The Collective Marketing Agency has issued an upbeat message regarding the future of the manufacturing sector in Dorset, amidst the uncertainty surrounding Brexit and the comments made recently by the Chancellor Sajid Javid.
The Collective, which works extensively within the engineering and manufacturing sector, believes that most small to medium manufacturing businesses will be able to adapt to whatever changes Brexit brings and use the advantages to their benefit. Simon Harrison, Marketing Director for The Collective, comments:
“Whilst acknowledging there will be some initial uncertainty, we are confident the sector will quickly adapt to a changing environment. In Britain we are incredibly resilient and this resilience will show through in how we tackle the challenges Brexit introduces.”
This confidence is borne out from some of the work The Collective has been involved in within the last 18 months. Whilst supporting key engineering businesses across Dorset such as Aish Technologies, Norco, Field International, PRF Composites and AGI, the company has experienced some of the world-leading technologies Dorset companies are pioneering, that will ensure a bright future for the sector. Simon comments:
“We have produced videos and animations, and been involved in other marketing initiatives, that demonstrate Dorset businesses are at the forefront of developing technology, particularly within key market sectors such as Aerospace, Defence and Composite manufacturing. Some of these products have been developed against this backdrop of uncertainty and yet the businesses are still focused on the future, which is brilliant to see and be involved in.”
Alongside its complete in-house video production capability, The Collective specialises in offering a full marketing support service to manufacturing companies, including social media, website design and build, digital marketing and marketing strategy. The company was established nearly 6 years ago by Simon, Managing Director James Howes and Commercial Director Zoe Howes, who all had significant experience working in the industrial sector before establishing The Collective in 2014. James echo’s the sentiment that the future for Dorset manufacturing is bright and also recognizes there are opportunities for companies to seize the initiative:
“I am constantly amazed by the expertise and strength of companies we work with. We all know Brexit has taken a long time to happen, but now it is within touching distance, manufacturing companies can use this milestone to reflect on whether their marketing is producing the results they need it to. And if it isn’t, what can be done to rectify that.”
The Collective, located on the Nuffield Industrial Estate in Poole, is ideally placed to serve the local manufacturing sector. In addition, the company operates a Satellite office in Birmingham.
2020 is the year of the video! Admittedly 2019 was also the year of the video, and 2018 and 2017 to be fair, however, this year, more than ever, you need video in your marketing.
Time flies by for us all, and in this hectic, and sometimes chaotic, world we would all prefer to watch a 2-minute video rather than read a 10-minute article.
If you are not utilising video in your marketing strategy, here are 5 reasons to dig out your camera:
1. Video is brilliant in email marketing campaigns.
The challenge with email marketing is getting people to open the original email and then click through to the content! Having the word ‘’video’ in the subject line actually increases open rates and decreases unsubscribes.
Click-through rates can surge by as much as 300%, when you feature a video, purely because most of us would rather watch something than read it. Do you have a new product to show? Video is perfect. Are you including a client testimonial? Anybody can write something but having your client on video say great things about you directly into a prospect’s inbox? Invaluable.
2. Video increases conversion rates
Making a video is an investment, and like all investments, you need to see a return.
A video on a website landing page will increase conversion rates by 75%. Watching a compelling well-made video will influence buyer behaviour, potentially converting a visitor into a prospective client. How about using a tutorial video to advise customers on using your products or services? You can also direct them to your website, giving you an extra opportunity to up-sell or re-sell to them.
3. Video builds credibility and trust
We all need to build trust with our brand, and video allows you to connect on a near one to one level with the audience. The more videos you have to inform and educate your customers the more you build on that trust. Plus, and this is a big issue for 2020, personalisation of your marketing is a key factor. Producing a video that is personalised to your potential new client is a guaranteed way to get their attention.
4. Ramp up your social media engagement
Did you know over 90% of mobile video watchers share videos on social media? Video marketing is growing not just in importance but also in scope – you are literally only limited by your imagination. And if you don’t fancy having a go yourself, you can get someone else to create it for you!
How about trying some simple “How To” videos based on your business and see what happens!
5. Search Engines LOVE video!!
Google et al are searching for content that engages viewers and encourages longer page views… and video does that in bucketful’s! Add that together with the fact YouTube is the second largest search engine (after Google) you have a marriage made in heaven.
Always put your videos on as many platforms as possible (YouTube, directories, Vimeo etc) and link them back to your website. Then sit back and watch the analytics.
We love producing videos and have been doing it for a while now. Give us a call if you need any help or just fancy chatting all-things video!
The requirement for larger organisations to communicate well internally remains as important now as it has ever been.
We’re lucky! Our team here at The Collective is small enough to be able to communicate in a fairly rudimentary manner i.e. get up, walk across the office, have a conversation! Internal communications across larger organisations is not so straight-forward however, with employees in different buildings, out on the road, working from home etc. So how do you communicate and what are some of the challenges you need to overcome, to make sure your employees are hearing the messages you need them to hear.
A cautionary tale
First of all a cautionary note. Many people today have the attention span of a goldfish! So, to hold that attention, you have to be creative in your messages. Use video, images. memes, animated gifs, dancing animals – basically anything that will engage your audience long enough to get the message across to them.
Secondly you have to use a multi-channel approach – just sending emails, or just holding weekly meetings, isn’t enough. Decide which messages are best communicated via each medium, and then stick to a process that people can get used to.
Length does make a difference! Use sound-bites to communicate important information, enough to draw your audience in and encourage them to want more.
By personalising messages, and tailoring them to individuals, you can forge that feeling of inclusivity amongst your employees which also helps with diversity. Remember, people will interpret messages in different ways and it’s up to you the employer to address this in a sympathetic way. Consider how you can come across as an advisor to build trust, and not just a vehicle for imparting information.
Different comms tools
There are all sorts of different communication tools available, so explore the options. For example, what about an App developed for your staff so they can a) be reached at all times (not necessarily always a good thing) and b) choose to receive notifications or not. With staff spread across the country, or indeed the world, mobile comms are to be embraced not shied away from.
Is good, good enough? Sometimes yes it is. So live streaming and home-made videos are ok, just make sure the sound is sorted out. For some messages however, have it done professionally to create gravitas and demonstrate you are serious. For example, we have recently created an animation for a multi-national company who are opening a new flagship warehouse and they wanted something to demonstrate to their employees what it would look like when it was completed. The only thing they could see today was a building site, so by creating a video using animation to show how it would look, they were able to demonstrate to their employees the extent of the investment and what it meant to the company.
Enable, Engage and Empower
With all your internal communications, the challenge is to create a strong connection between you the employer and your staff. Done well, internal comms has the power and potential to enable, engage and empower employees.
If you would like a conversation about your current internal communications, please contact us on team@thecollectivegroup.co.uk
Your prospective client is judging you from the moment they first hear your company name. That might seem like an intimidating thought; but don’t panic about it. See it as the opportunity that it is – the chance to create impact and stand out from the crowd.
If you’re ready to win more business and take your company further, here’s how to make the right impression at every stage of the customer journey.
Making the perfect first impression
Sort your website out. If you haven’t updated your website for years, now might be the time to give it an overhaul. A dated site suggests that you haven’t got the funds to improve it, or that you don’t care. Neither of these are likely to appeal to a new client! You don’t necessarily have to start from scratch – even updating the content and the images can make a big difference.
Check your branding. Your brand is a promise. It’s a declaration of what you can offer your customers, plus a representation of your ethos and practices. If it’s dull, unmemorable or poorly thought-out, this will adversely impact your business. Work with a team of professionals to tidy your branding up, or even change it altogether. Although it feels like a seismic step to take, it’ll be worth it in the long-run.
Work on your customer service skills. Customers want to work with businesses who are approachable, honest and professional. If your customer service responses come over as hostile, uninterested or amateurish, it’s likely that the client will look elsewhere. All your responses (email, social media and on the phone or Skype), should fit with your brand, and convey the right message.
Make sure the offering is good. Here’s where those USPs come into play. What makes you special? How can you emphasise that on your website, social media accounts and elsewhere? After all, it’s those USPs that’ll win you business. If your offering isn’t as impressive as you’d like, think about what you can change. For example, can you offer super-fast delivery? A more consultative approach? A wider range of products? If you’re not sure what to offer, look at your competition and see what they’re doing.
Present yourself well. Remember, you’re a vital part of your brand. As such, you should look the part whenever you’re in front of your client; whether that’s in your shop or via a Skype video. Wear a suit if appropriate, make sure you look well-groomed, and present yourself professionally. Remember that the devil is in the details. For example, a powerful fragrance like Aventus Creed is likely to make a good impression, and if those shoes aren’t polished, trust us – someone will notice.
Be positive. A good positive mental attitude is integral to running a business. Negativity is immediately evident to clients, no matter how well you think you’re hiding it. Approach all customer interactions as positively as possible, as this will be conveyed in the email or phone conversation.
