Hello and welcome to our Ten Stories High website. As you can see it's more of a blog really. That's because we wanted to take a less predictable route - we love what we do, we enjoy talking about it, and, this way you'll get a more effective insight into the way we work.
We hope you find reading about our clients and their projects interesting and thought provoking. And that as a result you come to us for something a little less ordinary and predictable; creative but well planned and expertly executed marketing, PR, and copywriting.
Marketing success is all about understanding your audience. Fail to understand them and your marketing efforts and investment simply will not deliver.
Take a quick look at this advert from Volkswagen and we’ll see you on the other side for the lessons that can be learned…
Short, sweet, and bang on the audience.
Bring on the 30 and 40 somethings who grew up with Star Wars (the original and best films in the series!) and are now bringing up young families.
Now check the lifestyle references that speak directly to that audience: the family priorities, the house, the gym, and the technology…
Have a smile at the sly intimation that the auto start feature is on a level with ‘using the force’.
And next time you start planning your marketing activity remember to focus on your audiences in exactly the same way. They’re not ‘women’ or ‘men’ rather they’re a very specific group of women and/or men with their own specific habits, cultural references, associations with your product or service, preferred places to spend time in, publications they like to read, websites they regularly visit, technology with which they’re familiar…and so it goes on.
Essential knowledge that can be time consuming to gain but will prove more valuable than anything else in your marketing preparation.
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You may know from reading previous posts and Emma’s pen portrait that she’s very proud to be involved in gardening PR, specifically show garden PR. For the past two years she’s worked with designer Philippa Pearson at both Hampton Court Palace Flower Show and RHS Chelsea.
As Hampton Court kicks off this year both Emma and Philippa are taking a well deserved break from the show gardens but both are still keenly watching and commentating; Philippa in her role as writer for the Guardian and BBC Gardening, and Emma in her new role as publicist for next year’s Gardening World Cup in Japan.
We’ve also used Hampton Court today as the inspiration behind a floral themed product placement in best buys spreads locally. It’s what we officially term an issues leap but really it’s just an excuse to indulge our interests while securing good quality coverage for our clients.
There are always plenty of interconnecting opportunities from big events during the year, look out for your chance to take a leap.
Philippa discussing the vegetables in her Hampton Court Flower Show garden for the anniversary of Girl Guiding UK, which won people’s choice last year, with Sophie, Countess of Wessex.
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Marketeers often encourage clients to occupy the ‘expert space’, and ‘position key staff as experts’ but the truth is not everyone can become the media-recognised expert in their field of work; we’re not all Justin Urquhart Stewart, you know…
But you can genuinely add value to your customers, generate interest in your business, and gain an advantage over your competitors just by doing your job expertly.
The very lovely chef, Jane, from The Meeting House Cafe in Kendal does exactly that; it’s kept many of her customers coming back every Friday for 9 years. It’s also what helped the newly launched cafe gain some national headlines.
Did you know that avocado is rich in essential fats and a good meat substitute for vegetarian children? And do you know that soya cream is just right as a wash for vegetarian scones? Jane’s knowledge and skills have enabled her to create a delicious and award winning vegan and vegetarian menu that leads to high praise, even from carnivorous review columnists.
And her quiet, unassuming expertise results in great local media and online reviews, word of mouth referrals, articles in vegetarian and vegan magazines, and the satisfaction of her customers (old and new).
That’s the kind of expertise we think marketeers should encourage every business owner to uncover.
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