rubber mixed with sulfur on a hot stove and so discovered vulcanization. Vulcanisation became the key to the mass use of rubber tyres for the automobile industry.
Innovation
“ Innovation distinguishes between a leader and a follower.” Steve Jobs. Apple
“ Business has only two functions marketing and innovation.” Milan Kundera
It should be the responsibility of every individual in the organisation to come up with ideas, not just the founder or key staff. Encouraging creativity helps keep staff happy; if they think something is important and has the potential to have financial pay-offs for the company, let them follow their heart. People perform best when they are driven by inspiration and encouraged to extend the boundaries. Encourage everyone to participate. Teamwork enhances people’s greatest strengths and lessens their individual weaknesses. Effective teamwork also promotes the awareness that it’s in everyone’s best interests that the business keeps improving and growing.
At Passion we are always thinking outside the box. We can help you look at your business from a different perspective.
Innovation
Provide recognition and rewards. One of the most powerful tools to get people to be creative and innovate is recognition. People want to be recognised and rewarded for their ideas and initiative, which can have tremendous pay-offs for the organisation. Sometimes the recognition required may be as simple as mentioning a person’s effort in a newsletter.
Challenge the way you think
The challenge is to connect the dots by drawing four straight, continuous lines, and never lifting the pencil from the paper.
Coining the phrase ‘thinking outside the box’
Innovation
If you ask several people they will all say something different. The answer is 26
How many squares do you see?
Words/Insights to inspire you to do great things with your business. “Dare to be different and do it with Passion.” Jill Hincks MD - Passion for Creative “Vision without action is a daydream. Action without vision is a nightmare.” Japanese proverb “Setting goals is the first step in turning the invisible into the visible.” Anthony Robbins “The only way to know how customers see your business is to look at it through their eyes.” Daniel R. Scroggin
“A business has to be involving, it has to be fun, and it has to exercise your creative instincts.” Richard Branson “If you can dream it, you can do it.” Walt Disney “As long as you’re going to be thinking anyway, think big.” Donald Trump “There is only one boss. The customer and he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” Sam Walton “The person interested in success has to learn to view failure as a healthy, inevitable part of the process to the top.” Dr Joyce Brothers “If you do what you’ve always done, you’ll get what you’ve always gotten.” Anthony Robbins “The optimist sees opportunity in every danger; the pessimist sees danger in every opportunity.” Winston Churchill “The only thing we have to fear is fear itself ” Franklin D. Roosevelt
“Passion is the genesis of genius.” Anthony Robbins “Chamber’s experience of Passion for Creative has been a very positive one. We engaged these proven experts to carry out a brand audit which would be used to shape Chamber’s strategic direction. Through their unique Brand Essence process which is built on a bedrock of intellectual rigour, fuelled by insight and priceless marketing savvy they delivered clarity of purpose and mission definition. Passion for Creative provided a holistic approach to brand building which fused strategy, innovation and experience resulting in a solid brand which will not only stand the test of time but we truly believe will enable Chamber to leverage the future.”
Monica Leech. Chief Executive Waterford Chamber
“ We at Windsor HRM value professionalism, quality of services and a personal working relationship with all our clients. Our experience is that we receive all of these, and more, from Passion for Creative who continue to be supportive to us with the development of our business.”
Tony McLaughlin. Windsor HRM “I initially hired Passion for Creative to re-design my branding. I was blown away by their presentation. They got it exactly right first time, which is quite unusual in my experience. I can confidently say they have been very instrumental in changing the face of my company. I am extremely lucky to have found this company, who are very creative, great to work with and totally tuned in to my requirements.”
Regina Mangan. Bookaroom.ie
www.passionforcreative.com